How The Sales Funnel Links To Your Content Strategy

Good things come to businesses who break down silos, especially when it comes to marketing and sales. Align your content strategy with your sales funnel, and every piece you produce will work smarter to engage prospective customers at specific stages – instead of a scattershot approach to whoever might be listening.

So, how does it work? Here, we break down each stage of the sales funnel with examples of how you can create content more strategically to support the customer journey and boost conversions.

Awareness

Audiences at this entry level need educating about your industry before your business. In other words, don’t run before you can walk. Content here should cast the net wide to capture the pain points of your target market, demonstrating that you ‘get it’. Then you can educate them on a solution that they might not have considered previously. 

Example You’re a CRM software provider targeting call centres that are lagging on their digital transformation journey. They’re unaware of how automated software can transform their approach, and probably reluctant to ditch old ways of working. A blog that addresses the time, cost, and labour of manual CRM, followed by the efficiency of automation and ease of migration, will not only resonate with them but educate them to see an alternative way of working that could genuinely be beneficial.

Interest

No need to spell out the basics of your industry to these customers. To continue to pique their interest you need to provide more specific value around your area of expertise and build trust. At this stage, they’re window shopping – so demonstrate your knowledge, develop a relationship, and they’re more likely to pay attention to what you have to sell. 

Example You’re a recruiter for leadership and C-suite roles in the hotel space. There are other C-suite recruiters out there, but not many in your niche. A guide that highlights the proven benefits of partnering with a specialist hotel recruiter – with research, stats and case studies to back it up – can help transition interest into serious consideration.

Decision

Now, why you? A potential customer at this stage already understands the value of your expertise, but they’re most likely researching or comparing you to other businesses that provide a similar service or product. So drill down into your USPs and get specific about why they should choose you. 

Example You’re a hosting provider that offers similar internet speeds, uptime guarantees and security protocols to others. But your customer service levels surpass your competitors – providing 24/7 support, guided onboarding, and an attractive members’ perks package. You could spotlight these in social posts or retargeting ads, with CTAs geared towards getting readers over the line.

Action

Conversions are never guaranteed, even when potential customers have narrowed your business down as the best of the bunch. A number of things can get in the way of sealing the deal, such as onboarding practicalities or potential for longer-term advantages. Content that’s clear, reassuring and packs in plenty of detail around post-purchase opportunities works best here. 

Example You’re a tech leasing provider that wants to turn a handful of warm leads into customers. An email campaign specifically to these people could reiterate how simple it is to get up and running with new equipment, how the pricing structure is designed to prevent any significant financial outlay, and how a long-term relationship with you can support their growth. This could be delivered in step-by-step format to make decision-making even easier.

Ready to make your content convert?

The key is to get your sales and marketing team talking. Share performance, align with short- and long-term goals, and agree on priority areas to focus on. Then your content creators can get to work with targeted communications designed to convert.

Need help with delivery? We partner with high-growth companies to ensure they keep climbing, with strategy and content creation that supports key business goals. Get in touch to discuss how we can drive your customer journey forward.