Key Tips on How to Move People Through the Sales Funnel with Content

Content in its various shapes and forms is the driving force behind sales and marketing.  In a report published by the Content Marketing Institute, it was found that as many as 88% of the lead marketers recommend some form of content to generate more leads and sales for their organization. That is why content is so important to help your customers move through the sales funnel easily.

Organizations are using content (written, graphic, media) to engage and retain their audience and customers. In other words, the use of content in creating a sales funnel¾the process a person goes through before they reach the final stage (purchasing, subscribing)¾is undeniable.

What Does a Sales Funnel Look Like?

The top of the sales funnel is wide which means that a business attracts many prospective customers using various means of engagement like articles, videos, social media marketing, and so on. In the beginning, the number of engaged customers is high because they are just prospects. At this stage, you will also engage people who are either not interested in buying or are not ready to buy. Eventually, the most engaged ones go through the next stage and finally reach the bottom of the funnel.

Sales funnels can have many stages but generally speaking, we can divide the whole funnel in three-portions: top, middle, bottom.

Top – Awareness Stage

People who are considering a product similar to yours makes a search via a search engine and arrives at your website/page. You might be offering a product or service they’re searching for or perhaps you aren’t¾they will figure it out. The content you have on your platform will provide them with answers, resources, and insights to decide whether to move on to next stage and research more or leave the page to find exactly what they’re trying to find.

Middle – Evaluation Stage

The customers that are interested will be lead to the next step. At this stage, the content will help them decide if your product/services are suitable for them. You run the risk of losing your customer if you fail to engage them enough to prompt them to move on to the final stage.

Bottom – Purchase Stage

If you were successfully able to persuade your customer, then they will reach the bottom of the funnel. At this stage, the customers are concerned about whether they’re making a good purchase or not. They’re interested in knowing what they would get in return for making the purchase¾perks, good value, and so on.

Tips to Engage and Move People Through the Sales Funnel with Content

Content is going to be the main driving force during these stages and each stage demands a different type of content. The content depends on the type of business you have, but generally, the idea behind content creation remains the same.

Content Strategy for Awareness Stage

The content at the top of the funnel is the first thing prospective customers will see once they arrive at the page. The content should be created to strengthen the engagement and help the people by answering their questions. There is no guarantee that everyone who lands on your page and engages with your business will buy from you, but this step is crucial for the handful of customers who will move on to next stage.

The content you can create at this stage includes:

  • Blog posts
  • E-books
  • Videos
  • Research reports
  • Social media content
  • Educational how to’s and tips
  • Checklists
  • White papers
  • Content Strategy for Evaluation Stage

Using content, you now have to give prospective customers the information that helps them solidify their decision to buy, subscribe, or whatever action you want them to take.  Use content to build and nurture the relationship, and establish trust. Your content strategy at the top of the funnel should be focused on educating prospects. Now at the evaluation stage, your content should be all about showing why your product is the best out there.

Evaluation is arguably the most critical point in the buyer’s journey because this is where prospective customers start filtering products and solutions that aren’t suitable for them.

The content you can create at this stage includes:

  • Case studies
  • Data sheets
  • FAQs
  • Demo videos
  • Product samples
  • Content Strategy for Purchase Stage

Once the customer has arrived at the bottom of the funnel, it is time for the purchase decision. You have managed to move them through the funnel to the bottom, but your job isn’t done yet. They can still log off¾never to return¾so pay attention.

During this stage, the focus of the content strategy should be to create content that validates the buyer’s decision and answer why the product or solution is worth their money.

The content you can create at this stage includes:

  • Estimates
  • A streamlined sales process
  • Coupons
  • Trial offers, demos, and product literature
  • Testimonials
  • Reviews

The secret here is to understand your audience and develop your sales funnel and the content around your industry. At Fone Dynamics we know firsthand that it’s easier to use content to help your customers through the funnel if you already know what they are looking for. By revising your content today, you’re well on your way to driving more potential customers through the sales funnel.

John Taylor
John is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding.

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