Do you want to know how to create engaging content across multiple channels to get that conversion rate up? All customers go on a journey with your brand before they eventually make a purchase. This is referred to as the marketing funnel. The key to linking your content to the marketing funnel is understanding where your consumer is in their journey when you are engaging with them.
We’ve put together this quick guide on how to nail your content across multiple platforms…
The customer journey
When creating a marketing strategy, chances are one of your goals is lead generation and to get conversions. Although it may not be your priority. Without considering the marketing funnel, you might be successful at creating awareness but then risk losing the attention of your audience.
One way to get those conversions is to create different versions of the same content across multiple platforms. Although you will need to make small tweaks for two main reasons. One, to ensure it is appropriate for the platform you are promoting it on. Two, it is relevant to the customer at that point on their journey.
What is the marketing funnel?
There are so many marketing channels available that vary greatly from sector to sector, so let’s look at a standardised model.
Studies suggest that the average consumer needs to see content or advertisements 3 to 5 times before they will proceed to the next stage. This could be visiting a website, submitting a lead generation form or calling a sales rep. It becomes obvious once you start working with the funnel, you need variations of the same content across all your channels.
Creating content for users at each stage of the journey for every platform sounds like a lot of work and required resource. You probably have several platforms to cover such as a blog, multiple social media channels and email marketing activities to name a few. This is where you need to make your content work for you.
One best practice routine is to create a ‘core’ piece of content that will be highly informative, have a clear call to action and can drive traffic to your site. You will also need supplementary content that is relevant to the channels you are posting on. This will promote your core content in an engaging way. For example, if you use a blog post as your core content, posting this directly onto Instagram just isn’t possible and you need a powerful image to support it.
Let’s take a look at an example
The first stage is awareness. If you needed to promote ‘vegan shoes’ then to create awareness you write a blog post as your core content. You would include some benefits, the USP’s of your products and perhaps include an engaging infographic offering information about trends in the vegan shoe industry. You then promote the blog post across your channels. Such as showing a short video on Facebook, or posting the infographic on Pinterest linking back to your blog post.
After a while, you will have nailed the promotion of your core content across all your marketing platforms. You might even find that the increase in organic traffic flow back to your website has a positive impact on your site ranking within search engine optimisation.
The next stage of the marketing funnel after awareness is interest. A user could have read the blog post and is now interested in the product you’re promoting. They go on to check out the product description and the price point but leave the site as they enter the consideration phase. They will likely go on to check out competitor products or leave completely and go to another digital platform.
Ramping it up
At this point your marketing strategy needs to be strong. The customer might receive a personalised promotional email or see an advertisement for the same product on a 3rd party website. After seeing this the customer searches for ‘vegan shoes’ where they find the original blog that got them hooked. Due to the high ranking position the blog has gained from the organic traffic created earlier on, the customer goes on to evaluate and purchase.
So, if you’re responsible for creating a marketing strategy with limited time resource. Don’t be afraid to nail your content with some smaller supplementary pieces. Use them well across all of your channels. Carefully considered content will convert users, increase your return on investment and fulfil your strategic goals.