Day: July 24, 2018

How to Write The Perfect Content for Each Stage of Your Sales Funnel

Bringing in new customers and converting them can sometimes be challenging. With so many brands and products on the market, differentiating from the competition is near impossible. However, the AIDA sales funnel methodology can contribute to the cause more than you think.

Implementing the time-old sales model into the content creation strategy set by the marketing team will ensure organic growth and sales outreach more than most methods would. With that said, let’s take a look at how we can use AIDA to separate our content marketing funnel strategy from the rest.

Basics of AIDA

In short, AIDA stands for “Attraction, Interest, Desire, and Action.” These are the cornerstones of your typical sales funnel in which certain content is distributed to the market at even intervals. As the name suggests, AIDA stages aim to gradually introduce a product or a brand to the market. It raises awareness of it before promoting a direct purchase.

This methodology alone is what separates AIDA from typical content strategies that rely on scheduling and audience profiling. AIDA can effectively lead individual users from a passerby to a loyal customer if the content reflects the aim to gradually convert someone into a recurring customer.

Now that we have a clearer understanding of what AIDA represents, let’s take a look at how we can implement it into our existing content creation strategies.

  • Brand Awareness

brand awareness

The first stage of content marketing through AIDA aims to collect customer information for future reference. This means that every marketing campaign should start with content designed to achieve outreach and interaction.

The more emails, phone numbers and contact information you collect, the more successful your first stage of AIDA will be. The content created for this purpose usually comes in the form of email marketing and calls to action. These factors ask the readers for some upfront trust and patience. Products and services should not be promoted in this stage but only hinted at. We are aiming to raise awareness of our presence on the market and not sell anything outright.

See Also: 5 Smart Ways to Boost Brand Awareness

  • Product Interest

Creating interest in your products might just be the toughest stage of AIDA. You need to ensure that people are interested and curious about your products to a point where they will want to know more about it.

You can achieve this by creating demonstration video content, write testimonials or product reviews through influencers. Also, you can employ some of the largest translation companies on the market. They can translate your content into other languages for international marketing purposes.

In other words, the Interest phase of your sales funnel focuses on building hype and anticipation for a product that the customers absolutely need to possess. This mindset is what you should aim for when creating content for the second stage of the sales funnel.

  • Purchase Desire

If you played your cards right, your future customers should be knocking at your door by now with questions about your products. However, there is one more stage of the sales funnels to focus on before creating direct sales marketing content.

Your customers’ desire to buy, use and promote your products and services is the true indicator of successful marketing. You should focus on creating a need and a desire to purchase your brand’s products through calls to action that offer discounts, loyalty benefits, extra goodies for early adopters, etc. Desire can also be raised by emphasizing the benefits of using your products in the household environment, during family activities, friendly hangouts, etc.

Add as much value, examples and advantages to your product as possible while still maintaining the aura of professionalism. The more value you add to your product, the better it will sell on the market once your launch window approaches.

See Also: 12 Tips That Build Customer Loyalty And Boost Sales

  • Customer Action

customer action

Your customers’ action or the purchase of your product should be the final stage of your sales funnel. If all previous stages were done correctly, Action bookends the campaign and brings a few final customers before the purchase window opens officially.

Content that focuses on action should include calls-to-action that emphasize direct purchase. You can include how-to guides, examples of use, tips for product enjoyment and other customer-centric content in your final sales funnel stage.

The interest and performance of your product peaks with Action and gradually drops over time. It’s important to monetize the buzz created around your brand before the customers’ interest shifts to some other marketing campaign.

A Step-by-Step Approach (Conclusion)

Implementing AIDA or any other sales funnel method might seem like an overcomplicated risk. Every stage of a sales funnel needs to be as effective and impactful as the one that came before. While that may be true, AIDA provides the perfect model for filtering and segmenting our customer base.

This is especially useful with expensive and niche products that simply don’t work for every customer. Use your best judgment when implementing AIDA into your content strategy. Don’t be afraid to segment your own marketing campaign into separate steps.

The post How to Write The Perfect Content for Each Stage of Your Sales Funnel appeared first on Dumb Little Man.

Jimmy Fallon and Tom Cruise hardly make it through this spy movie scene without losing it

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Jimmy Fallon and Tom Cruise have done their fair share of silly skits on The Tonight Show over the years. And their newly made-up Mission: Impossible scene is just as harebrained.

In a segment on Monday night’s show, Fallon and Cruise acted out a dramatic spy movie scene they’d written together playing the “Mad Lib” game. Adhering to the segment rules, Cruise answers Fallon’s random questions, and then the two use them as dialogue in a made-up movie scene.

Cruise’s answers are quite bizarre — his response to a hypothetical spider crawling up his leg was a cool “come here, darling,” — so make for a pretty strange scene. But it’s worth watching just for the pair to try and keep a straight face during their fictional train ride. Read more…

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ezCater acquires GoCater to expand beyond the US

Catering marketplace company ezCater is already putting its big $100 million funding round to good use. The company is acquiring GoCater, a European marketplace that operates in the same field. This is ezCater’s first international expansion move.

If you’re in charge of ordering catered lunch at your office, you probably have heard about ezCater . The company lets you order breakfast, lunch or dinner for 10, 30 or maybe 100 people at once. This service could be particularly useful to impress a client, throw an office party, get lunch together during an off-site and more.

But ezCater doesn’t cook anything itself. The company is a marketplace and connects you with catering companies and big restaurants around you. In other words, ezCater lets you browse the menu of dozens of restaurants around you from the same website and place an order without picking up the phone.

Of course, ezCater didn’t invent catering. But catering is a fragmented industry with a lot of friction. It’s hard to know how much you’re going to pay in advance, it takes a lot of effort to find a new restaurant outside of your usual list. And restaurants could use a new way to promote their offering. Those are the perfect ingredients to create an online marketplace.

You may already know all the options around your office, but ordering through ezCater provides additional benefits. For instance, all your receipts are centralized in the same interface, which lets you get a clear overview of your spendings on catering.

You can also let other people order food for their clients and events. ezCater lets you set maximum amounts, tipping policies and more.

GoCater offers more or less the same thing, but in France and Germany. The company started as a spinoff from French startup La Belle Assiette. GoCater lets you create a whitelist of catering options. You can also set up an approval system so that the intern doesn’t order ice creams for everyone. Finally, GoCater clients only get billed once per month, even if companies order multiple times.

You pay the same price if you order through GoCater or the catering company directly. Catering companies end up paying a cut on GoCater orders. But the startup takes care of billing, accounting and accounts receivable. This way, you can focus on your core business instead of chasing money from past clients.

ezCater is an order of magnitude bigger than GoCater. ezCater works with 60,000 restaurants, while GoCater only has a few hundred restaurants on its platform. It’s worth noting that ezCater has been around for much longer.

But GoCater has one big advantage over ezCater — they have a team on the ground in Europe, ready to attract new restaurants and corporate clients. It’s clear that ezCater was looking for a way to get started in Europe, and GoCater seems like the right fit.

For now, the company will keep both brands after the acquisition. The teams will slowly merge the platforms into a single product.

“The entire GoCater team is staying, and we’re now going to rapidly expand the European team of the company — both the sales team for Europe and the tech and product team for the group,” GoCater founder and CEO Stephen Leguillon told me.