Content Strategy For Each Step of the Marketing Funnel

Ever observed how a funnel is designed in a way to facilitate the transfer of a large amount of something into a narrower container? If there are layers of filters in the funnel, then each stage refines the contents of the funnel until it reaches the final stage where you get the most refined content. Simple concept but a brilliant application.

This functionality was observed by E. St. Elmo Lewis, who went on to develop a model that mapped a theoretical customer journey mapping it to the functioning of a funnel. He called it, the AIDA model marketing funnel which stands for the four stages of a customer journey.?

The stages are defined as below:

• Awareness: At this stage, the prospect becomes aware of their problems and seeks out possible solutions.
• Interest: Here, they show signs of interest by researching certain products/services.
• Desire: Here, they start to evaluate a certain brand.
• Action: The prospect decides whether to purchase or not.

In this way, it covers the entire journey of the customer starting from the initial stages when they learn about your business, to the purchasing stage and beyond. A thorough analysis of the marketing funnel gives you insights into what your company must do to influence consumers at each stage. This analysis helps potentially drive greater sales, more loyalty, and stronger brand awareness.

Today, the marketing funnel has evolved and taken various forms to suit the needs of various businesses. The most common rendering is the TOFU, MOFU, and BOFU as is also the model with additional stages of loyalty and advocacy. In this article, let us learn more about the latter as it covers 2 more stages and hence gives a deeper understanding of a funnel.?

Optimizing the marketing funnel for each stage of the customer journey is crucial for ensuring a smooth and successful progression from initial awareness to advocacy.

Here's a breakdown of how to optimize the marketing funnel for each stage:

1) Awareness:

Make interesting stuff that people may like and share via your social media channels and other places where your target audience hangs out. This would introduce your brand to people and if your content is really good, it may even kick off with them!

Content Strategy:?

Focus on material and content that promotes brand awareness such as creating social media posts, and paid ads on search engine sites like Google, and Bing and social media sites like Facebook. You will also need to create landing pages that make your prospects take action.

2) Consideration:

At this stage, you may provide them with product guides, video guides, e-books, infographics, and blog posts to influence their decision. These could also include posting positive reviews and customer testimonials about your brand on your social media channels.?

Content Strategy:?

This is where you gather more information about your potential customers. You can do that in exchange for providing some valuable information in the form of blogs, eBooks, whitepapers, case studies, and other downloadable content.?

3) Conversion:

Don't make buying stuff from you a hassle. Keep it simple. Nobody likes complicated buying processes. Answer questions and concerns that might stop people from buying, like return policies or guarantees. This makes them feel safer buying from you.

Content Strategy:

This stage is your final act before conversion — make sure you have given them all the right reasons to choose your brand over your competitors. Offer free trials, demos, or whatever is within your capacity. Share social proofs like customer reviews and testimonials that will give them the final push.

Post Conversion Stages:

4) Loyalty:

In the stages that follow conversion, you now have to retain your customers so that your competition does not snatch them away. Give your loyal customers cool rewards, like discounts and exclusive stuff, it makes them want to keep coming back. Send emails to your customers with special deals, updates, and news. Keep up with social media and interact with your fans.

5) Advocacy:

Ask your loyal customers to bring in more friends and family. Offer them rewards for getting new customers. It's like getting a bonus for bringing in new buddies. Find those super passionate customers in your loyalty program and keep them excited. They can help spread the word about your brand and boost your future marketing.

Remember, the key to making this all work is understanding what your customers like and want. Keep learning from their feedback and data to make sure each step of the journey is smooth and fun. Visit Intent Amplify to learn more about how we can optimize your marketing funnel to derive greater conversions and retentions.?