A great sales funnel does not stand alone – it’s enhanced and complimented every step of the way by fantastic content that helps push prospects towards a conversion. But with so many different kinds of content, how do you decide which type to use at each point in your sales funnel?
Let’s take a look at some of the best types of content you should be creating for the four key steps in your conversion funnel.
Stage One: Discovery and Awareness
At this stage in your sales funnel, your potential prospects are searching for a solution to a problem they have. They’re likely comparing your brand with a number of others, so the content you put forward at this point needs to be dynamite.
In the first stage of your funnel, you should just be aiming to help as much as possible. If your prospect is gathering knowledge, give them as much knowledge as you can! Here are some great types of content you can use at this stage in the sales funnel:
- Packed with information that’s relevant to your prospect, a whitepaper offers something valuable in exchange for a sign-up that will get your prospect to the next stage in the funnel.
- Consumers love the idea that they’re getting something for nothing (even if the ‘nothing’ does involve them handing over an email address). An eBook can also show off your expertise and help you to stand out.
Stage Two: Interest and Consideration
By this point, your prospect has expressed an interest in what you have to offer. This stage is a continuation of the discovery phase, but many consumers aren’t quite ready to talk to a salesperson or make a purchase. You need to nurture the lead and help them to understand that your solution is the best one for them.
Here, it’s a great idea to use social proof. This gives prospects a subtle nudge in the right direction without loading on any pressure. Here are some examples:
- Potential customers love reading reviews – why not share some of your best ones in a brief email? It might be the nudge the lead needs to take the plunge.
- Case studies. Give prospects an in-depth look into how your service or product has helped others with similar problems.
Stage Three: Decisions and Conversions
Many businesses make the mistake of thinking that their job is done by the time a prospect reaches this stage in the sales funnel. But there’s still time for them to change their mind, so you need to impress your prospects.
Offering support with their purchase is a great way to continue to dazzle with your content. Examples include:
- A welcome email. Make sure it’s personalised, and encourage the recipient to reach out to you if they have any questions or queries at all.
- Podcasts or video training. Create a course of tutorials to ensure your new customer gets the very best out of the product or service.
- Don’t forget to ask for customer testimonials, or provide an incentive for referrals from your new customer!
Stage Four: Retention and Renewal
Even when your customer has made a purchase or signed up to a service, there is still work to be done. You can use your content to make the process of customer retention easier and encourage them to renew.
At this stage of your sales funnel, your content should be focused on keeping your customers engaged with your brand and ensuring you stay front of mind. Offering useful, informative content is key – the very last thing you want is for customers to be unaware of your offering, sending them back to stage one of the funnel when they need an additional product or service which you provide.
- Remarketing campaigns
- Regular newsletters
- Industry news updates
- Sporadic, personalised special offers
- Outreach on special events such as holidays and birthdays