As content strategists, one of the biggest challenges we face is how to maximize the effectiveness of the marketing funnel. The marketing funnel, also known as the sales funnel, consists of a series of stages that a customer goes through before making a purchase. Each stage has its own unique challenges and opportunities, and it’s up to us as content strategists to figure out how to make the most of each stage. Using the site search feature, for example, is a great way to oversee customer behavior and help them find what they’re looking for quickly.
How You Should Be Designing Your Funnel in the First Place
When it comes to designing your marketing funnel, there are several things that you should keep in mind. First and foremost, it’s essential to ensure that you’re creating a customer journey that will lead them all the way from discovering your product or service to making a purchase. This means having content that speaks to each stage of the funnel—from awareness-building content at the top of the funnel to offer-specific content at the bottom.
Take this, for example- you’re working on a website that sells CBD products. Start with content that educates your potential customers on the benefits of CBD. Once they are more aware, move on to content that discusses your specific products, like tinctures, edibles, and topical salves. Next, focus on content that encourages customers to purchase, like free shipping or discounts. Finally, provide content that helps retain customers and encourages them to return for more purchases.
To ensure your funnel is working effectively, use analytics to track how many people are moving from one stage of the funnel to the next. This will help you identify where there might be gaps in your funnel so that you can adjust your strategy accordingly.
Stage 1: Awareness
The first stage of the marketing funnel is awareness. This is where you make potential customers aware of your product or service. At this stage, the goal is to capture the attention of your target audience and pique their interest.
One way to do this is through content marketing. Create blog posts, videos, social media posts, and other types of content that provide value to your audience. By providing valuable content, you can establish yourself as a thought leader in your industry and build trust with potential customers.
Another way to increase awareness is through advertising. Consider running Facebook and Google ads, which allow you to target specific demographics and interests. This can help reach a larger audience and drive more traffic to your website.
Stage 2: Consideration
The next stage of the marketing funnel is a consideration. This is where potential customers evaluate your product or service and decide whether or not it’s right for them.
At this stage, providing more in-depth information about your product or service is crucial. This can include product demos, case studies, and customer reviews. By providing this information, you can help potential customers to make an informed decision about whether or not to purchase from you.
Consideration is also an excellent time to provide incentives to potential customers. This could include free trials, discounts, or other promotions. These incentives can help to nudge them toward making a purchase.
Stage 3: Conversion
The conversion stage is where potential customers become paying customers. To increase your chances of conversion, it’s essential to make the process as easy as possible. This means streamlining the checkout process, providing multiple payment options, and ensuring that your website is easy to navigate.
Another way to increase conversion is by offering customer support. Make sure that customers can contact you if they have questions or issues. Consider using chatbots or other forms of automation to provide support even outside of regular business hours.
Stage 4: Retention
The final stage of the marketing funnel is retention. This is where you focus on keeping your customers happy and engaged so that they become repeat customers.
One way to do this is through email marketing. Send regular newsletters and promotions to keep customers engaged with your brand. You can also use email marketing to solicit feedback and ask for reviews, which can help to improve your product or service.
Another way to increase retention is through loyalty programs. Offer rewards or incentives for repeat purchases to encourage customers to keep coming back.
Designing and Writing Money Pages
Money pages are the web pages you create to market directly to your customers. These pages should be designed to encourage people to take action, such as making a purchase or signing up for an email list.
Designing money pages is an essential part of the marketing funnel. The key to designing a successful money page is ensuring it’s visually appealing, easy to navigate, and includes a compelling copy.
When writing content for your money pages, keep in mind that you don’t want to overwhelm readers with too much information. Keep it focused on the benefits of your product or service, and make sure to include a clear call-to-action (CTA). Make sure the CTA stands out by using a larger font size or bolder colors than the rest of the text on the page.