Table of Contents
To understand how your contented fits into the overall customer travel from discovery to purchase, you may want to build a customer travel function. The four stages of the capacity marketing funnel are awareness, evaluation, purchase, and joy. Each stage serves a specific determination in the customer ‘s travel, as should the message presented to the customer in those stages. The capacity market funnel visualizes the journey that potential customers go through when considering a purchase, and it ’ s function of a larger overall message market scheme. The content in the different stages supports the customer journey, and good content pushes your leads closer to a purchase .
1. Awareness
When likely customers foremost record into the content marketing funnel, you should assume that they are unaware of your company or the solution you provide. It ’ sulfur immediately your subcontract to make them aware. Top-of-funnel ( TOFU ) subject focuses on educating your consultation. You can use contented types such as :
- Shareable blog posts
- Social media posts
- Infographics
- Videos
- E-books
- Podcasts
But don ’ metric ton stress—you don ’ t have to try every single contented type. Test a few that seem to resonate with your intended hearing and track their success. With each piece of content you create, ask yourself :
- Are prospects viewing, interacting with, and sharing the content?
- Is my target audience interacting with my content?
- Is there any follow-through after interaction?
Use metrics like time on page, number of reviews, and bounce rate to assist in answering these questions, and dig into Google Analytics to understand more. If you find that your content falls shortstop or doesn ’ thymine address the correct audience, pivot. just because you ’ ve started on one path doesn ’ thyroxine bastardly you can ’ thymine make changes to your scheme .
2. Evaluation
In the middle of the funnel ( MOFU ), electric potential customers determine whether they need your product or service. You ’ re besides attempting to build trust with your consumer in the evaluation stage. No one bribe from or does occupation with a company they don ’ metric ton trust, so look for ways to build that relationship. Consumers are looking for capacity that demonstrates why they should choose your product or service :
- Case studies
- White papers
- Emails
- Useful resources/downloads
- Events/webinars
again, ask yourself if your content is fulfilling its intended purpose :
- Are people converting from this content?
- Am I generating new sales or leads from this content?
- Is this content helping or hurting my end goal?
commodity content initiation helps incrementally move a candidate toward a buy. It doesn ’ t happen all at once, so don ’ thymine expect one man to do all the heavy lift. That ’ mho why it ’ s so important to vary the types of contentedness market you use and to have a comprehensive content scheme in place .
3. Conversion
Everyone wants to feel confident in a purchase. Give your potential customers very pass reasons why buying your product or investing in your avail is the smart thing to do. The capacity funnel up to this point has been about getting customers concerned in your merchandise. nowadays, at the bottomland of the content market funnel ( BOFU ), give them a reason to buy. By offering side-by-side comparisons of similar products—and highlighting how your product or military service is superior—you can well influence a purchase. again, keep in mind the follow :
- Does my content have a clear call to action?
- Am I making the purchase process as simple as possible?
Offering a release test of your service can besides lead to a leverage, a farseeing as you aren ’ thymine giving away the hale product. An introductory trial gives potential consumers a taste of what you do but should leave them wanting more, since your objective is to convert them to a sale .
4. Delight
Although it ’ s not separate of the traditional content marketing funnel, many companies have added an extra step to retain or joy customers. Your overall contentedness strategy should be aimed at building an audience and keeping them engaged. That work extends beyond the leverage stage. Your content should give customers dim-witted ways to stay engaged and share their feedback with your business. Ask yourself :
- Does this content encourage customers to leave feedback?
- Does the content give readers reasons to refer their friends?
- Does this content showcase real customer successes?
reward your consultation with special promotions or early previews of raw products. tied if your customer international relations and security network ’ t a recur buyer, they still have influencing world power in their social circles.
Plan for success
Creating content that converts is the number-one aim of the contentedness market funnel. With a solid strategy in place, your occupation will be able to engage with and influence customers at every stage of the subject marketing funnel. But a potent capacity scheme is just region of the overall equality. It ’ randomness besides crucial to understand how your content pieces are performing using specify metrics. regularly check in on your existing pieces of message and expression for ways to improve or repurpose. And don ’ deoxythymidine monophosphate forget to give modern and future customers a reason to come back. date does not end with a conversion or leverage. Leverage the planning power of Lucidchart to expand and grow your content selling funnel .
