Guidelines on creating content relevant to the sales funnel

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2021, 2:42 PM GMT+0

A key element of understanding audiences is identifying where in the sales funnel they are.

Marketers must design and offer content that meets customers at the same stage of the buying journey. Content for customers at the top of the funnel will inform them of the different options they have to solve their problems.

Top of the funnel targeting will include interest-based, demographics-based and cold prospects targeting. Further down the funnel, brands should engage user groups like social media followers of the brand and video viewers. Finally, right at the bottom of the funnel, brands must use their content to re-engage those who have abandoned carts and visitors of high intent pages.

Similarly, businesses must offer design creatives that are clear, highlight the brand’s offer and make effective use of social proof. Such creatives help brands boost conversions.

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