How can you create a content voice that is appropriate for every stage of the sales funnel?

It's much easier to create an impactful voice if it speaks like a human being. Forrester has conducted research showing how consumers are increasingly wanting brands to to talk the way people talk to each other. We live in a time where a humanized voice that uses humanized words is much more impactful than one that reads like corporate marketing copy or sounds like a TV or radio commercial if read out loud.

Tailor your content voice to meet the specific needs and interests of your audience at each stage of the sales funnel. Use an informative and educational voice to establish brand authority during the Awareness Stage, and a convincing and trust-building voice during the Decision Stage. Encourage customer loyalty with a supportive and educational voice during the Post-Purchase Stage. Remember to maintain consistency, segment your audience, personalize your content, communicate responsively, and test and iterate your content strategy for maximum effectiveness.

Crafting a content voice that resonates with the audience at every stage of the sales funnel is vital for nurturing leads & driving conversions. Here's how I tailor my content voice to each stage: Awareness Stage: => Educative & Informative. => Emphasize Problem Awareness. => Content Types: Blog posts, infographics, industry news. Interest Stage: => Solution-Oriented. => Address Specific Needs. => Content Types: Product demos, free trials, case studies, testimonials. Desire Stage: => Emotionally Engaging. => Highlight Benefits: Use storytelling. => Content Types: Customer stories, tutorials, emotional videos. Action Stage: => Direct & Persuasive. => Address Objections. => Content Types: Limited-time offers, consultations, demos.

The voice of your content is crucial for the sales funnel because it influences how your audience perceives and engages with your brand. Here are the benefits of having a well-defined content voice: 1. Aligns with audience expectations 2. Builds trust and credibility 3. Addresses varied audience personas 4. Guides the buyer's journey 5. Creates a memorable brand identity 6. Increases engagement and conversion 7. Adapts to audience preferences 8. Enhances customer experience 9. Differentiates from competitors 10. Facilitates relationship building Make sure your messaging is relevant, relatable, and influential at every stage, contributing to the success of your marketing and sales efforts.

To create a confident content voice for the awareness stage, follow these steps: 1. Define your brand persona. 2. Understand your audience. 3. Use clear and accessible language. 4. Provide educational and informative content. 5. Encourage engagement. 6. Utilize visually appealing content. 7. Tell compelling stories. 8. Establish consistency. 9. Be approachable and authentic. 10. Utilize social media. 11. Highlight industry trends. 12. Use a variety of content formats. 13. Consider humor (if appropriate). Remember to regularly assess your content performance and adjust your voice based on audience feedback.

In the interest stage, aim to deepen engagement with your audience. To create effective content: maintain consistency, demonstrate value proposition, use engaging tone, showcase expertise, provide in-depth content, utilize user-generated content, highlight benefits and features, introduce interactive content, offer exclusive insights, encourage social proof, tailor content to segments, promote webinars and events, provide clear call-to-actions, and create a sense of exclusivity. Analyze engagement metrics and feedback to refine your content voice.

The interest stage serves as a pivotal opportunity to captivate our audience's attention and showcase the unique value proposition of our solutions. By adopting an engaging tone that strikes a balance between professionalism and approachability, we can effectively communicate our expertise while resonating with our target audience on a personal level. Through in-depth content such as webinars, case studies, and white papers, we can provide valuable insights that address our audience's pain points and offer practical solutions. By highlighting the benefits and features of our solutions in a clear and concise manner, we can effectively differentiate ourselves from the competition and showcase the tangible value we bring to the table.

Look at what your competitors are doing and do something else. If you simply push out “me too” content you’re never going to engage your audience and capture their attention. Think about your unique offer and how that can benefit your clients - and how it differs from the competition. Don’t be afraid to be you. Use content to create a space in the market. The last thing the world needs is more junk content. Only publish content that provides value to your audience…

While it should be all of those things, being transparent, honest and real are equally important. I really don’t like the word “convince.” Content should be about building real trust and that doesn’t happen when you have to “convince” a buyer.

Use identity-first language. In "Atomic Habits" by James Clear, the author outlines that implementing a successful habit is far more likely if you approach it identity-first, so instead of saying "I will quit smoking" you say "I am not a smoker". The same goes for selling a product. If you can speak in favor of the desired identity of your client - you're halfway there.