One of the most important aspects of Inbound Marketing besides creating your marketing personas, is creating your inbound marketing offers to attract and convert those leads. There is a lot of confusion surrounding what kind of content is best suited for each stage of the buying process, I know that I was a little confused with this for a while when being trained as a partner with HubSpot. After doing more of my own research and completing my training through HubSpot, I am here to help clarify this stage of the process for the rest of us.
Top of the Funnel – Generating Leads
The top of the funnel is the first stage of the buying process. These are the people who are doing the equivalent of window shopping. They are out looking around, not really ready to buy and not entirely sure what they want, but they are open to options.
It is at this point that you want to start getting on the customers’ radar. Let them know that your business has the products or services that they might be interested in and let them know what benefit you can offer them.
- Educational Content
- “What is ‘X’?”
- Email lists
Here is some great content for Top of the Funnel Offers:
Middle of the Funnel – Creating Prospects
The middle of the funnel is the part of the buying process where the shopper has identified that they need something and they are taking a look at their options. This is the stage where you will want differentiate yourself from the competition so the customer will be more likely to choose you over the competition.
You really want to go deeper into describing the benefits of your product or services at this stage. The customer is more aware of the market and competition, and has likely picked up on some buzzword lingo.
- Case studies
- “What can ‘X’ do for my business
- Stats analysis
- Trend reports
- Tip sheets
- Advanced email lists
- FAQ sheets
Here is some great content for Middle of the Funnel Offers:
Bottom of the Funnel – Convert Prospects into Sales
This is the final stage of the sales funnel. The customer knows their options and they are preparing to make a decision. You should have talked to them personally at least once by this point, if not, do so immediately to boost your chances of getting the sale. If you have talked to them once or more, it is time to start pushing the sale.
- Coupons or limited time deals
- Free trial
- Assessment or consulting session
Here is some great content for Bottom of the Funnel Offers: