If you are responsible for sales or lead generation then you
will no doubt be familiar with the classic sales funnel.
Traffic or Leads are basically thrown in at the top of the
funnel and due your magnificent sales and marketing nurturing you pass these
leads through the different levels of your particular sales funnel all the time
attempting to create a customer at the end of the process.
It’s a classic image used in business today and it works
well ….. up to a point!
You see what this model doesn't adequately explain is that
THIS process is a process that converts traffic or leads that have shown an
active interest in your product or service.
But there are many, many more individuals or businesses that
are not yet interested in you, but you can still get them into this funnel,
they might not buy yet, but they will be aware of you when they are ready to
purchase and by changing the way you talk to your market will help you to
become “front of mind” in their future purchase decisions.
To change this mind-set within your market all you need to
do is talk about something closely related to what you sell; so for example if
you sell computers, then create guides to help people use them or understand
common problems and how to resolve them.
This would mean that you are then likely to attract people
who (whilst not ready to purchase) use computers, and your great use of
associated content means that there is now a chance that when they are ready to
buy you will be “front of mind”.
This is a fundamental shift on how businesses look at content
and their content strategy, but this simple tweak to make content available
that is closely related (and helpful) to your core business offering can bring
in more prospects.
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