The Light at the End of the Funnel

02 Jul 2015

From a stranger to a promoter, the inbound marketing funnel is an endless road to be discovered. As marketers, our job is to guide users through the mountain of online information, to that specific peak that truly interests them. We have to make them aware of our existence, than engage them with our offer and finally make a sale.

But, unfortunately, things are not as easy as they seem on paper. The funnel is full of twists and turns and more often than not we slip in the wrong direction. I like to imagine this entire marketing process as a screenplay. Because, exactly like a movie, one of the most difficult things is to attract viewers. To make them exceed the stranger phase, your trailer should be extremely good. So, grab your popcorn and get started.

funnel[ Photo Credits: Bartosch Salmanski’s Flickr ]

Starting the marketing funnel act

The first scene in inbound marketing is called the Social Media. We have Facebook, Twitter, YouTube or Reddit. We exist on each of this channels. Our funnel is composed of nice ads, with smart texts and outstanding images. We have to make ourselves visible in order to get awareness from the users.

At this moment, the essential thing for us is to visualize how our buyer persona looks like. This way we will be able to make more specific ads, instead of just getting lost in a sea of copies that brings nothing in return.

The way we measure our social media engagement with users is given by the impression we make on them. Along our funnel, our goal is to reach as many people as possible and to transform them into fans, subscribers or followers for our social media channels.

The secret here is to test as much as possible. The great thing is that, with the help of tools such as Google Analytics or Facebook Insights, we can constantly monitor our performance. This way we can see which posts get the most attention, which are the worst and find out the perfect social media strategy.

The second scene in our inbound marketing funnel is great content for our blogs. Blogs are the personal diaries of our products and services. Here, as opposed to social media, we can engage on a more personal level with our desired audience.

Blogging is the best way to make ourselves more human and more trustworthy at the same time. We can share a variety of stories on a blog, from reviews of our offers and case studies of our company to interviews with some of our satisfied clients or even a presentation of our most outstanding employees.

Blogs truly make the funnel more easy to manage. This fact is also backed up by these reliable statistics. For instance, companies that blog generate 67% more leads than those that do not. Also, they generate 97% more inbound links and 434% more indexed pages.

Therefore, blogging helps you develop a relationship with any potential customers. It connects people with your brand and also creates plenty of opportunities for developing networking relationships. If you don’t already have a blog, then it’s time for you to start one.

The third scene concentrates on creating content that is based on well-researched keywords. This way, your human-based blogging strategy will also be optimized for search engines. Just remember that researching keywords takes time, so don’t rush it.

You need to find out even more about your buyer persona’s searching habits. The way he or she thinks and the way he or she types in the search engine gives you valuable insight about the keywords you should use in your content.

Once you find the keywords that work best, you have to optimize each of your website’s pages. You have to make sure that people who arrive on a specific page will be greeted by something welcoming and interesting.

The funnel’s role is not to trick the users into thinking they will find what they need on your website, but to help them find what they really require. You should provide what people want and need. That’s why your keyword should not deliver empty promises. Because if you lose people on this stage, if you do not get their interest in the first place, you have nothing else to rely on further on.

It’s all about giving your audience what it wants

These being said, more scenes of our inbound marketing movie are still to come. But, in the beginning, you should concentrate on delivering the most engaging trailer your viewers have ever seen. This way, they won’t need a lot of convincing to step into the funnel, since it won’t be a confusing and unattractive place.

Instead it will be a promising new journey, an adventure, a comedy or even a thriller. Believe it or not, the more you are willing to offer in the beginning, the more you will receive in return from your customers. And we all know there’s no better way to attract other clients than through the help of a delighted customer.