Meeting your customer’s needs is about much more than simply providing a product or a service he or she is looking for. In most cases, there are several steps along the way that lead someone to make a purchase. By providing helpful content at each step, you can help draw in this potential customer, so he or she sees the value in choosing your product. To see your profit grow, learn how to align content to your sales funnel with these tips.
Understanding the Sales Funnel
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Your sales funnel is the path that a customer takes from when he or she first interacts with your business to when he or she purchases your product or service. In each step of the sales funnel, the customer’s needs change. When creating content, businesses need to consider which piece of content to deliver at a specific stage of the sales funnel. By aligning your content with the needs of the customer, it makes him or her more likely to choose your product or service.
Step 1: Awareness
Awareness is the stage in the sales funnel where customers are searching for information about a potential purchase. Perhaps they want a helpful educational resource. They could also be looking for research data to back up their inclination to purchase a certain service or product, or they might want insight from experts.
Imagine your potential customers searching online for this information. What type of content can you provide to help them out? Here are some examples:
- Blog posts
- Social content
- How-to videos
- Educational webinars
Step 2: Evaluation
Next, your customer will start researching whether your particular product or service is a good fit for him or her. You have your customer’s attention, but you still need to convince him or her that you’re the best option.
Focus content specifically on your company and your product or service via:
- Product webinars
- Demo videos
- FAQ sheets
- Case studies
- Vendor comparisons
Step 3: Purchase
The customer is finally making his or her purchase decision. He or she wants to buy, so it’s important that you make it clear why and how they can buy from you.
Consider providing compelling call-to-action content through:
- Free trials
- Price estimates
- User guides
Partnering With an Influencer
One modern development in marketing that defies categorization is partnering with an influencer. Depending on how you position a specific ad with an influencer, it could potentially be used for the awareness, evaluation, or purchase stage. You might even develop a full campaign to address each step along the way. This is one of the most effective and versatile options for companies looking for fresh ways to drive customers toward their sales funnel.
With the right sales funnel tactics in place, an increasing number of customers will be drawn to make a purchase from you. The more you customize your content to align with the corresponding step in the buyer’s journey, the better your results will be. In addition, you may begin to see more repeat business as customers begin to look to your company as an expert resource for your industry.
It’s time to use the sales funnel to your advantage. Start developing optimized content for your customers by implementing these content strategy tips.