Funnels are a series of stages your leads pass through before using your service or purchasing your product.
Think about the last time you bought a product online say an ebook, you searched for the product via search engine, landed on a website and read through the product reviews to be sure before buying.
As simple as it may sound, some funnels are very complex while some are easy to follow through. Hence, the reason why you need a detailed process to make them work.
In this article you will learn about the different customer funnel content, the kind of contents that works and how to improve your chances of closing a sale irrespective of which stage in the buyer journey your customers are.
Stage 1 or top of the funnel
This is the consideration stage. During this stage, users engage your brand for the first time. They may have never used product or subscribe to your service before now.
At this stage present them with content that answer their questions quickly and offer innovative solutions to their problem.
Your website visitors are looking for answers, resources, educative research data, opinions and insights that will increase their knowledge about your product line.
Understand your articles must be SEO optimized for you to have a chance of showing up on search engine result pages.
Contents can be for demand generation or lead nurturing. You content in this first stage should be focused on generating demands on your products and services.
All top of the funnel content should be informative and authoritative. Don’t bother selling anything to anyone instead focus on answering questions about your potential customers pain point.
This will give you the opportunity to lead them through the entire stages of your customer funnel.
Contents in stage one should focus on questions like:
- How to
As you can see all the above question isn’t asking your website visitors to purchase from you instead, it’s providing them with vital information. Doing this will raise trust, make your company a thought leader and increase your authority in your niche.
Key KPIs to look out for during stage 1 of your customer funnel
Your traffic will increase as you blog, make video and audios answering your potential customer’s question. If it does not, check to see that you have gotten your customer persona right and writing to the right audience
As your company content begin to gain credibility, other companies in your niche will begin to make reference to your article, videos and other materials. Some will even offer to collaborate with you so as to put themselves in the spotlight.
A lot of companies forget to check their bounce rate. Always take out time to check the number of visitors landing on your page, where they are coming from, and where they are going.
A high bounce rate means you should tweak your content strategy. See if you have to change your content format. Also, do check the content that’s getting the best views and consider making other post that same way.
Stage 2 or middle of the funnel
This is the lead generation phase. During this stage, customers are looking for:
- Positive user reviews about your product or services.
- A fast and engaging website
- A clear and powerful values proposition
- Social proof or evidence of your brand
Majority of your contents at this stage should focus on off site content curation and social sharing. Give them something they can take away with them after visiting your website.
Every potential customer that visits your website without you providing a way for you to contact them in the future is lost.
You can reach customers mid funnel through:
- Social media (paid and organic promotion)
- Organic search results
- External publication (guest posting, press releases, linking building)
In terms of keyword queries, optimize your title and meta description for terms such as:
Some of the best content to address this research include:
- White papers
- Blog posts (ultimate guides)
- Interactive quizzes
If you look above, the content suggestions force the web visitor to leave their email address and name.
In lead generation, email has the highest conversion rate among all other platforms. I have written a detailed article email marketing here
How to get social proof
Social proof is one of the easiest ways to build trust among your existing buyers and new visitors. Its easier to buy a product my friend recommend. Not because I think its good, but because I trust my friend’s decision.
Here’s a few social prove you should add to your website:
- Case studies
- User generated content like comments and questions
- Awards & industry recognition
Demos, tutorial and how-to-videos will allow customers visualize how your business operate and what you can do for them individually.
Moving forward, do remember to add the contacts you get during the second stage of your customer funnel to a drip campaign to educate them more, give them product offers, coupons and anything else that will improve your relationship with them.
Stage 3 or Bottom of the funnel
You have done everything well, educated your visitors, gotten the emails, now is time to make the sale.
Also called the purchase stage, people here are figuring out exactly what it will take to become your customer.
Bottom of the funnel content will tend to represent sales copy and target terms with high shopping intent.
Your offer to your customers will include sales copy with a clear call to action (CTA). Such may include:
- Limited time offers
- Discount and everything else.
Leverage CTAs with emotional appeal & principle of scarcity. Use words like Free trail, live demo consultation, coupon etc. to drive sales.
Your most important key performance index at this stage of the customer funnel is bounce rate and conversion rate.
You bounce rate tells you how good your landing page copy is performing while your conversion rate will tell how entirely your entire customer funnel is doing.
Your customers might not buy immediately, hence the reason while you must employ consistent follow-up if you want to see results.
It’s important for both startups and already existing companies to consider the three stages of the customer journey in other to gain success both online and offline.
All three stages are very important since most visitors move from one stage to another until you make the sale at the bottom for cus btomer funnel.