How To Craft The Right Strategy For Your Content Marketing Funnel

content marketing

The best way to understand content marketing is to associate it with a first date. You’ve probably heard stories about terrible first dates. A date prospects you were looking to meet turns up late (or even flakes on you). Or it turns out they’re nothing like they looked on that Instagram photo (or is it Tinder?).

Everything takes a horrible turn, and everything you can think of during the date is how to duck out using the bathroom window. The same goes for content marketing – let’s explain how the analogy comes into play here.

With content marketing, you’ll be aiming to provide your audience with a solution to a problem they’re having. Or it could be that you’re helping them decide.

The information you dish out can take various forms including podcasts, videos, infographics, or blogs – more like picking different hangout spots for your first date.

Content marketing is one of the most liberal forms of marketing. Unlike traditional marketing, it isn’t pushy. Neither is it preoccupied with encouraging users to choose a particular product or service. It simply lays down facts and lets the user decide on what to buy on their own accord.

As a content marketer, your focus is on one thing – being as useful and informative as it’s humanly possible. You respond to the questions online users have. You’re keen on observing their bahaviour and adjusting accordingly.

In other words, you’re simply working towards creating a good first impression with the users you attract. Your goal is to win the customer’s trust and loyalty and get them to consider taking action. You also want to retain them for the future (uhh marriage!).

In brief, you’re more interested in provided value in the hopes that the underlying customer will be impressed enough to proceed with a purchase.

content marketing

Where the Comparison Comes in

Your date is there to vet you. That’s the whole point of the date.  If you spend that whole time over-selling yourself or blowing your own trumpet or smoke, then you’re at risk of coming off as arrogant, braggart, and selfish. And that’s how you lose a potential mate. In other words, you’ve ruined your chances of getting a second date.

If you want to score a second date, then you have to focus on making that first date all about your date. You have to listen to them. Lay down your selfish interests and focus on making it worthwhile for them. And whatever story you tell, make sure it’s in sync with whatever they’re saying or resonates with them best.

That’s also how you describe a good content marketing strategy. Your audience will want to be sure they’re in the right place. They want your piece of article to be useful and relevant to them. But most importantly, they want to enjoy it. In which case, enjoyable means they’ll be coming back for more of your content.

You’re not just talking to your audience, but having a free-flowing conversation. Your content must be useful and directly speak to them. You lock your audience in when you impress them – and that’s how you secure your second date or lock them in for something long term.

Content Marketing Funnel

Think of content marketing funnel as a strategy to win over your first date. You don’t just throw yourself out there like that. You need a strategy to win them over.

Content marketing funnel works more similarly. You’re not just creating content, but taking everything into account. Your end goal is to convert as many leads as you can by taking your audience through a step by step flow of content.

You do realise that you’ll not just be writing a single piece of article, but running a series of them. The least you could do is to be strategical in your approach. And that’s where content marketing funnel comes in.

With content marketing funnel, you’ll be adjusting your content to match the different stages of your sales funnel. Where you need to create awareness, you don’t focus on anything else other than raising the much-needed awareness around your product or brand.

You’re addressing your prospects. They’re your leads, and you’ll be moving them through the various stages of your sales funnel. The further you move through the funnel, the more their number reduces.

At some point, they may develop a strong desire to take action. This means you have to adjust your content again to cultivate this desire. That should go on until the last stage of the sales funnel when they decide to throw all caution to the wind and take action.

By now, you should have already known that a sales funnel has three main stages – the awareness stage, evaluation stage, and purchasing stage.

A content marketing funnel is quite similar, only that it has four stages.

  • Attract: When a lead finds out about your business or brand.
  • Convert: When a lead shows interest in your business or product. It’s what makes them prospects in the first place.
  • Close: It’s when a prospect decides to commit. They move from being a person-with-interest to an actual customer.
  • It’s the last stage, and which happens after a customer has completed an order. If they’re satisfied with your product or services, they become your loyal, happy customers that will be advocating for your brand and bringing you even more business.

As you can see, it’s possible to adjust your content to suit the audience at each stage of your sales funnel. It doesn’t matter at what stage they are in the sales funnel; there’s always a more efficient way to speak to them through content.

You’re doing this to widen the neck of your sales funnel. Which is to say, you’re more interested in getting the highest number of your leads to complete an action.

How to Sync Content with Your Sales Funnel

The biggest hurdle you have is to figure out which type of content fits where. Your content marketing funnel has four stages. What remains is for you to understand what type of content is best suited for each stage.

Content for Attracting Leads

What’s the first content that users see upon landing on your home page? The trick is simple: you have to focus on keeping everything light and simple. Be more concise in your description. Learn to use fewer words where possible.

The point is to make it a whole lot easier and much quicker for your site’s visitors to figure out what your site is all about. Make good use of negative spaces and try to make everything less strenuous.

Be straight to the point with regards to the kind of action you want your site’s visitors to take. Be sure to include a well-defined call-to-action. Remember, this isn’t for new visitors only, but for returning clients that wish to skip everything else and take action.

In other words, your landing pages isn’t just about raising awareness but guiding your users on where to head next if they want to take action.

You’re trying to keep everything succinct. But that’s not to say your users won’t be interested in learning more about your brand and business. So don’t deny them the opportunity by giving them a link to direct them to another page where they’ll be learning more about your business and the products you’re offering.

The visitors that land on your site for the first time are unqualified prospects. They have to show interest to earn qualifications. It’s safe to assume that they know nothing about your business or brand.

So you might want to keep everything simple for them. In which case, learn to use short headlines and introductory messages that clearly define what you do. You may use videos or infographics as well.What’s important is for you to be economical with the amount of words you use to describe what your site is all about. You might also want to throw in some little creativity and talk about the benefits one is likely to realise by using your products or services.

Videos tend to work well here. First, it’s because they’re better at search engine optimization. They also tend to produce better engagement. If done right, videos can boost your sales by 64 to 85 percent.

A recent study also went on to reveal that about 74% of all the web traffic you’re likely to get will be from video. Videos are also mobile-friendly, and that’s another reason you should be thinking about including one on your landing page.

The first section of your landing page should be more focused on grabbing the attention of your site’s visitors. After this, the next thing you’d want to do is to grow their interest. So you want to hook them in with a qualified figure or some solid facts.At this point, you can assume they’re still undecided. Your visitors have this mixed feeling towards your business or brand. So why not look into the possibility of addressing some of these issues through infographics?

Content for Converting Your Prospects

Prospects have expressed interest in your products or business. But that’s no reason to celebrate, yet. It only benefits you when the prospects decide to take action.

So at this point, you’re more interested in clocking in sales. You want to stretch out your profits margins by increasing your customer base. Meaning, your priority should be to convert as many of the prospects you’re attracting into active customers.

In the first stage of the content marketing funnel, your prospects were more interested in finding out if your products or business is of any use to them. After they’ve ascertained that they could use one, the next thing they would want to establish is if they can trust your brand.

As a marketer or business owner in Singapore, the best approach you could use to win many of your prospects’ trust is by cementing your place as a thought leader. You want to be an authoritative voice that your prospects can depend on for guidance in case they’re stuck or need anything.

In this case, you’ll be offering free advice on an expert level. You must be knowledgeable about what you do to advise anyone.

That’s where blogging comes in. But what addresses the issue of trust better is social media. For the most part, the level of trust you inspire in your prospects depends on your social media engagement.

Meaning, you have to come up with a strategy on how to churn out regularly updated content channels for different social media platforms if at all you want to inspire trust in the visitors you attract. You can start by finding out which channel your prospects hang out the most. In so doing, you also get to find out what other customers and prospects have to say.

Social media also makes it a snap for a prospect to scan through scores of pictures and announcements. It’s the quickest way they can engage with you and find out more about your business.It also offers them a chance to find out what other customers have to say about you or your business. All they have to do is check the comment section, and they’ll have all the reviews and recommendations to help them decide if they can trust you to deliver on your promise.

The social media strategy you conjure should include updating your social media accounts regularly. Above all, you have to maintain a strong and more consistent social media presence. Also, be sure to respond to your followers right on time.

The post you make must be informative and light-hearted but very relevant to your brand or business. Remember to come up with a hash tag that identifies your brand and everything you post.

You also need a FAQ section to respond to some of the questions your prospects have. Everything a prospect needs to know before committing should be covered on this particular page. Following it should be a clear contact form that the users will be using to talk to you just in case they don’t come across the information they want.

Content for Closing Deals

Every content marketing strategy culminates here. It’s not the end, but it’s the goal you should be aiming at.

When a prospect buys one of your products, the next goal should be to get them to buy another. In other words, you’re interested in growing more recurring customers.

Closing a deal shouldn’t be that hard. After you’ve inspired trust, the next thing you want to do is to reassure your prospects. You want to quell any doubt they have and reassure them the next best decision they can make is to go through with the purchase.

In which case, the best type of content to target them with is reviews, ratings, case studies, and testimonials. You want to let them know that there are people who tried out your products or services and their life changed. They’re your happy customers, and that’s because they didn’t hold back from making that bold move.

Online reviews should be your number one friend in this. It turns out, 88% of online customers trust reviews more than anything else. Personal recommendations and endorsements are also welcomed at this stage.

Some customers are a bit hard to convince. They don’t give in that easily. And that’s where you leverage the power of questionnaires and self-assessments.

These prospects need some little bit of nudging before they can decide to act. Another trick would be to cash in on the power of urgency. You can do this by coming up with an unlimited offer that prompts them to act fast lest they lose on a generous offer.

Self-assessments and questionnaires also help to qualify your prospects further. Find the ones that are on the verge of closing but are being held back by last-minute resistance. Talking to them should iron out their fear and push them to the edge.

Content for Delighting Your Customers

What you want to do at this stage is to stay in contact with your customers. Your business doesn’t end with you closing the deal. If anything, you’re more interested in them making another purchase and then another.

You’re also interested in making the underlying customer an active advocate of your brand and products. In other words, you should be more focused on offering resourceful content to them regularly. You want to keep on reminding them of the improvements you’ve made to your products or if you’ve added a new product into your pipeline.

Suffice it to say that marks the beginning of your about-to-be a long-term relationship with that particular client.

Another approach would be to throw in a series of free gifts that they can take advantage of fast. Ever thought of introducing a discount coupon for returning customers?

Well, this is where you throw in one.

The Final Thought

This pretty much sums up how to infuse content marketing into your sales funnel. If anything, there’s no way you’re treating the two as separate entities if at all you want your marketing strategy to be successful. Content still stands as a crucial segment of your sales funnel strategy, and this is how you get the two to work together.

Wants us to talk about anything else or help you with content marketing or sales funnel analysis? Why not contact us today or drop up a message via the contact box at MediaOne Marketing and let’s talk.

Author Bio

Tom Koh is the CEO of MediaOne, a leading Asia digital agency. He comes packed with 2 decades of international digital marketing experience. In his spare time of maybe 20 minutes a day, he loves coaching, blogging about all things digital and trying to figure out how to make his dog do the roll.
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September 07, 2019

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