Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how part of a content sales funnel’s purpose is to filter out the clients you don’t want, as well as draw in the ones you do.
You know how sometimes you notice something and then it starts popping up everywhere? I had that experience a few weeks ago after writing my post on the content marketing sales funnel.
I was listening to a podcast on content marketing where the guest was talking about going in for a job interview, telling his interviewer he was good at writing popular content, and she told him she didn’t care about popular content. She didn’t want viral content that appealed to everyone, she wanted content that was important to a specific audience. He then said on the podcast that he wished he could rewind and answer the question again, because he felt it was a better way to describe what he does: write content that’s popular with a specific audience.
Later that morning I was at a networking event when someone asked what I was working on, so I mentioned I had just written a blog post about the content sales funnel. He asked how he could keep people in the funnel, as opposed to the people who call and ask a question or two, never to be heard from again.
My response was that people leaving the sales funnel isn’t always a bad thing. In addition to driving new customers to contact you and/or click that “buy” button, sometimes the content sales funnel helps filter out the people who don’t really want to work with you – and that’s OK.
In fact, I would go so far as to say that’s a good thing. You don’t want to waste your time and energy trying to attract people who are never going to be a good fit for your business, so if someone leaves the sales funnel before spending their money, I don’t think it’s necessarily something to stress out over. Yes, it’s always possible that you have a gap in your sales funnel that needs to be filled or your content isn’t doing it’s job of convincing people to take the next step, but some people will just never be ready to take that next step.
That said, for the people who do fit the profile of your ideal clients, you should make it as easy as possible for them to get to the next section of the sales funnel, all the way up to the point of contacting you.
I know we all want to grow our business and serve as many people as possible, but that’s not always realistic. So when you’re writing your blog post, or telling your content marketer about the audience you want them to write for, be as specific as possible.
Think of some of your favorite clients. What makes them your favorite clients? What problems do they have that you solve? What convinced them to work with you in the first place? All that should inspire you to come up with the topic for your next blog post/newsletter/social media post/etc.
I get a lot of my blog topic ideas from conversations I’ve had with my existing clients, or potential clients at networking events (where I meet a lot of small business owners and solopreneurs). There’s no better way to know what kinds of content will appeal to my audience than going straight to the source.
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