How Content Marketing can increase your Sales

EVOLUTION DIGITAL was founded in 1999. Based in Blackrock, Dublin, we implement innovative & measurable Digital Marketing campaigns in addition to designing and developing search engine friendly & conversion driven websites for companies of all sizes

We have worked with over 600 companies throughout Ireland & the UK, helping them achieve their optimal digital reach, identifying growing online markets for their products & services.

Who Are Evolution Digital ?

evolutiondigital.ie

So what is a Sales Funnel& how can Content Marketing help ?

The Sales Funnel visually describes the sales process from initial contact to final sale.

Content Marketing is essential at every point in the sales funnel.

Recognition - Before of the Funnel

The need recognition is the first and most important step in the buying process.

If there is no need, there is no purchase.

What need or problem does your product or services solve for the consumer ?

Awareness - Top of the FunnelIn this first phase of content marketing, you're trying to generate awareness of your brand amongst potential customers.

Generating content through informative blog articles, social sharing, email newsletters such as Mailchimp & video content showing your products or services.

Awareness

Goal: Indirect customer acquisition & brand awareness

Make your content fun, shareable, interesting, informative, & useful.

Consideration - Middle of the Funnel

Awareness

Consideration

This is where a discount code, free delivery, or a free trial works to start the dialogue and to begin to fully qualify your most interested leads.

At this stage people want to feel secure. Customer Reviews, Case Studies, Videos & detailed product descriptions will help them further along the sales process.

Goal: Direct customer acquisition

Try providing customer reviews, case studies , discounts or free delivery to get the competitive edge over the competition.

Conversion – Bottom of the Funnel

Awareness

Consideration

Conversion

Here they are ready to buy. They have become aware of your product or services, they have considered your offers and are now ready to make a purchase.

Goal: Transactions with customersMake it easy for them to finally commit to your products with Testimonials, Customer Reviews & a streamlined, comprehensible, and trustworthy sales process.

Awareness

Consideration

Conversion

Once you've got those customers, & made a sale your goal is to keep them. Content marketing is part of that process too. At this point, we're focused on retention, turning one-time buyers into repeat customers Goal:Retention of existing customers & advocacyOnce you've got those customers treat them well!

Offering loyalty programs, Special offers, Customer support and help documentation will all make them feel happy with your service and less likely to look elsewhere.

 

Retention – After the Funnel

Is your Content Marketing making an impact ?

Benchmarking tool for your own & competitor content marketing

Monitor Page Views, Bounce Rate, Demographical Data & continuously evaluate and adjust. How many people viewed your site on a mobile device? Which pages saw the largest bounce rate and why ?

How well is your Content received ?

Google’s Panda Update is a search filter introduced in February 2011 

It’s Goal, to stop sites with poor quality content from working their way into Google’s top search results.

Panda allows Google to take quality into account and adjust ranking accordingly. It is now officially part of Google’s core ranking algorithm.

of B2B marketers have a documented content marketing strategy

Got a Strategy? You’re already Winning

have an ‘undocumented’ strategy, so if you’ve got one, you’re already ahead of the game.

Only 35%

Only 48%

of B2B marketers are creating more content than they did a year ago.

Content Quantity does matter

70%

Businesses that blog 20 times a month attract, on average, 5 times more traffic and 4 times more leads than those that blog just 4 times a month.

Know your Target Audience

Less emotional - more rational decision making process than consumers.

The decision of a business to buy is more high-risk.

More emphasis on evidence to support their decision such as testimonials, case studies or free trials.

More professional tone of voice for the content

Business to Business

More emotional - they are often the only one affected by their decision to purchase

More often than not you are pitching to a wider audience (rather than a niche audience for B2B), therefore content can be more general

Tone of voice can be light-hearted and informal.

Entertaining content that appeals to emotions works well

Business to Consumer

Why Content Marketing Isn’t Working for You

Companies that have a very niche industry tend to find content marketing tough (particularly occurs in B2B )

Be sure to do your homework....research other companies in your industry and see what works for them

Content marketing and SEO work together

Poor SEO will make it difficult for your content to be found

Content Marketing Obstacles

Content marketing is likely to fail if you don't outline a strategy

Map out your KPI's (Key Performance Indicator)

Be prepared to change your strategy in line with its success, seasonal trends, changes in the industry etc.

Track data and monitor it closely....the proof is in the data

Don’t underestimate the need for a Strategy

Be sure to promote your content once it is created

Use tools like email newsletters, Tweets (ask people for re-tweets if you can) and other social channels

Identify influencers in the industry and pitch the content to them to try get them to share it

Comment & Engage with other websites and blogs, and mention your content in the comments

Don’t simply create content & then let it die

Don’t stop producing content after a few blog posts.

Content Marketing will take time, so be patient.

Case StudyVirgin Atlantic’s blog focuses on travel advice, like which New York bars are worth checking out or what Golf Courses are worth visiting.

They understand their audience like to travel so they provide great travel advice & articles.

This is both helpful and in turn can help encourage people to take a trip on their airline.

Case Study

Rye River Brewing is an Irish company

and was established in late 2013

Mc Gargles has become their flagship beer brand, launched in 2014

In 2 years they have output regular, consistent content to engage with their target audience 15,359

Page Likes

Content combines promotion and fun interactions.

Talk directly to your target audience with Informative Blog Articles

Helps with SEO Rankings

€4m to build a new brewery and visitor centre in Celbridge in Co Kildare.

Content Marketing boosts Sales equals Profits

50% Increase in Sales Forecast for 2016

Expanding Markets

MORE ON-SITE CONTENT.HIGHER VISIBILITY IN SEARCH ENGINES.HIGHER DOMAIN AUTHORITY.MORE REFERRAL TRAFFIC.MORE SOCIAL TRAFFIC & FOLLOWERS.INCREASED CONVERSION POTENTIAL.IMPROVED BRAND REPUTATION.IMPROVED CUSTOMER RELATIONSHIPS.DECREASED MARKETING COSTS.

Thank you !