- Sales Copywriting
- Keyword Research
Common Keywords in Each Stage of a Funnel
The “funnel” goes by many names: conversion, consumer, keyword, sales. In the end, however, it all comes down to the idea that you want to customize your marketing strategy to match each stage of the process. Each section of the funnel corresponds to a different level of interest and intent on the part of the consumer.
The Sales Funnel
A problem is identified and consumers consider the possibility of a solution.
The consumer shows interest by engaging in active research, which is used to assess and evaluate the various options.
A decision is made and the consumer begins to consider the price.
A purchase is made, and the product is analyzed based on actual usage and effectiveness. In some cases, the consumer demonstrates satisfaction and brand loyalty by purchasing again.
The key is identifying where each customer is in the funnel in order to implement a unique marketing strategy that will maximize effectiveness.
When choosing your keywords it is important to always keep in mind the stage of the funnel you are targeting in order to produce the most effective keyword associations. The best way to do that is to categorize users by their search intent. You can then use that information to mold your content. Obviously, many of the words will vary from industry to industry. However, there are also plenty of somewhat generic keywords that can be used across a variety of sectors.
This is where people are just starting to address a problem. They are looking for information and advice in hopes of determining a solution. Or possibly they already know the problem and are trying to identify potential solutions. Because searches can be very general at this stage it is usually a good idea to use long-tail keywords. This narrows the target audience to people that more closely match your product. Let’s use the example that you own a website design company. Here are some top of the funnel keywords you may want to use:
Website design basics
Outsourcing website design
Using website design
Hiring website design
Benefits of professional website design
At this point, our fictional consumer has decided that, yes, they want to hire someone to handle their website design. Now they start the process of evaluating the possible choices and comparing them against each other. Typical searches will include the following:
Website design reviews
Website design companies
Popular website design
Best website design
Good value website design
Website design awards 2018
Website design comparison
We’re almost there. You’ve managed to get all your great information in front of the consumer and they like what they see. They are seriously considering hiring your company to design their website, they just need to work out the details. At this point, they are interested in pricing, packages, options, and included services. Since they have theoretically narrowed their search down to just your business, all of the following common keywords could include the name of your company.
What is included
It’s all happening now. You’ve been chosen, now you just need to provide the consumer with the means to become a customer. That can be a direct purchase, online download, or even through an email negotiation or phone call. This is where you need to offer up the details so they can finally put that credit card to use. At this stage, the common keywords are going to be very similar regardless of the industry.
So, there you have a starting point for working out your keyword distribution. The most important thing is to recognize which section of the funnel you are targeting with each piece of content. Then you can customize your keywords to match the mind-frame of the potential customer.
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
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At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.