Let’s hack into the dynamics of content marketing. You’re producing loads of different content and distributing them, but it hasn’t been your day or week or month, or even your year. You’ve failed to rack up your sales, there’s hardly any conversion and that has led you to believe that content marketing is obsolete.
Well it’s time to start off with a clean slate, because we’ve got 6 solid reasons why you need these content marketing strategies to turn your campaigns into a long-term success!
If you’re someone who:
- doesn’t have a clearly defined content strategy
- has their strategy focused on awareness and engagement, not on driving sales
- and is struggling to make content marketing impact on sales
then this post is for you. Keep reading to discover the best content marketing strategies that make a real impact on your sales funnel.
REALLY UNDERSTAND THE SALES FUNNEL
What is it that savvy content marketers do differently that makes them succeed? Firstly, they produce content that’s very customer-centric. They research their audience well, tap into their psyche and understand what it is that they want from the brand.
The first thing that you should look into is to not stuff your content strategy into the sales funnel in hopes that it will serve both the goals of meeting your customers’ needs and the sales force’s needs. Understand that these two goals are totally different. Also ensure that you understand the concept of the funnel.
Produce content based on which stage of the funnel you’re focusing on. If it’s at the bottom of the funnel, then your content needs to be in line with the buyer as well as the product.
- Research your customer – not the brand, product or industry
- Educate your customer about how your product can make an impact on their lives
- Let marketing teams collaborate and come up with an integrated campaign that allows for a smooth and seamless customer journey. This will help your leads to gather all the required information they need to turn into your customer.
KNOW THE CONCEPT OF CUSTOMER PERSONA
Once you’ve figured out what kind of content works for your audience, it’s time to develop a customer persona that actually fuels your conversion rates. Go in deep about the people that you’re selling to and continue to adjust your content strategy based on your findings. Below is an example from Quicksprout that paints a clear picture
It is important to look at all the factors associated with whom you’re selling to as it is much more specific. And as a result of that you’ll be building several of these customer personas that are based on these different factors.
Bottom line – customer personas will help you create relevant content strategy.
REVAMP YOUR VIDEO CONTENT STRATEGY
No, we didn't just whip out the old trick in the book. There are lots of people out there who usually don’t do the best job of delivering the right message through their video content.
Your video can be informative and entertaining and still be about your business. One fine example would be actor Mathew McConaughey’s short film on Wild Turkey made about a year ago. It gives us an idea as to how you can integrate your brand or product with the content.
The video is informational and effective in telling us a story about the product as well as the creators behind it. In short, you’re not being sold but being told an interesting story which still revolves around their brand. It certainly educates the viewers but most importantly, audiences can relate to the emotional aspect of it. So much so that they might even go ahead and buy the product. Hence the key takeaway would be to:
- Focus on how the products work and what needs it meets.
- Introduce your products into your content where they make sense or are more practical
DEVELOP A CUSTOMER JOURNEY MAP
This is a good one – having a customer journey map in place will take you even further than the conversion funnel when you’re in the buying process. From focusing on events that take place after the purchase to prioritizing on customer retention, this strategy is an important driver of sales.
Primarily because you won’t always stay focused on acquiring new customers. Sure, getting new customers is a wonderful thing, except that it costs and rarely gives you the desired results. In short:
- Analyze customer behavior after the initial purchase
- Put yourself in your customers’ shoes
KEEP TRACK ON CONVERSIONS AND LEADS
Here’s a question, do you know where your leads are coming from?
If the answer is “no” then we’ve got a huge problem. Not knowing where your leads come from is one of the major reasons why your content isn’t making the impact that it needs to make.
Almost every customer journey, as we know it, is made on the Internet. And that’s awesome because you can track where they came from and how they discovered you. This can give you a better understanding of why they made a purchase and adjust your content strategy accordingly.
- You can track your leads using UTM parameters – it helps in determining where the leads came from – Twitter, Facebook, Google Ads, email marketing campaign or a social influencer
- You’ll also have tags for each post within a specific platform for instance, if the leads came from Facebook, which specific post?
- Go to Google Analytics to set up your UTM parameters. It’s easy, just navigate to “Demos & Tools” menu and “Campaign URL Builder”.
- Also measure your ROI accurately. You can check the direct sales results to determine how successful your campaign was.
Webinars are impactful and extremely educational. They can fuel your conversion rate without making you seem super “salesy”, that’s the great thing about webinars. Adobe reported a 19% conversion rate off of webinars while BuzzSumo had a conversion rate of about 20%.
- Webinars can position you as an expert on the field
- When done right, they are great for audience engagement
- You can generate new leads and build relationships
- You get to invite guests and deliver tremendous value
In conclusion, your content should be focused on not just generating traffic but converting them into customers. Make sure to build your strategy according to what your audience wants rather than what the sales funnel requires. And lastly, keep up with the latest trends and news to stay relevant in the market.