Closing a Deal Requires a Content Marketing Funnel

September 20, 2020

There are many ways to generate leads online, and in this course, we will focus on generating leads by providing valuable content in exchange for contact details.

One of the benefits of this method is that you can use different marketing channels to distribute your content and capture leads.

Using this technique, you will offer content to your target audience that addresses their need, interest or solves a problem. To get access to this content, they will have to provide an email or phone number. 

Only after someone becomes a lead, you start making them aware of your products or services and nurture them through the sales funnel one step at a time.

A lead generation campaign does not focus on the sale itself, but on building a continuous pipeline of potential customers.

Instead of shouting "buy my product now!" we are offering our potential customers valuable information in exchange for their contact details.

The sales funnel is a visual representation of the process your contacts go through to becoming a customer. There are many contacts at the top of the funnel, which then become less at each stage until they turn into a customer. 

How many leads you need can be easily calculated using a conversion rate. If five out of one hundred leads, purchase your product, then your conversion rate is 5%.

If you double the number of leads, will you generate double the amount in sales?

That would only be true if every single lead had the same potential, which is highly unlikely to achieve over time because not every lead will turn into a prospect, and not every prospect into an opportunity.

Therefore you have to ensure you can measure each step along your funnel to track how your leads transition into sales.

Continue reading with Part 4 - Understanding your content marketing buyer persona

Written by
Alexander Rauser
Alexander Rauser


Alexander Rauser is the author of Boardroom Guide to Digital Accountability and Digital Strategy: A Guide to Digital Business Transformation, and creator of the DSX Program, a digital strategy and transformation program for Enterprises.

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