WHAT IS A MARKETING FUNNEL?

The content marketing funnel represents the journey that potential customers take when considering a purchase. It is part of a larger content marketing strategy. The content at each stage supports the customer’s journey. Each good content moves prospects closer to making a purchase.

Generally, there are four stages in the content marketing funnel. Often times, multiple sources divide these general steps into smaller steps, however these are the major processes necessary in every marketing funnel.

These steps are:

• Awareness
• Evaluation 
• Purchase 
• Delight

Each stage and the content presented to the customer in those stages should serve a specific purpose in the customer’s journey.

A comprehensive content marketing strategy addresses the following issues:

• What kind of content do I need to produce?
• How will I measure the efficiency of my content?
• Where can I make improvements to my content strategy?

Let us look at each of these phases and understand their role in our strategy.

1. Awareness

When potential customers enter the content marketing funnel for the first time, you should assume they are unfamiliar with your company or the solution you offer. It is now your responsibility to make them aware. The goal of top-of-funnel (TOFU) content is to educate your audience. You can use content types like:

• Blog posts that are shareable
• Posts on social media
• Infographics\ Videos
• E-books
• Podcasts

But don’t worry—you don’t have to try every single type of content. Track the success of a few that seem to resonate with your intended audience. Ask yourself the following questions with each piece of content you create:

• Is my intended audience engaging with my content?
• Is the content being viewed, shared by prospects?
• Is there any follow-up after the interaction?

Metrics such as time on page, number of reviews, and bounce rate help you answer these questions, and dig deeper into Google Analytics to learn more. If you discover that your content falls short or does not reach the intended audience, pivot. Just because you started down on one path does not stop you from changing your strategy.

For example, suppose you’re creating marketing content for a baklava-serving restaurant. People are unaware of what baklava is. It is your responsibility to familiarise them with the food, its concept, and where it came from. Nobody is willing to beta-test a completely new food item, especially in today’s age of fast food. People usually prefer familiarity, the comfort of consistency drives them to their favourite restaurant over and over again. Driving curiosity among your customers and getting them familiar with baklava is the first step your restaurant must attempt, before moving onto the next step.

2. Evaluation

Potential customers decide whether they need your product or service in the middle of the funnel (MOFU). During the evaluation stage, you’re also attempting to build trust with your customer. Nobody buys or does business with a company they don’t trust, so always look for ways to strengthen that bond.

Consumers want content that shows them why they should buy your product or service. Analyse whether your content is serving its intended purpose:

• Are people converting as a result of this content?
• Is this content generating new sales or leads for me?
• Is this content assisting my end goal?

Good content aids in the gradual progression of a prospect toward a purchase. That is why it is critical to use a variety of content marketing strategies and to have a comprehensive content strategy in place.

People who enjoy sweets are your marketing’s target audience. Baklava is similar to Indian sweets that many people are familiar with. In your content, you must explain why choosing baklava is better without making it obvious. It is up to the customer to make a decision, but we must entice them to try your product.

3. Conversion

Everyone wants to be certain about a purchase. Giving your potential customers specific reasons to purchase your product or investing in your service is a wise decision.

Up to this point, the content funnel has been focused on piquing customers’ interest in your product. Give them a reason to buy at the bottom of the content marketing funnel (BOFU). You can easily influence a purchase by providing side-by-side comparisons of similar products and emphasizing how your product or service is superior.

Remember to keep the following in mind:

• Is there a clear call to action in my content?
• Is the purchasing process as simple as possible?

Offering a free trial of your service can also result in a purchase, as long as you don’t give away the entire product. An introductory trial gives potential customers a taste of what you offer but should leave them wanting more, because your goal is to convert them to a sale.

To persuade the customer to switch from Indian sweets to baklava. You can allow customers to sample it first and explain the procedure while it is being prepared. You can describe how difficult each piece is to make as well as the ingredients used. Make them feel as if they are eating a work of art rather than a sweet.

4. Delight

Although it is not part of the traditional content marketing funnel, many businesses have added a step to retain or delight customers.

The goal of your overall content strategy should be to build an audience and keep them engaged. This effort extends beyond the point of purchase. This strengthens your relationship with your customers.

Customers should be able to easily engage with your content and provide feedback to your company. Consider the following:

• Is this content designed to entice customers to leave feedback?
• Is the content compelling enough for readers to recommend it to their friends?
• Is this content based on real-world customer success stories?

Reward your audience with special offers or early access to new products. Even if your customer isn’t a repeat buyer, they have influence in their social circles. Prospects trust recommendations of an acquaintance and good reviews the most.

Give the customer the impression that they have eaten Turkish delight and seek input from them. Leverage their feedback on social media platforms; who doesn’t love a restaurant that acknowledges your feedback? Validating and celebrating your customer’s first experience with your product positively is the best way to get them coming back over and over again. Create a social media hashtag campaign, offer special discounts to repeat customers – there are many ways you can use delight to keep engagement up on communication channels, to drive new potential customers curious and to get people raving about their experience!

The importance of the marketing funnel cannot be understated in today’s content-driven world. The nitty-gritty of your strategy may vary – but the process remains the same. However, marketing funnel and strategy can be tough sometimes. Do you want to simplify this process and get started with your business’ content creation? Get in touch with IDA!

We are a Branding and Marketing centric modern Digital Agency, here to act as a complete marketing and branding partner for your business. We have worked in many industries, ranging from hospitality to education and more.