How Sales Funnels Enhance Your Content Marketing Strategy
Having a content marketing strategy that spans all stages of the customer journey is critical for attracting leads and converting them into customers. To achieve this, you need to be able to assess the needs of your prospects at each stage and develop appropriate content. The right content in the right stage helps you build trust with your prospects and guides them toward making a purchase decision.
A well-crafted full-funnel content marketing strategy ensures that you are present throughout the buyer’s journey and that your messaging is consistent across all channels.
The top of your content marketing funnel focuses on promoting brand awareness and attracting new customers to your website. This is achieved by creating educational and informative blog posts, videos, infographics, white papers, case studies, eBooks, webinars, and podcasts. The goal is to create content that will help people understand the problem they are facing and what solutions are available.
At this stage, you need to make your content relatable to your target audience to increase engagement and encourage clicks and shares. Infographics are especially effective for this purpose as they provide visual representations of complex data points that are easily digestible and highly shareable. Adding them to blog posts or social media pages can also boost your content marketing efforts.
Once a potential customer has consumed the educational and informative content in your top of the funnel, they will start to look for more specific answers to their questions about your product or service. This middle of the funnel content, also known as MoFu content, is where you will begin to shift your content marketing strategies away from broad strokes to more specific solutions that address the specific challenges that your prospect is facing. The content in this stage should also focus on closing the sale and converting the lead into a paying customer.
The bottom of your content marketing funnel is sometimes referred to as the “decision stage.” At this stage, your prospects are ready to buy and they have narrowed their options down to your product. During this phase, you will want to use your content to promote any deals or discounts you are offering and encourage conversions.
Ultimately, you will want to keep your existing customers happy after they have made a purchase so that they become brand advocates and refer more business to you in the future.
The best way to do this is to continue to offer value- added content after a sale has been completed. This can be done through email, social media updates, and by providing support to your customers.
For example, if a customer has purchased your product or service and is having issues with it, you can provide helpful video tutorials or a live call to support them. This will go a long way in building trust with your existing customers and retaining them.
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