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In this post we will be looking at how you can supercharge your sales funnel with share-worthy content that generates leads!
TOP TIP: Blogging attracts visitors and traffic to your website and is the key deliverable for the top of your sales funnel. Blogging also gives you exposure on social media sites, which dramatically broadens your audience.
What is a content marketing sales funnel?
A content marketing sales funnel is a system that introduces new leads to your business through different types of content. These leads are then converted into possible customers by progressively “funneling” them through more types of content.
Your content marketing sales funnel is a process that turns a website visitor into a customer and hopefully into a brand ambassador!
If you want to create a customer-friendly website that drives sales, your content must strategically fit into each stage of the buyer’s journey.
It’s especially important to make sure your website provides visitors with the right content at the right time to make a purchase decision. Creating a buyer’s journey with content marketing will ensure that you can provide your visitors with an integrated website experience that will produce more leads and sales.
How to use content in the sales funnel
1. Create engaging content that attracts your ideal customer
Writing engaging content that your ideal customer wants to read (and share!) starts with identifying which phase the prospect is in. We will come to this next.
2. Match your content to each phase of the sales funnel
Sales funnels can get really complex, but there are essentially three major phases:
- Awareness Phase – prospects seek information as they become aware of the existence of a solution
- Consideration Phase – prospects demonstrate interest in a product or service by conducting competitor research.
- Decision Phase – prospects make a final decision and take action!
The majority of leads will enter your sales funnel in the first two phases.
3. Make sure your content is laser focused not fluffy bunny!
To demonstrate ‘laser focused content’, let’s use the example of productivity. Now, Imagine the type of person who is attracted to my blog post with the headline “5 tips to supercharge your business productivity”
This sort of post will probably attract a business owner or maybe a freelancer or entrepreneur who isn’t very productive and wants to find out how they can improve their productivity. This reader is most likely in the Awareness Phase.
4. Content to use for each phase
TOP TIP: Use a Content Planner to plan your content strategy This is the content planner I use for myself and my clients to supercharge their sales:
Now, let’s go through each of the 3 phases in turn.
1. Awareness Phase of the Sales Funnel
The reader in the Awareness Phase wants to find out about solutions to improve their productivity.
For this phase, consider creating content related to these questions:
- How can you help them solve a little piece of their productivity problem for free (you could offer taster content for your opt-in: eg mini E-book about 10 ways a Virtual Assistant can help supercharge productivity)
- What are the symptoms they’re experiencing and what’s the impact of their poor productivity on business/life?
- What’s the underlying problem that you recognize as an expert in productivity but they don’t?
- What does a beginner need to know about how to supercharge their productivity?
- What are the first steps to solving their productivity problem?
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2. Consideration Phase of the Sales Funnel
Readers in the Consideration Phase know they have a problem with their productivity and are looking for a solution.
Suggested content:
- Case studies — how others like them have already solved the problem
- Content that helps them make a smart decision eg Infographic
- Tips, advice, and FAQs
3. Decision Phase of the Sales Funnel
Hopefully, your prospect will now move into the third major phase which is the Decision Phase. So, using the example above, they decide to take action and hire a Virtual Assistant to maximise their productivity so they contact various VAs to gather quotes about their services including one from you.
And, finally they hire a Virtual Assistant (hopefully you!). The sale is now complete and your prospect is now a paying customer!
P.S. Grab your free Sales Funnel Content Planner& Infographic here (see what I did there?! )
About Annie
Annie is a Virtual PA, copywriter, content writer, blogger and Founder of Bijou Concierge. If you need any help writing content or putting your own content marketing sales funnel together contact Annie here or email annie@bijouconcierge.co.uk.
