Now that you know most about the basics of content marketing, its time you learn about the tricky terms and techniques that are often used to bring up the game. Marketing Funnel is one of those and a really significant one. So, get yourself ready to learn about the role of the marketing funnel as you get further with this initial guide to content marketing.
What Is The Marketing Funnel?
We all have heard about this marketing funnel. That’s how the whole process of marketing is defined to all folks sitting in their classrooms. And that is the most effective way of explaining marketing as well. So, marketing is basically like a funnel. Yay, that same funnel you had seen on the shelves of your chemistry lab. It has a broad opening that continues to shrink up to the center and then expands at once. The broad neck of the funnel is like the first layer of marketing where lies all the people who recognize your brand. As soon as you launch your business and the word of mouth spreads, a lot of people get to know your brand but this does not mean they will make a purchase as well. Just as the neck of funnel shrinks, the number of people also declines, and a very few of the ones who know your brand decides to make a purchase. And just as the center point of a funnel where it shrinks to the smallest, the people who make a purchase are very few of all those who know your brand.
But wait. There is a twist. The funnel begins to expand after the center point. Voila, your customers will also expand over time.
Well, all this story I told you is to mention the significance of content marketing in the process. There is this big belief that the benefits of content marketing are limited to the first funnel of marketing only i.e. discovery. Well, this isn’t the truth. It can be of great use at each stage of the funnel.
In the Discovery Stage, you can share blogs, webinars, posts, videos, email newsletters, and podcasts featuring awareness about the problem that your products and services can solve.
In the Consideration Stage, now that your audience knows what the problem is, you can turn the direction of all your content towards how your products and services can help solve that problem such as, case studies, product descriptions, demo videos, and how to use tutorials, etc. This will not only keep the audience engaged but also be a great source of conversion for sure.
Although the content you post here won’t be a lot of sales, it would surely be a means of convincing your audience to purchase your products and services. You see when someone is reading a blog about the basics of graphic designing, 98% chances are that he is an amateur who needs assistance with graphic designs. And of course, he cannot become a pro and professional designer by reading your 5-minute blog, but he can surely be convinced that you are offering professional designing services at the ease of few clicks. Yay, you got this right.
In the Conversion Stage, now that your customers know about both the problem and possible ways of solving your customers need to know what you offer. This is the time when you can share the impeccable product descriptions, testimonials, reviews, etc. about your products and services. It will help in the retention of your existing clients as well as attracting new ones towards your brand with the word of mouth.
In the Retention Stage, now you have your client base all satisfied with your services and products willing to make more purchases, etc. This is the time to retain your clients. How to do that? That’s simple, you just have to be helpful, keep your clients entertained, solve their queries on time, bring in discount offers and everything that keeps your clientele hooked with your brand while keeping the revenues upside.
Putting it all condensed, the marketing funnel is a significant thing to understand for content marketers. Once you are done learning and implementing the above tactics, move on to the next blogpost of this series and learn further about content marketing.