In the early stages of your startup or small business, it’s imperative to get the word out about your brand in the most effective, efficient ways possible. It’s all about finding your audience and putting yourself in front of them. But you also want to make sure that your business doesn’t overextend its budget by spending money on expensive marketing and advertising tactics that have no proof of success. These avenues will only cause you to spin your wheels without reaching your goals. Instead, your focus should be on creating a repeatable, scalable, revenue engine that will not only get your business growing but also keep it that way.
So what’s the secret to this revenue engine? Compelling content—and lots of it. By distributing this content, you are establishing your brand in your industry and creating a way to help your audience find you. And once you have their attention, you need to keep it by continuing the conversation and nurturing those prospects as they move along in the buying journey. In short, you become a sort of guide who leads and educates potential customers so that they feel certain and secure in their decision to purchase from you.
Keep in mind that the content you create goes much further than just white papers and ebooks. It includes the copy on your website and the blog posts you write. And it includes the copy in your email drip campaigns. Your email audience makes up a large part of your online community, so be sure to give them the attention they need. Since these people are often ones that have expressed interest by sharing their contact information on your website, they are ready and willing to listen to you. Funnelfly can help you stay engaged with these prospects through its automated drip campaign platform. If you succeed in gaining the trust of your email audience members, they will likely turn into customers.
Another thing to remember about your brand’s content is that it involves more than just written words. Consider how well you tell your company’s story in person, whether it’s during a one-on-one meeting with a lead, a presentation in front of an audience, or a webinar. Through each of these channels, as well as through your online efforts, you are delivering relevant information that puts the focus on the customer rather than the product. It’s a strategy that differs from traditional sales methods—and it almost seems counterproductive. But this customer-centric philosophy is what will ultimately turn your company into a repeatable, scalable, revenue machine.
Analytics are another vital aspect of the process. It’s important to study the various content formats you are utilizing and figure out which ones work (and which ones don’t). You can keep track of things such as the number of visitors to your website, the average time each visitor spends on the site, and the average number of page views per visitor. You can also see how many people have subscribed to your blog or how many people viewed a certain video or listened to a podcast. Analytics can even help you keep up with conversion rates for consideration-stage content such as demos or free trials. All of this information will help you know where to put your time and money going forward to ensure you are getting the most out of every marketing dollar.
So what happens once your prospects turn into customers? That’s when your most important work comes into play. Your job is to take care of them and make sure they are completely satisfied with your product or service. As a result, these delighted customers will be more than happy to tell others about your company—and that brings more momentum to your repeatable cycle of revenue. These people become your advocates—almost like built-in salespeople who are advertising for you without being paid, and that’s the best kind of return on investment you can get! Plus, you will have many opportunities to introduce these customers to upgrades or new products from your company, which can result in even more revenue.
The Bottom Line
Companies are now spending approximately one-third of their marketing budgets on channels they didn’t even know existed 5 years ago—but these channels aren’t the same for everyone. By finding your audience and what speaks to them, you can streamline your efforts and resources into areas that have proven—and will continue to prove—beneficial. The result will be a continuous flow through your sales funnel that brings more qualified leads into the top while also engaging with customers in the bottom so that they will stay for the long term. And it’s these happy customers that will ultimately spread the word and bring more leads into your funnel, helping your repeatable, scalable, revenue engine continue running.