In fact, 98% of the strategists interviewed in a survey conducted with B2B companies stated that content is the most vital instrument of their marketing.
The sales funnel is a metaphor to demonstrate the path taken by an ordinary user in their journey to become a potential client, a consumer, and, finally, a brand advocate.
It’s portrayed in the form of a funnel — from a wide top to a short base — because the attraction and acquisition of leads will always be greater than the conversion of customers.
It’s important to highlight that your content hong kong phone number data planning should always take into account that no matter how many people make initial contact Interactive Content with your company, only a selected part of this group will become your customer.
At each stage of the sales funnel, the potential avoid misleading advertising and the use of stereotypes consumer has a different mentality: they search for new information and have a specific online behavior.
That’s why you need to guide your content production according to each one of the funnel stages.
Therefore, you must know what kind of information and content — articles, ebooks, guides, tutorials, webinars, campaigns, among others — are most effective when talking to your potential customers.
First, you need to understand the importance of creating and maintaining a blog — on or off your website.
It’s the most important way of attracting business to consumer reviews customers to your brand. It’s through your blog that your company will be able to feed the interested users and guide them through the sales funnel, offering different types of content.
Likewise, you need to know that the information Interactive Content and content you produce cannot stand still in one place: you need to spread it around.
To do this, you and your team will need to identify the main social media and online platforms to insert your brand.
This selection should follow a simple criterion: where is your audience? What websites does your actual consumer visit?
Top of the funnel: discovery and interest
At the top of the funnel, you need to develop content focused on attraction.
The idea is to stimulate the user’s first contact with the brand, starting new relationships.
The individuals at this stage usually end up on your company’s website through Google search results or social media posts.
The user at this stage is not interested in purchasing a specific product to solve a problem.
In fact, they barely know what their problem actually is.
How the top of the funnel works
These individuals who may be interested in your attraction articles don’t yet consider buying a car.
They know the difficulties and desires of day-to-day life, such as take time to get to work on public transportation, want more convenience for their lives, and so on.
Therefore, the potentially interested party here feels only the signs of a problem. And it’s up to your business, through content, to give this problem a name and offer a possible solution.
An interesting piece of content for the car Interactive Content dealership example could be a blog post entitled “Cars vs. public transport: what are the pros and cons?” or “Infographic: the real benefits of a car in your life”.
The best content formats for the top of the funnel
Blog posts
The most common type of content at the top of the funnel are blog posts. They are easy to create and manage through a CMS (Content Management System).
You should produce posts in large quantities at this stage, favoring short texts, simple to understand.
The idea is to answer common questions the buyer persona might look in the search engines.
Some good suggestions for blog posts are guides, tips, lists, tutorials, and objective answers.
These texts should be educational and useful.
Investing in viral content is also a great idea, as it can generate organic traffic in social media.
Webinars
Webinars are videoconferences, usually performed live, in which specialists comment on a particular subject.
- I found what I wanted and purchased it quickly.
- I found what I wanted quickly, but had problems with purchasing.
- I had problems finding what I want, but the purchase process was easy.
- I had trouble with both finding a product and purchasing it.
As you can see, multiple-choice is better for you when you already have determined scenarios and want to test them.
Binary
Binary questions are usually more direct so that you can trade complexity for volume.
They are basically “Yes” or “No” questions.
What you can do here is to populate the questionnaire with similar but different enunciations. This can help you eliminate biases and give more trustworthy data.
Open-ended
At last, it is great to have some real opinions about the company and its products.
Open-ended questions are those you give the surveyee freedom to say what they want with words.
But remember: never make this type of question obligatory as it demands way more engagement.
It is also better to reserve it for your loyal base and treat it as a way of them to participate in the brand’s development.
Use technology
Making the right questions is the hardest part, but it doesn’t matter if you can’t reach your audience and gather answers.
There are many services online where you can make interactive content and distribute surveys the right way.
Automation is key for having a good amount of data.
Reward who answers
Here is a tricky part of surveys: people sometimes are just not motivated enough to take part in them. When that happens, you will have to find the right arguments.
Discount coupons, rich educative materials, and even prizes are ways of populating your survey.
It has to be something that your public values enough to make that effort for you.
Turn answers into action
This one seems obvious, but a lot of companies do great surveys and don’t know what to do with them. That is why having a well-established goal matters.
When data comes in, you have to go back to your theories in the planning phase and analyzing which were right and need action. Them you study answers and find the roots of the problems you want to solve.
A customer satisfaction survey is a constant battle for improving quality and efficiency. It is about understanding your audience’s expectations and working to surpass them.
Who knows that importance and how to do it is always ahead of the competition.
Do you want to know more about how you can satisfy your customer? Then check this special post about CS as a part of product delivery!