Content Funnel

How do you increase traffic and get your first conversions, 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 ones are wrong for you?

I am not going to tell you that any other tactics are 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 absolutely nothing.

 

Not for Ecommerce

Before we continue, I want to be clear… that this IS NOT a tactic that we use for Ecommerce businesses. We use this for companies or startups that want to build their mailing list, build their brand or simply begin building their sales pipeline.

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. Which problem, if you solved it… would have the biggest impact on your audience?

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 do I build an outbound sales process?” You would break this process down into its individual steps, that might look something like this:

  • Identify your audience
  • Create audience messaging
  • Identify list of 200 target accounts
  • Build your sequences
  • Add A/B testing into sequences
  • Define technology stack
  • What reporting is necessary
  • Internal review schedule

 

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.

I like to use written word; video and podcast etc. are all great, but they require more effort to do them well. Whilst you may not get as high engagement with a blog post when compared to a video. What I have found is, that people will come back to finish reading the blog post if you provide value.

If you just have a video in someone’s social media feed, it can easily be lost forever.

Creating content in this way, creates a natural progression 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.

Try to think about how you behave when encountering a new product or service. The chances are you have multiple touch points, before you finally engage. First engagements are often quite small, such as subscribing for blog updates.

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

The “big ask” should be associated to your content funnel. If we were creating content on “How to build an outbound sales process” we would likely have “The complete guide to outbound sales” as our “big ask giveaway” in exchange for a name and an email.

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

 

Put it into Action:

Now that we have all of the pieces, we can put everything into action. Pick your platform of choice: Facebook, Linkedin and Twitter, being popular ones and show your first piece of content to your target audience for $5 or $10 per day.

You can use a higher budget, if you have it available.

Retarget everyone who visits post 1 with post 2. Then repeat and move people through the funnel. Remove them from retargeting once they signup for the “big ask.”

This structure is a way for you to create multiple touch points with your target audience and 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