Sales funnel: how to create the ideal content for each stage?
Do you know the sales funnel? This is one of the most interesting concepts in modern marketing, which helps to understand the user's degree of relationship with your company. Therefore, to cultivate the relationship between lead and company, it is necessary to know create ideal content for each stage of the funnel. Check out the post and understand how!
The stages of the funnel
The funnel has 3 main stages, with two other “sub-stages”. The main steps are top, middle and bottom, according to the level of interaction with your company and the solution you offer. We'll talk about each one later, but we'll focus on the two sub-stages.
The first is the opening of the funnel, that is, the process of bringing a large volume of users into it. They are people who are not yet in contact with your brand, but now do.
The other sub-stage is the post-sale phase. When the customer goes through the funnel, they are not “abandoned”. Either it returns to the top for a new journey, or it is used as a tool in someone else's funnel, through recommendations. While these steps aren't essential, keeping an eye on them adds a lot of value.
But the most important thing in producing content for the sales funnel is to understand what the public demand is for each stage. So we're going to see it one at a time.
The top of the funnel
At the top of the funnel, the customer is still learning. They didn't know they had a particular problem, or desire, and they begin to know it a little better.
In this case, the role of the content is educational. Blog posts, eBooks, infographics, videos, or any other that helps you better understand the problem. Let's say the customer doesn't know anything about ERP. At the top of the funnel, he can learn a little more about what he is., learn about its advantages, read success stories and others.
But here, the user is looking for ways to make their company more efficient without necessarily looking for ERP. Therefore, It is a fluid process. That is, he may spend enough time at this stage, or not, and go back and forth to do a lot of research. It all depends on the type of product.
Middle of funnel
In the middle of the funnel, the customer is already a lead. He was interested in the subject, he really knows he has a problem and is looking for a solution to it. In this case, the content's job is to provide some tips and techniques that will help you solve your problem. Here, you can be more specific on the subject.
Following our example, the user showed interest in an ERP that solves their problem of making the office more efficient. You can educate him with tips on how to do this, while showing how ERP can help. In this case, You already have his contact and can work on ever more profound and personalized content.
Funnel bottom
When the customer is at the bottom of the funnel, they already understand more about the subject. So they already know the possible solutions to the problem and are ready to choose the ideal one. In this case, your job is simple, to show that this solution is yours.
So, if the customer concludes that ERP can really help you a lot, now You must show that yours is the best option. Since it was you who helped him get here, it is very likely that you are the chosen partner.
In this case, the content is more focused on your brand and your specific solution.
Then, by understanding the customer's desires and positioning in the funnel, you can use the most appropriate content. Therefore, Continue to our blog and check out other content to learn how to delight your user even more!
See more at:
Sales funnel - Rock Content Blog
What is a sales funnel - Digital Results Blog
How to apply content marketing at each stage of the funnel - Blog Ecommerce Brazil
