It’s rare for businesses to make a sale based on a single first impression. It’s especially tough for smaller businesses in a tight-knit market. By developing a sales funnel of engaging content, you can start to capture attention and keep consumers interested.
Content marketing offers flexibility and visibility, leading customers from awareness to action. Keeping the sales funnel in mind as you plan your strategy can help your always-online content become a salesperson, brand ambassador and customer support representative.
Pick me, choose me! Entering the top of the sales funnel
At the awareness stage, the challenge is to make your business discoverable. Getting noticed isn’t just about creating viral content. You should focus your efforts on content with depth and originality.
This is particularly critical as the search engine algorithms we were finally understanding are upended by AI-generated summaries. These highlighted answer boxes have drastically cut into traditional search traffic.
All is not lost; blogs and video are still valuable in attracting potential customers. Long-form blogs that feature subject matter expertise, original data or unique local insights are more likely to be cited by search engines’ AI tools. Embedding video or infographics within blog posts can also increase dwell time and reduce bounce rates, which are signals that search engines still value.
Optimize not just for keywords, but for questions. Use natural language queries your prospects might ask and include structured data to help your content appear in featured snippets or AI responses.
Expand your reach beyond search by sharing content through email, social media accounts and community newsletters.
Content that builds trust as you move down the funnel
Once you get someone interested, you have to maintain that connection by continuing to provide something of value. Email newsletters remain one of the best ways to deliver consistent, useful content that avoids the gatekeeping of social media algorithms or search.
A thoughtfully crafted welcome sequence or educational drip campaign allows you to showcase your brand’s expertise and personality over time.
Case studies are another key asset here. This type of content builds credibility by providing clear evidence of past success. In a more close-knit region like New England, professional relationships with notable clients can be an endorsement of your product or services.
Showing how you solved a problem for another client could resonate with another company that is facing similar hurdles.
When possible, make these assets visually engaging; short video testimonials or slide-format case studies can often be more digestible and shareable.
Getting to a yes at the end of the funnel
By the time a prospect reaches the bottom of the funnel, they’re evaluating specifics: cost, ease of implementation and trust in your team. Content should address any remaining concerns and create a clear next step.
Offer comparison guides, FAQs and return-on-investment calculators tailored to your industry and area. Do what you can to make the customer’s decision-making process simple. Social proof from testimonials of recognizable regional partners can help influence the decision. The goal is to make the decision to say “yes” feel like a smart, low-risk move.
In business environments where relationships matter and resources must be used wisely, content marketing is a strategic asset. When each piece of content is aligned with the buyer’s journey, it educates, nurtures and persuades potential clients. Let your content guide the conversation so that buying in becomes a no-brainer.
From first touch to final decision, content done right doesn’t just support sales, it accelerates them.
Ready to turn your content into a sales-driving machine?
At Yankee Custom Marketing, we help businesses create smart, strategic content that attracts attention, builds trust and closes deals. Let’s talk about how we can support your marketing goals — email our business development director to get started today.