Every day, billions of people use social media platforms. This gives any business an incredible opportunity to reach out to this huge pool of people.
But there is a catch…
You must have an effective communication plan to guide traffic from unawareness to awareness and a desire to buy.
This happens through what we call a “marketing funnel”. A vital part of the marketing process, the marketing funnel outlines the path clients take to make a purchase.
Here’s How It Works…
First, you must connect with the traffic by providing valuable content to build trust. This will help turn prospects into customers who advocate for your products or services.
The AIDA framework is a simple way to explain this process. This acronym stands for Awareness, Interest, Desire, and Action.
“A” for Awareness comes at the top of the funnel, or TOFU. Content marketing, such as blog posts, podcasts, videos, and others, is used to spread the word…
Also, Social Media Marketing, whether organic or through paid ads, is a great way to bring your prospects closer to discovering your offer…
Next is the “I” for “Interest” in the AIDA framework at the middle of the funnel, or MOFU. Here is where the landing page comes in. This phase is also called the consideration phase.
The landing page’s role is to capture the visitor’s email in exchange for a valuable freebie, such as a checklist, ebook, etc.
Next are “D” and “A” for desire and action at the bottom of the funnel, or BOFU. At this stage, we have the sales page. When well-written, it generates desires and prompts action.
The Sales Page is key to the business’s success because it is where the actual selling takes place.
Is It That Simple?
Not really, because most of the leads don’t buy right away.
That’s why you must keep building trust, desire, and relationships with your audience so they will drop to the bottom of the funnel and take action.
And one of the best ways to do that after they give you their email address is to keep in touch with them via indoctrination emails.
Once you’ve obtained a prospect’s email address, you can begin nurturing those leads with a series of nurturing emails.
These emails aim to build awareness, desire, trust, and rapport and provide relevant content.
After you’ve earned their trust, move them to the next stage of your funnel and remind them of your offer using sales emails.
The sales emails educate them on the benefits of your product or service, handle objections, convey incentives, and so on…
They will have a call to action to get your prospects to the sales page, where they can keep buying and interacting with your business.
You will need to produce engaging and persuasive copy for each phase.
This will optimize the conversion rate and boost the likelihood of converting leads into customers. Here are the pieces of copy needed for each stage:
Ads or content:
The goal is to raise awareness about the product or service by addressing a cold audience of people with specific interests or behaviors.
When people see the ad or post and click on the call to action, they will be directed to a landing page, where they receive a valuable freebie in exchange for their email address.
The contact, also known as a “lead,” receives the freebie in this email. And you engage them by demonstrating empathy and reassurance.
It is usually an automated communication known as an autoresponder.
Indoctrination emails help establish trust and rapport. They provide valuable content and information about the brand, explaining “What’s In It For The Prospect” and how it can solve their challenges and meet their goals.
The final step is to send sales emails to the leads to persuade them to take action.
Sales emails address different aspects of the product or service, including benefits, social proof, objection handling, and so on…
The ultimate destination of the customer journey is the sales page or sales letter. It should be persuasive and engaging to convince the lead to take action and make a purchase.
The marketing funnel is an essential part of the marketing strategy.
It involves implementing an effective communication strategy at each stage of the funnel with the appropriate copy…
By utilizing compelling copy for each stage, you can guide a person through their journey step by step towards becoming a customer.
Need help crafting the different pieces of copy? I can assist you!
Let’s connect to discuss your copywriting requirements and align them with your marketing strategy.