Are You Using the Right Content Creation For Your Brand Based On The Marketing Funnel?
Funnel marketing is a marketing strategy to see, identify, and evaluate the number of audiences captured in the travel process, from not knowing the brand of a business, to deciding to buy its products. This strategy is very important to understand, especially for people who run a business.
The marketing funnel is depicted in a funnel-shaped diagram. This diagram is divided into several levels or stages. Starting from introducing a brand or brand awareness, creating defined audiences, inviting the audience to buy, and giving an assessment, until finally becoming a loyal customer. This is a strategy that businesses use as a guide for planning promotions.
One of the things that are instrumental in achieving the goals of this marketing strategy is content management. Creating business content cannot be arbitrary, but it is necessary to know and consider many things. Through this funnel marketing diagram, you can create a content creation plan based on the marketing funnel. Here are the tips:
Creating Content to Create Brand Awareness
The first type of content you need to create is the one that focuses on brand awareness building. To make the audience interested in the product of a business, of course, they need to know the existence of the brand first. Without brand awareness, it is difficult to find potential buyers. So, don't be in a hurry to make promotional postings of goods openly.
The purpose of the first marketing funnel is to introduce your brand to the audience. Based on the diagram drawn on the funnel, you need to gather as many people as possible for engagement to occur. Types of content to create brand awareness include blog articles, infographics, and useful tutorials. This method will make the audience aware of the existence of your business and build on their interest.
Creating Content to Build Considerations
The next stage after brand awareness is consideration. If the previous brand introduction upload was able to attract the audience's interest, usually they are curious about your product. Therefore, provide important and strategic information to answer their curiosity, which is achieved by creating content containing product information.
Consideration itself is one part of the marketing funnel where the audience already knows your business brand. And then they will weigh and make comparisons between your product and others. At this stage, it's time for you to create interesting content about the variety of choices of items available.
Show that the product you are selling has the best quality, so it is worth buying. In addition to giving information about product descriptions, it's a good idea to tell them the advantages and benefits of using the product. The types of uploads that can be made include videos, illustrations, blog articles, and so on.
Creating Conversion Content
The goal in a marketing application or sales funnel is to make the audience already familiar with the product and consider making a purchase immediately. The realisation of this stage can be in the form of WhatsApp chat, Instagram DM, contacting by phone, or even visiting your store directly.
At the conversion stage, your task is to convert interactions with the audience or target market, so that they are willing to buy. The forms of content that can be created include promos, discounts like buy 1 get 1 free, cashback, free postage, and so on. For the media, you can use photos, illustrations, videos, or copywriting articles.
If you are successful in converting potential prospects into consumers, then you need to think about content to make them repeat customers. For example, making posts about maintenance tips, support, or assistance, etc. It can also be used to reach new prospects such as testimonials or review content. That way, all stages in the marketing funnel can be achieved.
The last thing that should not be missed from Content Creation and Marketing is measuring the performance of the content we create. Content measurement aims to evaluate which content is successful and which is not. That way we can know which content our audience values. The results of this content evaluation will be useful for compiling an editorial plan for the following month.
To find out the performance of content marketing, we can take advantage of special tools that can show the performance of each content that we create. Some of the tools that can be used include:
- Social Blade
To conclude, we need to remember that every brand has its character, so we can't generalize content creation and its marketing standards from all brands. One content works for one brand, may not necessarily work for another. So, we have to adjust the marketing content of our brand according to the character of our brand.
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