How To Write Content For Each Stage Of Your Sales Funnel via @sejournal, @krisjonescom
Content Magic: Tailoring Content to Drive Conversions
Understanding the Buyer's Journey
Before we dive into the content secrets, let's decode the buyer's journey, the roadmap customers take before making that magical purchase.
It has these key moments:
- Awareness: Problem realization.
- Consideration: Solution exploration.
- Decision: Choice and purchase.
- Retention: Keeping customers happy and loyal.
Top of the Funnel: Sparking Interest
Your top priority is capturing attention by speaking to pain points and offering a glimpse of the solution.
Types of Content That Shine
- Informative Content: Answer the questions searching for.
- Authoritative Resources: Establish your brand as the go-to expert.
- Engaging Formats: Make your content share-worthy and fun.
Promotion Channels to Amplify Your Message
- Social Media: Tap into the power of Facebook, LinkedIn, and Instagram.
- SEO: Optimize for relevant searches and ride the organic traffic wave.
Middle of the Funnel: Nurturing Leads
Types of Content That Connect
- Case Studies: Paint a picture of your product's success.
- Testimonials: Let your satisfied customers do the talking.
- Live Demos: Offer a virtual journey into your product's world.
Building Trust: The Key to Credibility
- Social Proof: Showcase the masses who have chosen you.
- Certifications and Awards: Hey, industry recognition matters!
Bottom of the Funnel: Getting the Sale
It's time to seal the deal with clarity and convincing reasons.
Content That Converts Like Magic
- Product Pages: Captivating copy, stunning visuals, irresistible CTAs.
- Customer Testimonials: Reassurance from those who love you.
- Limited-Time Offers: Create FOMO and drive urgency.
Calls to Action: The Guiding Light
Use strong, action-oriented language like:
Creating and Measuring Content KPIs
Measure the pulse of your content's performance to identify what's hitting the mark and what needs a little TLC.
Top-Level Funnel KPIs
- Brand Reach: Impressions, overall visibility.
- Website Traffic: Surfers and visitors.
- Bounce Rate: Content relevance check.
Mid-Level Funnel KPIs
- Time on Page: Are they hooked or bored?
- Lead Generation: New sign-ups and potential fans.
Bottom-Level Funnel KPIs
- Conversion Rate: From browser to buyer.
- Customer Acquisition Cost: The cost per new customer.
Retention: Keep the Love Alive
Nurturing existing customers builds a loyal army that boosts your bottom line.
Strategies for Retention Success
- Personalized Follow-Ups: Say "Thank you" and suggest more awesome stuff.
- Exclusive Content: VIP treatment with insider goodies.
Remarketing: Stay in Their Minds
Target ads to remind people about your brand and bring them back for more.
Drive Conversions with Strategic Content
By aligning your content with each stage of the buyer's journey, you'll guide customers from curiosity to brand loyalty.
Measuring performance and adapting your strategy based on data will keep your content relevant and effective. The key is not just making a sale, it's building a lasting connection with your valued customers.