Content marketing strategy according to the purchase process

The purchase process that the consumer goes through from the moment he is aware of the need he has until he executes the purchase decision, called “Sales Funnel” is divided into three phases. We must know what phase our client is in to guide our content marketing strategy to offer the most appropriate content at all times, TOFU, MOFU and BOFU. What is the sales funnel? The Funnel / sales funnel, also known as the marketing funnel, is the systematic and visual process, divided into several stages where the different phases that a user has to go through are defined from the moment they contact us until they decide to buy the product Armenia Mobile Database. or service we offer. Phases of the marketing funnel How we have advanced, the process from the moment in which the client is attracted by a topic until he is aware that he has a need and therefore needs to acquire a product or service, is divided into 3 phases:

Phase 1. Need and Attention (Awareness). The user is interested in a topic but is not yet aware of its need. Phase 2. Consideration. The user is already aware that he has a need and seeks information to solve it. Phase 3. Decision. The client is ready to choose the product / service that solves his need. This funnel keeps getting smaller and smaller. So we must either achieve maximum impacts at the top of the funnel or be very efficient in our content marketing strategy so as not to lose users along the way. Content marketing strategy according to the phases of the marketing funnel Phase 1. Awareness . We must promote TOFU content , or what is the same, Top of the Funnel. It is about informing the user by giving answers to their concerns as well as attracting as many visitors as possible. For this we can carry out a content marketing strategy through quality articles, webinars, guides or ebooks.

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It is important, to differentiate them, offer information of great value, rich in keywords and that responds to the needs of the user. The content must be 100% educational and not commercial. Phase 2. Consideration . In this phase we will focus on MOFU or Middle of the Funnel content . We must offer much more elaborate content that responds to the user’s need so that they begin to see us as an option to consider to satisfy their need. It is the most critical part of the funnel, since we must convert visitors into potential customers. For this we can rely on market studies, interviews, infographics, success stories or testimonials. It is 50% educational and 50% commercial content. Phase 3. Decision .

At this stage, the user is ready to make the purchase, but he does not know who he is going to buy from. We must offer you BOFU or Bottom of the Funnel content . Our content marketing strategy must be supported by the products / services that we offer through a commercial offer Brother Cell Phone List. We can use: promotions or discount coupons, invitations to demonstrations, newsletters, catalogs or even schedule a meeting. It is about offering 100% commercial content. Once we get the sale in this last phase, we must not forget that it is important to retain the customer who has just bought us. Designing a good content marketing strategy is essential to get the greatest number of leads with less effort, resources and costs.

For this, it is important to know the phases and behavior of the consumer in the marketing funnel and offer them the corresponding action at all times, such as a personalized email marketing campaign, special discounts or specific offers … To analyze in each of the phases how many visits we receive on our website and how many advance in each of the phases, we must calculate it through the conversion rate. In each phase we must set objectives and with this KPI we will know to what degree we are achieving them and in which we must improve. Its formula is: Conversion rate = (Conversions, leads or sales / visits) x 100 The perfect combination of TOFU, MOFU and BOFU content strategies is the key to online marketing success that helps us achieve our goals.

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