Goshen News, Goshen, IN

Business

September 16, 2013

Create ‘closure content’ to increase sales via the Web

Offering information on your products and services on the World Wide Web has enabled thousands of companies to expand from only local sales to national and sometimes even global. As we’ve outlined the past two Sundays, the key is in having a content strategy for your website and blog. This strategy involves content that served one of three purposes.

Two weeks ago I introduced these three purposeful areas within the Web content funnel.  We looked first at the top end of the content funnel strategy. This was creating attractive, relevant content on your blog and website that was appealing to large audience segments, and which could help drive more overall traffic to your website.  Then last week we looked at mid-funnel content. This was content geared for those visitors that have stayed to learn more. As well, we are looking at those who were searching for a solution to their business problem and found your site. This is the mid-funnel digital content area, meaning those not yet ready to purchase but those doing research online to find solutions and options that might work for them. These are solution and product seekers who are going to make a purchase from someone in the next one to four months. The goal with them was to move them from visitor to customer lead by getting their email address. This enables ongoing nurturing via email marketing.

Stage 3

Today the focus is on the bottom of the funnel where the goal is to generate sales. After drawing traffic to your site and nurturing interested parties to become known leads via your social and educational content, the goal is now to help those interested persons and companies move to take action and purchase your product. This is the final stage that answers questions, takes away any remaining barriers and empowers the user to confidently proceed forward with their purchase of your product or service.

A key way to do this is with content that shows evidence of value. Case studies are one way to do this. A case study is an example of a specific client and identifies ways that they saved money or increased their revenue. This can be helpful and convincing to remove the final barriers to purchase. Another would be outlining ways or offering tools on your website that allow the user to determine their own return on investment (ROI).  This information is specific to helping them see the benefit and value that this purchase can bring to their company. It could be a calculator with formula or simply a formula example that they can use to quantify benefits.  

Bottom funnel content speaks to the prospect about their business growing sales, gaining efficiencies, and having pain points solved. Any content that specifically helps these would-be customers to see how they can have results, and includes a final call-to-action (CTA) such as “Buy Now” buttons that lead to the purchase page of the website are integral for content at this stage of the online funnel.

Together, these three areas noted in the image funnel and outlined over the past weeks form the foundation for a digital content strategy. Thinking through online content purposes for each area and implementing can help increase traffic to the website and then identify interested visitors who can become leads and ultimately customers. It is important to recognize that this isn’t a once and done situation as new, relevant content in Stage 1 is always needed. Those coming in may not be at a point of readiness to purchase now as well, so being able to retarget and stay connected to those in mid-funnel over time is important so that your company is top of mind when they ultimately are ready to make a purchase.

Mike Gingerich leads the Social Application division of web design company, Digital Hill Multimedia (http://www.DigitalHill.com). He is a co-founder of TabSite.com, a leader in Facebook fan page tools for businesses. TabSite offers brands the power to boost Facebook marketing with contests and promotions.  For more information on TabSite, please visit www.tabsite.com.

 

1
Text Only
Business
  • Fast Food Workers Convention-3 [Duplicate] Fast food workers push wage hike CHICAGO — Fast food workers say they’re prepared to escalate their campaign for higher wages and union representation, starting with a national convention in suburban Chicago where more than 1,000 workers are expected to discuss the future of the ef

    July 25, 2014 1 Photo

  • Supreme Industries reports improved quarter GOSHEN — Supreme Industries Inc. reported Thursday its second quarter sales and income were up. The company, which makes specialized commercial vehicles, reported its consolidated net sales from continuing operations grew to $71.6 million in the seco

    July 24, 2014

  • Earns General Motors [Duplicate] Recalls cost GM $1.5 billion DETROIT — Recall costs chopped $1.5 billion from General Motors' bottom line in the second quarter, cutting its net income by 85 percent. The automaker, which is in the midst of the worst recall crisis in its history, posted a net profit of $190 mil

    July 24, 2014 1 Photo

  • Amazon Kindle Service [Duplicate] Amazon unlimited e-book service is limited NEW YORK — Amazon’s new “unlimited” e-book service lets you read 600,000 books. That sounds like more than you’ll ever read, but I found myself struggling to find the books I wanted. It turns out that the library of 600,000 is bit like a small bookst

    July 21, 2014 1 Photo

  • BIZ GN140720 blue barn berry farm image 01 New berry farm also offers classes, treats SYRACUSE — A retirement hobby has grown into a new agriculture-based business for a local family.Don and Peggy Bucher and Shanda and Chris Sheeren are members of a farm family who operate Bucher Farms along N. 300 East. According to Shanda, her mothe

    July 20, 2014 2 Photos

  • BIZ GN140720 mike gingerich column image Online marketing methods to grow sales Growing sales through selling online is a powerful way to reach more people and extend your market.To sell online means getting in front of the right people in the right places. You want much more of a laser focus than a scattershot approach. It also

    July 20, 2014 1 Photo

  • Local job numbers up, but so is jobless rate A growing number of people looking for work in Elkhart County has boosted the unemployment rate despite an increase in the number of jobs.According to the Indiana Department of Workforce Development, Elkhart County’s jobless rate was 5.6 percent in J

    July 19, 2014

  • Microsoft-Goodbye Android-3 [Duplicate] Axed Nokia X phones suffered from lack of identity NEW YORK — The Nokia X phones that Microsoft discontinued this week blend two rival operating systems, but leave out the best of each.As a result, the devices didn’t become a runaway hit as Nokia’s low-cost answer to serving emerging markets.Nokia X

    July 18, 2014 2 Photos

  • Obama opens Eastern Seaboard to oil search ST. AUGUSTINE BEACH, Fla. — Opening the Eastern Seaboard to offshore oil exploration for the first time in decades, the Obama administration on Friday approved the use of sonic cannons to discover deposits under the ocean floor by shooting sound wave

    July 18, 2014

  • Planners limit use of Hawks building GOSHEN — The types of businesses that could potentially be located in the recently refurbished Hawks building in downtown Goshen could be limited if a ruling by the Goshen Plan Commission Tuesday holds up. During Tuesday’s meeting, commission members

    July 15, 2014

Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
AP Video
Raw: Air Algerie Flight 5017 Wreckage Virginia Governor Tours Tornado Aftermath Judge Faces Heat Over Offer to Help Migrant Kids Kerry: No Deal Yet on 7-Day Gaza Truce Kangaroo Goes Missing in Oklahoma More M17 Bodies Return, Sanctions on Russia Grow Gaza Residents Mourn Dead Amid Airstrikes Raw: Deadly Tornado Hits Virginia Campground Ohio State Marching Band Chief Fired After Probe Raw: Big Rig Stuck in Illinois Swamp Cumberbatch Brings 'Penguins' to Comic-Con Raw: Air Algerie Crash Site in Mali Power to Be Restored After Wash. Wildfire Crashed Air Algerie Plane Found in Mali Israel Mulls Ceasefire Amid Gaza Offensive In Case of Fire, Oxygen Masks for Pets Mobile App Gives Tour of Battle of Atlanta Sites
Poll

Last weekend (July 12) the Goshen Parks Department held its Kid’s Try-athlon to promote childhood fitness and this week (July 18) the new bicycle trail is open to the fairgrounds in Goshen, offering residents a healthy way to get to the annual agriculture exposition. Have you joined the local fitness movement?

Yes, I work at eating healthy and exercising
No, I am happy with my fitness level
Changing my diet and exercise frequency is a work in progress
     View Results