What is a Content Marketing Funnel and How Will it Benefit My Business?

LinkedIn is not a sales or marketing strategy for your entire business. 

Whilst enticing, as you can see the likes, followers, viral posts and gain some quick wins, it should form part of your strategy, not its entirety.

If every business could sustain itself from a few organic social posts a week, we'd all throw a ghostwriter a few quid and be fighting off new clients with a stick. Alas, not so.

I'm not one for fancy buzzwords but I'll relent this once. Every business needs an omnichannel marketing funnel. You probably have bits of one already, for example, with a client of mine we do:

👉 1/2 page digital ad 👉 Landing page 👉 Conversion

But is your funnel strategic and producing consistent enquiries and brand awareness? 

If not, read on.

What is a Marketing Funnel?

The marketing funnel is a model that illustrates the journey potential customers go through from the moment they become aware of your product or service until they make a purchase. The funnel helps you strategise your marketing efforts effectively and ensures you have a diverse, reliable approach that reflects customer behaviour. Think less guesswork and more framework. A framework that prevents frustration and wasted time (and money).

At the top of the funnel, we have the Awareness stage. Here, potential customers first learn about your brand through various channels like social media, advertisements, or word of mouth (networking events, for example). Your goal at this stage is to capture their attention and pique their interest.

Next is the Interest stage. Once aware, prospects begin to seek more information about your services. This is where engaging content, such as informative blog posts, and compelling videos play a significant role in nurturing their curiosity. The key word here is "engaging". Whilst tempting to shout about copywriting and digital marketing morning, noon and night, my target audience aren't interested in marketing per se. They're interested in their business and generating new customers. To engage your audience, we'll create content from their perspective and focus on their wants and needs.

Following interest is the Desire stage. Here, potential customers consider and compare your services against competitors. The "know, like and trust" comes heavily into play. Do they know and like you? When providing a service this is crucial as they will likely interact with you directly. And do they trust your service to eliminate the problem? Detailed service information, testimonials, and case studies can help sway their decision in your favour. Do you offer a guarantee? Do you offer a free trial/session/strategy call? Tempt them.

Finally, we reach the Action stage. This is where the prospect becomes a customer by making a purchase. A seamless transaction process and excellent customer support can enhance their experience and encourage repeat business. Ask them directly. How did the service resolve your issue? Would you purchase again? Could you leave a review? 

Marketing can feel complicated, vague and frankly, rather thankless at times, but it needn't be. 

When we work together, I help you understand your target audience. I help you understand and articulate what sets you and your business apart. And I set up simple funnels that entertain, educate and inspire your audience.

Why entertain? Because if you can raise a smile they're not just knowing and liking you, they're loving you.

Why educate? Because you want people to actually read, enjoy your content and find it valuable. It can't be all "sell, sell, sell!" Let's create micro content that resolves part of their issue so they understand you're the expert and purchase the full solution.

Why inspire? Because we want to speak to their soul so they've convinced you're the person for the job and they're inspired to take action and invest.

When you understand and optimise each stage of the marketing funnel, you can effectively guide potential clients through their buying journey, and ultimately, remove that word "potential".

This is a blog. I turned it into a newsletter. It will also make social content. Your 'seed' content (top performing content) should be scattered like well, seeds. Repurpose like a pro.

Speaking of pros... I'm here when you want this strategically sewn up to meet two non-negotiables...

Simple + successful.

Found this useful? Leave a comment. Feedback is fab! 🤩

#cpcopywriting