But the crux of the matter is knowing what the right content is, and that depends largely on the phase the user is in: acquisition, conversion, sale or loyalty. That's why we're going to review these stages of the relationship with the customer and see what content works best to attract and convert in each of them.
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Funnel phases: acquisition
In this phase we seek to attract traffic or, in other words, to make strangers become visitors to our website.
To do this, we can use a wide variety of strategies such as:
SEO : By optimizing our own website (on-page SEO) and link building techniques (off-page SEO), we seek to position ourselves among the first results on Google and in this way obtain clicks when users search for terms related to our products or the needs they solve.
SEM : This technique is also based on improving our positioning in search engines, but in this case we will use paid ads.
Social media : In addition to generating community and interaction around our brand, social media can also help us attract visitors. In addition to trying to generate organic traffic, we can rely on paid resources such as promoted posts or other social ad formats .
Email marketing : this tool can be very valuable for generating visits, but be careful with indiscriminate acquisition campaigns. Buying third-party databases is usually not a good idea, especially with the new GDPR regulations.
Branding and PR campaigns : for example, events aimed at influencers.
At this stage, the appropriate content will be more generic, focused on solving a need that the user has detected and that is somehow related to our brand. Here are some examples:
Blog articles . To make them more dynamic, always prioritize readability: short paragraphs, lists, sections... When it comes to attracting clicks, it is very important to have a catchy headline. There are many formulas that can work, from lists like "7 things you didn't know" to "negative" headlines like "the big mistake I won't make again." But in any case, the most important thing is that the articles are well-cared for and of quality.
