In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
The sales funnel is the most important part of any company's marketing efforts – whether B2B or B2C. At the beginning of this funnel is visibility, and at the end is customer loyalty. In between, there are many stages and nuances that customers go through until, in the best-case scenario, they become returning customers or even brand ambassadors.
The sales funnel is not new. However, the way in which potential customers are guided through it is. Strategic content marketing allows you to accompany customers step by step on their journey through the sales funnel. This approach is less promotional and therefore less intrusive, and has proven to be a successful marketing tool in e-commerce.
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At what stage of the sales funnel does content marketing work?
As already mentioned, content marketing works in all phases of the sales funnel. With good, targeted content, you can build company visibility, gain customer trust, motivate customers to purchase a service or product, and ultimately bind them to a brand or company.
So it sounds simple. Start a corporate blog and off you go! However, in order to implement successful sales concepts, content marketing needs to be approached in a more strategic manner. For content marketing to be truly helpful at every step of the sales funnel, different strategies and types of content must be applied for each phase.
Let's assume that the potential customer is still at the beginning of their journey through the sales funnel. Then it is important for your company to stand out from competitors and the sheer overflow of content on the internet; to become visible. One strategy here could be to use Google to find out what buyer personas are searching for in relation to the service or product you offer. These findings can be used to create blog posts or videos for this first sales funnel phase.
In order to build trust among people, it is important to further develop the content and content type. Product presentations, manuals, comparative analyses, and similar deep dives could be used to show potential customers the advantages of one product over others.
If the customer has been motivated to make a purchase (conversion) thanks to compelling content, they can be retained as a customer through further content marketing. They can be inspired by application tips in the newsletter, for example, or encouraged to create user-generated content and make purchases of complementary products through useful recommendations.
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Conclusion
It is clear that content marketing, when done wisely, can accompany customers through all phases of the sales funnel and even beyond conversion.
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All the facts once again in the video
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