A content marketing funnel is a system that brings new leads to your business through different kinds of content. These leads are then converted into potential customers by progressively “funneling” them through more types of content.
Many marketing experts split this funnel into several parts. In most cases, there are three main points that you need to use to create a successful funnel, whether you’re aiming for tripwire funnels or another method of driving leads and conversions.
- Top of the Funnel (TOFU). This focusses on brand awareness and driving traffic to your website. Content like this should grab attention.
- Middle of the Funnel (MOFU). This focuses on lead generation and nurture. This content should educate and inform the reader.
- Bottom of the Funnel (BOFU). This focuses on conversion to a paid service or product. Content like this should be personalized, targeted, and product-focused.
TOFU
The top of the funnel is the important first stage. This is where you need to grab the attention of your audience. You should be aiming to make an impression with content that adds value. It should answer questions or solve a problem that your audience has. Offer this content without asking for anything in return. Brand awareness is the main goal here. Spread this content across different marketing channels to get attention, including social media and email.
MOFU
The middle of the funnel should convert site visitors into sales leads. When people have become aware of your brand and have got something of value from your content, it’s time to convert them into a lead.
The best way to do this is to present an offer that is enticing. Offer this in exchange for permission to contact them, usually done via email. This allows you to nurture the relationship with them, build trust, and build a rapport with the customer.
BOFU
The bottom of the funnel is used to convince those leads you’ve created to part with money and buy your product or service. In other words, after you have spent time nurturing those leads, you need to start converting them into an actual customer, who spends money.
By now, the lead should have gotten to know your brand well. They have already got some good value from you for free. You have got an email address from them and sent them more useful, relevant information. When you’ve managed this, it’s time to present them an offer that helps them to transition them from potential lead into an actual paying customer.
Why Create a Marketing Funnel?
Content marketing produces more leads than paid search. This is because content marketing, especially blog content on your website, is an effective SEO technique.
Content marketing leads to more pages indexed by search engines, more backlinks, and more reasons for your customers to talk about your brand. Think of it as leaving a trail around the internet to bring potential customers your way.
Done right, a marketing funnel means you can:
- spend less money on paid adverts;
- increase organic search traffic;
- increase brand awareness;
- get higher conversion rates.
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