Surely you’ve heard of a sales funnel, haven’t you? This concept is one of the most important and used for any marketing strategy that your company may carry out.
It doesn’t matter if your company is B2B (Business To Business) or B2C (Business To Consumer), the sales funnel can present a lot of relevant information about your customers that will allow your sales team to define the best strategies to increase the chances of closing. business.
However, it is not just the sales team that can take advantage of the sales funnel, your Marketing team can, and should, use the funnel stages to create campaigns and content that can impact customers at different stages.
One of the strategies that has the most positive results and that can earn a lot with the sales funnel is Content Marketing. Therefore, in this article, we will answer the question “why is the sales funnel important for Content Marketing strategies?”
What is a sales funnel?
To begin with, let’s calmly explain these two concepts, starting with the sales funnel. Sales funnel is a strategy that represents the entire customer shopping journey, from the moment of discovering the problem to closing the purchase.
It is made up of three stages that serve to classify which moment of the journey the customer is at. They are: top of the funnel, middle of the funnel and bottom of the funnel. With this in mind, it is possible to align sales and marketing strategies to achieve more results.
Top of funnel
At this stage, people have not yet discovered that they have a problem and it is unlikely that a direct sales approach will bring results. In this situation, it is interesting to present solutions to the client’s pain, making him discover that he has a problem and generate interest in solving it.
Middle of funnel
The environment is made up of customers who already know they have a problem and are looking for solutions to it. Your approach may be to introduce your product or service without trying to force the sale. The important thing is to pass on information to build trust in the client.
The last stage is where customers who have already decided to close a deal are, here they can be analyzing proposals and options, so it is essential to show your product’s differential.
It is important to remember that, although the steps are sequential, the consumer journey is not, which means that they can reach you at any stage of the funnel and can move from one to the other freely.
What is Content Marketing?
Another extremely important concept to understand is the question “Why is the sales funnel important for Content Marketing?” is Content Marketing. This strategy seeks to attract customers through the production and availability of relevant and quality content.
That is, you can use blogs, webinars, e-books, infographics, videos or any other media you want to create your content. That way, when customers are looking for information about your product or related topics, they might land on your site.
This is a great strategy to improve your brand recognition, educate your audience, in addition to requiring low investment, having a very high financial return and a high ROI.
Why is the sales funnel important for Content Marketing strategies?
Now that you understand what a sales funnel is and what Content Marketing is, we’ll talk about the relationship between them and why they are so powerful together.
As we said, each prospect arrives at your company at different times in the sales funnel, which means that you need strategies that can reach all stages and manage to direct the customer to the next stage towards the bottom of the funnel.
With content marketing this is possible. Through it you can create content based on your persona’s interests and help with the pain they may have.
For example, at the top of the funnel, the customer is not yet aware that they have a problem. When searching the internet for a subject, you might land on a text created by your marketing team.
While reading the article, the customer realizes that he may have a problem and seeks more information about it. At this point, he is more informed and can land on a webinar from your company.
Finally, after reading many articles on your blog and attending your events, he reaches the bottom of the funnel and starts looking for the best solutions to the problem. As you have been with this client since the beginning of the journey, your company will certainly be the first one that he will remember when closing a deal.
The sales funnel is extremely important for Content Marketing, as it serves as a guide to understand what content to make. This content can be used by the sales team to educate leads to move them to the next step and close a sale.
Count with ASB Marketing to increase your sales
If you want to implement demand generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current demands of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that demand generation does not only occur by paid media, on the contrary, inbound marketing actions (attraction marketing) and demand generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!