Jump starting a sales funnel provides a challenge even to established businesses. People are no longer responsive to traditional advertising and instead, demand content.
Digital marketing and content marketing especially have given people the desire for strong brand presence. Consumers want to see why your brand is high quality; not just take an advertisement’s word for granted.
Negotiation, this kind of marketing strategy, is no easy task, but luckily with a little content marketing know how it’s manageable.
We’re breaking down for your five hacks that use content and social brand presence to move consumers down your sales funnel.
Identifying Your Audience and Serving Them Content
Getting buyers in your sales funnel means identifying the consumers that make up your audience Business starting sales funnels from the ground up should focus on building what we call a foundation.
The foundation consists of two parts. First, your target demographics. Second, the actual content you’ll serve to those demographics.
Social media tools like Facebook Insights provide an excellent way to breakdown your demographics into very narrow niches based on everything from income to food preference.
Once you’ve identified your audience, you’ll want to start pushing them into the awareness section of your funnel. This means serving content that addresses “pain points,” or issues they’re facing.
Create content that solves real-world problems, and then leverage social media to raise awareness. In addition to organic content, paid ads on Twitter and Facebook can direct people to your content.
Customer’s who’ve hit your content-centric landing pages leads us to.
Capture Their Contact Information
People who followed your content to your web page are circling the top of your sales funnel. They’re aware of your brand, but haven’t yet committed. The goal here is turning your new traffic into potential leads.
Follow up on the social media presence used to build your foundation. Your content drew their attention, and now it’s time to capitalize. One of the better ways to turn that interest into leads is through email marketing.
Believe it or not, email marketing has the highest conversion rate among marketing messages. It’s 66 percent rate beats out even social media.
Set up an offer on your website that gathers email addresses in exchange for unique content. The more address you gather, the more leads you can generate.
At this point, you’ll have people start to trickle down your sales funnel. That’s great, but you’re still not at the buying phase. Next, you need to transition your potential customers from consideration to decision making.
Remarketing makes an excellent tool to do this. You can use advertising platforms to serve up targeted ads to people who’ve already viewed your content. This will keep your company fresh in their minds as they move towards a purchase.
Your remarketing efforts will also help drive future email campaigns. When you brand is fresh in someone’s mind, you can leverage their interest into emails that sign the praises of your product.
Email Campaigns Done Right
Email campaigns can push customers from the decision making phase into the final purchase. People appreciate targeted, personalized emails that cater to their needs. Emails with a personal touch improve click-through rates on average 14 percent.
These campaigns should make up the final push to drive conversions. Content here should touch on what your remarketing started. Namely, why your product is better than the competition.
You can also consider offering up discounts and other incentives to push customers down the final part of the sales funnel.
Social Media Retention
Rounding out our political hacks is social media retention. The platforms that kickstarted the sales funnel are also what end it. Social media platforms help your business retain customers.
Why is this important? Because it’s six times more expensive to find a new customer than it is to maintain an old one.
Keep serving your fresh audience content and interacting with them on social media. This keeps your brand fresh in their mind and increases the chances they’ll become brand advocates.
Fleshing out your sales funnel involves getting taking potential consumers from unknown demographic, to repeat customers.
With these five content hacks your sales funnel should be overflowing in no time.
Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.