The un-sales funnel approach to content marketing

The un-sales funnel approach to content marketing

Guest Post from meld business Services

We all know the traditional approach to content marketing, using the sales funnel. In case you haven’t heard about it, it looks like an upside down triangle and represents how our audience comes into our lives and ends up purchasing from us. It looks something like this:

The premise is that we try and reach as many people as humanly possible, either through organic or paid methods. We aim to get them onto our email list through an exchange of free content for an email address. Then we use email automations to sell them a tiny offer (something small and cheap) and then on to our higher priced offers. Once they’ve bought from us then, tick! We move on.

This approach to content marketing is all about numbers and transactions.

But what if I told you that there’s a better way to use content in your marketing? A more connected, relationship-based approach that feels more authentic and realistic?

The client journey is all about how we can use relationship building with our content so that our ideal client can go from not knowing anything about us, all the way through to becoming a raving fan. At the centre of this journey is an in depth understanding of what your ideal client is thinking, feeling and doing at each stage of their journey with you. 

This approach is particularly important for women with service based businesses that sell packages, courses or offers with higher price tickets.

There are five stages to the client journey and in each stage we can use our content with strategy and purpose in order to move them along.

The client journey using content marketing looks something like this:

Subscribe

Your ideal client has just become aware of you. This is the getting-to-know-you phase where you have the opportunity to start meaningful conversations. Use the following types of content in this stage.

• Blogs that educate
• Social media posts
• Conversations via DMs
• Website
• Facebook Groups
• Guest blogging or podcasting

Connect

Your ideal client resonates with your lead magnet and signs up to receive it. This is your opportunity to provide deeper connection and begin to show how you can solve their challenges. Use the following types of content in this stage.

• Social media posts to promote
• Design of lead magnet
• Website / opt-in page
• Email automations

Nuture

Your ideal client is on your email list and ready to learn more about you and your services. You aim to wow with value, offers and solutions. Use the following types of content in this stage.

• Email automations
• Social media posts
• Blogs that delve deeper
• Webinar
• 5 day challenge
• Regular email marketing

Convert

Your ideal client is making the decision to buy from you. Your job is to help them make a confident and informed decision to purchase. Use the following types of content in this stage.

• Free trials / discovery calls
• Email automations
• Landing pages
• Social media posts
• Testimonials

Onboard

You have a new client! Help them to feel good about their decision to purchase from you. Make their experience one that they want to tell the world about! Use the following types of content in this stage.

• Automated emails and process
• VIP exclusive content

Once you clearly define your client journey and understand what your ideal client is thinking, feeling and doing at each stage, you can deliver the exact types of content at the right time and build your trust and authority with them. Which, in turn, will lead to sales!

It’s also important to note that whilst there is no perfect social media post that converts or no one magic formula that results in sales, there are some things that you can do to increase the likelihood that your ideal client will purchase from you.

These include: building the relationship, nurturing your ideal client your way, using story telling techniques, including calls to action and most of all, being authentically you!