Online marketing is constantly evolving, and with that comes new terminology. If you copywrite or work with sales funnels, staying up-to-date on the latest trends and best practices is important. One term you may have heard recently is “sales funnel copywriting.”
Sales funnel copywriting is a writing tactic that creates content aligned with the sales funnel stages. To be effective, sales funnel copywriting must be strategic and tailored to the buyer’s journey; That is, Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu).
That’s a quick overview of sales funnel copywriting. Let’s take a more in-depth look, including some examples of types of content you can create for each stage of the funnel.
Defining Sales Funnel Copywriting
Sales funnel copywriting is a type of writing that helps move prospects through the stages of a sales funnel.
By creating content that aligns with each prospect’s journey, you can nurture leads and guide them toward becoming customers.
Words have the power to influence people’s emotions and actions. That’s why it’s essential to carefully select the copy you use at each stage of the sales funnel.
The goal is to create a sales funnel copy that speaks to the needs of your target audience. Rarely will a single piece of content do all the heavy lifting.
Instead, it takes various types of content working together to nudge prospects along the funnel.
Types of Sales Funnels Content
We have good news and bad news. The good news is that there’s no shortage of content you can create to support your sales funnel.
The bad news is that you can’t just churn out any old thing and expect it to be effective.
The key is to create sales funnel copy that’s tailored to your audience’s needs at each stage of the funnel.
Top of the Funnel (ToFu) Copywriting
At the top of the funnel, you’re focused on generating awareness and interest in your product or service.
To do this, your sales funnel copywriting should educate your audience and build trust.
That said, you should ask the following questions when creating ToFu content:
- What problem does my product or service solve?
- Who is my target audience?
- What type of content will resonate with them?
- Where can I reach them?
Let’s look at some of the most effective types of ToFu content and how to align them with the customer journey.
1. Blog Posts
Blog posts are a great way to generate awareness and interest in your product or service. When creating blog posts, answer the questions above.
Your goal is to create helpful, informative content that will educate your target audience and position your brand as an expert in your industry.
You can promote your blog posts on social media and other relevant online channels to maximize reach. You can also use paid advertising to drive traffic to your blog.
Search engine optimization (SEO) is also an important consideration. However, you should avoid:
- Keyword stuffing: This is a common practice of including too many keywords into your content with the intent to rank higher in search results. Not only will this irritate your readers, but it will also hurt your SEO.
- Buying Backlinks: This is a tactic used to artificially inflate your ranking in search results. Google frowns on this practice, and it can result in penalties.
- Poorly Formatted Content: This makes your content difficult to read and can turn readers away. Apart from that, it can also lead to penalties from Google.
To ensure that your blog posts are well-received, take the time to proofread and edit them before publishing.
This will help you avoid common mistakes that can turn readers away, such as typos and grammatical errors.
If you’re not a confident writer, consider working with a professional sales funnel copywriter.
They can help you create content that resonates with your target audience and achieves your desired results.
2. Social Media Posts
Currently, there are over 4.5 billion social media users in the world. That’s a lot of potential customers you could be reaching with your content.
When creating social media posts, it’s important to keep things short and sweet.
The average person’s attention span is only about eight seconds, so you need to make an impact quickly.
It’s also important to use images and videos when possible. These are more likely to stop scrollers and get them to read (or watch) your content.
As with blog posts, you should promote your social media posts on relevant online channels. You can also use paid advertising to boost reach.
When creating social media content, you should:
- Post at optimal times: This will ensure that your content is seen by as many people as possible. For example, the best time to post on Facebook is 7:00 or between 12:00 and 16:00 because that’s when people are most likely to be scrolling through their feed.
- Use hashtags: Hashtags make it easier for people to find your content and can help you reach a wider audience. Just be sure not to use too many, as this can come across as spammy.
- Monitor your activity: Keep an eye on how your posts are performing and adjust accordingly. Try something different if you notice that a certain type of content isn’t getting much engagement.
- Include a call-to-action (CTA): A CTA is essential if you want people to take action after reading your content. For example, you could include a CTA to sign up for your email list or download a free ebook.
3. Email Newsletters
Email newsletters help you stay in touch with your audience and keep them updated on what’s new with your business.
They can also be used to promote your latest blog posts, products, or services. When creating an email newsletter, you should:
- Include a catchy subject line: This will help your email stand out in a crowded inbox.
- Keep it short and sweet: No one wants to read a long, rambling email. Get to the point quickly and include links to your website or blog for more information.
You can create different types of sales funnel content to target prospects at the top of the funnel.
You can reach your target audience and achieve your desired results by using a mix of blog posts, social media posts, and email newsletters.
Middle of the Funnel (MoFu) Copywriting
At this stage, prospects are aware of their problem and are looking for solutions. They may be comparing different options to decide which one is right for them.
Your goal at this stage is to position your product or service as the best solution to their problem.
To do this, you should create content that educates and informs them about your product or service.
Some examples of MoFu content include comparison guides, product demonstration videos, reviews and customer testimonials, and case studies.
1. Comparison Guides
Although creating comparison guides is a good strategy, this is not the easiest type of content to create.
You need to show why your product or service is better than the competition without being biased.
To do this, you need to be well-versed in your product or service and the competition.
You also need to articulate the benefits of your offering clearly and concisely. Having a unique selling proposition (USP) can also be helpful.
This is a brief statement that articulates what makes your product or service different from the competition.
For example, if you’re selling software, your USP could be that your software is more user-friendly than the competition.
Many companies make the mistake of including too much information in their comparison guides. Don’t overwhelm readers.
Instead, be concise and educational. Including enough information to show why your product or service is the best option without overwhelming prospects is critical.
You can use third-party comparison sites to create your comparison guide. However, you should also include a link to your guide in the blog post.
This will help you drive traffic to your website and increase the chances that prospects will take action.
2. Product Demonstration Videos
How-to videos are an excellent way to show prospects how your product or service works.
You can use them to provide step-by-step instructions on how to use your product, as well as showcase helpful tips and tricks.
These videos can be especially helpful if you’re selling a complex product or service.
By breaking down the steps, you can make it easier for prospects to understand how your product works.
In addition to including product demonstration videos on your website or blog, you can post them on social media and have them in email newsletters.
Your product demonstration video should be:
- Short: The average attention span is only eight seconds, so you should ensure your video is brief and to the point.
- Concise: Include only the most important information in your video.
- Engaging: Use visuals and audio to keep viewers engaged.
- Informative: Teach viewers something they didn’t know before.
- Entertaining: Prospects are more likely to watch and remember an entertaining video.
Following these tips will help you create an engaging and informative product demonstration video that prospects want to watch.
3. Customer Testimonials and Reviews
Prospects are more likely to take action if they see that other people have had success with your product or service.
This is why reviews and customer testimonials can be so powerful.
When prospects see that your product or service has helped others, they’ll be more likely to believe that it can help them.
You can include customer testimonials and reviews on your website, email newsletters, and social media.
You can also create videos featuring customers who have had success with your product or service.
When creating customer testimonials:
- Include the customer’s name and title: This adds credibility to the testimonial. Some companies buy fake testimonials, so including the customer’s name and title helps show that the testimonial is real.
- Include specifics: Generic testimonials are not as effective as those that include specific details about how your product or service helped the customer.
- Make them relatable: The more relatable the testimonial, the more effective it will be. Prospects are more likely to take action if they can relate to the customer in the testimonial.
Testimonials and reviews are a great way to increase a person’s confidence in your product or service.
This is especially true if the reviews come from people the reader can relate with.
For example, if you’re selling software and include a testimonial from a stay-at-home mom, that will likely resonate with other stay-at-home moms who are in your target audience.
4. Case studies
You can use case studies to show prospects that your product or service can help them achieve their goals.
A case study is a story that demonstrates how you have helped a customer achieve a specific objective.
The strategy is an effective social proof tactic because it provides prospects with a real-life example of how your product or service can help them.
A case study should:
- Include results: The whole point of a case study is to show results. Therefore, have data that demonstrates the success the customer achieved.
- Use visuals: Visuals help bring the case study to life and make it more interesting to read.
- Make it skimmable: Include headings and subheadings to make the case study easy to scan.
Social proof strategies are very effective in the middle of the funnel because they show prospects that your product or service can help them achieve their goals.
Bottom of the Funnel (BoFu) Copywriting Strategies
Once a prospect has been through the top and middle of the funnel, they’re ready to be moved to the bottom of the funnel.
At this stage, prospects are interested in your product or service and are considering taking action.
Your goal is to provide them with the information they need to purchase. The following strategies can help you write effective bottom-of-the-funnel copy.
Call to Action (CTA)
A call to action is a statement or button that encourages prospects to take a specific action.
Your CTA should be clear and concise and tell prospects what you want them to do.
For example, if you want prospects to purchase your product, your CTA could say “Buy Now” or “Add to Cart.”
Your CTA should be visible and easy to find. It should also be placed near relevant content so prospects can take action immediately.
Some common places to include a CTA are on your website’s home page, product pages, blog posts, and email newsletters.
Have you ever seen an online ad for a product with a special offer, such as “Buy one, get one free”?
Special offers are a great way to encourage prospects to take action. When creating a special offer, you can use the following tactics:
- Make it time-sensitive: Include an expiration date to create a sense of urgency and encourage prospects to take action now.
- Keep it simple: Don’t make the offer too complicated. The simpler it is, the more likely it is that prospects will take advantage of it.
- Include a CTA: As mentioned before, you should include a CTA for prospects, so they know what to do next.
Taking advantage of seasonal trends is another great way to create special offers. For example, you could offer a holiday-themed discount or bundle.
Knowing the right words to include in your copy can make a big difference in whether or not prospects take action.
Sales funnel copywriting is about writing content for each stage of the buyer’s journey.
Top-of-the-funnel copy aims to attract prospects and get them interested in your product or service.
Middle-of-the-funnel copy shows prospects that your product or service can help them achieve their goals.
And bottom-of-the-funnel copy is designed to encourage potential customers to take action, such as making a purchase.
When writing sales funnel copy, use the right strategies for each stage of the buyer’s journey.
This will help you create more compelling content that resonates with your target audience.