In this series of posts, we have touched on the content you might use in your own sales funnel.
Now let’s take a closer look at that, and how it plays a part with the 4 stages of a sales funnel.
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Stage 1: Awareness (Content Marketing)
Content marketing has been a growing field in digital marketing for over a decade now, yet its value is still much undervalued.
It’s a logical first step because it ties in so closely to the buyer’s journey.
The first step on that journey is an awareness that the reader has a problem, and blog content is the ideal tool to educate your reader about their problem.
When they search for solutions and find your helpful content that explains why they face these problems and what they need to do to fix them.
You establish yourself as an authority they can trust.
How you choose to present your knowledge and content is up to you – it could be in the form of:
- Videos uploaded to YouTube
- Blog posts on your own site
- Social media shares
- Article syndication, or
- Even guest post on other people’s blogs to drive traffic to your own.
As your creating and building your sales funnels, it’s key to keep focused on your goals. Grab my free goal setting guide to help you set them with failing!
Stage 2: Interest (Email Marketing)
This stage almost always involves the exchange of the website visitor’s email address in return for a free resource.
E-Books and other forms of informational products may prove to be worthwhile resources to offer for free – depending on your niche.
If your informational product doesn’t attract email sign-ups, try giving away a higher value product, such as discounts and codes for your products.
These are often a viable solution because they represent a real monetary value rather than something vague.
The value in email marketing for you is that it remains the highest performing marketing channel above blogs and social media.
Thanks to mobile technology, people spend a lot of time checking email on their phones.
We tend to interact more personally with messages that come directly to us via email than we do from other routes such as social media.
Email’s personal nature and easy access are just two aspects of its marketing potential that you should embrace as part of your funnel.
Emails can be staggered, segmented, and sequenced so that certain people on your list can receive particular emails at particular times.
This will allow you to monitor and analyze your success rate and split test for greater conversions.
Stage 3: Decision (Webinars)
Video uploads to YouTube are an excellent inbound marketing tool, but the webinar rules the roost.
Webinars allow you to create and develop a rapport with your leads at a faster pace than otherwise possible.
You can get in front of them at any stage of the buyer’s journey, answer questions, and prompt them to take the next desirable action.
Video is the ultimate content marketing tool for establishing a personal connection with your leads, but webinars go a step further by allowing real-time interaction and engagement.
You can also use webinar replays as the ethical bribe you use to offer something of value in return for their email address.
Stage 4: Action (Free Personal Services)
Another way to encourage personal engagement in your sales funnel is to offer a free consultation.
For the most part, a sales funnel should guide and respond to website visitors automatically.
Although webinars and personal consultations are not strictly automated, they can be events that are triggered by automated responses such as email registration and calendar bookings.
Having built trust and authority with free content, expert guidance, and lower-priced or heavily discounted products, the final part of your sales funnel will be a call to action for your main product.
This post is part of a series to help you understand what a sales funnel is, why it’s so important, and how to set one up. View the other posts here:
- Understanding What Sales Funnels Are
- Why You Need To Build A Sales Funnel
- How To Build A Sales Funnel
- How to Provide a Good User Experience For a Successful Sales Funnel
- Why You Need To Track Your Sales Funnels Conversion Rates
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