Understand in this article how to attract new customers to your business using the content funnel.
This technique, which helps in the lead generation process, has become essential for salespeople and, especially, in digital marketing. Learn the step-by-step process of this method.
What is a content funnel?
Content Funnel is a tool used in digital marketing to help generate new leads, It also helps in the process of consumer loyalty.
It is related to the stages of the customer's purchasing journey, which represents all the moments they go through from discovering a problem to deciding on a solution.
The content funnel will be important to guide the lead on their purchasing journey, through relevant materials for each of these stages, which are: learning and discovery, problem recognition, solution consideration and purchase decision:
- Learning and discovery: At this point, the lead doesn't even know they have a problem, and for this reason, they need to be nurtured with content that makes them learn more about the topic and encourages this discovery;
- Problem recognition: when the lead recognizes that he has a problem, he starts to think about finding a solution;
- Solution consideration: he already starts looking for a solution and, at this stage, he is already aware that your product or service may be suitable for him, but he wants to understand more to define whether it is the right solution;
- Purchase decision: At this point he has already decided that his solution is the best and is waiting for an incentive.
The stages of the marketing and sales funnel
The sales funnel is based on the stages of the content funnel, it is the process of transforming a lead into a buyer and advocate for your product or service.
This technique is divided into three stages (top, middle and bottom), with the aim of attracting, converting and selling to new customers. All stages must be worked strategically with lots of quality content and call to actions (calls to action) at the right time to achieve better results. See all the phases below.
Learn about the stages of the content funnel
It's time to understand all the stages of the sales funnel. They are:
- Top of the funnel: content to attract leads;
- Middle of the funnel: educational content that helps in the decision-making process;
- Bottom of the funnel: content to capture the lead and turn them into a consumer.
Check out the more detailed explanation below:
Tofu – Top of the funnel
At the top of the funnel, it is time for lead education, that is, learning and discovery. This is the moment in which you can offer materials that help the lead discover that they have a problem.
Top-of-funnel content is the most important phase of the applied methodology – cold audience entry – this is where the user must be interested in your product or service. Often, they have never heard anything about your brand. This is the awareness period for future sales.
Attracting the largest number of visitors is super important at this stage, the published content must be of quality and relevant so that the public identifies with your company and wants to continue the journey.
At this stage, answering potential consumer questions and concerns is always important. This helps them understand that they have problems that need to be solved in your business. Therefore, top-of-funnel content includes materials such as blog posts and educational videos, social media posts, e-books, infographics, etc.
Mofu – Funnel Medium
At this point, in the solution consideration phase, there is content that will help the customer make a decision.
Here, they are partly interested and familiar with the content offered, and they also know how to identify their possible problems.
At this stage, it is important to deepen this relationship, demonstrating that your company has the ideal solutions that the customer is looking for to offer. To attract these potential buyers, the content must be focused on these problems.
It is worth noting that in this part the public is not yet 100% decided on buying or acquiring the products and services offered.
Therefore, more in-depth posts, posts about the product or service, marketing emails, e-books, comparative materials, etc. are worth it.
Bofu – Bottom of the Funnel
Bottom-of-the-funnel content is the final stage of the entire process, it is the lead conversion stage, the time to transform the lead into a customer.
Therefore, the materials offered must have the right characteristics to build customer loyalty, being objective and showing that your company is the best option for what they are looking for, such as success stories, social proof (testimonials) and reviews. At this stage, the consumer will be comparing your solution with that of other competitors and may opt for another, so it is important to pay attention to the conversion strategy.
The target audience is already warm and has decided what to do, all that's missing is the final push to make it happen. It's necessary to involve and encourage the customer to take the final purchasing action.
Content Funnel for Instagram
It is important to note that all the steps mentioned above are used for social networks, including Instagram. So, to be successful in this content funnel process, simply follow all the steps already established.
Remember: it is by engaging, identifying problems and converting leads that you do excellent business.
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Content for sales funnel
The beginning of the sales funnel will always be the stage where consumers are attracted to your company. The end is the stage where potential customers are converted.
This is why all phases need to be guided within the funnel, with assertive and educational content, thus better understanding the profile of your consumer.
However, the journey does not end with the first purchase; the customer needs to be retained, so after-sales service is also very important, because it is always cheaper to retain a customer than to acquire a new one. Another important aspect is to make these customers so satisfied with your solution that they want to recommend you to friends and acquaintances.
Effective content funnel is with GS2 Digital Marketing
Applying a content funnel to your business is the best way to achieve great sales results. In addition to optimizing management, it provides better opportunities with leads, predictable results and the development of your product or service.
GS2 is a digital marketing agency, specialized in inbound marketing, focused on results.
We use the best digital marketing tools to produce assertive content for our clients, with creative and remarkable actions.
This seriousness and intelligence in digital marketing provides recognition from many of our clients, for which we have become a functioning lead generation machine.
Read more also about the importance of content marketing on e-commerce sites and get great results!
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