How to Plan a Marketing Funnel

How to Plan a Marketing Funnel

In my last post I explained how you go about building a marketing funnel. In this article I will focus more on how to plan a marketing funnel for your business.

 

ASSUMPTIONS

 

There are certain assumptions I am going to make at this point, those are as follows:

 

  • You have identified your buyer personas
  • You know what types of content you can produce, at a minimum blog posts
  • You know what a landing page is
  • You know what call to action is
  • You know what a long tail keyword is
  • You have a basic understanding of organic SEO

 

If you don’t I will add some appendix entries at the end of this post.

 

How to plan a marketing funnel

 

So always approach a funnel in its three basic requirements:

 

  • ATTRACT
  • CONVERT
  • CLOSE

 

Your prospects (soon to be customers hopefully) have varying forms of activity when they are researching for solutions to their problems. Typically they want to educate themselves or reassure themselves that their understanding of your offering is suitable to their needs.

 

ATTRACT

 

The attract stage is the top of the overall funnel. It’s the content you want to create that answers generic searches your prospects will be making to educate themselves about the type of solution your company offers.

 

Typically searches at this level of the funnel start with “What is” and “ Where can”, examples being

 

“What is cryptocurrency?” or “What is Bitcoin?” and “Where can I learn about cryptocurrencies?”

 

As you can see by the type of question, they are very educative searches, the prospect is trying to educate themselves about cryptocurrency and Bitcoin.

 

CONVERT

 

The convert stage is the middle of the overall funnel. The content that should be distributed here is the type of content that answers direct and specific questions about your product or service.

 

Typically the questions that are asked for this section of the funnel start with “How do” and “How can”.

 

Typical pieces of content would start “How do I trade cryptocurrency”, “ How can I trade Bitcoin”.

 

As you can see by this type of search question, it’s far more “about doing”, and therefore shows more intent in the request.

 

CLOSE

 

The closure stage is quite obvious. It is the searches that a prospect undertakes when they are ready to convert. That is to buy.

 

Content at this part of the funnel is all about converting to a trial of your product, an outright sale or a consultation.

 

Content types that you could produce would be (to keep the crypto theme going) “Where can you buy cryptocurrency”

 

Notice that this content is very much more about the purchase of cryptocurrency. You can be very direct here with the content topic outputs from a sales oriented perspective.

 

Content Strategy

 

The content strategy is relatively straight forward from here. My advice is to work on a strategy that has 4 to 5 pieces of content to each funnel stage. Each funnel stage should compromise of the 4 to 5 articles and a landing page.

 

Each article should have a call to action that directs a post reader to the landing page placed in the content.

 

So your overall strategy looks like this, 5 articles, 1 call to action, 1 landing page.

 

You repeat this strategy for each stage of the funnel so your overall full length funnel, nurturing your prospects along has 15 articles, 3 landing pages and 3 calls to action.

 

That is your basic guide that instructs you how to plan a marketing funnel.

Something to consider

 

Blogging is the easiest form of content to produce, but it is not the only form of content you can produce.

 

Have you heard of repurposing content?

 

This is a good way to expand your content types. You can take a blogpost and repurpose it to other content types:

 

  • Podcast
  • Youtube video
  • Infographic
  • Social media posts

 

This way you can create your initial sets of content and then amplify the messaging through other channels giving you more opportunity to prospect online and drive further opportunity from a broader reach. So inc losing if you need further advice on how to plan a marketing funnel then please drop us a line.

 

Paul Sullivan
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