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Most everyone is familiar with the sales funnel. But in case you had a sudden bout of amnesia, here’s a quick refresher. When a customer seeks out a product or service, they usually fall somewhere along the sales funnel. If you’re a new product/service, new customers tend to come in at the awareness phase. This is often coupled with education and learning to see if it fits a particular need. Next, is the consideration phase. If your product/service fits a need, then the customer goes further down the funnel to dive a little deeper into their research. Customers often price compare, check reviews, and so on before making a purchase. Finally, the last and most narrow part of the funnel is when the customer makes a purchase.
Now that we’re all caught up on the sales funnel, consider your content mix. Ideally, you want to develop content to hit every stage of the sales funnel and guide them down the path to purchase.
When creating awareness, think of your customer. They know nothing of your brand or your story. This is the time to develop compelling, eye-catching messaging and graphics that stand out from the rest of your competition. Dig deep, find your unique brand voice and shout it from the rooftops! In addition to consistent branding, you’ll also want to educate your new audience on why they need to consider your brand over all the rest.
Once you lure them in with your amazingness, you still have to convince your audience that you fit their need. Sometimes, content that shows a comparison with competition can be helpful for this phase. Whether you’re the price leader in your industry or you have a ton of 5-star reviews on Yelp, these things are useful to showcase on social media and your website for further consideration to lock in that sale.
Congrats! If you’re customers make it to this phase, then you’re golden. You’ve successfully made the sale, so now what? Start building loyalty and a connection with your new customer. You can do this by pushing inspirational quotes, helpful information, special offers, and relevant content that fits their needs. Also, try to think of content that will engage your customer and keep them coming back to purchase. Deals, incentives, and loyalty programs can also be a good tactic to foster that relationship.
So, now that you know more about the content creation process, start creating your magical mix! If you enjoyed this article, please follow me on Facebook, Instagram, and LinkedIn. If you’d like to inquire about my services or work with me, please contact me using this form and I’ll get back to you momentarily. I look forward to helping you Teal Your Story!
Anna is an author and writer who is passionate about the art of storytelling. She enjoys connecting with small businesses in her community while taking their marketing efforts to the next level of growth.