PRIORITISE THE RIGHT CONTENT FOR YOUR SALES FUNNEL
Firstly, you MUST have a well executed marketing funnel in place. This means focussing on the R in ROI – RETURN on investment.
Examine in great detail all the steps you and/or your employees are taking to lead prospects through your funnel. This is imperative so you can clearly understand what is working and what needs to improve.
HOW ARE YOUR PROPECTS FINDING YOU?
This is your advertising content. e.g organically via blog posts or actively via PPC campaigns. Are you getting enough exposure/clicks/traffic coming in? Are these targetted people worth the effort and expense of nurturing through your funnel?
2. LEAD GENERATION
HOW ARE YOUR PROSPECTS TURNING INTO LEADS?
The journey you take your prospects on (usually through your website) so you can generate a lead. Many businesses use an opt-in such as a free initial consultation (for service based) or limited time offer (product based). If your lead generation is failing it means that you don’t have a strong enough draw card.
HOW ARE YOUR LEADS TURNING INTO CUSTOMERS?
If you’re working in marketing (like me), this is where you need to engage with your sales team. If your conversions are failing and everything else is working well, it means there may be a disconnect. Your leads may not be converting because the communication and nurturing they are receiving in this final stage is not consistent with what they originally experienced.
Some simple ways of fixing this includes, making sure the business’ sales “script” is consistent and goal orientated. Ensure the final closing document (e.g. invoice, email, contract) is absolutely schmick and closes the deal.
HOW ARE YOUR CUSTOMERS BUYING FROM YOU AGAIN?
E.g. If your customer is subscribed to your Silver package, how do you get them to upgrade to Gold? How are you getting your customers to extend their contract? How are you getting your customers to buy paving for their pool as well as their front yard later on? Can you get your customers to become your greatest advocates?
If customer retention is done right it pays off magnificiently and most of the time effortlessly. This is because they are a hot lead due to being through your funnel therefore requiring less effort from your sales team to convert again. It has the fastest impact because you don’t need to fuss with distribution methods.
E.g. Upon signup, your leads/customers sign up to your LinkedIn profile and/or exclusive Facebook group where they are saturated with valued and relevant content ideal to their needs. As a result, deepening your relationship and brand equity.
The aim of all the above is to make it run like a machine where the system is clear and almost automatic. Like all machines, make sure you check in occasionally and do any due maintenance.
Once these systems are in place, then you can clearly identify what you need to say and when so your content supports your business’ goals.
RECYCLE YOUR CONTENT AS MUCH AS POSSIBLE
Creating content is expensive and time consuming. So, reuse, repackage and revise as much as possible. E.g. If you’re creating video content, produce it once and cut multiple times.
Think about the different instances where you can output the same content. E.g. at a particular stage in your funnel, on your social media platforms, blogs, your book, podcasts etc.
UNDERSTAND HOW MUCH YOUR CUSTOMERS ARE WORTH
Figure out how much customers are worth throughout their typical lifetime with your business. You need to know what their dollar value is and the effort you/your employees take.
E.g. how much did it take to acquire them if they clicked on your ad with a keyword relevant to them? Are these type of customers more difficult to deal with/create problems/need more time and resources? How much money do they spend and are they likely to come back to spend more?
Once you’ve examined this, you can laser beam focus on the ideal customers that bring in the best ROI to you. So, with your content marketing you can focus on targetting these ideal customers through your funnel.
E.g. your ideal big spend customers may be using particular keywords in your PPC campaigns that you may be limiting with your reach with a low cost per click.
CHECK YOUR DATA
Ignore vanity metrics. They make you feel good but don’t mean much. As a marketer, I hear businesses try to impress me with these worthless figures…
😑 #1 position on Google
😑 1,000,000 Facebook/Instagram/TikTok Likes
😍 Generating 20 leads with organic SEO engagement
You need to be honest about what matters to you. Just because your content gets thousands of likes, shares and views doesn’t mean it has a high ROI. Personally, I believe that content marketing is only effective if it is profitable.
Having the first position on Google may get clicks but do these prospects take the next step? Are you what they’re really looking for? How come more customers haven’t bought from you?
You need to understand:
- Who is consuming your content
- How are they doing it
- Where they doing it
- Are they converting?
- How much do they cost?
Collecting this simple data will help you to refine your ideal customer profile/s. Then, ONLY produce content that is clearly tailored and valuable to these people. Use this specialised content to target them (and only them). Use their language, tonality and at times when they are ready to consume it.
Find out which media channel/s your ideal customers engage with the most. Use these as tools to distribute your content, keeping in mind the way that they may interact with the channel.
Ultimately, by focussing on nurturing your high ROI prospects, you can produce high ROI content that generates high quality leads, and then later sales (thanks to your brilliantly crafted funnel) for your business.