Social Media and Content Marketing Tips That Will Help You Gain More Clients
Creating effective content for your sales funnel is essential for attracting and retaining customers. It goes beyond just using the right keywords; it’s about understanding your audience’s journey and crafting content that speaks directly to their needs at every stage.
In this guide, I’ll walk you through the various types of content that resonate with potential buyers, how to tailor your strategy based on their needs, and the importance of metrics to measure success.
Before we get into mapping content to the buyer’s journey let’s review different content types:
- Brand & Thought Leadership: The writer showcases solutions that worked for other clients.
- Trends & Pain Points: Discussing new trends and common pain points.
- Product Solutions: Product updates and how clients utilize your services.
- Customer Proof: These would be case studies about your work that includes quotes.
This content marketing blueprint will help you map the content type, to the people in your database. It’s important for all businesses to grow their email lists. Your email lists are the core strategy for distributing your content and creating look-a-like ad audiences to reach similar people with ads.
Understanding The Buyer’s Journey
Before we dive into the specifics, let’s explore the buyer’s journey. This framework outlines the stages a customer goes through before making a purchase, and understanding these stages is key to developing targeted content:
- Awareness: The customer identifies a problem or need.
- Consideration: They research solutions and weigh their options.
- Decision: They make a choice and proceed with the purchase.
- Retention: After the purchase, the focus shifts to maintaining the relationship and enhancing customer loyalty.
Each stage of this journey requires a different approach to content to effectively guide the customer toward making a purchase and encourage repeat business.
Sparking Interest (Top Of Funnel)
The Awareness Stage
At the top of the funnel, your primary goal is to attract potential customers by addressing their needs and pain points. This is often the first interaction they have with your brand, so making a strong impression is crucial.
What Users Are Looking For
- Informative Content: Users seek answers to their questions.
- Authoritative Resources: Content that establishes your brand as a trusted expert.
- Engaging Formats: Content that is easy to consume and share.
Effective Content Types
- Blog Posts and Articles: Share valuable insights on industry topics.
- Ebooks and Whitepapers: Provide in-depth guides that users can download.
- Videos and Webinars: Visual content that enhances information retention.
- Infographics: Visually appealing and shareable content that conveys information effectively.
Promotion Channels
To ensure your content reaches the right audience, consider these promotion channels:
- Social Media: Share content on platforms like Facebook, LinkedIn, and Instagram.
- SEO and Organic Search: Optimize your content for search engines to increase visibility.
- Guest Posting and PR: Publish on reputable external sites to tap into new audiences.
Keyword Optimization
Focus on keywords that reflect informational intent, such as:
- “How to improve email open rates.”
- “What is content marketing?”
- “Guide to SEO best practices.”
Example
Imagine a company that offers project management software. They could create a blog post titled “10 Tips for Streamlining Your Team’s Workflow,” specifically targeting managers looking for efficiency solutions.
Nurturing Leads (Middle Of Funnel)
The Consideration Stage
In the middle of the funnel, users are evaluating options. They know their problem and are looking for the best solution.
What Users Are Looking For
- Detailed Information: Specifics about how your product or service solves their problem.
- Credibility: Proof that your solution works.
- Comparisons: Insights on how you compare to competitors.
Effective Content Types
- Case Studies: Showcase real-life success stories.
- Testimonials: User reviews significantly impact decisions.
- Webinars and Live Demos: Interactive sessions that demonstrate your product.
- Product Guides and Datasheets: Provide in-depth information about features and benefits.
Building Trust
Trust is crucial at this stage. Consider:
- Social Proof: Show positive reviews, endorsements, or user numbers.
- Certifications and Awards: Highlight any industry recognition your company has received.
Example
A cybersecurity firm might host a webinar titled “Protecting Your Business from Ransomware: A Live Demo,” giving valuable insights while showcasing their software’s capabilities.
Getting The Sale (Bottom Of Funnel)
The Decision Stage
At this point, the customer is ready to make a purchase decision. Your content should make the transition from consideration to action seamless and compelling.
What Users Are Looking For
- Clear Value Proposition: Explain why they should choose you over competitors.
- Incentives: Promotions or discounts to encourage purchase.
- Ease of Purchase: A straightforward buying process.
Effective Content Types
- Product Pages: Include compelling copy and high-quality images.
- Customer Testimonials: Reinforce positive experiences.
- Limited-Time Offers: Create urgency to drive purchases.
Calls To Action (CTAs)
Utilize strong, action-oriented language to encourage immediate action:
- “Start Your Free Trial Now.”
- “Get 50% Off Today Only.”
- “Schedule Your Free Consultation.”
Example
An online course provider could offer a limited-time discount: “Enroll in our Digital Marketing Mastery Course today and save 30%! Offer ends at midnight.”
Creating & Measuring Content KPIs
Importance Of Metrics
Measuring performance is vital for understanding what works and what needs improvement. According to the Content Marketing Institute, 53% of marketers attribute their content marketing success to effectively measuring performance.
Top-Level Funnel KPIs
- Brand Reach: Track impressions and overall visibility.
- Website Traffic: Monitor visitors and page views.
- Bounce Rate: A high bounce rate may indicate irrelevant content.
- Engagement Metrics: Shares, likes, and comments on social media.
Mid-Level Funnel KPIs
- Time on Page: Indicates how engaging your content is.
- Lead Generation: Number of sign-ups for newsletters or webinars.
- Click-Through Rate (CTR): From emails or CTAs within content.
Bottom-Level Funnel KPIs
- Conversion Rate: Percentage of visitors who complete a desired action.
- Average Order Value: Assess the profitability of conversions.
- Customer Acquisition Cost (CAC): Total cost divided by the number of new customers.
Tools For Measurement
- Google Analytics: For website traffic analysis.
- CRM Systems: Like Salesforce for tracking leads and sales.
- Marketing Automation Platforms: Such as HubSpot for comprehensive analytics.
Regular Audits and Adjustments
Conduct quarterly content audits to:
- Identify content gaps.
- Refresh outdated information.
- Optimize high-performing content.
- Adjust strategies based on changing trends and data insights.
Focus On Retention & Loyalty
The Retention Stage
Nurturing existing customers is crucial for sustained business growth, especially as customer acquisition costs continue to rise. A 2022 study reported a 222% increase in customer acquisition costs.
Strategies For Retention
- Personalized Follow-Ups: Send thank-you emails and suggest related products.
- Exclusive Content: Offer access to premium content like advanced tutorials.
- Loyalty Programs: Reward repeat purchases with discounts or points.
- Feedback Mechanisms: Use surveys to gather customer insights.
Remarketing Campaigns
Utilize targeted ads to re-engage customers who interacted with your brand but haven’t made a recent purchase. According to SharpSpring Ads, website visitors who are retargeted are 70% more likely to convert.
Example
An eCommerce retailer could implement a loyalty program where customers earn points for every purchase, redeemable for discounts on future orders.
Drive Conversions With Strategic Content
By aligning your content strategy with each stage of the sales funnel, you create a cohesive journey that guides potential customers from awareness to loyalty. Measuring performance and being willing to adjust your approach based on data will ensure your content remains effective and relevant.
Remember, the goal isn’t just to make a sale – it’s about building connections with your customers. By providing value at every stage and continually optimizing your strategy, you’ll improve your ROI and cultivate a loyal customer base that significantly contributes to your business’s long-term success.
Integrating Your Content Marketing with an Omnichannel Strategy.
The content you create, blog posts, eBooks or webinars, is perfect to support your display and paid media (ads) campaigns, posting to your social accounts and sending a dedicated email to your email list. Sometimes we see direct mail campaigns that offer a lunch with a presentation. With your email list, ideally campaigns are segmented to match your sales cycle.
