{"id":79840,"date":"2020-09-28T08:05:54","date_gmt":"2020-09-28T12:05:54","guid":{"rendered":"https:\/\/marketinginsidergroup.com\/uncategorized\/perfect-conversion-funnel-content-mapped-buyer-journey\/"},"modified":"2023-09-14T05:51:27","modified_gmt":"2023-09-14T09:51:27","slug":"perfect-conversion-funnel-content-mapped-buyer-journey","status":"publish","type":"post","link":"https:\/\/marketinginsidergroup.com\/content-marketing\/perfect-conversion-funnel-content-mapped-buyer-journey\/","title":{"rendered":"How to Build the Perfect Conversion Funnel with Content Mapped to the Buyer Journey"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Can you imagine how easy your life would be if every website visitor purchased a product? After navigating your complex conversion funnel filled with quality content, they purchase right there on the first visit. Easy and done.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, the thing is\u2014selling isn\u2019t easy, and it\u2019s far more difficult with so much digital information at your customer\u2019s fingertips. With <\/span><a href=\"https:\/\/www.salesforce.com\/blog\/2019\/04\/customer-retail-statistics.html\"><span style=\"font-weight: 400;\">87% of all shoppers<\/span><\/a><span style=\"font-weight: 400;\"> beginning with an online search, it takes more effort for brands to stand out with the right content that engages and converts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Modern consumers are digital piranhas. They\u2019re researching multiple brands and finding the best content out there\u2014all before making a final purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For this reason, your <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/why-content-marketing-is-important\/\">content is essential<\/a> to entertaining, educating, and converting potential customers. The right content nurtures prospects throughout your customer journey and ultimately turns them into loyal brand advocates that keep coming back for more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While most brands understand the importance of content development, many of them struggle with finding the right content that keeps a lead\u2019s interest long enough to produce results. Instead, they\u2019re bogged down by trying to choose the right <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/how-often-should-you-blog-blog-post-frequency-research\/\">content frequency<\/a>, budget, or format.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, once you treat each piece of content like a new opportunity to inspire your target audience, you\u2019ll be able to push them farther down your conversion funnel.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re looking to improve your <a href=\"https:\/\/marketinginsidergroup.com\/demand-generation\/3-never-seen-before-tactics-for-website-conversion-rate-optimization\/\">conversion rate<\/a>, you have to start with content. In this article, you\u2019ll learn how to successfully implement a lead nurturing strategy that\u2019s full of impactful content.\u00a0<\/span><\/p>\n<p><b><i>Quick takeaways:<\/i><\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">A lead nurturing strategy helps build a long-lasting relationship with leads that don\u2019t end with a final purchase<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">The conversion funnel attracts, builds momentum, and results in return sales with your target audience through quality content<\/span><\/em><\/li>\n<li style=\"font-weight: 400;\"><em><span style=\"font-weight: 400;\">Each funnel stage requires different content and messaging to engage leads and stand out from the competition successfully<\/span><\/em><\/li>\n<\/ul>\n<h2>Why is Lead Nurturing Important?<\/h2>\n<p><span style=\"font-weight: 400;\">No matter how many leads you attract to your website, about <\/span><a href=\"https:\/\/sherpablog.marketingsherpa.com\/email-marketing\/b2b-lead-nurturing-importance\/\"><span style=\"font-weight: 400;\">73%<\/span><\/a><span style=\"font-weight: 400;\"> of them are not ready to convert. However, brands that take time to nurture leads effectively have the potential to see a <\/span><span style=\"font-weight: 400;\">450%<\/span><span style=\"font-weight: 400;\"> increase in qualified prospects and <\/span><a href=\"https:\/\/www.demandgenreport.com\/industry-topics\/demanding-views\/2336-the-10-commandments-for-lead-nurturing-success.html#.U6m75PldV5p\"><span style=\"font-weight: 400;\">50% more sales<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/marketinginsidergroup.com\/demand-generation\/4-surprisingly-effective-b2b-lead-nurturing-tactics\/\">Lead nurturing<\/a> enables you to anticipate your prospect\u2019s needs and deliver value based on their pain points. By leveraging quality content, you\u2019re able to build long-term relationships with qualified prospects to accelerate them through your lead conversion funnel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lead nurturing during the buying process helps:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Establish communication with leads immediately<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build thought-leadership and credibility<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discover how to personalize and segment your audience<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Increase engagement<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Automate the sales cycle and find up-sell opportunities<\/span><\/li>\n<\/ul>\n<h2>What is a Conversion Funnel?<\/h2>\n<p><span style=\"font-weight: 400;\">A conversion funnel is a path a prospect takes through your website that often leads to final conversion. Depending on your business, a conversion could be a purchase, sign-up, form fill, or more.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Leads could drop out of the funnel for several reasons. Whether they aren\u2019t ready to buy or experience technical errors, it\u2019s essential to identify these drop-off spots to drive engagement and convert more leads successfully.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A typical conversion funnel includes the following stages:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Awareness<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Interest<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consideration\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Purchase<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Loyalty<\/span><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-656479\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/conversion-funnel-with-content.png\" alt=\"conversion funnel with content mapping\" width=\"1000\" height=\"596\" \/><\/p>\n<p><span style=\"font-weight: 400;\">However, it\u2019s essential to note that modern buyers don\u2019t always neatly fit into a funnel. With access to more information than ever before, conversion funnels are less about the structure, and more focused on customer behavior that nurtures prospects every step of the way.<\/span><\/p>\n<h2>The Content You Need to Build a Successful Conversion Funnel<\/h2>\n<p><span style=\"font-weight: 400;\">A holistic <a href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/b2b-content-marketing\/\">content development strategy<\/a> takes your lead through every stage of the buying cycle to build loyal relationships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, how can you develop an engaging conversion funnel to increase your ROI with content?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take an expanded look at what each funnel stage includes and the ideal content that nurtures leads into a final conversion.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Stage 1: Awareness<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">At the top of the funnel, you need to attract leads to your website by highlighting a pain point and providing a solution. After completing a competitive analysis and discovering how your brand solves customer needs at a higher level, you can highlight those benefits from multiple angles that drive website traffic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bottom line: Your content needs to grab a user\u2019s attention enough to entice a click-through. The content for this stage includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Search ads:<\/b><span style=\"font-weight: 400;\"> Leverage eye-catching headlines or imagery to showcase your brand\u2019s value. However, it\u2019s essential to nail your target audience and budget for the best results<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Dedicated landing pages:<\/b><span style=\"font-weight: 400;\"> With a focused landing page, you can effectively communicate your brand\u2019s main message and tie in advanced personalization<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Blog posts:<\/b><span style=\"font-weight: 400;\"> Long-form content demonstrates that your brand is trustworthy and drives organic search traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Videos:<\/b><span style=\"font-weight: 400;\"> With <\/span><span style=\"font-weight: 400;\">84% of consumers<\/span><span style=\"font-weight: 400;\"> persuaded by video, it\u2019s an effective medium to grab your lead\u2019s attention through entertainment<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Stage 2: Interest<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve hooked your lead, you need to continue to provide them with entertaining and educational value, so they remain interested. In this stage, you build momentum around your brand and keep your lead\u2019s attention until they\u2019re ready to make a purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Value-building content includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Infographics and checklists: <\/b><span style=\"font-weight: 400;\">Generate shares and earn engagement through digestible materials that mix data with solutions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Social media:<\/b><span style=\"font-weight: 400;\"> Meet your audience on their preferred platform and engage with them to build a community<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Email:<\/b><span style=\"font-weight: 400;\"> Newsletters let you build a 1:1 lead relationship and have a <\/span><a href=\"https:\/\/www.oberlo.com\/blog\/email-marketing-statistics#:~:text=Summary%3A%20Email%20Marketing%20Statistics,-Here's%20a%20summary&amp;text=The%20number%20of%20active%20email,you%20spend%20on%20email%20marketing.&amp;text=The%20average%20open%20rate%20for%20a%20welcome%20email%20is%2082%25.\"><span style=\"font-weight: 400;\">higher ROI<\/span><\/a><span style=\"font-weight: 400;\"> than any other digital platform<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Stage 3: Consideration<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Through the consideration phase, users research and decide whether or not your brand is the right fit. Armed with web searches full of competitive information, consumers oftentimes compare brands against each other to find the best deal or value proposition.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The consideration phase is all about defining options and propositioning your brand as the best solution. Consideration content includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Thought-leadership content:<\/b><span style=\"font-weight: 400;\"> Display your credibility through comprehensive ebooks, white papers, webinars, and more<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Reviews:<\/b> <a href=\"https:\/\/www.inc.com\/craig-bloem\/84-percent-of-people-trust-online-reviews-as-much-.html\" class=\"broken_link\"><span style=\"font-weight: 400;\">84% of people<\/span><\/a><span style=\"font-weight: 400;\"> trust online reviews as much as a personal recommendation, so they help inform leads about your brand and customer service<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Comparison videos: <\/b><span style=\"font-weight: 400;\">Anticipate and answer your lead\u2019s questions by pitting your brand up against the competition<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Stage 4: Purchase<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Are you ready to close the sale? At the purchase stage, you want prospective customers to add an item into the cart and hit \u2018buy now.\u2019 While the lead\u2019s intentions are clear, they may need additional reassurance that they\u2019re making the right decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purchase stage content should be educational and include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Free trial demos:<\/b><span style=\"font-weight: 400;\"> Allow leads the ability to test-drive your products before completing a purchase<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Discounts:<\/b><span style=\"font-weight: 400;\"> Offer incentives, like free shipping or additional product offerings, to sweeten the deal and encourage quick action<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Pricing guides:<\/b><span style=\"font-weight: 400;\"> Include detailed product information and pricing to ease any doubts<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-656480\" src=\"https:\/\/marketinginsidergroup.com\/wp-content\/uploads\/2023\/09\/conversion-funnel.png\" alt=\"conversion funnel\" width=\"800\" height=\"497\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Stage 5: Loyalty<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you thought the conversion ended with a purchase, think again. You want each converting customer to come back, purchase, and tell all of their friends.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, past customers spend <\/span><a href=\"https:\/\/cmo.adobe.com\/articles\/2017\/3\/loyalty-mind-blowing-stats-tlp.html#:~:text=It%20costs%205x%20more%20to,to%20retain%20an%20existing%20customer.&amp;text=After%20building%20a%20relationship%2C%20customer,67%25%20more%20than%20new%20ones.\"><span style=\"font-weight: 400;\">67%<\/span><\/a><span style=\"font-weight: 400;\"> more than new ones. It also costs 5x more to attract a new customer than an existing one.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At this stage, customers are looking for continued education and support. Content includes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Product tutorials and videos:<\/b><span style=\"font-weight: 400;\"> Keep customers abreast of any recent enhancements or new products<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Email journeys:<\/b><span style=\"font-weight: 400;\"> Utilize triggered emails based on customer actions or inactivity<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>User communities: <\/b><span style=\"font-weight: 400;\">Help foster a community around for customers to learn more\u00a0<\/span><\/li>\n<\/ul>\n<h2>Increase Engagement with a Content Conversion Funnel<\/h2>\n<p><span style=\"font-weight: 400;\">While a conversion funnel seems easy in theory, it\u2019s essential to remember that it\u2019s an ongoing cycle that needs to be carefully monitored and updated. Conversion funnels aren\u2019t an easy pursuit; however, they provide long-term value and ROI that increases your brand\u2019s overall productivity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By focusing on customer behavior and experience, you can successfully implement a conversion funnel that outmatches competitors and attracts your target audience.\u00a0<\/span><\/p>\n<p><b><i>Ready to kickstart your conversion funnel? <\/i><\/b><a href=\"https:\/\/marketinginsidergroup.com\/content-builder-services\/\"><b><i>Schedule a free consultation<\/i><\/b><\/a><b><i> to learn more about our Content Builder Services today.<\/i><\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Can you imagine how easy your life would be if every website visitor purchased a product? After navigating your complex conversion funnel filled with quality content, they purchase right there on the first visit. Easy and done.\u00a0 However, the thing is\u2014selling isn\u2019t easy, and it\u2019s far more difficult with so much digital information at your [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":79846,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","footnotes":""},"categories":[15],"tags":[],"class_list":["post-79840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Build the Perfect Conversion Funnel with Content Mapped to the Buyer Journey - Marketing Insider Group<\/title>\n<meta name=\"description\" content=\"Is your conversion funnel underperforming? See how a content mapping strategy can help your brand engage with leads and increase sales!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/marketinginsidergroup.com\/content-marketing\/perfect-conversion-funnel-content-mapped-buyer-journey\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build the Perfect Conversion Funnel with Content Mapped to the Buyer Journey - Marketing Insider Group\" \/>\n<meta property=\"og:description\" content=\"Is your conversion funnel underperforming? 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