Sales funnel is the process that explains how the user migrates from one stage of the sales funnel to others and the content is what drives them to different stages.
Hi, my name is Vinayak Sobti and we are going to discuss how and what content helps the user to travel from one stage of the sales funnel to others.
- Introduction to the sales funnel
- Stages of Sales Funnel
- Different types of content that drive traffic through Sales Funnel
Introduction to Sales Funnel
Sales Funnel is the journey of the reader from one stage to another. The user uses different types of content that help him to Educate himself, Discovery different options, Review those options and then lastly making the final Decision.
The content is the fuel that helps the user to travel from one stage to another. Content at different stages comes in different forms to help the user migrate to the next stage.
The right content at the right stage helps the user to migrate to the next step. So while making content you have to be clear Why and for which stage are you making the content?
If you are making the content for the educational stage you cannot add a sales pitch to it. The customer just found the product. He is not sure even if he needs that product. Showing him a sales pitch may scare the reader away.
So the mantra here is the right content at the right stage. Content is the soul of marketing. Content is what drives the user forward.
Stages of Sales Funnel
Sales funnel is the process gateway journey of every user. This journey is divided into four parts:-
- Education Stage
- Discovery Stage
- Review Stage
- Decision stage
The content Marketer has to understand that he is creating content for which stage. If he is writing for the Educational stage, that means the reader has just found about the product and he is educating himself with the knowledge of the product. He is thinking if he needs that product or not. So at this stage, the reader is shown some educational information about the product and not the sales pitch.
This is why the Marketer has to understand this very clearly what is to be made and how it is going to help the reader.
This is the stage where the user is not aware of the product. In this stage, we try and understand the user problem and then we try to communicate with the user about his problem.
In this stage, we not only help him educating him about his problem but we also provide him the possible solutions there are in the market with which we can help him.
If the user is facing a problem like, “Learn Guitar”. Now he has different solutions, like “Online Guitar Lessons”, “Free Youtube lessons” or “Nearby Music Schools”.
In this stage the Content can be in the form of
- Social Media
- Email Marketing
- Pay Per Click Ads
- Video Marketing
Before coming to this stage the user is aware of his problems and he knows what all are his possible solutions.
Now in this stage, he discovers various options that he has. at this stage, the user tries to check what options will be best suited for him.
Here the user get his content in one of the following manner.
- Blog Posts
- Free case studies
In this stage, the user has now finalized his option. Let’s say that the user decides to go with online classes to learn the guitar.
Now here review different courses available at different sites. He finds reviews of different teachers who teach music online.
Here he sees the content in one of the following ways
- Story Telling
- Social Testimonials
- XX days Money Back gurantee
- Limited time discount
Now its time to act. The user finalized the solution, reviewed the different options he has. Now he will go out for the deals for that result.
Now here is we have only 2 option and that are
It is a sales technique you can get a customer to spend more by purchasing an upgrade or premium version of what they are planning to purchase.
This is the process of offering related items to what they have already purchased.
To understand the different stages of reader transition you can read y other post “A Complete Guide on How to Write Content”
Now that you have read the post you can understand that content plays different roles in different stages of readers’ journey.
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