How to fit your blog in the sales funnel
A content marketing funnel has 3 different parts.
- BOFU – the bottom of the funnel
- MOFU – the middle of the funnel
- TOFU – top of the funnel
The top of the funnel are blogs, social media posts, ebooks, audio podcast, video podcast, physical magazine. The goal with this content is to increase offer awareness, grow retargeting list, increase engagement level, and grow traffic.
In the middle of the funnel there are educational resources, useful resources, software download, discount, coupon club, quiz, survey, webinar, event. Their goal is to grow email list, generate leads, and grow retargeting list.
The content on the bottom of the funnel are for help selling your product. They can be demo, free trial, customer stories, comparison sheet, webinar, or special event.
Your blog fits in the top of the funnel.
TOFU audience is usually:
- Widest audience
- Most general
- Interested in what you do
- Least ready to convert
It’s primary function is to generate cold traffic, capture their attention, tell them about your brand, and be able to retarget them.
TOFU is the awareness stage where you have your widest and most general audience—you’re trying to attract people who have a problem and are looking for more information about what solution you offer.
From there, place relevant calls-to-actions that lead TOFU prospects to to take the next step: exchange their contact information for the helpful content inside. It can be content like tip sheets or eBooks.
Your goal with TOFU content should be to educate your audience on a specific question, need or pain point that they’re looking to address, but without a sales tie-in. You’ll get the opportunity to do this when they moved to the MOFU.
How retargeting works?
Growing a retargeting list is very valuable in digital marketing. Here is how it works:
Someone arrives to your website, for example through your blog post. The website drops a cookie on the visitor to remember them later. After this, you run a Facebook ad and target people who already visited your website, and you send them your lead magnet or other offer. The cookie will show who visited your website through your blog post, and appear your ad to them. This is how the relationship starts between you and your website visitor, and this is how to make them a buyer.
Because they read your content, and find the information interesting and valuable, they more likely to say yes to your next offer through retargeting.
The strategy for the content funnel (and where your blog comes in)
- You send traffic to your blog, where you shared a valuable, relevant and specific information. You can do this with paid ads, or social media shares and updates.
- You’ve successfully funneled a customer to your website! At this point they land on your blog and enjoy your content.
- Now, from that one blog post, your audience is easily able to reach every other section of your website: including your products and services, which you will direct them to from your blog using pointed calls to action.
At this point you’ve successfully funneled customers to your website through your a great blog post, andstrategic social networking.
How to measure these goals?
In this case, Google Analytics is your friend. You should install it into your website, and check the data regularly. When measuring engagement, you should pay attention to bounce rate. If the bounce rate is high, it means lot of visitors visited one page, and then didn’t visit other pages, which means the engagement rate is low. Lower bounce rate, like 40-50% means that your visitors engage with your site, click on inbound links, or visit other pages, blog posts.
If you want to see which post is the most popular, go to Behavior, site content, all pages. Here you can see how many visitors each site or blog post had.