Statistics from the Content Marketing Institute show that 91 percent of B2B marketers use content marketing. The reason that number is so high is that it works. People know that it will get them closer to their goals and as this continues, it becomes more and more popular. Let’s look at how you can set up your own killer content strategy.
What is a Marketing Funnel?
Your marketing funnel is the process that people go through as they arrive at your website, get interested in what you have to say, opt into your email list or provide some other sort of contact information, and – if all goes well – become a paying customer.
It’s called a funnel because if you draw it as a diagram it has a funnel shape. The top is the widest part, where you attract as many prospects as possible.
As they move through your processes, you separate the leads from the tire-kickers and the funnel gets narrower. This continues until you identify the paying clients who are the narrowest part of the group.
This is one of the first things people see when they go to your page so you’ll definitely want to take advantage of being able to put it front and centre. This is also an easy place to direct people from your posts.
How to Make a Funnel
The first step in making a funnel is to do your customer research. If you don’t know who you should be targeting with your content, you’ll waste a lot of time and effort on people with no connection to what you offer.
Gather demographics for your market, “spy” on your competition to see what’s working for them, and use the data provided by Facebook, Google, and other ad networks to pinpoint your ideal prospect.
Once you know who you’re talking to, develop your lead magnet. This is a giveaway of some kind that you use as a “bribe” to convince people to give up their contact information in exchange.
Your lead magnet needs to be top-shelf content. Make it so good that people are left thinking, “If the stuff they’re giving away is this good, imagine what the paid offerings are like!”
Finally, you need a landing page. This is the page visitors to your site (your prospects) first see after clicking an ad, a link on Facebook or Twitter, or a link in the Google results.
The fact is, you’ll have a bunch of landing pages. They need to be closely related to the ad or other link a visitor clicked to get to your site so one size definitely doesn’t fit all.
Think of it as continuing the conversation in the visitor’s head. They had a question that your ad or link sounded like it answered. The landing page needs to give them that answer.
Driving Traffic into Your Funnel
Once your landing page is ready, it’s time to start driving traffic to it. The quickest way to do this is with paid ads, whether pay-per-click (PPC) ads on Google, promoted posts on Facebook, or another type of paid traffic.
You can turn on paid traffic almost immediately so you’ll start getting feedback about what’s working and what isn’t. You can use that data to optimize your site while you wait for your search engine optimisation (SEO) efforts to kick in.
Quality content should also be posted into your website or blog so your website organically ranks in the search engines. This will also drive traffic of interested users and is a key reason why long tail keyword search terms should be used on your website.
If you want to know what keywords are the most popular in your industry get in touch and we will send you a report.
How to Create Killer Content
Killer content means it’s valuable and high-quality. It’s not a one-and-done process though. As far as your website visitors are concerned, you’re only as good as the last thing they read. If you want your content strategy to work, you need to keep turning out good content.
That can take a lot of time though. This becomes time that you can’t spend on your real work.
If you’d rather focus on those things, Red Chameleon can help. With our content creation service, we’ll look after creating fresh, unique content to help turn those prospects into leads and leads into customers.
Get in touch with us today to see how we can help.
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Rob was amazing, always very willing to help me along with things that I didn’t understand and was always very patient. Also was contactable pretty much 24/7 always returning my calls/texts/emails pretty much straight away, I would recommend Rob and the team any day of the week. And not to mention fixed my website up and brought it back to life.
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Waters Cranes
Rob, has been doing our SEO & other marketing for the past 3 years & we are very happy with the results. The leads continue to roll in, & he makes it all run very smoothly so we can concentrate on other parts of the business.
