PR, Content Marketing and The Sales Funnel - Napier PR

814 views
617 views

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
814
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
22
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

PR, Content Marketing and The Sales Funnel - Napier PR

  1. 1. PR, Content Marketing & the Sales Funnel
  2. 2. A typical sales funnel consists of:  Awareness  Generation of leads  Conversion into an opportunity  Evaluation of the product or service  Retention of the resulting customers Awareness Leads Opportunity Evaluate Customer
  3. 3. There is a common assumption that leads are the responsibility of marketing, conversion is a sales role & retention is the job of customer service…
  4. 4. This is wrong!
  5. 5. Marketing should be involved throughout the entire sales process, delivering targeted & insightful content that meets the needs of individuals at each stage.
  6. 6. Stimulate Interest to Capture Contact Details
  7. 7. Offer valuable content in exchange for a registration on the website
  8. 8. Provide different materials to meet needs at each stage of the sales funnel
  9. 9. Generate leads through the use of scenario-setting content, for instance materials that discuss the prospects situation & challenges
  10. 10. Once a customer is aware of the solution, the use of relevant case studies can help to validate the product or service, and demonstrate the tangible benefits that can be achieved!
  11. 11. Once an individual considers a product or service, they will move to the evaluation stage
  12. 12. In a B2B technology environment, evaluation will involve detailed research & assessment, with analyst reports and technical information used to support benchmarking
  13. 13. Approaches will differ when it comes to retention of customers
  14. 14. The best approach depends on the industry, product or service
  15. 15. For fast moving technology, communicate information about upgrades & improvements
  16. 16. Software companies should continually communicate the benefits of improvements made
  17. 17. Word of Mouth (WoM) referrals are the most effective way to attract new leads & influence their buying decision
  18. 18. Create a brand story that’s talkable & shareable
  19. 19. Social media amplifies word of mouth
  20. 20. Understand how the different types of content can be effective when used at different stages of the sales funnel
  21. 21. Content marketing can significantly increase Lead Generation Conversion Rates Customer Retention

×