Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. Today’s post is all about how content marketing is part of the sales funnel.
One of my first posts on this blog was about why content marketing takes time. Not only does it take time to actually come up with the content, write the blog posts, push it out on social media, etc., but content marketing is not always about directly reaching out to potential customers (although it can certainly serve that purpose).
Think about what you do the first time you hear about a company you might be interested in working with or buying from. You might check out their social media profiles, but mostly you’ll want to take a look at their website. You’ll want to see what they’re all about and the kinds of work they do before you take that next step, whether that’s buying something from them, reaching out to see about hiring them, or just signing up for their newsletter.
Recently I published a post about cold emails and I mentioned how a lot of my new business comes from cold emails. Guess what most people do as soon as they finish reading my email? They go to my website. Many of them also visit my social media pages, especially LinkedIn, which is why I think it’s so important to stay active on whichever platforms you decide to use.
The cold email is the hook, and the content on my website is what draws them in. Not only do they want to see my portfolio, but they usually want to know a little bit about me to make sure I actually know what I’m doing. That’s what my about page is for, as well as my Marketing Monday blog.
Since people who come to my website from my cold emails already have all my contact information, they usually either reply to the email or call me directly. Anyone who finds my website via social media can also choose to contact me via email or by phone – or they can choose another step in the sales funnel: my newsletter.
There’s a reason each blog post I write has both a link to my contact page and a reminder that they can sign up for my newsletters. If they’re not ready to reach out to me directly, but they want to hear more from me, the newsletter is a great way to keep in touch, remind them of my services, and maybe even let them know about new services of which they may not have previously been aware. I’ve had existing clients contact me about projects shortly after I sent out a newsletter about that very service.
As with my cold emails, anyone who gets my newsletter has the option to either respond directly to the email, or visit my website and decide from there whether to take the next step.
It’s a lot of work and it takes time, not only to build an audience, but to convert that audience into clients. Today’s buyers want to trust you before they’re willing to work with you, and you can’t build that kind of trust overnight. That said, once you’ve put in the work and proven how awesome you are, those same customers will likely stick around for years to come.
Thanks for reading! If you like what you see here, you can sign up for my newsletter at the top of this page. If you still have questions about content marketing, let’s chat.
P.S. If you’d like to see an infographic I made of the content marketing sales funnel, you can do that here.