How to Write High Converting Copy for All Marketing Funnel Stages
Imagine opening your inbox and seeing a message from a company you don’t recognize but they’re offering you 10% off if you sign up for their newsletter.
While you’re not entirely sure you want to sign up, you do want to investigate further to see what they sell. You click on the ad before committing, but then you end up at their homepage. That’s when you lose interest.
There are marketing funnel stages for a reason. Each step a customer takes should lead them closer to helping them make a purchase with your company.
But if you don’t know what you’re doing, you’ll end up with a lot of people walking away because they were left hanging, unsure of what to do next. If you’re looking to avoid this costly mistake, keep reading.
We’re sharing how to write compelling marketing copy for all stages of the marketing funnel.
Marketing Funnel Stages: The Begining of the Journey
Your funnel stages are a journey that your customers take to learn more about what you offer. You want to make the experience interesting and compelling enough for them to keep going through each stage.
Your marketing funnel begins by piquing their interest. You have to write compelling copy that gets them to take notice of your company enough where they choose to take action.
This isn’t as easy as it seems. There are over 1.9 billion websites out there. While they’re not all in direct competition with your company, there are many who are.
Write With the Customer in Mind
You need to create copy that shows you’re not like every other company out there. That there’s a reason a person should choose your company over your competition.
The content at this stage should be both informative and authoritative. Answering customer questions and offering solutions is a highly effective way to attract the attention of your niche audience.
Use keywords that your customers are using to find businesses like yours. Try to find keywords that aren’t overused by your competition but your customers are using in their online searches.
Mine Your Own Customers for the Info You Need
If you aren’t sure exactly what your customers are looking for you to solve, there’s an easy way to solve that. Quizzes are not only fun to fill out but they give you a ton of information you can use to write great copy.
Customer surveys and interviews are also a great way to mine information that you can use in your copy. Take exactly what your customers are saying and use it to prove to others that you’re the solution they’ve been looking for.
Where to Reach Your Customers
Once you’ve developed content that captures the attention of your core audience, it’s time to start spreading the word. By now, you should know exactly who your core audience is.
Knowing who you’re marketing to helps you determine where they spend most of their time online. If you’re a B2B business selling software, posting your content on parenting sites is a waste of time and money.
They aren’t your target market.
Share Your Content
Share your content on social media sites your customers spend the most time on. You can use both paid promotion and organic strategies to help spread the word.
Organic search results are also a smart way to capture attention. Make sure your SEO description is filled out when you write content. Research which keywords will help you rank higher.
Research which external publications are most likely to attract the same people you’re looking to get in front of. Guest posts, press releases, and link building are all great tools to use to promote and reach your customers.
You can also reach out to influencers in your field. Getting an influencer to share your content or mention you to their audience can provide you with instantaneous authenticity that you can’t buy.
Using the Right Words to Capture Their Attention
In order to reach your customer during all the sales funnel stages, you must think as if you are one of them. Take some time to do research on which keywords and phrases your customer are most likely using to find you.
Optimize your meta descriptions and titles so that customers and search engines take notice. Use words like what, where, when, how, and why.
Other words that help people take notice are tips, tricks, and guide. These words show the customer that you’re trying to provide them with interesting and informative information.
But not only are customers taking notice, but search engines also do too. Quality, fresh content helps you rank higher.
And it’s vitally important because most people don’t enjoy being sold to. They want to learn and be entertained.
Most people would rather hear a story rather than a sales pitch. Keep that in mind when you’re producing copy for all stages of your sales funnel.
Align Your Customer’s Needs With Your Own
Each step of your sales funnel process should be focused on your customer’s needs. Most businesses focus on their own needs and desires.
Doing so will turn most customers off. You want a sales funnel that’s easy and keep customers engaged and interested enough to keep walking through the process with you.
Direct them to a Landing Page
Once you’ve enticed a customer to click on your content, you want them to go to a different page other than your homepage. A landing page works best for two reasons.
First, you can easily track how well your marketing efforts are working. Second, a homepage will cause them to lose interest in whatever brought them there in the first place.
How to Nurture Leads
After a consumer lands on your website, if they like what they see they’ll want to learn more about your company. There are several ways a consumer goes about checking you out online.
Your website needs a great look. While you want to provide customers with information, you don’t want to overwhelm them. Cut out the clutter and keep it clean.
Make sure your website’s loading time is less than 2.7 seconds. Any slower and you’ll lose out on customers because they’ll grow impatient.
Make sure your site provides engaging information to keep people looking at your site. If your bounce rate and end rates are high, take another look at your site to see why people are leaving so quickly.
Provide users space for them to leave reviews on your site. Not only is it great for SEO purposes, but people also trust online reviews as much as they do personal referrals.
Make sure your brand is apparent on your website. You want people to remember your company long after they’ve left your website so they keep coming back.
Provide Content to Act as Evidence
Every company is going to say they can deliver on their promises. Not all of them can.
However, you can provide evidence that you are an expert in your field by providing value-added content on your site. Have case studies, testimonials, and user-generated content available on your site.
If you have been recognized in your industry or won any awards your website is a great place to display those honours. It’s a quick way to build credibility.
Your website should also provide consumers with descriptions of your services and products. This is where people find out more about how you can help them solve a problem. Teach them how to use your product and service so they feel confident in making a purchase from you.
You can do this by providing tutorials, demos, and how-to videos. This way, your customers can easily visualize how your company can cater to their individual needs.
How to Get the Sale
Your next step is to focus on copywriting for the sales cycle. You’re almost done but you need to lead your customer to make the decision to make that purchase. You want them to purchase a product or service that day rather than letting them wait and change their mind.
You can do this by providing copy with a CTA (call to action). You can do this by enticing them with discounts, limited time offers, and promotions.
Use call to action’s that appeal to their emotions. Use the principle of scarcity to get them to make a purchase immediately.
Once you’ve finished this part of the marketing funnel, you can measure your results to see how well you’ve done.
How to Measure Your Results
There are several ways you can measure how well the stages of marketing funnel are working for you. Take a look at the amount of traffic you’re getting on your landing pages.
If it’s small, there’s something wrong with your sales copy. Your bounce rate will also tell you how quickly people left your site.
Using Google Analytics will also give you a better understanding of what’s working and what isn’t. That way, you can fix problem spots as soon as you spot them.
Start Getting the Results You Deserve
It can seem tricky at first to master all the marketing funnel stages but with a little trial and error, you’ll begin to notice the results.
However, even if you understand how to do it, that doesn’t mean you have to do it all on your own. We can help. Click here to book a discovery call.
Strategic Optimisation + Growth consultant for lean start-ups and change-making entrepreneurs enabling them to grow their business in a sustainable and profitable way. My super-powers are business optimisation, CX, SEO, and leveraging data insights for business growth. #fuelledbycoffee
Originally published at optimiseandgrowonline.com.au on December 23, 2018.