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The Marketing Funnel of Love: Content Marketing and Funnelling Leads

Content Marketing Funnel of Love

Marketing your business online can seem enough of a burden that many simply don’t even want to get started (see last post!).  

It wasn’t that long ago that adverts in the local paper, perhaps a radio spot or even a billboard were what you did to let people know you were out there.  It was a relatively known quantity, probably a sure thing at raising the profile of your business and, let’s face it, wonderfully passive.  Pay for a spot, whether it be magazine, TV, radio or billboard… and wait for the phone calls.

Build it, buy ad space… and they will come, right?

Not so, this brave new world of Internet marketing.  Marketing  your business has become a decidedly impassive endeavour.  It requires far more engagement on the part of business person to encourage engagement and, ultimately, legitimate leads on the part of the target market.

Developing leads and increasing sales through the use of blog and/or social media :  creating useful, engaging and perhaps even inspiring content can be the difference between converting a new customer and making a sale or not.  If you’re looking to dip your toe into the roiling waters of what is now known as content marketing here is a bit of an introduction to the route both business and prospect have to travel.

The Content Marketing Funnel is a great tool to help visualize the phases a prospect must experience to go from cold to client. 

Blogs are fantastic facilitators of awareness

… but do very little to facilitate evaluation and conversion.

Unfortunately, most content marketing stops at blogging.  Without a doubt, blogs play a major role in content marketing, but they’re only a part of the bigger picture. You might be surprised to learn that, in most cases, a blog is not actually the most lucrative form of content marketing.

Your content, from blog to social media to email to podcast, helps to set you apart from your competition.  It serves to elevate you as an authority in your market and engages and hopefully grows your community and target audience.  But without providing the necessary content to close the deal, fulfill evaluation and conversion, it’s essentially for naught as I’m sure you’re already painfully aware, it’s these steps that are essential to the growth and success of your business.

Certainly as you consider what takes a cold prospect to paying customer the Content Marketing Funnel will provide you a foundation, some tried and true steps, that can ensure you are growing the awareness, leads and conversions that will grow your business.

Content marketing must incorporate the Marketing Funnel.

Content Marketing Funnel Explained

For that prospect who has no clue who you are or what you do to become your customer they’ll need to travel this funnel.  Let’s take a look at what lies ahead of them in more detail:

  1. Awareness – your prospect must, of course, first become aware that there is a problem and that you and your business have the solution for it. What facilitates the awareness is the content you provide them at the top of the funnel. This is where you dazzle prospects with your informative and entertaining blog posts, photographs, social media updates, graphics, email & newsletters and anything else you might present in digital, audio or print form.  This is your opportunity to educate, inform, inspire and, wherever possible, entertain.  This is often where most content marketing ends.  Make sure you are providing the appropriate content that moves prospects to the next step…
  2. Evaluation – This is where potential customers evaluate the multitude of choices available to them.  This includes what you’re offering as well as that which is offered by your competitors.  Bear in mind, one of the choices is also to take no action at all.  At this stage what are you providing that keeps them moving through the funnel? Coupons or discounts, free resources, maybe simply a quiz or survey to guide their interest. Host a contest or an event, maybe a webinar offering a free introduction to the solution you’re providing.  Don’t forget about testimonial or client stories!  These are fantastic opportunities to provide the confirmation prospects need to move on to the next phase of the funnel.
  3. Conversion – Calls to action!  The moment of potential action… a decision has been made and your lead is buying what you’re selling, so give them ample opportunities to make it so! What was once a prospect needs as many clear opportunities as you can provide to be converted into customer.
  4. Purchase – Ka-ching!  But will it be one purchase or an ongoing relationship resulting in a repeat customer?

 

There is a lot to consider as you lay out your content marketing strategy – a necessary step!! – and the Content Marketing Funnel is an integral part of understanding exactly what steps your prospects will need to travel in order to convert to paying customers.

Want to see what a Content Marketing Funnel might look like for your business?  Scroll down and get yourself a FREE consultation!

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