If you’ve made it this far, congratulations.
Seriously. Pat yourself on the back because it shows how much you want to make this work.
I saved this stuff for last because it’s going to be the difference between succeeding with your blog and trying to swim upstream.
For almost every successful online business this is their big tactic for making money.
It’s also the one that so many people get wrong when they try to implement it.
What I’m talking about is the sales funnel.
Now, you might be thinking that you just have a blog. You don’t want to have a sales funnel.
However, remember this?
- Get them to notice you
- Get them to pay attention to you
- Get them to trust you
- Convert that trust into money
All of those steps happen as you lead people through your funnel.
But what most people get wrong is believing that the funnel starts with their mailing list.
However, it starts well before that.
This is the full funnel. Don’t worry, we are going to cover each section.
Top of Funnel (TOFU)
Most people enter the funnel here. This is your social media and some of your blog posts.
Why do I say “some of your blog posts”?
Well, it goes back to the awareness journey that I briefly mentioned before.
Customer Awareness Journey
The Customer Awareness Journey is used by marketers to target the right people with the right message.
It can be broken up into 5 phases:
- Most Aware
- Product Aware
- Solution Aware
- Problem Aware
The goal of any funnel is to lead people up the awareness ladder until people become Most Aware because that is when they make a purchase.
As I’m sure you can guess, not all blog content is created equal.
For example, these two posts hit people with the same interests but they are in different parts of the awareness journey:
- 13 Different Styles for Your Bedroom
- 19 Ways to Decorate a Bohemian Bedroom
- No-Sew DIY Boho Pillows
The first post could be for people that aren’t totally aware of the Bohemian style of home decor.
The second post is for people that are aware of it but aren’t sure how to achieve it.
The third one is for people that know exactly what they want.
Throughout this whole guide, I’ve been talking about how you should target a specific person. However, this person (remember they represent 100s or 1000s of people) are in different stages of the awareness journey.
However, I don’t want you to get confused or think this is complicated.
Just assume that EVERYONE starts at the very beginning of a journey so your goal is to figure out the content that someone needs at the beginning and then what else they need to progress.
If you can map out the journeys that your audience wish to take to achieve a transformation, then you can figure out all of the content that you wish to create for them.
This can be blog content, YouTube content, Instagram content, or whatever else.
This is how you end up with unlimited amounts of content because you’ll have to repeat stuff multiple times in many different places.
This is not the first place that I’ve talked about this stuff and it won’t be the last place.
Considering how much information is in this guide, how many different ways do you think I can chop it up and remix across different platforms?
The options are endless.
This is why some blog content can be considered TOFU and some MOFU. However, the only time you need to classify things is when you’re assessing your content to understand who you might be attracting.
For example, I’ve seen bloggers write all MOFU type of content and be confused as to why they aren’t getting as much traffic as their niche would suggest.
When I ask them why they don’t do beginning tutorials they say “because nobody wants to read those”.
Of course someone wants to read those!
Look at the diagram again.
Most of the people enter the TOFU because it’s the widest. Why wouldn’t you create content for that section of your audience?
Middle of Funnel (MOFU)
Here is where the reader is more aware of their problem and this is your opportunity to build trust. If you get a person here then you’ve got their attention.
Can you keep it?
This is deeper content on your blog and also getting them onto your mailing list for even more value.
This might also be added value things like workshops and webinars.
Bottom of Funnel (BOFU)
This is obviously where you make money.
Notice how it’s the smallest part of the funnel?
That’s because you’ll only make money from a small percentage of your audience.
That’s just the nature of the beast.
However, the better you get at targeting people (blog content, silos, emails) the more people you can lead through the entire funnel.
The Importance of a Full Funnel
So why even bother thinking about the full funnel and how everything that you do should relate to it?
Because you don’t want to get stuck writing random content, random emails, and trying to sell random products that all don’t align with each other.
It’s like holding up a sign for free tires and when people show up you’re actually showing them a movie about how to grow strawberries and then you try to sell them a box of matches.
When everything that you do guides a person further along the funnel, the more money you’ll make.
This is why great bloggers make money while others struggle.
Your whole blog is a system and once it works in harmony then you actually will get the rainbows and singing birds.
Okay, well that was a lot, but are we done here?