Throughout the customer journey, from early awareness of your brand to final purchase, the marketing funnel represents the phases of the customer experience. The marketing funnel obtains its funnel form because there is a significant reduction in the number of prospects who make it down to the next level at every stage of the funnel.
Currently, it is standard practice to expand the marketing funnel to take into account repeat purchases and other post-purchase activity, such as advocacy.
A Realistic Look at the Marketing “Funnel”
A popular misconception about marketing is that it is a funnel, with clients moving smoothly from one step to the next or dropping out of the process. In reality, customers inch closer only to retrace their steps or abandon the process entirely rather than following a straight path.
After purchasing a product, purchasers utilize it, and it is at this time, they establish crucial attitudes that influence actions such as recommendations.
When developing a content marketing funnel, how can you ensure that it incorporates the essential variables in driving the potential consumer towards a purchase or, even more importantly, towards good recommendations?
The main difference is that it necessitates more resources to discover the precise road your potential client is on and estimate their next probable step in the path. Once the material has been located, it is simply plugged into your content marketing pipeline of messages as you construct it.
The Content Marketing Funnel
Creating a content marketing funnel is a method that guides prospects through a series of content steps before converting them into actual customers who pay for your goods or services (also known as conversion optimization).
Think about the funnel’s widest point. A significant number of potential customers might be exposed to your goods or services here. All of these folks are prospective clients or leads for your business.
Many of them will fall out of your funnel as it narrows towards the smaller neck at the end. When you get to the end, you will convert just a tiny percentage of leads into customers.
The Consumer Decision-Making Process
There are several ways in which individuals create their perceptions of businesses every day. These touchpoints include commercials, news stories, and personal interactions. Is there anything that can be done when something causes the need to buy? The first consideration set is shaped by those impressions that have been gathered throughout time. For consumers, this phase serves as a trial period for companies and the possibility that they’ll return to purchase their items in the future.
The customer decision-making process is a tangled, complex route. You may use the metaphor of a funnel to evaluate a brand’s strength over time against that of its rivals. Allows for a more focused approach to the marketing problem by highlighting bottlenecks that hinder engagement.
The Path Begins with Awareness
To be noticed at this point, it’s frequently necessary to contact those who aren’t actively searching for you—to draw the attention of those who do not know that your services can solve their problems.
Content marketing and SEO (search engine optimization) can fulfill this need, especially since these aspects of marketing drive organic traffic.
Conclusion
Content marketing specialists must focus on generating leads through the use of high-quality, high-converting content. Using set metrics, you must know how well your content pieces are doing. Keep an eye out for opportunities to enhance or reuse the material you already have. Also, don’t forget to provide an incentive for current and potential consumers to come back.
Contact Alexandria Taylor Cox, a product launch strategist who will undoubtedly mount prospects to keep your funnel brimming and take your business to the next level. Make an appointment for a discovery call now!
