Content Funnel

How can you increase traffic and conversions on your website if you are just getting started?

That is a great question and with all of the different tactics out there how do you know which one is right for you and which are wrong for you?

I am not going to tell you that any tactic is wrong for you, because it depends on the position of your business. What i can share, is a simple strategy that we use to drive traffic and conversions when starting from nothing.

Define your audience and their problem:

The first step, is to define your audience and a single problem they have. It’s possible your audience will have multiple problems that you can solve, but to get started choose just one. 

If you are unsure of which problem to choose, look at which problem you can provide the most value in fixing. 

Break the problem into individual pieces:

Now that you have settled on an audience and a single problem, it is time to break that problem out into individual pieces.

These pieces should form a step by step process to solving the problem and implementing the solution.

Imagine the problem was “how to replace a car battery in a specific model of car”. You would break this process down into its individual steps.

Creating content every step of the way:

At this point, you should have your audience, a problem and the steps needed to solve the problem. Now it’s time to create content for each step of the solution.

We recommend creating short 60 – 90 second videos for each step of the solution, with an accompanying blog post (if needed).

This should provide you with anything from 4 to 10 videos.

Creating content in this way, creates a natural progression of content that people can follow along with. Hence, the “content funnel”.

Once people get to the end of this funnel, they are ready to engage with a bigger ask. The mistake most people make is they ask for an email, consultation, phone call or some other big ask the first time they interact with someone.

Is that how you behave? No, so why would other people?

End of the road:

The final piece of the puzzle, is to create your big ask. Some common examples are:

  • Ebooks
  • Guides
  • Consultation
  • Phone Call

A simple solution that we use, is to combine all of your videos into a single piece of content. Sticking with our car battery example we might offer a complete guide to changing your car battery.

We would make this guide available on every blog post that is associated with your videos as well as providing a specific landing page, where the guide can be downloaded.

Put it into action

Now we have all of the pieces we can put everything into action. Take your platform of choice: Facebook, Linkedin and Twitter being popular ones and show video 1 to your target audience for $5 per day. 

When you start to build an audience of people retarget everyone who watched 50% of video 1 with video 2. 

From video 2 onwards all ads should have a budget of $2 per day. Repeat this step to move people through each piece of content you have created and eventually they will get to the big ask. 

This structure is a way for you to create multiple touch points with your target audience, generate leads all at a low cost. 

By Dan Wheatley, Co-Founder

CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth

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