Category Archives for "Blogging"

Jan 11

How to Produce Content That Doubles Your Sales Funnel Conversion Rate

By Mohit | Blogging

Come on, do you really expect your new leads to purchase your product without any form of resistance?

If it happens, great. But in real life, it doesn’t work that way.

Trust me, pushing promotional messages to strangers, even though they have just subscribed to your email list isn’t going to help. If anything, it’d discourage them from buying your product.

Content can help you build trust with your target audience. In fact, 76% of marketers plan to create more content in the future. Are you investing in the right content?

Smart marketers know tha​t a relationship isn’t built in a day. Hence, they use the sales funnel to woo the cold lead until they agree to a date, and as soon as there’s a level of trust in the mix—getting these people to purchase any product or service becomes easier.

If you’ve done everything right to generate leads, and you’re excited about your next move, this article will help you understand the sales funnel better—and will give you insights on how to produce content that will double your conversion rate.

But first, let's deal with the basics.

What is a sales funnel?

I’ll make it as simple as possible. A sales funnel consists of different stages that a potential customer is expected to go through before making a purchase.

How to Produce Content That Doubles Your Sales Funnel Conversion Rate

Image source

Though it’s popularly referred to as “sales” funnel, in reality it’s at the heart of your marketing strategy.

In essence, your focus isn’t to get the prospect to quickly purchase your product and leave, but rather,establish a long-term relationship with them.

That’s marketing, right?

Guide customers in their​ buying journey

From looking at your website to placing an order, the sales funnel is expected to walk the prospect through the different stages, nurture them, and help them see how great their lives could​ be—if they try your offer.

Before you can create compelling content that will align with the prospect’s goals and aspirations, you must know the stage they’re in and speak their language.

In most cases, here’s the three-stage funnel to pay rapt attention to:

i). Top of the Funnel (TOFU): This is usually the awareness stage. This is where people are asking questions, making complaints and expecting responses on discussion boards. They want answers, directions, opinions, and more.

ii). Middle of the Funnel (MOFU): This​ is the stage where “evaluation” takes place. Having read through blog posts, received answers to their questions, seen the latest research work, prospects aren’t satisfied yet. In fact, they are usually confused at this stage.

Hence, they spend most​ of their time researching, weighing the options, and​ continuing to evaluate whether they should get this online course or just purchase an ebook, watch video tutorials or download a worksheet.

iii). Bottom of the Funnel (BOFU): Eventually, this is the stage we want our cold leads to get to. It’s the “purchase” stage—and it’s expected that before people get here, you must have proven that you have all it takes to help them.

Because, after they have purchased from you, they’re now your customers and you have a responsibility to ​cater to them.

That said, are you ready to create irresistible content that will speak directly to your “leads” at every stage of the funnel? According to Toprankblog, 65% of marketers are confused and don’t know the type of content to create, and when to create it.

Are you yearning for that magical advice? Before I unlock the vault, I have a question for you?

Do you know why lead nurturing matters?

Listen​ up, ​the top of the funnel (TOFU) is very wide. This means you can use several marketing channels and strategies such as social media, referral traffic, word of mouth, SEO, native advertising, blogging, among​ others, to drive leads to your funnel.

Sadly, about 73% of the people are not even ready to be sold to. Of course, you’ll likely attract qualified leads but ​almost half of these people want to be certain that your product is right for them.

In other words, they’re not ready to buy. They need to be educated, engaged and nurtured. They need to trust you—how long it would take is relative—it will depend on your niche, and how responsive prospects are.

Creating content they can’t resist

1) Creating irresistible content for “Top of the Funnel”

At the top of the funnel, you have the opportunity to answer common questions the prospect is asking.

A typical FAQs page can be boring at times, so it’s better to produce an interesting article that addresses each one of the common questions.

More so, people don’t want to hear the benefits of your product or service at this stage.

To drive people into your funnel, you need to create educational content (e.g., ebooks, blog posts, and “how to” guides.

You could give away a helpful business hack—this works really well. Here’s an example from Noah Kagan, founder of Okdork.
Content creation

Essentially, you don’t have to manipulate, cajole, or use any unworthy technique to exploit the prospect at this stage.

Sure, if you’re running paid ads, you could send the customer a Tripwire offer (which usually sells for $0.99 -​ $9.99). That way, you can recoup your ad spend and not lose out if the prospect didn’t make it to the middle or/and bottom of the funnel.

2) Content for Middle of the Funnel

In permission marketing, no one can move into the middle of the funnel without first giving you their personal information (i.e., name and email address).

In this evaluation stage, people are aware of their problems, the intensity of what they’re going through at the moment, and why they don’t seem to get results. You’ve captured their full attention.

Content for funnel

The truth of the matter is, you don’t really need to appeal to everyone at this stage. Because if you do, you would run into muddy waters trying to retain customers who are not convinced about your brand.

Since people are still evaluating the best solutions for them, hosting webinars, live demos, behind-the-scene videos, and other forms of content that deliver a memorable and live experience for the prospect is ideal.

Sure, blog posts would work, but make them long-form, step-by-step based, and include lots of screenshots, slides, and other multimedia content.

​3) Content ideas for "Bottom of the Funnel"

So far, you’ve done a great job nurturing your lead. From their first contact with you, down to the middle of the funnel, you have been truly helpful. Now, it’s time to get the sales.

Don’t be boring. And you don’t have to apologize for promoting your product (of course, in the most appropriate manner).

Create original and persuasive blog posts, showcase exclusive data, show results, capture screenshots of your earnings/traffic, create live demos, conduct free strategy sessions, consultations, give away coupons and discount codes, share case studies, give away free versions of your app, and more.

Here’s a persuasive case study from Frac.tl that’s geared at getting prospects to hire them.

bottom of the funnel

Conclusion

The perfect time to build high-converting sales funnel for your lead generation and nurturing campaign is now. The good news is, if you nurture your leads, studies show that you’ll see a 450% increase in qualified prospects.

Most importantly, if you strategically nurture and establish trust with your qualified prospects, your sales conversion rate can grow by 50% at a 33% lower cost.

All you need is to create the right content, for the right people, at the right time. Hopefully, this article has given you a wake-up call to go out there and do it. Will you?

Nov 21

How to Use SEO & Content to Deliver Value at Each Stage of the Buyer’s Journey

By Mohit | Blogging

Imagine for a second.

You’re driving around town, and you found a nice shirt inside a shop from the window—and you know it’d fit perfectly on you. But at that time, you’re not ready to spend $44.99.

Often times, in real life, that’s exactly how purchase decisions are made. In most cases, customers go through a journey before they finally place an order, or buy from your store. The buyer’s journey is a marketing concept that has been around for years. It’s not a buzzword either.

Buyers-Journey.jpg

Sadly, 65% of marketers are still challenged when it comes to understanding which types of content are effective and which types aren’t at the different stages of the buyer’s journey.

More so, considering that 81% of buyers conduct research online before making a buying decision, it’s important that you optimize your content at each stage that your ideal buyer is in—and ensure your pages are found in search engines.

This would help you to attract and deliver value to your target customers who are actively searching for the solution you offer.

That being said, I wrote this article to help you understand how to use content and SEO to attract customers and deliver value in your marketing funnel.

Let’s get started…

Stage #1: Top of the funnel: Discovery/Awareness

TOFU – Top of the Funnel is the first stage the buyer must go through before buying a product. Recall our story earlier: It’s the point when the customer drives by and sees (discovers) the shirt.

tofu

It’s important to note that at this point, customer’s aren’t ready to buy anything yet.

Of course, they’re trying to solve a problem. Obviously, they’ll be looking for answers which you’re expected to provide. At this stage, they’re looking for top-level educational content to help point them in the right direction.

Your goal at this stage of their journey is to allow them to discover your brand (Pro Tip:  create brand awareness). Your goal isn’t to sell them your solution yet but to educate them.

If you provide helpful information to your customers, it positions your brand as a trusted authority which is very important for creating a distinctive brand identity.

According to a recent study by Key Difference Media, 78% of consumers believe that organizations providing custom content are interested in building a good relationship with customers.

Creating custom content for your target customers is extremely important. Here are the types of content that are proven to work—when you want to make it easier for the target customers to discover your brand and become aware of your solutions:

  • Blog posts

  • Ebooks

  • White papers

  • How-to guides.

  • Tutorial videos.

  • Long-form content.

On one hand, you have to identify informational and educational keywords which you can use to optimize your content properly.

On the flip side, you need to determine your best-performing landing pages from Google Analytics—they usually generate the highest amount of traffic to your website.

For these landing pages, you need to improve them with the keywords you found to boost their search rankings and traffic.

To find landing pages on your Google Analytics account, simply log in and follow this path:

BEHAVIOR > Site Content > All Pages.

site-content

​Ensure that the keywords are also integrated into the landing page’s meta data (i.e., URL structure, meta description, title tag, header tags) and align with user intent.

Stage #2: Middle of the funnel: Consideration

The middle of the funnel (MOFU) is a very critical point in the buyer’s journey. It has a smaller more targeted audience than the Awareness/Discovery stage.

In this stage, the customer is already aware and they are either considering your offer or your competitors. To stand out from your competitors and inspire potential customers, make sure you create dedicated landing page for each piece of content in your funnel.

create targeted landing pages

If your marketing funnel is synced with your email autoresponder service (it should), then you can easily segment your list based on user behavior and content.

What potential buyers need now is information that can help them determine the best solution out of the lot they have read. They are usually looking for product reviews, product comparison, best brands for xx, and the like.

This stage is where you drive your marketing message into hearts of your target audience. No marketing hypes or trick, but by delivering enormous value.

Note that their search pattern will equally change. For example, they might likely search for “best stain removal” instead of “how to remove stain”. Do you see the difference?

This shows a transition from TOFU (top of the funnel) to the middle of the funnel in the marketing funnel. Your targeted keywords for this second stage should change as well—as you’ll be targeting a more specific potential buyer who is expressing interest.

Of course, the content that you produce for potential buyers at this middle stage will still be educational, it must be actionable as well because you want people to take an action.

The content that performs well include expert guides, webinars, live interactions, case studies, data sheets, swipe files, buyer guides that compare your features and benefits with that of your competitors, and a lot more.

Don’t stop at producing great content though, there’s a lot more you can do at the stage to maximize your impact and sales as the buyer moves to the conversion stage.

Acquiring links from authoritative and industry-specific websites can boost your domain authority and improve your rankings, as well as drive targeted search traffic to your landing pages.

Stage #3: Bottom of the funnel (BOFU): Conversions

​The bottom of the funnel is the stage in the buyer’s journey where your prospects make a buying decision—the prospect becomes a paying customer.

bofu

Your goal at this stage is to close the sale. You want to create content that will convince your prospects to pull the trigger and to feel happy and empowered to make a buying decision right now.

At this stage, it’s important that you leverage your branded keywords to drive sales from search engines.

Because customers are aware of your products and services and are already familiar with your brand. If they add your branded keywords in their search query, it will help facilitate the buying process.

According to Kapost, 34% of B2B buyers said the number of team members involved in making a purchase decision has increased. That means you must create compelling content that your customer can share internally with stakeholders to keep the purchase conversation smooth and rewarding.

With that in mind, the bottom-of-funnel content should clear all customer’s doubt and prove that your solution is worth their time and money, and of course, it should explain how the products and services will be implemented within the organization.

The type of content that makes a lot of impact at this stage includes case studies, trial offers, demos, product literature, among many.

This example by KISSmetrics is my favorite example of the type of content that will nudge customers to complete a transaction.

Conclusion

All in all, search engine optimization plays a vital role in ensuring that your target customers find you easily. Of course, it takes a lot of time but the rewards can be worthwhile.

However, don’t try to compete with big brands with a huge marketing budget, but instead, research and optimize your content pages for long-tail search terms. This would help you generate 70% of search traffic without building too many backlinks and social signals.

In all, you’ve got to understand that no stage in the buyer’s journey is more important than the other. However, each stage plays a key and dependent role in the marketing funnel.