Content writing should not be used just to push WordPress blogs higher in the search engine listings. You should use it to convert hot prospects into paying customers too. If you hire a ghost writer or content writer, you can get them to produce different kinds of content for every step of the customer’s journey, or the sales process.
Displaying the wrong type of content to people at specific stages in this process can deter them, rather than encourage them to proceed. The following information will shed more light on sales funnel techniques, and which content is most appropriate at each stage.
Initial Knowledge of Your Product or Service
When they first enter your sales funnel, prospective customers are only starting to get to know your brand. They may be looking for information about your industry in general, or they may discover your website while browsing online. This part of the funnel is the biggest because lots of people who find your business might never progress forward and buy anything.
At this point, showing customers information about how to buy, or delivering an aggressive sales pitch, would be unwise. The main aim at this moment is to pique the interest of website visitors, with entertaining or helpful content that makes them want to find out more. This content should improve the customer’s awareness of your brand, so they associate it with your industry.
Concentrate on the Process of Deliberation
Prospective customers who are deliberating over whether to make a purchase are analyzing different information, to determine which vendor should get their custom. They may be assessing your products and comparing them with others in your industry. The content you create for this part of the sales process should concentrate on persuading customers that your service or product is right for them.
Prospective customers at this stage desire detailed information. Indepth white papers, case studies, and articles are all suitable for consumers attempting to find out more about your industry, business and particular products. The content you feature at this stage of the sales process should fulfill your prospect’s curiosity, and steer them towards a purchase with subtle suggestions.
Gently Push Customers to Reach for Their Credit Cards
Once they reach the end of your funnel, customers have considered their options and are mentally ready to make a purchase. The content you show to these people should reinforce these sentiments and facilitate the buying process. Throughout this final part of the customer’s journey, ratings and reviews can give them the final nudge they need to get their credit card out. Discounts and special bargains shown at this stage can produce a feeling of urgency.
Final Thoughts About Content Funnels
Remember that the amount of time customers spend in different parts of the funnel varies considerably, depending on the kind of service or product you offer and the industry. Typically, B2B clients require more time to make purchase decisions and more data throughout the whole process. People who buy entertainment media or streaming services may decide to purchase quickly, after you pique their interest during the awareness phase.