Persuasive content is the cornerstone of a strategically-devised inbound marketing funnel. Successful marketing funnels are fueled by delighted customer engagement that’s created from effective promotions that “speak” to every customer’s unique interests.
To attract consumers’ interests, getting your promotions in front of their eyes and to their ears is crucial. An essential strategy scoring any B2B (or B2C) conversation is to leverage the power of persuasive content through permission-driven marketing.
Business can craft unique offers and promotions that will marshal customers’ awareness by nurturing them through a life-cycle that carries them from prospects to happy, long-term buyers.
Your Ideal Customer and Audience
A customer is a person more than a prospect:
- She is a goal-oriented individual with needs and wants that your marketed service(s) can provide.
Develop content that
- Responds to customers’ needs, and
- Positions your business as the first choice people take.
The 5 Pillars of a Strategic Inbound Marketing Funnel
5 Pillars underpin a strategically-developed inbound marketing funnel that can attract customers through uniquely individualized content:
5 Buyer Stages as you nurture them into a life-cycle relationship:
- Decision Maker
“As marketing becomes more data-driven marketers are increasingly held responsible for proving their contribution to revenue.”
– TopRank Marketing.
Structure your inbound marketing funnel so it never feels like walking an untested ‘tightrope’.
1. Invite audiences to interact with the Pillar that introduces them to each promotion or product in a corresponding Buyer Stage.
2. Next, present promotions or products through customer-tailored content that turns them into delighted patrons:
- who participate in your offers and
- buy your services again and again.
Pillar 1—Your Inbound Marketing’s Reach—in the Customer’s Exploration Buyer Stage
In order to interest people in your business, you need to create content that will encourage them to take notice. When it is branded for your specific business, the content becomes more credible as it solves the problems of your unique customers.
In the Customer Exploration Stage, publish and promote content that is directed to the individual experiences of the customer.
Apply the First Pillar of Reach to position your business’s organically-fashioned content at the digital touch points where your ideal audience(s) frequent:
- Search Engines,
- Public Relations (PR) sites,
- Social Network destinations,
- Thought Leader and Influencer sites,
- Online Case Studies, and
Utilize the touch points to turn visitors into Explorers of your content, and use metrics from your marketing automation to observe the quality of their engagement as:
- Comments, and
that people indulge in, via your web pages and inbound links you create.
‘Marketing’ is a science that requires your attention to detail and [your] willingness to ‘test’.
– Convince and Convert.
Pillar 2—Your Inbound Marketing’s Action—Represented during the Customer’s Decision Making Buyer Stage
When your content draws people to your customer-tailored “touch points”, every offer and promotion should delight them and cause them to respond.
By first presentation, your content gets one chance to make a good impression. If it doesn’t lure people to seek or remember your brand, refine your promotions with keywords that mirror the searches they enjoy most.
Design your web pages and digital offers so they:
- resonate with your brand-related topics that are browsed at search engines, and
- deliver compelling reader value,
until they are are audience-worthy.
Identify how your audiences take Action when they consume your content via lead generation metrics that measure:
- the length of your website’s page(s) visit times,
- the number of links and call-to-action (CTA) generated shares, from your blog(s) and online community(ies), and
- engages visitors as the Decision Makers as they become funneled leads from your email, mobile, and promotional campaigns.
Pillar 3—Your Inbound Marketing’s Conversions—in a Customer’s Purchaser Buyer Stage
How you market can’t be punctuated enough: Become worth finding.
Your brand’s product and services and the price points offered should carry buyers from ‘Invitation’ to ‘Conversions’ and into thrilled participants.
Achieve customer happiness by making your website into a content portal. Inspiring and informative data, know-how, and relevant topics keep readers on the hunt. Develop your web content so it reflects the problems people face—and delivers the solution they’re searching for.
The trust your useful and informative content earns from them will also surface as metrics that reflect increases in Purchaser engagement as:
- purchase orders,
- longer site interactions, and
as your business continues to establish consumer trust.
Pillar 4—Your Inbound Marketing’s Engagement—Amplified in the Customer’s Engager Buyer Stage
Trust makes the difference between thrilling your customers and woefully mystifying the funnel-marketed process. The prevalence of social media sites and searcher engagement lets consumer visualize the strengths (and weaknesses) or every business in real time.
Use media-focused marketing in your digital promotions to:
- influence social conversations and
- to also provide audience-driven mobile and visually-centric solutions that your business can provide as ‘social proof’ that your customers seek and value.
Develop a repeat-marketing phase where Engagers are introduced to:
- existing products that attracted interest,
- coupled with new offers that address their evolving needs.
Then map your content to mirror the buyers’ journey and lead-nurture them from the ‘funnel top (first introduction), middle (interest), and to the bottom (retention),’ suggests Moz.
“Funnel content uses what you’re selling as a means to some other end, whether that end be higher search engine rankings or a batch of delicious [Toll House] cookies.”
Be sure to include audience referrals in your branding to establish you as the go-to game changer in your business.
Align your metrics so they pinpoint the channels of repeat business and tailor your offers to build more consumer engagement to vertically scale your marketing funnel.
Measuring repeat customer Engagement is key and it is also a contributing factor to the growth and longevity of your business.
Pillar 5—Your Inbound Marketing’s Re-Automation—to Fortify the Customer’s Champion Buyer Stage
Nothing sells your brand grander than a happy, happy customer.
Ensure your inbound marketing’s Re-automation centers all of your campaigns on the interests of each engaged customer.
Then deliver content that speaks to each one solely. Customers who see content that syncs with their passions and needs can become Champions of your brand. As happy participants, they are most invested in your products and offers and able to “champion” your business to their peers, friends—and their social circles.
Position your audience engagement measurement to signal:
- increases in repeat purchases and
- to determine where to improve conversions
you can re-automate to help create more happy customers, while increasing loyalty as you fortify and also level up your bottom line.
Use The Inbound Marketing Funnel to leverage your content and increase customer awareness and shares through permission-based promotions that entice them to enjoy more of your irresistible offers every time.