A Funnel Cheat Sheet
Last week I had a meeting with my superiors at WINaTALENT. They informed me that our blog is not working as it should have been! And they put me on the mission to find out why it was like that and how i can solve this problem.
After a lot of research, I couldn’t recognize how a marketing funnel actually is and how it works. Therefore I’m going to build a short and sweet cheat sheet about the marketing funnel. These are my findings based on different content I found on the internet.
What is a funnel?
A funnel is a bunch of steps that blog visitors take before they take the conversion step. So there should be a journey to lead them to purchase our service.
A funnel has three parts: Top, Middle and Bottom.
Top of the Funnel
The purpose of the top of the funnel posts is mainly information and helps the users to find general knowledge. This information will lead to help users know you are a specialist and informative in the subjects related to your product or service. This makes trust and lore in readers. With top of the funnel posts, you help your users understand your insight and vision.
The search quarries for these types posted are: how, what, why, tips and other forms of information such as guides, examples and tutorials.
The top of the funnel posts should be short, sweet, snackable, engaging and visual. To put it shortly write in-depth, fascinating, and useful articles that relate to pretty much everyone and target people who trust your insights. You can give awareness to the readers and help them slid to the interest stage.
Middle of the Funnel
In the middle of the funnel the content should still be educational but it also must target the brand and the solutions the brand gives to a service or product buyer. At this point the buyers know what they want, have information about the general topics of their fields of interest and looking for solutions.
It is our job to show our brands unique way of problem solving and channel the buyers’ interest to desire to have our service.
As I mentioned above the buyer do know what they want in this stage so it’s OK to include your brand name in the tittle of your posts.
In the middle of the funnel try to write a persuasive, educational and targeted content to build a bridge between the top and the bottom of your marketing funnel.
Bottom of the Funnel
OK! This is it! This is the stage you had been working so hard to get your readers to. And it’s a critical stage. By now, you should have detected your targeted buyers and understand what and why they want yo purchase from you. So how to make them do just that?
This kind of content should be optimized for your buyers, and you need to talk to them directly.
Get creative you can use all your resources in this stage. The form of your content can change into a webinar, an e-book or a white-paper.
Your product updates, targeted user cases and reports are part of your bottom of the funnel content.
You are talking to your buyers directly, so it’s time to mention your product or service in details.
A very successful strategy is to use branded search queries of your industries. For example, review and compare your service with a known brand. These brands names have high search volume, and you can even find buyers directly at your bottom of the funnel.
Conclusion
The diagram below is how I will write my content based on the marketing funnel strategy. These are the keywords that you can focus on to gain your marketing goals.
