We set a sales process or a sales funnel and then we never think about it again. We say, “it must be the marketing that’s wrong,” “we must be targeting the wrong segment,” while all along we forget to check for the inefficiencies in our sales funnel. Many organizations forget this analysis, which leads to not only a misunderstanding of your best optimization opportunities, but also an eventual and long-term effect of underutilization of how content can drive these opportunities.
Understanding the Sales Funnel
This continues our segment on the sales funnel and the buyer journey. Customers go through it, we’ve learned that the journey is unique to each individual prospect. We’ve learned that people miss opportunities to toss content into the sales funnel effectively. Yada yada yada. Back to the point. The buyer’s journey or sales funnel includes several stages: awareness, interest, decision, and action. By analyzing each of these stages, a company can then identify where prospects are dropping off and why’re they’re dropping off.
The Role of Content at Each Stage of the Funnel
Traffic to Demo Ratio:
Problem: Poor conversion from traffic to demo requests
Solution: Work on CRO for the landing page and your overall offer. Content will play a huge role here. If the pages fail to capture, hold, and push the attention of these potential customers, then you’ll have visitors who leave without engaging further. Revamp your content to be more engaging, clear, and value-focused. You can see our example of this with Ausuma.
Demo to Opportunity Ratio:
Problem: Low conversion from demos to qualified opportunities
Solution: Optimize nurture programs. After a demo, your content must work hard to nurture these leads. Educational email series, targeted follow-ups, and more detailed product information can help convert these interested prospects into genuine sales opportunities.
Opportunity to Close Ratios:
Problem: Struggles in closing the deals.
Solution: Develop more sales assets. This is where sales-enablement content comes into play. Case studies, testimonials, detailed product descriptions, and FAQs can empower your sales team to close deals more effectively. Each piece of content should be designed to overcome objections and reinforce the value proposition.
Overall Traffic
Problem: Insufficient website traffic
Solution: Increase content production. To drive traffic, you need a robust content strategy that includes SEO-rich articles, engaging videos, and shareable social media posts. Content should be tailored to attract attention from all possible sources, including organic search, social shares, and paid ads.
Leveraging Data for Better Content Decisions
One of the biggest, if not the biggest, mistake a company will make is not leveraging their own data to inform any or all of their content strategy. Why wouldn’t you? By analyzing your funnel data, you can see exactly where the leaks are and how to plug them with precise content interventions. This approach not only improves efficiency but will also increase your ROI.
Takeaways
Every stage of the buyer journey is unique to your prospective buyer. Each stage also offers unique challenges and opportunities for your content to make the difference. Understanding where the funnel is inefficient can help you to place content efforts to not just attract leads, but to nurture them and convert them at a higher rate. Remember, the key isn’t to just create the content, but it’s to also create the right content at the right stage…
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