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Funnels That Convert: How to Drive Marketing Automation Success Through Content
Marketing automation is key to creating and maintaining passive income, driving a steady stream of potential customers to your products and services, and increasing brand awareness. When an effective funnel is put into place it runs in the background, effortlessly attracting new leads. That said, the best funnels nurture those new leads by providing value at each stage of the sequence.
Why? Because relationships are the driving focus of any funnel, and in the world of online marketing relationships are often forged through content. From blog posts to podcasts to videos, content allows potential customers to see your expertise, personality, and values.
Let's take a look at a typical lead nurturing campaign, each of its stages, and how value can be provided to new leads through content.
Stage One: Awareness
In this initial stage, leads first become aware of your business and the problem you are solving. Creating content around frustrations, or pain points, allows your new leads to perceive you as a potential solution. In this stage, they are likely to consume content such as blog posts, videos, and social media posts related to the specific pain point or frustration.
In this phase it's crucial to give your audience members an opportunity to become a lead. They do this by offering personal information, usually an email address, in exchange for free content that helps solve one of their frustrations. This part of the process is particularly useful because it gives you insight into the needs of each specific lead.
Stage Two: Evaluation/Consideration
When someone opts into your funnel, they are essentially telling you what problem they want solved. Armed with this information, you now are able to send them more customized content. Through videos, podcast episodes, articles, and more you're able to not only help your new lead begin to solve their frustration, but show them that you know what you're talking about. During this phase there's a good chance that your lead is considering several businesses. This is your opportunity to stand out by sharing social proof, testimonials, and advice that leaves a lasting impression.
Stage Three: Purchase
The moment a lead becomes a paying customer, the relationship shifts. No longer are you wooing them with content geared to their initial frustration. Now it's time to move deeper. During this phase, it's important to anticipate the next most likely pain point to occur once the first is solved. This allows you the opportunity to upsell into relevant products or services.
Stage Four: Evangelism
Content creation is key to customer retention. When you consistently produce valuable content you put yourself in a position of authority. You show your customers that not only do you know what you're talking about, but you have the experience to back it up. What's more, you're not abandoning your lead once they're done working with you. You are continuing to provide them with information that is useful to them and that they can share with their own audience. This makes it increasingly likely that they will recommend your products or services to others.
Your marketing automation funnel is a relationship
The most important thing to remember when creating your marketing automation plan is that a funnel exists to help build relationships with potential clients. The end goal is not to simply make a sale, but to make a sale and ensure that the new customer has an experience they want to share. As with any relationship, there is an element of give and take. You can't expect your lead to turn into a customer immediately, or to stick around after buying, if you aren't offering them worthwhile content.
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