When it comes to the art of digital marketing, we often work clients who haven’t heard of the terms we use and don’t necessarily know how to leverage each step of the customer experience to drive sales.
We have created this blog not only to explain why every step of your “funnel” needs to pack a content punch, but what it all means – and why it’s enormously valuable for you to understand as a business owner.
You hear a lot about content creation, particularly in this visually focused age where innovative graphics are the norm, however content isn’t just for marketing and sales. It’s also about building relationships and trust with your customers, establishing yourself as an expert in your field, as well as encouraging engagement and growing brand advocates.
Why a Content Strategy is a Secret Business Weapon
To kick things off, we’d like to introduce the concept of a content strategy. It sounds pretty serious, but doesn’t have to be mind-blowingly complicated, and you can start with a short-term calendar of content and build on it as you go – or dive right in with a strategy that covers the next 12 months!
Strategising is the key to all great marketing.
What do you want customers to think of when they think of you?
What values does your brand stand for?
Who is your key customer, and what sort of content resonates with them?
Where do they look for information? What mediums will help you meet your customer on his or her own terms?
In essence, a content strategy means that you have worked out your key business priorities, and put energy into fleshing out those objectives to identify how you’re going to go about content creation that will help you reach your audience, step-by-step. But, circling back, you can’t create a content strategy until you have established your funnel!
The word “sales funnel” always sound a little cold. Still, the reality is that every brand, every business, every company that engages in any sales and marketing does have a funnel; even if they don’t realise it!
The funnel is the journey your customer goes through, from first hearing your name, to becoming a loyal follower. This theoretical funnel is made up of specific steps that your customer will move through, but the key is to focus on each step individually and for the purpose of content creation, create content to nurture and move your customer on to the next step in the process.
How are Funnels Essential to Driving Business Growth?
As an example, we’re going to work through a sales funnel, to illustrate what that customer experience might look like.
To start with, we’re not going to try and force a customer into buying a product (nor would that work!). Instead, we’re going to introduce ourselves, establish a presence, and get our name out there to build awareness.
Next up, we want that customer to consider us as their next port of call when they need something. Alternatively, we tell them what problems we solve, and establish ourselves as the expertswho can help.
Yep, that’s right; all businesses are real people, with real personalities, and real thoughts. Engagement isn’t just telling people who you are, but listening to them! Ask your audience what they like, what they don’t, what they think, how they feel – get a conversation started that values any contribution they would like to make.
So, you’ve connected with a customer, and they’ve bought a product. Great news! The next step is just as important as everything that’s come before – retention. You don’t work this hard to sell one product, or one service, to one person. You want them to rely on you to deliver the good stuff and keep coming back for more.
Once you’ve reached this stage, it’s essential to retain that customer and to connect with them at the right level to cement your relationship. This stage is about your customer becoming your advocate, and being happy to share their positive experiences with other potential new customers; who start right at the beginning of your funnel.
So, this is a very brief rundown of the critical steps in the funnel, and why you need to build up through the stages to secure sales.
Why Skipping Content Creation at any Funnel Stage is Disastrous
You probably see where we’re going here; EVERY step of the funnel is fundamental.
Content creation doesn’t solely mean videos, website content, newsletters, follow-ups, messages, social media images, blogs, emails, marketing ads. It is all of these things, working cohesively to engage with your ideal customer base, and showcase what you have to offer.
Once you have established your funnel, what you’re doing is breaking down the steps that every customer will take before they decide to spend their hard-earned cash with your business, and then afterwards too. Your content creation strategy should be built around your funnel, and the funnel provides you with a good framework from which to work and help you to make sure that you deliver valuable, interesting, engaging content at every touchpoint.
How to Create Great Content at Every Stage of Your Funnel
It’s easy to use phrases like ‘content strategy’ and ‘sales funnel’ – but for a lot of businesses, particularly SMEs who perhaps don’t have a marketing guru on their team, it’s not always quite so obvious or straightforward.
This information is to help you create a standout content strategy and guide you in your content creation, so let’s work through each step of the funnel, and think about what content we might create that would help us work towards those overarching objectives.
The top of the funnel – ATTRACT – Build Awareness
Building awareness means you want to increase the visibility of your brand. This is not a step for pushing sales, but rather for introducing your business, sharing advice or solutions, and generating leads.
Publish blogs to educate, guide and provide solutions to problems
Share social media posts with tips or info
Share ‘how to’ videos
Create downloadable guides with lead generation forms
Share a signup for your newsletter with lead generation forms
Step Two – CONVERT
In this step you want your customer to consider using your brand. It establishes you as the business that can solve a problem (even if it’s a problem they didn’t realise existed!).
Make good use of CTAs (Calls to Action) – make it easy for your customer to ask you a question, learn more, download a guide, and send you a message. One-click is ideal!
Focus on your website, populating it with relevant, informative content.
Think about SEO, and optimise every element of your digital presence to make it easier to find, and higher ranked
Invite customers in the door to get to know you, with blog posts that explain what you can offer
Keep creating engaging social media posts
Step Three – ENGAGE
Now we’re in the conversion stage of the funnel – you’ve worked consistently to reach this point, so let’s keep going!
Here we need to solidify everything your customer knows about you, and leave no doubt that you’re the business they need.
Concentrate on your website UX (user experience) – how many buttons do they need to press to add something to their cart?
How quickly can they find the information they need?
Do you have a published FAQs page with all the critical answers about delivery lead times, packaging, payment terms and anything else relevant to your business?
Do you make it easy for a customer to sign up, register, or buy? Use CTA buttons, instant links, and make sure the content and pop-ups at every stage of that process are perfectly aligned with the brand image you have created.
Do you have a mobile optimised version of your website? Can customers buy something from you with one-click through social media?
Can customers purchase directly through social media – are you set up for social commerce?
Step Four – SELL
Here we’re building on that established relationship and creating brand loyalty
Make sure your customer is happy with their purchase. Send an email, pop them a message, or give them a call (depending on your business and what makes sense!).
Request feedback or a review – everyone likes to be asked for an opinion!
Use email marketing to stay in touch, and allow your customer to connect with you again.
Keep on delivering useful content; think about blog posts, new product or service launches, sharing interesting social media content, and keeping that interest alive.
Always pay attention to reviews and feedback you receive. Be honest, keep it public, and never be tempted to brush off a bad review because how you react will define whether you reach the next stage of the funnel.
Step Five – CONNECT – Customers That Advocate for You
Once you’ve turned a potential lead into a customer, you then want them to become an advocate, and cement their brand loyalty.
You want your customers to love what you do, and to be proud to buy from your business. Delighting customers is an excellent way to expand your reach and connect with more like-minded people.
Think about customer loyalty; do you add value to their experience, by sharing content, links or opportunities that you think they’ll be interested in?
Can you build a community that will make this customer feel that they’re a valued part of something?
Use emails and social media to keep them informed, continue to engage, and perhaps create special offers or exclusive services that only your established loyal customers receive.
Reward customers who share your products by using giveaways or competitions, ask them to share their experiences and be sure to give them something back in return.
What’s interesting is that, at every step of the funnel, the goal isn’t brand marketing. It isn’t pushing products, selling at knockdown prices, or piling a budget into digital ads (although all of these things have their place on the broader marketing framework!)This is about content creation and engagement that sings for your brand, makes customers want to buy from you, and establishes your position in the market as a reliable, personable, expert brand.
For more information and advice about creating a killer content strategy, and making every step of your funnel work hard for its place, contact the Woya Digital team.
When blogs first arrived, the primary concept was merely to produce an online journal. Nobody considered it a source of generating online traffic, raising awareness, meeting business goals. Or even the importance of business blogs. However, blogging has gained significant momentum over the past decade. People now use it for a variety of different purposes.
What are Business Blogs and How Can It Benefit Business?
Business blogs are opinion, thought and articles, usually on your website and promoted on social media platforms. The blog resembles an online diary or journal that is maintained by the business owner, manager, blogger or team of bloggers. In business, blogging is a marketing technique that is used to bolster the online visibility of a business.
For business blogs, the blogger creates informative or interesting short-form content of around 300-500 words. This content is then posted on the website’s ‘Blog’ section, which are listed in date order. Simply, business blogs are a collection of articles written by the company to be read by an audience they are looking to attract.
The companies that consider business blogging to be an awesome marketing tool, generally discuss the subject matter that is relevant to their products, services or areas of interest. Something that would attract or interest their customers.
Importance of the Content Structure in Business Blogs
The structure of individual blogs is increasingly important for a website’s SEO. If you intend to improve the traffic on your blog, you should focus on structuring the content so that it makes sense to Google and is easy for readers to navigate.
If your blog is structured strategically, the content will have the best links. By generating links, you are informing Google about the importance of the content. You also indicate that you expect Google to index the content. If you follow a smart internal linking methodology, there is a high probability that your content will rank better on search engines, which is a major goal for all.
Blog Timings – How Often?
Blogging is a commitment that requires effort and perseverance. The regularity of blogs is increasingly important to attract readers and encourage them to come back to your blog regularly. If a reader anticipates your blog posts and you fail to deliver on timely intervals, they are likely to lose interest. This is damaging to your overall credibility and marketing strategy.
While posting regularly is a smart choice, many businesses resort to weekly submissions, considering the amount of time and energy required.
The Benefits of Business Blogs
Many successful companies value the importance and benefits of blogging. Many marketers have observed a substantial increase in their online visibility and conversions after maintaining a blog. The real benefits of blogs include:
Boost Business Visibility
A regularly updated and tactfully curated blog aids in bolstering the business visibility. It is an innovative marketing strategy that helps in generating awareness and drives traffic to your website. A blog provides information and knowledge to the readers and subliminally endorses your product and services to them. This helps in building your reputation as a trusted and knowledgeable supplier. A well maintained blog nurtures conversions and boosts the visibility of your company in the digital space.
Drive Web Traffic
Blogging is not only used to generate awareness, but will also drive increased traffic to your website. Marketers make use of guest blogging tactics to encourage new readers to their site. A well maintained blog will also motivate your intended audience to access your site time and again. It is estimated that a company that blogs gets almost 55% more visitors on their website.
Blogs are the building blocks of your SEO strategy. A search engine optimised blog can help in improving your search ranking substantially. Blogs can be used for guest blogging, back-linking, keyword indexing and building your credibility online. All this affects your SEO positively, ensuring improved search rankings.
Boost Brand Performance
With cut-throat competition in the digital fraternity, a blog with fresh content, insights and knowledge can give you a significant edge over your competitors. It improves your brand recognition and reputation, facilitating your overall business growth.
Build Customer Relationships
Your blog becomes your primary mode of communication with your client. A recurring visitor indicates that your blog is being appreciated and your brand recognition is increasing. Your blog can become a great way to build suitable and long-term relationships with customers.
The benefits of blogging are extensive. Marketers that make use of blogs get 67% more leads than those that don’t. Businesses who give priority to blogging are 13 times more likely to get positive ROI, highlighting its increasing significance.
Woya digital is a social media marketing agency based in Chichester. We can assist companies of all sizes, anywhere, promote themselves through the internet. Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.
The idea of SEO services or search engine optimisation is more complex than ever before, especially on-page SEO.
It is no longer a simple process of marking various things off of a pre-determined SEO services checklist. Woya Digital’s successful search marketing for our pay monthly SEO services involves the use of 6 important on-page SEO elements that are extensively understood and properly implemented.
1. Title Tag
The title tag, which is basically a short description of 70 words or less, is used by the website visitors and search engines as the identifier. The title tag itself, placed between <HEAD> and </HEAD> tags near the very top of the HTML code for a particular page informs the search engines what the page is about. Together with the Meta description, the title tag is the representation of your business in Google and search engines.
2. Heading Tag and Keywords
Heading tags are simply the headers that are used on a website post to divide it into different sections. The Heading tag is the main heading that comes after the title on any given webpage. The use of the main keywords that help define a target in the Heading tag is one of the most popular on-Page SEO services and techniques because it helps to improve the visibility of your website in a search engine.
3. Subheadings and Keywords
Headers are not limited to just the main or focus heading. There are up to 6 different header tags that can be used in any given website. Each specify and outline a different aspect of a post. The heading tags from number 2 and onwards are all known as subheadings. It is encouraged that each subheading, especially the first three includes the main keyword for for increased SEO ranking.
4. ALT Image Tags
And ALT IMG Tag is the abbreviation to the ALT attribute to an IMG tag. The ALT tags are the alternatives to the text that are added to images in case the browser is unable to properly render them. It is a way for SEO services marketers to ensure that the search engine associates a websites main keywords with related images to strength their search rankings. The use of ALT tags on images is one of the most successful on-page SEO strategies. Especially for web-stores selling their products online. This practice ensures that the products show up on the Google image search as soon as the keywords are entered in the search bar.
5. Keywording the first 100 Words
Most websites include a long and detailed introduction at the beginning of their posts. Only choosing to mention their focus keywords much later and further down. And then they complain that their SEO services and SEO rankings are not working. That is because the later a keyword is introduced in a post, the longer it takes for Google to recognise and understand what information is being presented on your website. As such, for optimal search engine optimisation it is essential that the main keywords be introduced within the first one hundred words.
6. Website and Server Speed
According to Google, the server speed, website and page speed are taken into account by the ranking algorithm. As such it can be deduced that server speed is an essential element in ensuring successful on-page SEO. A slower page means high rate of abandonment, loss of links, and decreased visitor engagement. Making it a critically important factor to take into consideration when marking an on-page SEO strategy.
Need Some Help?
The team at Woya Digital is a social media marketing agency offering SEO Chichester, here to help. We offer SEO and Local SEO solutions that designed to get you to page 1 of Google.co.uk We can assist companies of all sizes, anywhere, promote themselves through the internet.
Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.
Do you want to promote your latest business venture and need Facebook Page Likes?
Perhaps you’ve been doing stand-up for a while and want greater visibility. Whatever the reason, you’ve decided it’s time to set up a Facebook page and leverage your social standing through Facebook Page Likes.
However, it isn’t always as simple as it looks. Of course, a popular actor only has to tweet out her page and instantly gain a few hundred thousand likes. It probably won’t be that easy for you. In fact, even the initial hundred likes can be a difficult to attain milestone. But don’t fret. This article is going to take you through the basic steps to your first century.
1. Set Up the Page
Before you click on that “Create Page” link, stop and think for a while. Take some time to determine what you want your page to convey to the audience. It’s important to fully understand the essence of your venture first. Say that you’re a stand-up comic. What then is the purpose of your page? Make a list of the goals you want the page to achieve. You may want to reach a wider audience, and to promote events you’re participating in. You may also want to sell merchandise such as T-shirts and mugs. Plan out your page before you actually create it. It is also a good idea to create a stylised logo or customised cover page beforehand. After all, the page is part of your brand, and you want your brand properly represented.
Once you know the scope of the page, create it. Select the type of page you want to create from the list of options, and then give your page a catchy name. Fill out the page in detail – add a picture and cover image, and use the ‘add a button’ widget to allow visitors to easily take actions like making purchases. And don’t make the mistake of leaving the ‘About’ section bland. Make sure it’s as unique and memorable as anything you intend to post if you want genuine Facebook Page Likes.
2. Share it with Your Friends
Most people have sizeable friend lists. Yours probably has at least around 200 people. This is your starting base. Send invites to everyone on your list. Then follow up with close friends, and people who would find your page especially relevant. Send them messages through Facebook Inbox to both Facebook Page Like and Share the page. Do take care to ask them to like the page itself, and not some random post that you have put up. This should net you around 30 to 40 likes at the very least. It’s important, at this and every stage, to regularly update your page with relevant content that will keep viewers interested. The quality of your content is paramount to the success of your page.
3. Use Paid Campaigns
You can get only so far with organic shares. At some point, you will have to invest in a paid campaign in order to increase your reach. Start with £50 to boost a well-liked post to a specific target of customers. Through pay monthly marketing services, you should be able to reach a much larger segment of people who would be interested in your page. We have an article about online advertising on Facebook here.
Need Some Help?
The team at Woya Digital is a social media marketing agency in Chichester, here to help. We offer pay monthly social media solutions that are fully managed and personalised for your success. We can assist companies of all sizes, anywhere, promote themselves through the internet.
Our fixed price offering is straightforward and yields results! We are fantastic at social media management, website design and SEO, all paid monthly, with no upfront investment.
Considering the wide adoption from the business community, the message is pretty clear, It’s time to make your mobile website, mobile friendly… But what has prompted this approach? Why is there such a craze among webmasters to develop a mobile responsive website? Let’s take a look.
Tapping the Massive Audience
Currently there are 3.5 billion users connected to the digital world of internet through globally residing IPs. Out of these 3.5 billion users, 60 million dwells in the UK. Refine it further and you will find that 70 percent of the internet users (aged 16 or above) access internet through their mobile phones and smart phones. We tried summarising it and the conclusion we reach is:
Whether you are in England, Scotland, Ireland or Wales – if you are on the internet right now, statistically the chances are that you are on your mobile phone.
Now with such a massive audience to tap, who wouldn’t want to have a mobile website, mobile friendly?
You Don’t Just Have an Audience, You Have a Flock of Customers
Tapping a large audience doesn’t always translate into more business opportunities. But here, you have the McFlurry and you have the M&M as well to top off the experience. A report from Capgemini and IMRG revealed that during December 2016, 47 percent of the retail sales were made through mobiles. The report further goes on to predict that the ecommerce sales in the UK will cross the figure of £500billion by 2020. Out of which mobile commerce will contribute to a whopping share of 45 percent.
You have the audience and you have a consolidated niche that is ready to earn you some significant business.
Here is a bonus for our readers: Clothing, books and home electronics were the most popular consumer products that the residents of the UK purchased over the internet over the last two years. So all the concerned retailers, it’s time to call a meeting with your webmasters.
In the World of Internet, Google is the Ruler
Google too appears to be strongly advocating the idea of mobile compatible websites. With its recent algorithm updates, the search engine has been prioritising mobile friendly websites on its ranking table among the returned SERPs. Search engine optimization is the rule of law in this kingdom and webmasters are always looking for strategies and practices that can help them rank higher on SERPs.
As such having a mobile website that is mobile friendly can help you boost your website ranking.
And in the End, it’s the Reputation that Matters
The whole concept of a mobile website that is mobile friendly is to provide convenience to the users. They can access from the comfort of their palms, anytime and anywhere. That is the future as this improves a customer’s online experience and accents your mobile website and brand with glowing reputation.
When your customers are satisfied and you have a burgeoning reputation in the market. Nothing can stop you from being a competitive player in your industry.
Need Some Help?
The team at Woya Digital is here to help you out. We offer pay monthly mobile website solution that is customised and managed. No upfront cost and backed by a reliable infrastructure. From SEO to mobile websites that are mobile compatible, we will integrate everything that you need for your new mobile website to be successful.
With so much content online, it has become quite difficult to bring your business and products to the forefront. However, a successful business does not just depend on ‘fresh content’, though that is one of the biggest factors with a pay monthly website, but what often makes a success are the other small elements to bring in the traffic.
One way to give your business that market boost is to hire an designer or digital marketing agency for a pay monthly website service. Services such as these create a modern market presence through fresh website design taking into account your brand, business information and shaping your online presence to a T. Following are our ten essential features that a website must have in order to run a successful business website:
1. Personalised About Us Page
Today, an ‘About Us’ page has evolved into many categories: history, accolades, achievements and a personal short story. The idea behind an About Us page is to give your potential costumers insight into how you came about your business and what challenges you faced. Adding your personal story allows people to connect with you on an intimate level that build’s trust even before they have approached you.
2. Visible Pricing and a way to buy
If you want your business to reach that goal you have planned, then it needs to have a killer e-commerce platform and the best way to interact with your customers . . . a quote form. Today, it is a must that businesses show pricing and if they have a physical store they mirror this online. What’s the reason?
Great way to advertise your products and services
It brings in more sales
Bigger market presence
As for the quote form, this allows you to know about a person and their business before they become your client.
3. FAQ page
Before they ask, you already have the answer, this is the beauty of a well- written FAQ section. Customers appreciate it very much when the answer to their every question is already given and in detail, it shows that you have thought about it. This is the place where you can go crazy and write everything in detail, all the questions you have been asked so far, details on the product and service so that your customer is satisfied and knows you care. Plus you can refer future queries to this page when the question arises, like a answer database.
4. Contact form
The importance for this page cannot be stressed enough! There’s nothing that people hate more than not finding contact information when they want to inquire about a service. Points that must be included are phone numbers and e-mail address (be careful of spam), which people can easily copy. Not having this raises more questions, queries and concerns, quite simply it will probably cost you the sale.
5. Anti-Spam solution
CAPTCHA – Your security partner. All it does is make sure that you are not being scammed by a virus and the person on the other end is a real person. It is easy for a web developer to set up, so insist on this as part of your new pay monthly website.
6. Linked telephone number
Modern websites can easily link telephone numbers, which allow your visitor to call you simply by clicking the link on the telephone number.
Your new pay monthly website should include this feature as standard, not having this makes users switch off and unable to make that snap decision to call!
7. Mobile friendly website
This isn’t even negotiable, if your website is not compatible on a mobile phone, act now! 2017 websites are intelligent enough to know what screen visitors are viewing on and will convert the layout into the right and often very different format to make the content work. This impacts design, so make sure your website has this feature, this is key, as much as 50% of web traffic can be on a mobile in 2017.
8. Create hooks to obtain leads
Lead Magnets are important, period. A real hook would be fantastic content that the visitor wants and would be prepared to provide their email address as a trade. This ‘Download our Super Guide’ or something exciting, new and fresh, make sure that it has ‘fascination bullets’. In modern days a newsletter is not enough and not exactly a lead magnet, it sure does the work in driving in more traffic you need more imagination to appeal to your audience.
9. Links to your social media pages
Remember the bigger market presence? This includes social media pages such as Facebook, Twitter, Linked-In, etc. This is a great way to engage and present your target audience with information, which they will enjoy reading.
10. Regular fresh content on your website pushed out to social media via a pay monthly website service
It’s not always about quantity. Post new, ‘quality’ content every week to keep your audience engaged. Use different lead magnets and content types to attract their attention.