As you put together your sales funnel, one of the decisions you’ll make is the content channels that you’ll use at each stage. So where do you put your blog?
Some business owners use their blog only at one stage, others use their blog to do the work across several stages. It depends on what you want to accomplish and what you’re trying to sell.
BLOGS THAT PLAY A ROLE IN A SINGLE STAGE OF THE SALES FUNNEL
If you use your blog only at the Audience stage, search engine optimization is going to be one of the most important considerations for you: You want people to find you in search engines quickly and easily. That means you’ll need to identify keywords and create quality content around those keywords while also working to increase your blog’s positioning in search engine results.
If you use your blog only at the Lead stage, your biggest consideration will be two-fold: First, identify what people are thinking when they get to your blog and then communicate that. Second, move them toward contacting you as a trigger to become Prospects.
If you use your blog only at the Prospect stage, selling is your primary aim and each blog will need to act almost as its own mini sales-page.
If you use your blog only at the Customer stage, you’ll probably want some sort of sign-in that Customers must use to access the information, and you’ll want your blog’s content to be focused on adding value to an existing purchase.
BLOGS THAT PLAY A ROLE ACROSS SEVERAL STAGES OF THE SALES FUNNEL
Another common way to use blogs is across several stages of our sales funnel. My blog, for example, is written in this way: It is written with Leads and Prospects in mind. Audience members arrive here from a variety of other channels and they slowly move through my sales funnel using the blog (and other channels).
There are risks and rewards to a blog dedicated to a single stage and to a blog that works across multiple stages. Single-stage blogs are very focused and every blog post has a similar call to action. Multi-stage blogs have a broader range of subject matter and can have multiple calls to action. Single-stage blogs are used with laser-focus to strategically move a contact through one stage of the funnel. Multi-stage blogs are more like “positioning” documents that use quantity as much as quality to promote the blogger.
Although this is not always the case, single-stage blogs tend to work well for products while multi-stage blogs tend to work well for services.
If you have a blog, where is it being used in your sales funnel? Is it working in just one stage or across several? And once you know that, how does that influence the messages you write?