What is content marketing?
Why is content marketing important?
High-quality content marketing can be the difference between solidifying a sale or losing a customer. You need to ensure that your content marketing is effective, tailored to your specific user persona and demonstrates the capabilities and expertise of your company. Whether you’re providing products or services, it’s important that the customer is aware of your position in the given industry and can interact with the appropriate content that presents your brand positively. When it comes to content marketing funnels and implementing the best strategies to convert customers and boost sales, gaining assistance form an expert digital marketing company may be beneficial.
At Adaptify, we specialise in content and inbound marketing and can help you create the perfect content for each stage of the buying journey. We can also assist you with what channels or platforms to utilise when it comes to a content marketing funnel to optimise your content and increase conversion rate optimisation. Contact us today to discuss your content marketing strategy and how we can help build the perfect funnel for your business.
What is a content marketing funnel?
Pre-Content Marketing Strategies
An industry persona or industry profile looks at the target industries your business in engaging with. Industry personas are critical for any B2B businesses that are looking to enter a new market or gain prominence in an existing one.
When it comes to industry personas, we look at everything from a SWOT analysis to major competitors and how well you are position in the market. If you are interested in an industry persona for your business contact us today.
Current & Future State Roadmaps
Customer journey mapping
The backbone of a well organised campaign is with an editorial calendar. Here at Adaptify, we create diversified content for a wide range of business, industries and markets. Working across hundreds of campaigns in a day means we really on detail editorial calendars to plan our clients’ campaigns.
We create editorial calendars for a wide variety of content types and campaigns — from blogs, social media posts to email marketing. If you are interested in running an integrated marketing campaign, choose Adaptify today.
LinkedIn marketing automations
The premier platform for B2B marketing is LinkedIn. We offer LinkedIn marketing to clients looking to take advantage of the platform’s incredible ability to connect businesses with decision-makers in other industries and markets.
Our LinkedIn marketing automation services range for automated connection requests that grow your network and reach every day to automated drip-feed messages to engage and convert your ever-growing contact list. If you wish to harness the power of LinkedIn, contact us today.
Top Of The Funnel – Attracting The Customer
This is the first stage of the buying journey and the top of the content marketing funnel. The top of the funnel (TOFU) is designed to help you attract the customer. It’s the perfect way to introduce your business, the services or products you provide and answer any of the questions they may have about your brand. Usually, your audience is not looking to buy or readying themselves to get their wallets out and purchase whatever it is you’re selling. However, it is the perfect opportunity to spark an interest and initiate the overall journey.
Studies by SEMrush concluded that ‘how-to’ guides attract the most attention at the top of the content marketing funnel, with 72% of marketers opting for this strategy. This is because solving issues or tackling difficult queries is an insightful way of drawing attention to your business. It allows your audience to understand that you have the relevant expertise in the given area and that you can provide the information needed to rectify any further issues.
Measuring the success of your top of the funnel content marketing campaign can be done in a variety of ways – with tracking the number of visitors being 73% effective (SEMrush). Other methods include analysing conversion rates, time on page, number of leads, and bounce rate.
Top of the funnel content:
Middle Of The Funnel – Guiding The Customer
When customers reach the middle of your funnel or the second stage of the buying journey, you need to remember that there will be fewer people willing to interact with your business than there was in phase one. However, those that made it to the second stage will be more likely to continue with their buying journey if they are adequately encouraged. Therefore, the middle of the funnel (MOFU), is focused on guiding the audience through educational prose and an in-depth analysis of how your products or services work to ultimately turn them into a customer.
The success of middle of the funnel content is usually measured through conversion rates and the number of leads the content generates. To get the desired numbers in these categories, you must utilise the best content strategy to guide customers into your business. Studies by SEMrush state that 72% of marketers use email marketing as a way of keeping people engaged with their brand, and nurturing leads. Other channels included social media marketing and organic search.
Measuring the success of your middle of the funnel content is similar to the previous stage. You can track its effectiveness through conversion rates – which is one of the main goals throughout your content marketing funnel, and you can also measure the number of leads your content generates as well as the number of visitors to your site.
Middle of the funnel content
Provide your audience with content that helps them consider doing business with you with the following:
Case Study – Appeal to the emotions and logic of your target audience by providing detailed information and quantitative data on how a problem within your industry can occur and how your company can help solve it. Case studies can be utilised in the middle and bottom of the content marketing funnel is it helps to tell an overall story.
Free Samples/downloads – Offering free samples is a great way to entice customers by showcasing your products or services without them having to pay for it. An effective way to do this is through free information – such as courses or downloadable eBooks.
Product Overview – Choose a specific product from your business that sells well and has good reviews. Create a spotlight over this product and discuss its features, benefits, cost, and any additional information that may persuade customers to make a purchase. By focusing on a product and showcasing its advantages, potential buyers are more likely to connect with the product and want to try it for themselves.
Email Marketing – Remind your customers of what your brand stands for and what they offer through the use of email marketing. Email content is an excellent way of keeping your audience interested and up to date with your brand.
Bottom Of The Funnel – Conversions And The Final Purchase
The bottom of the funnel (BOFU) is the stage where you can accelerate the purchase. It’s the last step of the buying journey in which you need to win over your audience and present them with information that confirms your superiority in the industry you’re a part of. It would be best if you were utilising content as a way of rising above your competitors and building a sense of trust between your business and the customer. The easiest and most effective way to do this is by creating content that answers specific questions about your product or service – you’ve done all the introductions, now it’s time to go into detail.
According to SEMrush, 51% of marketers use product reviews to spark a heightened sense of interest within their audience, while 49% relied on customer reviews and 42% with success stories. By allowing your potential buyers to hear from past customers, you’re allowing them to gain insight into a third-party experience. As they have utilised your services or products, their opinion holds more weight than if you were to try and sell the product with just your own words alone. It’s important that you provide all necessary information to your potential customer to support their buying decision and convince them to connect with your brand. This, in turn, will result in the purchase that you want to finalise.
You may be wondering what forms of content marketing generate the most sales. Research by SEMrush has proved that the most efficient channels for driving payments include email marketing at 73%, organic search at 61%, and PPC or paid advertising at 47%. Therefore, when it comes to the bottom end of the content marketing funnel, optimising your content will allow you to not only increase your audience but also better persuade them to buy.
Bottom of the funnel content:
Help your audience make a final decision at the bottom of the funnel stage of the buying journey through the following:
Free Trial – Everyone loves free things. No matter what it is, if it’s free, you peak people’s interests. If you’re providing a service based on subscription, offering your potential customers a free trial where they can familiarise themselves with your business is an effective way to later convert them into a buying customer. As they use your platform, they’ll figure out the benefits for themselves, which may lead to them to wanting to use it for a more extended period of time and therefore, subscribe or buy it for themselves.
Consultation Offer – Entice your audience with an opportunity to receive your services and understand what your business is about. A free consultation or free strategy session can alleviate any of the worries your potential customers may have.
Coupon/Sale – Reducing the price of your product or services, especially when trying to persuade a potential buyer to trust you, is hugely influential. Buyers are more inclined to decide on purchasing when they know they are getting a good deal.
Customer Reviews/Success Stories – Utilising past customers to produce reviews and success stories can act as a bridge between your company and new clients. By hearing of someone experience with your company and how positive it was, you’ll be converting more customers.
Linking It All Together
How do you ensure that your audience moves to the next stage of the content marketing funnel?