Content is king.
Why? Mainly because content translates information into stories. And stories resonate with just about everyone. I mean, who doesn’t like a good story!
Different marketing stages
Your sales funnel has potential customers at different stages. And you should have marketing for each stage too.
The three basic stages of a marketing funnel are awareness, consideration/evaluation, and purchase. The journey can be long or short depending on the sales funnel.
Content that works at one stage may not be effective at another stage. As your potential customer moves ahead in their buying journey, persuasion takes different approaches. Therefore, it's vital to use different content types to get the best out of that particular stage.
Engage your audience
Engage your audience effectively at each different stage by offering content that is most useful for them at that stage.
For attracting leads, you might want to consider an e-book or short explainer videos that talk about what your business has to offer and how you can solve their problems.
For the consideration/evaluation stage, holding webinars is great because you can deliver a lot of information and answer questions they may have. A webinar can help potential customers in evaluating you against another brand. It’s all about trust. Case studies are good for this stage too so your potential clients can ‘find themselves’ in your past successful work.
To influence the purchase stage, touching these potential clients with well -crafted emails that answer their questions works great. Be sure to include testimonials!