Marketing Funnels: How To Build Your Funnel for Conversions
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Marketing Funnels are an interesting and linear tool that can really help you to build a customer journey. If you build your funnel correctly, it will be a great tool to convert customers properly.
The idea of a Marketing Funnel is to plan out your content in a way that appeals to every possible market, and then move that viewer down the funnel and convert them to a sale.
The Funnel is a great place to start your Content Marketing Journey.
So strap in, and enjoy Ben Maden from Matter Solutions talking about the Content Marketing Funnel and how it converts visitors to customers.
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The next thing we want to talk about is, “The Funnel” as you can see we have the top, middle and bottom. We have a big audience in the top, and as we go down the funnel we have less people in each category, but at the very bottom is when people transition from interested in doing business with you, to actually doing business with you.
We really encourage people to look over this funnel, and think very heavily about the way the funnel breaks down for their business, keywords, and brand.
It’s a simple way of looking at the people who are coming to your business, or sphere of influence. At the top of the funnel, people are just learning about what you’re doing. As they move towards the middle of the funnel they are expressing interest and a desire to be involved. Then finally at the bottom, they’re ready and willing to take action as a lead or inquiry. (Orb moving around the funnel, ? when its in top, ! in middle, and $ at bottom)
These people aren’t all the same though, so you split them up further into their personalities to help target them again. For this example, let’s look at Drones.
You could have Hobbyists, or amateur who are just wanting to do it for fun, Audi guy who is doing it for looks, and then whoever else your business targets.
Measuring the funnel, you can really think about the keywords. Are they informational, are they transactional, are they comparing things, or asking questions?
In general, Informational content is at the top of the funnel, “how to fly a drone?” might be searched by a hobbyist or “Best Looking Drone” could be searched by our Audi guy. The middle of the funnel could be comparing, so comparing two brands of drone, or comparing prices of cheap drones. Then overtime they become more and more interested in a specific, then they are at the bottom and they're searching for where to buy their specific brand.
So when you’re content marketing, you are creating content to encourage those people to enter at different stages of the funnel. You make a blog post about the top five cheapest drones, that’s obviously targeting those Hobbyists at the middle funnel. You can then evaluate these things and see if people are engaging or not.
SEO Content is outside the funnel though, because you really need to say to yourself, “I want to sell drones.” so if you’re making a website to sell drones, then you need people with websites linking to you to earn SEO ranking.
So who is going to link? Outside of the funnel are influencers, people who blogs about drones, or have websites. These people have the ability to link to you, so you write content for them as well. They can then push their audience into your site.
While the Funnel is a great tool, as you can see you need to be aware of it’s limitations overall.