Content Marketing Infographic: Giving customers what they want at every stage
I found this fabulous infographic as part of a post from SmartInsights.com, “Leveraging Content to Drive Awareness, Permission and Sale” by Danyl Bosomworth.
This infographic lays out exactly what you need to provide in your content marketing at each stage of the sales funnel.
One line in the article that really caught my attention was this: “Relevant content earns permission to sell.” That’s so true. If you send people ad after ad, they’re going to tune you out and throw your emails in the garbage. But if you send people information they actually VALUE (remember – it has to be valuable to THEM, not YOU), you’ve earned the right to sell to them now that you’ve got their attention.
Stage 1 – Exploration
At this stage, customers experience the least amount of commitment. This isn’t even your first date with your customer — this is bumping into them at a party. When your customers are in the exploration stage, you should be drawing them in with engaging blogs and social media posts.
Stage 2 – Decision Making
At this stage, customers are making the decision about what they’re going to buy and who they are going to buy it from. This is when they’re going to be checking out your blog and your website content – so make sure both are stellar. Interactive tools on your site can help engage your customers and get them to more intimately connect with your brand.
Stage 3 – Purchase
This is when you capitalize on your marketing investment. At this stage, your e-commerce process, product and promotions are most significant. It’s time to seal the deal!
Stage 4 – Advocacy
Turn one-time customers into long-term relationships with email marketing campaigns. Now’s also the right time to get reviews to post on your website and social media. And don’t forget to ask for referrals while your customers are still in the afterglow of their latest purchase.
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