Why is the marketing funnel so important?
The marketing funnel is composed of 3 stages: (simply) Top, Middle, and Bottom and for each of stage, there is a method of content to use and should be targetted. By using said targeted content for each stage of the funnel, you can attract, convert and close into real business opportunities. So let’s get into this and see what we can uncover.
Funnel TopThe purpose of the funnel top is to attract and segment. The content produced in this stage should be general, show how technology or services are important, but without presenting any specificities. Imagine, for example, a potential customer who is researching a product. Goals are typical to grow in the knowledge and thus information is a top-most priority. Based on this, content should be created that will draw readers to the top of the said funnel. The sale isn’t aggressive and information offered should be relevant and contextual.
The idea behind this top content is to get the customer familiar with your brand or company. relay the differences in products or services and stay on that theme to show a bit of practicality in opportunity. This is where the relationship begins, start honestly that will direct any potential customers to the next stages of the funnel.
Types of content that can be used: specialized websites, SEO, blog articles, social media syndication, print assets.
Funnel MiddleThe middle of the funnel, once again, gather the segmented data and this will show if you already have a potential client. Because of your targetted content marketing, your prospect is more informed and has knowledge of your brand. Offer an incentive, be authentic and nurture the information. You should be moving this impression to even more targeted benefits. At this stage, 70% of prospects leave, but to convert into a lead, you’ll need to offer specialized information that puts real value into the decision making process.
70% of prospects leave in the middle of a sale
People want to grow in knowledge and understand the differences in products and services they buy into. You have an opportunity to be their ambassador in the said market and that is a valuable role. do not abuse this. In this stage, promotional materials produced should show not only the challenges but also the solution. The goal is to turn qualified leads into the direction of the bottom of the funnel.
Types of formats that can be used: Rich content such as eBooks, whitepapers or tearsheets. It is still essential to keep the potential customer sustained, and a marketing automation tool will assist with this.
Funnel BottomAt this stage, we have a qualified lead. they are aware of the products or services of your operation, they know the challenges and solutions you can offer and want to move forward. It’s time to show them that you are the right candidate for their needs! Don’t be shy, call them up, email, simply respond! The sales funnel is all about segmenting leads into stages of the sale, and at this stage, you need to contact them.
Types of formats that can be used: Testimonials, success stories or demo videos that help convert the qualified lead into a business inquiry. And when that happens, it’s time for the sales team to take action and close deals!
Understanding and applying the marketing funnel greatly help companies to communicate relevantly with potential customers. By providing educational content according to each step, a trust is built and that can be turned into a relationship.