Imagine, you have a great product/service and people want to buy it, but there is no way for your customers to pay.
Similarly, your content is the same. Even attractive content will not be able to convert if your customers cannot find it, cannot read it, can not share it, cannot sign up, and eventually learns about your products/services.
Selling with content funnel is creating the content with value, attractiveness that leads to the road for selling things.
What Is A Content Funnel?
Great content attracts traffic, but it takes a lot of effort to create that content. You certainly do not want your visitors to read once and never come back, do you? Are you thinking that people coming to your site are all potential customers?
Theoretically, it is true. All may be your customers. They read the content, they decide to go deeper by learning about the product/service you refer to in that content, they go forward and decide to buy, they become customers.
There are already some conversions because they buy your product or pay for your service.
Your goal is to have a clear strategy to guide your potential customers through this funnel.
There are many different ways to solve this problem, but what I’ve been referencing from Razorsocial and talking about in this article are: People, Relationships, Inbound Traffic, Subscribers & Social Retargeting, Monetization. A shortened framework called PRISM.
How A Content Funnel Works
- P – People: First, you need the content reader. If people are not aware of you, everything else becomes meaningless. No one reads, no one digests what you write, so no one registers or buys your product.
- R – Relationships: We buy from people we trust. A great way to start a relationship is to provide value to your audience as a free and engaging content.
- I – Inbound Traffic: If it is worth, people will come to it. If you share valuable content on social media, people will visit your site where an action will take place.
- S – Subscribers & Social Retargeting: Most people will not buy at the time they first visit your site but do not lose them. Try to get their information, keep in touch with them via email and social networking.
- M – Monetization: When you have subscribers in your funnel, you can make money from them.
Building The Relationship Between The Content
Imagine, you have created a great content, you tried to promote it by SEO or advertising… then people find, read it and share it with others.
If you provide value to someone and attract them, they will feel at least a relationship with you and your brand. Then everyone knows about you and respect you.
If they find your content useful and see that there are no ads in it – this will inspire the level of trust they give you. With full trust, they will provide you with their email address or follow you on social media to get your content added.
It is a communication channel. Nurture this relationship by providing your audience with more value from compelling and consistent content and continued building-up of trust.
Funnel That Makes Potential Customers
First, convert the audience into a potential customer. Then continue building relationships by offering more value before selling, such as offering a free trial or discount to try out your product.
There are several ways to convert audiences into leads. One is to use Lead Magnet. A Lead Magnet is a downloadable content, such as an eBook or report that you provide in exchange for an email.
Email is still the most effective marketing channel. According to a study from the Direct Marketing Association of England (DMA), email has an average ROI of $38/$1 spent. In fact, up to 20% of companies are generating more than $70 of profit per $1 they spend.
Of course, not everyone subscribes, but actually, they are on your site and read your content to build awareness of your brand. Unregistered people are ideal candidates for remarketing. You can use Facebook or Google to remarket to those people.
Things Needed To Start
All of these things seem complicated, but remember, building a funnel of different activities. Here is a list of the simple steps, tasks, and tools you or your team need:
- Create Content: No content, no traffic, no brand awareness, no belief, and no leads.
- Optimize Content Funnel: For each piece of content you offer, optimize it so that you can get more organic traffic on your social network.
- Promote Content: If no one knows about it, no one will read it. Learn how to build relationships with influencers, how to optimize content for social sharing, what is the best time to send your email newsletter, etc.
- Advertising: To effectively target your audience, you need knowledge of advertising tools such as Facebook advertising, to be able to write the best ad copy and optimize your campaigns for the highest ROI.
- Efficient Support Tools For Content Marketing
- Six Knowledge To Master Before Creating Your First Facebook Ads Campaign
- Social Communication: There must be interaction to build relationships. Social media is the place to perform that interaction.
- Funnel Conversion Tracking: No one wants their funnel to be leaked.
- Marketing Tools: Know which tool best suits your needs that gives you the edge. Take the time to learn how to set up and use them.
- Email Marketing: The nurturing of potential customers requires that you use the best Email Marketing service provider possible. Find out which one is easy to use. I recommend using ConvertKit or ActiveCampaign.
- Payment Platform: For sales, you need a platform for accepting online payments like Paypal, Stripe, ClickBank, JVzoo.
Each content marketer needs an effective content funnel. Design, construction and optimization require constant testing and improvement.
In addition to creating compelling content, to perfect the content funnel, you must pay attention to constantly research and adapt to the reality.