How To Write Content For Each Stage Of Your Sales Funnel via @sejournal, @krisjonescom
Content That Converts: A Guide to Sales Funnel Optimization
Understanding the Buyer's Journey
Before creating content, comprehend your audience's path from awareness to purchase.
- Awareness: Recognizing a problem or need.
- Consideration: Exploring and evaluating solutions.
- Decision: Finalizing a solution and making a purchase.
- Retention: Maintaining and fostering ongoing relationships.
Sparking Interest (Top of Funnel)
The Awareness Stage
Appeal to potential customers by addressing their pain points and informational needs.
What Users Seek:- Answers to questions.
- Authoritative resources.
- Engaging formats.
- Blog posts and articles.
- Ebooks and whitepapers.
- Videos and webinars.
- Infographics.
Nurturing Leads (Middle of Funnel)
The Consideration Stage
Provide detailed information and build credibility as your leads evaluate options.
What Users Seek:- Specific product/service benefits.
- Proof of efficacy.
- Competitive comparisons.
- Case studies.
- Testimonials.
- Webinars and live demos.
- Product guides and datasheets.
Building Trust:
Emphasize:
- Social proof (e.g., number of users).
- Positive reviews.
- Industry recognition and awards.
Getting the Sale (Bottom of Funnel)
The Decision Stage
Guide customers seamlessly from consideration to purchase.
What Users Seek:- Clear value proposition.
- Incentives and discounts.
- Ease of purchase.
- Product pages.
- Customer testimonials.
- Limited-time offers.
Use persuasive language that drives immediate action.
Creating & Measuring Content KPIs
Importance of Metrics:
Track performance to optimize content quality and impact.
Top-Level Funnel KPIs:- Brand reach (impressions, visibility).
- Website traffic (visitors and page views).
- Bounce rate.
- Engagement metrics (shares, likes, comments).
- Time on page.
- Lead generation (sign-ups, webinar attendance).
- Click-through rate (CTRs).
- Conversion rate (completed actions).
- Average order value.
- Customer acquisition cost (CAC).
Focus on Retention & Loyalty
The Retention Stage
"Customer acquisition costs have skyrocketed by 222%," according to SimplicityDX.
Strategies for Retention:- Personalized follow-ups (thank-you emails).
- Exclusive content (advanced tutorials, insider tips).
- Loyalty programs.
- Feedback mechanisms (surveys, customer insights).
Engage customers who interacted with your brand but haven't recently made a purchase.
Drive Conversions with Strategic Content
Align your content with each stage of the sales funnel to move potential customers from awareness to loyalty.
"Remember, the goal isn't just to make a sale - it's about creating connections with your customers," emphasizes the author.
Optimize your content, measure results, and focus on customer retention for sustained business success.