Digital Marketer ran a webinar yesterday featuring Russ Henneberry.
Yes, you’ll probably get results this way eventually, but you’re wasting time and resources in the process.
Understanding the conversion funnel customers travel through will help marketers optimize their content creation.
There are 3 main sections to the funnel.
Awareness - This is where the customer begins their journey. They’re collecting information about a broad topic. Let’s use smart phones as an example.
Evaluation - Here the customer begins looking at the pro’s and con’s of different brands in their field of interest. Comparing and contrasting. They’re deciphering between an Android or an iphone.
Conversion - This is where the customer makes their purchase.
All 3 phases of the funnel are important. Each phase needs unique accompanying content. Russ suggests spending the most time creating quality content in the conversion stage, where the money is made.
Understanding a customers journey through the funnel will help marketers create relevant content for their audience. Rather than aimlessly experimenting to see what sticks.
Russ also presented 7 characteristics of “perfect content marketing”
- Is Full Funnel - Create content for each stage of the funnel.
- Satisfies Intent - Your content needs to be relevant to your audiences needs and desires.
- Asset Driven - Perfect content marketing builds assets.
- Ascension Focused - Your content should not only satisfy intent, but lead your audience to the next stage of the funnel.
- Segmented - The more specific and relevant an offer is the higher it will perform.
- Cross Channels - Don’t place all your eggs (content) in one basket.
- Avatar Based - Have a specific avatar and tailor your content to them.
BlitzMetrics (my employer) follows a similar funnel to the one Russ presented. It’s the same concept, only under a different name. Audience, Engagement, Conversion (AEC). If you’d like to know more about how a conversion funnel works contact me on my Facebook page.