Different Content Types
The AIDA framework is frequently used in marketing and sales funnels. It refers to awareness, interest, desire and action. Effective copywriting can ensure that each element of a funnel supports the business goals, such as increasing customer leads and sales. The content types described below can each play a part in developing a successful sales funnel.
Landing Page
When mapping customer journeys, a landing page plays a foundational role. The benefits of a product or service can be highlighted in a manner that is designed to resonate with the target audience, generating leads and sales. A landing page should deliver a good user experience, provide engaging content and signpost options for the next stage of a user journey through the sales funnel. Audience segmentation and using surveys to gather customer data could contribute towards developing more personalised customer experiences. A/B testing can be used to compare the effectiveness of different content strategies. This sample landing page is for fictional software company B2GrowSocialCRM.
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Technology Copywriting Skills
The customers a business wants to attract will be exposed to a huge variety of content every day. Copywriting skills that can gain the attention and interest of the target audience include writing content that is engaging, persuasive and concise. The effectiveness of technology copywriting will also benefit from an understanding of digital marketing, the storytelling process and relevant industry knowledge. Read more..
Email Newsletter
Email list building can be an important element of a successful digital marketing strategy. Many businesses send regular email newsletters, in which they share valuable information and insights, along with updates about their products and services. Offering a free subscription, in return for an email address, can be an effective way of building such a list. This sample email newsletter is for fictional cybersecurity company SecureITCyberUK. Newsletter subscribers who are existing customers would be sent a version designed to build brand engagement and loyalty, while the version sent to potential customers would encourage them along a sales funnel towards becoming a client.
Email Sales Funnel
Within marketing, the acronym AIDA refers to a model used for the sales process involving the stages of attention, interest, desire and action. Email sales funnels are designed to guide potential customers from awareness to the action of making a purchase. In this sample I refer to a fictional B2B (business to business) company called Cloud9TechUK, that sells cloud services.
eBook
A business might distribute an eBook exploring the technology sector that it competes within in order to raise its profile. The contents could also highlight benefits of products or services that they sell, which could generate customer engagement, leads and sales. Creative Intelligence, The eBook Humans and Machines In Our Science Fiction World looks at the nature of human creativity and machine intelligence. This eBook is free to download in file formats suitable for reading on Apple, Android or Kindle devices.
Case Study
When attempting to sell a product or service, a well written and informative case study could help to close a sale. Reading about the experiences of another company could help a business decision maker to envisage the potential benefits to their business of using a particular product or service. This sample case study about fictional electrical goods retailer TechWorldElectrics describes their experiences using a learning management system (LMS) developed by fictional technology company RetailCoachingLMS.
White Paper
The purpose of a white paper is to explore a topic in depth, so that the reader will better understand relevant concepts, issues and proposed solutions. Widely used in a B2B context, they can serve as a form of content marketing used by a business to raise their profile, by attracting the attention and interest of their target audience. In this sample sustainable technology white paper I look at issues relating to the deployment of cloud computing, the Internet of Things (IoT) and artificial intelligence (AI), as part of a move towards becoming a more sustainable society.