Your product / service advertising needs to be where your people will find it, click it and then buy it. We start with your message. What do you need to say? Who do you need to say it to? What is the budget? ROI is important. Tracking and valuable data are attached to marketing and sales content.
You never want your content to keep customers stuck at the top of your sales funnel. Consumers usually stay at the top stage because they’re scared to move any further, they’re intimidated by your brand, product, or price, they’re confused about what it is you actually do, or they’re just simply not interested.
So how do we get them past the first stage of the sales funnel? A fantastic place to start is by developing a sales funnel marketing strategy and creating better content. Create mindful, higher quality content than competitors – more thorough, more helpful, and more engaging, then send out at the right time through the right channel in order to grab the attention you’re looking for.
Understanding each stage of the funnel is crucial for a sales funnel marketing strategy, and being able to identify which stage your customers are in at a given time is even better. There are 4 very important stages of a sales funnel marketing strategy.
You never want your content to keep customers stuck at the top of your sales funnel. Consumers usually stay at the top stage because they’re scared to move any further, they’re intimidated by your brand, product, or price, they’re confused about what it is you actually do, or they’re just simply not interested.
So how do we get them past the first stage of the sales funnel? A fantastic place to start is by developing a sales funnel marketing strategy and creating better content. Create mindful, higher quality content than competitors – more thorough, more helpful, and more engaging, then send out at the right time through the right channel in order to grab the attention you’re looking for.
Understanding each stage of the funnel is crucial for a sales funnel marketing strategy, and being able to identify which stage your customers are in at a given time is even better. There are 4 very important stages of a sales funnel marketing strategy.
The Awareness Stage
More than likely the first place a potential customer discovers your brand is at the top of the funnel. You want to catch an eye from the get-go, so top of funnel content should be strategically created to build awareness about your brand and the products or service you offer.
Top of the funnel content comes in many different shapes and sizes. Create educational content about your brand and products that can increase overall brand awareness. You should always strive to content with viral potential so you can get in front of more people outside of your direct audience. Your top priority with content is to make a stellar impression that holds value to the consumer and doesn’t ask them for anything in return.
Content can come in the form of:
- Website content
- Blog topics relevant to what your brand does
- Landing pages
- Infographics
- Social media posts
- Featured blogs (like the blog we saw in the portable speaker example above)
The Consideration Stage
Consideration stage content should go deeper because the consumer is deeper in your brand. They’re actively considering their options and are contemplating whether or not a purchase from you is in their future. Create content that shows them that you’re the top pick.
Middle of the funnel content needs to focus on the one-of-a-kind features your product or service has. Display the areas that differentiate you from your competitors. Show them why your product or service is a good fit for them–their lifestyle, their type of work, their needs. Develop content that allows your customers to picture your product solving their problem.
Content can come in the form of:
- Service or Product-specific blogs
- Service or Product specific social media ads
- Whitepapers
- eBooks
- Case studies
- Webinars
- Product demo videos
The Conversion Stage
You’re now in deep with a potential customer, and it’s time to take them to the finish line and create high-converting content! You have their contact information, they’ve paid attention to the content you’ve offered them thus far, and you’ve added value to their buying journey. Now they’re ready to read what other people are saying about you and gather any final information they need to make a decision. Now’s your time to show your product as the one and only solution they need to solve their problem. Specify what you bring to the table that other brands don’t. How? Personalization.
In order to increase conversion rates at this stage in the funnel and encourage customers to make a decision, Bottom of Funnel content has to give them more. Show the consumer that you care about them and your product delivers the right solution for them. This content has to hit home with your consumers–they need emotion, personalization, and to feel like any other product on the market definitely falls short of yours.
Content can come in the form of:
- Personalized emails
- Testimonials from other satisfied customers
- Discount codes
- Interactive content
- Questionnaires
- Product reviews
The Retention Stage
Now that you have a purchase, your going to want to concentrate on gaining loyalty future purchases and leverage your customers to help spread brand awareness.
Creating content for retention means helping them dive into their imagination with how they can solidify your product into their lifestyle. Post Purchase content will make them feel so satisfied with their purchase that they become a loyal brand advocate. It should make them feel like you create content for loyal customers just like them because you care!
Content can come in the form of:
- Special offers for future purchases
- Giveaways
- Surveys
- Free and valuable content
- ‘Summer Celebration’ playlists (like the one we saw in the portable speaker example above)
If you’ve funneled correctly, you’ve followed the guidelines throughout the funnel content creation strategy, you’ve paid close attention to how that information is received, and you’ve pivoted your content to honor what you’ve learned, then you’re golden. Your conversion rates will start to skyrocket, you’ll be more in tune with what your customers want at each stage, and then you’ll continue creating content for returning customers who love you and keep coming back for more!
