The purchasing process that the consumer goes through since he is aware of the need he has until he executes the purchase decision, called “Sales Funnel” is divided into three phases. We must know at what stage our client is to guide our content marketing strategy to offer you at all times the most appropriate content.
Content marketing strategy according to the phases of the marketing funnel
Phase 1. Awareness
We must promote TOFU contents, or what is the same, Top of the Funnel. It is about informing the user is giving answers to their concerns as well as attracting as many visitors as possible. For this, we can make a content marketing strategy through quality articles, webinars, guides or ebooks.
It is important, to differentiate them, to offer information of great value, rich in keywords and that responds to the needs of the user. The content must be 100% educational and nothing commercial.
Phase 2. Consideration.
In this phase, we will focus on MOFU or Middle of the Funnel content. We must offer much more elaborate content that responds to the need of the user so that they begin to see us as an option to consider to satisfy their need.
It is the most critical part of the funnel since we must turn visitors into potential customers. For this, we can rely on market studies, interviews, infographics, success stories or testimonials. It is 50% educational content and 50% commercial.
Phase 3. Decision
In this stage, the user is ready to make the purchase, but he does not know whom he is going to buy. We must offer you BOFU or Bottom of the Funnel contents. Our content marketing strategy should be based on the products/services we offer through a commercial offer.
We can use promotions or discount coupons, invitations to demonstrations, newsletters, catalogs or even schedule a meeting. It’s about offering 100% commercial content.
Once we get the sale in this last phase, we must not forget that it is important to retain that customer who has just bought us.
Designing a good content marketing strategy is essential to get the most leads with less effort, resources, and costs. For this, it is important to know the phases and behavior of the consumer in the marketing funnel and to offer at every moment the corresponding action, such as a personalized email marketing campaign, special discounts or specific offers …
To analyze in each of the phases how many visits we receive on our website and how many signs of progress in each of the phases we must calculate it through the conversion rate. In each phase, we must set objectives, and with this KPI we will know to what degree we are reaching it and in which we should improve. Its formula is:
Conversion rate = (Conversions, leads or sales / visits) x 100
The perfect combination of content strategies TOFU, MOFU and BOFU is the key to the success of online marketing to help us achieve our goals.