Supercharge Your Sales Funnel Velocity With Content1

Either way, I’ve got you covered—no charge—because either way, it’s all about your content. If you do not have an accurate gauge on your velocity, the rate at which a customer or prospect moves through your sales funnel, you are losing money. The secret to increasing your velocity is to craft compelling content for each step of your sales funnel. Interest When your budding audience takes the next step, they are looking for more in-depth content. Offer them a case study; 54 percent of marketers believe it is the most effective form of content marketing. More than 60 percent of marketers use webinars to convert. Competitor and Pricing Comparison Statistics show that whitepapers are the best way to further differentiate your brand and keep customers’ attention at this stage of your sales funnel. Vroozi, a mobile procurement platform for companies looking to improve procurement and spend management, offers a 14-page whitepaper that is sharp, easy to read, lays out text in manageable chunks, and makes good use of photos. Attract and Move Down the Funnel Once you’ve outfitted your sales funnel with the right content at the right stage, make sure you tailor Google Analytics accordingly. It shows you points along the way where different customers drop off, delivering the insight you need to increase your sales funnel velocity.

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Supercharge Your Sales Funnel Velocity With Content

I don’t mean to get personal here, but do you have a leaky sales
funnel? Are you losing some customers somewhere along their journey
from initial contact to final sale? Or is your sales funnel fully
clogged, in need of middle-of-the-night emergency attention that’s
costing you a fortune?

Either way, I’ve got you covered—no charge—because either way,
it’s all about your content.

Compelling content propels people down your sales funnel
faster, increasing your velocity—which should be a KPI for all
CMOs.
If you do not have an accurate gauge on your
velocity, the rate at which a customer or prospect moves through
your sales funnel, you are losing money. Guaranteed.

An overly-short sales funnel does not offer enough to court and
convert, while an overly complicated or clogged one can confuse
customers who would otherwise pay off. The secret to increasing
your velocity is to craft
compelling content for each step
of your sales funnel. They
will stay with your brand if you deliver what they want when they
want it. And it should be customized for your
buyer personas
.

Here are some suggested content ideas for each stage of your
sales funnel.

Awareness

Blogging attracts visitors and traffic to your website;
it is a key deliverable for the top of your sales
funnel
. Every time you write a blog post, it counts as
another
indexed page on your website
, which improves your rank with
search engines. Blogging also gives you exposure on social media
sites, which dramatically broadens your audience. Topics should be
timely, delivered frequently, and, most importantly, relevant to
your customers and prospects.

Managing the Content Pipeline

Not to toot our own horns—but we will!—here is a blog post from
the Roojoom team that attracted considerable attention:
Managing the Content Pipeline with the Right Dose of Guest
Bloggers
. If people were unaware of, or uncaring about, the
content pipeline, then surely a post about guest bloggers got their
attention. It’s difficult coming up with new blog posts on a
regular basis, so many organizations rely on guest writers to help
fill in the calendar. This post delivered sound advice on how
setting the right guidelines for guest bloggers will attract new
readers, rather than confusing and losing them with the many mixed
messages that come from several writers with varying interests and
aims.

Interest

When your budding audience takes the next step, they are looking
for more in-depth content. Offer them a
case…

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