Marketing material is an outstanding tactic to improve the market but it’s definitely not “one-piece fits all.” Where does your marketing strategy concentrate on in your business?
We have found that there is often a perception that content is primarily used for attracting new customers or nurturing new leads. In truth, content at any stage of the marketing sales funnel is an excellent strategy.
This is why lead nurturing is a key part of sales generation for your company, particularly in today’s highly competitive marketplace. You develop a partnership with them by offering them beneficial and valuable information depending on where they’re in the marketing funnel. This partnership helps push them into the pipe and transform them into leads.
Terms to Keep in Mind:
- Marketing Funnel: The path that consumers take to buy their goods from becoming totally unsure of a company.
- Content Mapping: A mechanism where you determine, at a given time, which information is most suitable for an individual.
- TOFU / MOFU / BOFU: Each of those acronyms applies to the funnel pieces. Funnel top (TOFU), funnel middle (MOFU), and funnel bottom (BOFU).
- Discovery: Your clients just start to understand what your brand is about. They experience a certain point of pain in their lives and they are not sure how to fix it.
- Consideration: They are already conscious that the dilemma they encounter is fixed, and that your company delivers it. What they don’t realize is that the best remedy for their issues is your name.
- Purchase: They know about your approach and think you ‘re the best choice to purchase your stuff, but they need one more little push across the side.
What Content Goes Where?
Now for the big question that is answered by every marketing company: What kind of content applies to which stage?
Here’s the extended four-stage digital marketing funnel with different material examples suitable for each of the three stages:
- Landing Pages
- Blog Posts (Guides and DIYs)
- Social Media
- White Papers/E-books
- Case Studies
- Ratings and Reviews
- Special Offers
- Contests and Giveaways
- Social Media
The Customer Marketing Funnel
Next, let’s look at a fast run-down of the consumer communication pipeline and what it entails exactly. As Moz correctly points out, that should seem more like a circle than a funnel in a perfect future, as you should have thought you might hold any potential who enters your way and transforms them into a company.
Yet that is not to be, perhaps a positive thing! Many companies can draw a number of “looky-lous” and not all of them would of course turn out to be the dream client.
Hence the embroidery. A form that is broader at the top to reflect all those prospects who discover your market and narrow down at the bottom to display consumers whom you turn effectively.
Below we’ve discussed the stages separately:
The clients are posing a dilemma at this point so they aren’t yet sure just what it is. Then they continue investigating on the basis of the effects they encounter in order to know more about it, and maybe a cure.
That said, in this stage of your marketing funnel your primary aim is to inform them about the source of their issue. Around the same moment, you will give them a remedy so they want to apply.
A typical error I’ve noticed with company founders at this marketing funnel point is that they automatically have their goods in the material they offer here as part of the solution. For two reasons this is not the right time to do so.
First, your customer is just looking for more information about their problem, so they can address this appropriately. At this point, they are not interested in purchasing something because, honestly, they don’t even know what the root cause of their issue is yet.
Second, supplying them with specifics on how your company can assist with your marketing funnel at this point will make your content look like a little more than a mere sales pitch, not a useful resource that can aid them.
Running ads is one of the most efficient ways to increase traffic to your site quickly. In general, you will be focusing on one of two types of ads:
- Search Advertising (such as Google / Bing advertising, and the Facebook Tv Network)
- Media advertising (for sites such as Twitter, Instagram and so on)
Both are a perfect way to bring the message out to the customers. Google says businesses earn average revenue of $2, for every $1 spent on Google Ads, and research shows that overall social ad spending is increasing. You’ll only have to invest some time on the spot figuring out who the target is and which strategy is right for them.
When you’re running paid ads so landing pages are where much of the traffic should be delivered. Nonetheless, there are a handful of principles I’ve developed by writing landing page copy through my years that can help dramatically boost sales – concepts that other marketers don’t obey.
The most critical lesson is: stay concentrated on your texts. Choose one thing you want to connect, and build your own page around these messages.
Videos are a perfect way to share a lot of knowledge in a limited period with totally unqualified customers, who know almost little about the company or product. Unqualified leads either don’t realize who you are or have never seen any of your items, and you need more riveting, “intro”-types of material to attract their interest.
Video often results in higher search engine optimization and greater involvement:
- Due to a product video, 84 percent of consumers were convinced to buy a product.
- Until 2022, video accounts for 82 percent of all Web traffic.
- You will raise sales by more than 80 percent using a video on the landing page.
- Video is also smartphone-friendly, implying you ‘re up against the 5.1 billion global internet or mobile users.
A good infographic is one of the simplest order to obtain interest, generate backlinks, and take easy social shares for yourself. People love statistics that are important to their sector or interests, and can have profound effects on your marketing when used well:
- 65 percent of B2B advertisers use digital marketing infographics
- Users process photos 60,000X faster than text, and if combined with a specific file, hold the data for 3 days.
- Infographics had 3 times higher success on social media.
- In terms of interaction, 40 percent of advertisers say that initial graphics are the best
At the top of the funnel, customers have a problem that they are looking to solve. These folk doesn’t look for “Adidas Predator 18 Soccer Cleats,” in other words. They ‘re searching for stuff like “how to improve my free kicks,” “how to increase football pitch acceleration” or some other particular problem-related quest.
To catch the interest of these customers, you have to take your focus off the deal to seek to help them fix their question or point of discomfort. And a convenient little guide can include a step-by-step method for future clients to do so. When you continue to inspire them, they ‘re more apt to recognize the name when it’s time to shop.
When the brand has drawn new buyers, you need to hold them committed. Unless you take the time to keep in touch and build the relationship, a social follow-up or email sign-up is worthless.
Trust for the consumers is almost as critical as efficiency. When you don’t cultivate the client interaction, you ‘re losing out on a lot of potential sales.
Perhaps the most important aspect of the marketing funnel is the consideration stage. That’s because when your customers eliminate those solutions that weren’t working for them. You need to ensure your company remains on the shortlist of your client. Below are a few forms of content that will help keep consumers interested to gain trust in your brand.
The leads have already seen the landing page, noticed your social networking pages, smiled at your viral videos, and perhaps viewed some of your convincing, impeccably crafted infographics. They are now set for more.
When determining whether a good or service could be useful, one of the first items a prospect would want to ask is that they can trust the company behind it. And the best way to develop that trust is to create domain knowledge as a helpful leader in thinking. And, usually, supportive members give free guidance.
- Fifty-five percent of marketers claim blog post is their main target for inbound marketing
- The usage of data in blog articles increases user trust
- Marketers make blogging a focus are 13X more likely to have good ROI
- 43% of B2B marketers claim blogging is their main form of content
- Content marketing earns 3X more leads than paying internet advertising
Establishing a comprehensive blog that can react to ongoing concerns from users is crucial to keeping them involved and creating greater confidence.
Ranking on Google takes quite a while and seeing a decent level of organic traffic. You might only sit around hoping for people to discover your blog, but it’s a massive waste of time. It’s here where social networking comes in handy.
Social networking may be a great means of finding potential leads. It’s just as nice to communicate with others you’ve already attracted the eye of though:
- In its social media strategy, 66 percent of marketers use blogs
- 97% of advertisers use the social network to meet their target
- 65 percent of social sellers fill their pipeline, compared with 47 percent of non-social sellers.
- 77 billion internet media worldwide
Media is a perfect place to promote a feeling of belonging to society. You provide your customers with convenient exposure to your guidance by building constantly updated content channels on social media where your target market is hanging out.
You’ll also offer them a chance to see what other opportunities and consumers think. A prospect will browse through hundreds of eye-catching pictures and updates at once.
Often a web article simply won’t make it. Maybe you need to give more detail, delve deeper into the topic, or just want something that shows your expertise better. It is here that a white paper or e-book comes in.
Interested leads that enjoy this longer type material in the funnel a little further on:
- 75 percent of B2B buyers claim they ‘d exchange white paper contact details
- 71% of B2B purchasers turn to white papers while making buying decisions
- HubSpot’s e-books keep getting thousands of shares
Your audience needs longer-form material, which goes much further to create your authority. Since several individuals are able to share a copy of their email address, it may be a crucial aspect of the total diet funnel.
Another perfect way to develop a reputation is through case studies. They show you ‘re an expert in your area of choice.
These have historically been used in selling decks or as a digital commodity, which makes sense because they are one of the key deliverables for optimizing the decision to buy B2B products. In recent years, though, there has been a change that has led to some innovative uses.
Such parts are not only effective at catching the attention of a newly curious client but also in establishing confidence and partnerships for others involved in recruiting them. You may render them lengthy and comprehensive, such as this case study regarding Bastian Ernst’s content marketing growth plan for Single Grain, or a simpler “just the facts, ma’am” version.
Video can take over the universe, but webinars will carry the idea up to the next stage. A webinar is an electronic lecture or presentation in real-time, through which the audience will engage with you by posing questions, rather than merely showing a filmed video to illustrate the experience or show something. 92 percent of webinar attendees genuinely request a live Q&A session at the conclusion of a webinar.
The more open (and thus human) aspect of webinars contributes to some stunning stats:
- Users would send you practically 1 hour of their time (compare whether someone will send an essay or even a picture in seconds or minutes)
- The average number of participants for the webinar averages 148
- Webinars are used by 60% of advertisers as part of their communication plan for content
Ratings and Reviews
Ratings and ratings are generally deemed something only after buying, but they will (and should) be used to educate the community of how you interact with them. Any review of your goods or that of your rivals is a straight line in the eye of the customer. This is a cheat sheet on their issues and what you should do to make the post more entertaining.
Email is always the king of ROI with a return on investment of $32 for every $1 invested. It’s also one of the easiest strategies to keep your current leads active, involved, and push toward the potential buy down the pipe.
The great thing about email is that you can customize it with precise targeting that can be used for a range of purposes. You might run a quick welcome series that helps create a positive brand identity after someone signs up all the way to a free e-book and sends prompted emails with discounts if anyone visits your pricing page many times without purchasing.
Now that you have made the sale, don’t think your effort ends here. It is there that the real effort begins in many ways. Selling is the culmination of the initial buying process, but it is the start of the consumer journey that is much more important. It is here where you should really make your profits as consumer acquisition is 6-7X more costly than customer retention.
It helps to hang on to the already accumulated clients. It’s worth offering them a justification to come back again and again. And the only way you can do it after the reality is to enjoy them.
We will just claim that the easiest way to hold the new customers happy and pleased is to do X or Y. But we don’t know your company and your consumers don’t recognize us. And, honestly, you probably don’t know them as well as you should.
It is here that surveys make a difference. A good survey will help you figure out how to better serve your audience. This should show a few items that you can do to improve conversions. You may use surveys, for example, to understand:
- How to automate the whole experience on the web.
- How to streamline the checkout process.
Special Offers and Loyalty Programs
Too many e-commerce companies are working under a ‘one and finished’ strategy. They want the deal now and never think about how they should reach their former clients — this is a huge wasted opportunity, as you’ll learn from above.
One super-fast, still famous way to entertain your clients is to deliver unique deals and rewards schemes.
- 7 percent of customers view reward services as one of the most significant components of brand frequency
- 79% of customers try loyalty incentives and deals before they make a purchase
- When the company offers tiny presents as a compliment, 59 percent of consumers are more loyal
Establishing a loyalty system would help to attract loyal clients and will please them. It will hold them returning for more, increasing their interest in their lives, and guide them down the road to become brand ambassadors.
At every stage of the customer journey, emails are great (which is why we included them twice), including delighting existing customers. But at this point, the biggest aim of emails is to re-engage, amuse, and delight — which isn’t that hard.
You do need a reliable CRM that saves lists of consumers and you can submit timely and targeted communications, hopefully with some sort of bid.
- Offers for birthdays/anniversaries / another reason (as in the following)
- Emails are rising and cross-selling
- Surveys and questionnaires to learn whether consumers may profit more
- Just thank you for the emails
- A list of how to make the best out of the drug that they have bought
Initially, social media was intended to help friends respond to each other. Yet with the customer population increasing, companies of all types have continued to focus on social media to gain and communicate with customers. And consumers accepted socially with open arms – especially for customer service:
- 48 % of consumers seek responses to their social query within 24 hours
- Within 60 minutes 42 percent expect an answer
- Within 30 minutes 32 percent expect an answer
So bear in mind this crucial detail: All shared on social media is entirely available to the public. So because 54 percent of the 3.2 billion people who use social media search socially before making a transaction, it is of utmost significance to respond to such consumer questions and provide better support.
If you wish to please your clients, you need to provide a portion of your customer support department committed to social networking, not just to provide the sort of service that transforms an irritated client into a champion, but that any question solved is a possible new method of acquisition.
We are living in a culture of self-support. Increasing that majority of consumers choose to carry out their own testing, advance at their own rate, and buy when they are able.
So brands that support them advance through these measures are the ones that can continue to develop with useful, high-quality content. Why? Of what? Since such fantastic encounters contributing to happy consumers are contributing to returning customers leading to brand evangelists. Those are the citizens who would go out of their way to support their friends endorse your company.
Each business will and should profit from a comprehensive marketing pipeline, from the tiny mum and pop shop to the global behemoth. This article gives a clear overview of the buying process phases and the form of material that better fits each level. This is up to you, however, to find out what would really align with your particular customers.