Content marketing funnel plans the journey of your target audience from being a visitor to your site or app to become a customer, subscriber, donor or something else as per your goals. Content development takes a significant effort and investment. Here are tips to create your first content marketing funnel effectively to get the maximum ROI (Return on Investment). For a better understanding regarding what is expected, the funnel has been categorized in three sections.
Top of the Funnel (ToFu)
Mission: Creating awareness about your band, and product or service and capturing the attention of audience. Important steps to achieve this are as follows.
Know Your Audience/Customers
Would you expect donation or real-estate related queries from students? Likewise, there is little probability of parents downloading apps or games or elderly buying beauty products. Know who your audience are.
Know What Kind of Content Works
Capturing the attention of audience is a challenging task. You have as little as 1 to 3 seconds to hold them on your page. If you can’t, this is a high chance of they skipping your site. To know what kind of content works for your audience, observe your competitor’s content development strategy. Digital consumer intelligence software or content marketing tools like BuzzSumo, Ahrefs, or others to know what type of content is getting better attention are making the job easier. `
If you are on a limited budget, it doesn’t mean you can’t compete with your competitors. Google Analytics and Google Search Console also provide important content engagement insights. Never underestimate the worth of Google Keyword Planner that tells how searches are made. However, you need to understand the metrics well and make changes to your content strategy accordingly.
Create Engaging Content
Engaging content helps you drive traffic to your website, which is the primary objective of any web marketing. Blogs, infographics, videos, newsletters, case-studies, and FAQs are some of the popular content formats. With your content, talk about customer’s problems, explain how authentic your band is, how useful your products or services are in resolving their challenges, and enabling them to win the competition, and make profit.
Create Brand Awareness
Spread awareness about your brand online and media. Submission of brand-related content on business directories, creating a social media buzz about it, publishing PR or news with reputed Internet or broadcasting agencies, talking about your brand with your partners in the media, are some of the effective brand awareness strategy.
Middle of the Funnel (MOFU)
Mission: Converting visitors to leads. Urge buyers to take actions – subscribe your newsletter, blogs, request a quote, or move to the checkout page. However, it’s easier said than done. Here is a step by step content marketing strategy.
Instance Clarification to Doubts
If you have succeeded in engaging your audience on the site, it’s a great sign, but the job is half done only. They might be interested in your product or service, but there can be some obstructions in the form of doubts. Clear doubts then and there. Attach FAQs, tutorials, or include a chat option.
Win the Confidence of Your Customers
Brag about your authenticity. Show certifications if you have earned any. For example, if your site offers online classes, display your team of experts with their certification and proficiency badges. Show USPs like Money Back Guarantee, Free Trial, No Question Asked Returned, etc. Display your customer satisfaction stats with genuine testimonials.
Bottom of the Funnel (BOFU)
Mission: Make Leads into Customers
Focus on Personalization
Nowadays, customers are keen in getting personalized services or products. For example, if you are offering online flight booking service, travelers would love to book a ticket by selecting the seats (aisle, window, or middle) in the airplane. They may want choice in fare selection – restricted or flexible. Likewise, if you own an eCommerce site, customers may want to customize the product, and the delivery service (Normal Free Delivery or Express Paid One).
Helping customers to do so, you help yourself. Let customers pay for your product or service, or make a donation by Internet banking, PayPal, Credit/Debit, or other means you deem more flexible or easier for your target customers.
Keep a close watch on the customer’s journey from start to end. Track the traffic, engagement (time spent, pages/session), bounce rate, and goal conversion, and modulate or enhance your content marketing funnel. This is an importance exercise in conversion rate optimization, i.e., converting more of your visitors into customers.