Starting with Valuable Content
Valuable content is the key to getting
organic search engine traffic, as well as allowing a website to take
advantage of social media and other sharing platforms. The more
perceived value of an article, the more likely visitors will spread
the content throughout the internet through social media, discussion
board, forums, etc.
To an extend, value and length go
together. A short article is unlikely to be as valuable as an
information-packed longer article. Both search engines and visitors
prefer longer articles, but quality is the most important
characteristic. While longer content tends to be more successful at
converting visitors into buyers, a lengthy low-quality article will always
under-perform a short high-quality article.
The goal should be to provide
high-quality content, and a lot of it. Once you get to the sales
portion of the page, where you recommend a relevant product or
service, visitors will be more likely to trust your recommendations
the more time they've spent with you.
Relevant Product or Service
An essential key to producing an
effective sales funnel is to ensure that products and services are
relevant to the content. Someone searching about babies is unlikely
to buy a wrench. However, diapers or maternity services are relevant
products for this topic.
Also, every page should have a link to
a relevant product or service. Ideally, you want this link to be the
logical call to action at the bottom of the page. If you have
multiple products that are relevant to the content, then you can
recommend them throughout an article wherever it makes sense.
One of the major steps of a successful
online sales funnel is for every visitor to have access to a relevant
product from any page. Any visitor who arrives at your website with
no immediate access to a product, or newsletter sign-up form, has not
entered your sales funnel. This kind of website traffic is not much
different from the traffic that visits competitor websites.