Copywriting for Marketing – How to Elevate Your Marketing Funnels With Success
You’re building out a marketing strategy for your business. But what is necessary and what’s just extra? Does it make your head spin when someone talks about marketing funnels? Don’t worry, I’ve got you covered.
At Maggie Writes Copy, I specialize in complete marketing funnels to build up your business and get you results. Let’s begin with a few of the more common funnel types.
Marketing Funnels That Bring You Results
There isn’t just one way to do things. That’s why marketing can be so tricky. What works for one niche may not work for others.
That’s where marketing funnels come into play. A marketing funnel is several different steps that your customer goes through. This then leads to an action or actions.
At the top of the funnel, there will be a lot of people who enter. As you move through the funnel, more and more of your audience will drop out until only your target audience is left. This smaller audience is who you are targeting to buy your product.
While this seems like a simple concept, driving results takes trial and error. Learning from real-time metrics to make strategic marketing choices is key to success.
Let’s talk about a couple of different types of funnels you can use.
List-Building Marketing Funnels
A list-building funnel is important for a startup company. If you don’t have leads and need to generate them fast.
Email lists are important because they allow you to enter your customer’s virtual living room. In fact, not only are you “allowed” to enter – you’ve been invited in! Your customer has said, “Hey, I think I want what you have to offer.”
Now your job is to deliver the offer that they want. This could be a:
- Exclusive access to something
- A piece of information that many people don’t know, the more different lead magnets you have out there, the easier it will be to segment your list. Which has the added benefit of increasing customer engagement with your brand.
But list-building funnels are just one of many funnels to use in your marketing.
Self-Liquidating Offer (SLO) Funnel
Sometimes marketing funnels are built to bring in an audience and learn about them. Information is priceless. It should be what drives your marketing strategy.
Self-liquidating offers pay for themselves. But don’t bring in extra money. So if they aren’t making you money, then why create one?
Because leads are valuable. Here are a couple of statistics to prove it.1
- 66% of marketers generate quality leads by spending 6 hours on Facebook a week
- 61% of marketers consider Lead generation to be the most challenging task
- $3.2 billion is spent on lead generation a year
These are just a few eye-opening statistics about lead generation that you maybe didn’t know about.
With that in mind, creating a SLO marketing campaign makes a lot more sense. Putting lead generation into your funnel and not having it cost you anything can be a crucial element to success.
When done right you’ll add some upsells to your offer and you’ll also retarget that customer for future sales.
One last thought to leave your head spinning about lead generation. A repeat customer is 60-70% more likely to buy from you. Getting a new customer to buy from you only has a 20% success rate.2
These numbers are huge. And so many companies neglect to reach out to their previous customers. Thinking the product will “speak for itself”. This is a huge misstep on their part. And a missed opportunity.
These aren’t the only types of funnels out there. Marketing funnels are as varied as the companies that use them. But there is one thing that they all need to have in common if you are going to succeed with them.
They have to be full of great copy to compel your audience to turn into your customers.
Types of Copywriting That Start Your Marketing Funnels
Your whole marketing funnel should be filled with marketing copywriting to take your ideal customer on a journey from start to finish. Ideally, your copy will be cohesive and spread the same message throughout.
Let’s start with the beginning of the funnel. Building awareness in your audience. There are three different ways your funnel can start and we’ll cover them all.
The paid method of starting your funnel is through the use of ads. This can be the quickest way to gain traction. Especially if you don’t have Search Engine Optimization (SEO) figured out on your website yet. This method often includes:
- Social media ads
- Social media ads that include a promotion
- Google ads
There are others but these are some of the most common. If you write a strong enough hook, you’ll get enough people to click on your ad.
Your funnel has to start as wide as possible to get a measurable number of people to reach the end of your funnel. Leads who come from ads are often “cold leads”. They sometimes require a longer funnel to end in a sale.
Another way to get people to enter your funnel is through web copy. This is a more organic approach and often means that you have built up your SEO well enough to get a decent amount of traffic to your site.
Web copy often involves an opt-in or offer. This helps you collect your potential customer’s email addresses to add them to your list. I cannot stress enough how important building your email list is.
You can build your email list before you ever have a product to sell. And you should be if you want to have a successful product launch.
Chances are, if people made it to your site and gave you their email, they are your target audience. This makes them a “warm lead”. And it will require less work to convert them to a buyer.
Finally, you have blog copy. People who wind up on your blog are generally looking for answers to questions. It’s important that you deliver those answers and offer your potential customers lots of value.
But if you aren’t including a call to action in your blog then you are missing the mark. While people don’t often think of blogs and sales in the same sentence, when done right they can be your ticket to lots of pockets.
Connecting with your audience, offering value, and then providing a clear call to action can often warm up your customers and lead them straight to the sale.
Some things blogs do for your business:
- Build your authority in your niche
- Build trust and connection with your customers
- Provide lots of free value
- Create interest in what you have to offer
- Build your email list
Are you sensing a theme in this article yet? Build your list!
Blogs definitely shouldn’t be all about the sale. They should also be about the whole customer journey. And should be geared toward helping more than selling. But good blog copy can definitely do both.
If you implement any of these types of copywriting correctly, then you’ll send a huge amount of traffic into the middle of your funnel.
The Middle of Your Marketing Funnels
You’ve got one of the hard parts over with. Getting that initial click takes work. But now you have to hold your audience’s attention by sparking interest and desire. There are a few different ways to do this.
Copywritten Opt-in Pages
Including compelling copy on your opt-in pages is a no-brainer. If you have a product that you know your customer needs, make sure they know it too. Your opt-in should clearly demonstrate your product’s worth to your target audience.
One way to do this is to provide a sneak peek in the form of a freebie.
If you’re offering a freebie you need to make sure it clearly demonstrates the value of your product to your audience. Maybe a freebie doesn’t quite line up with a physical product you sell.
Instead, you could offer a guarantee or free returns with no questions asked. If you believe in your product, it’s more likely that your customers will too. And let’s face it, if you don’t believe in your product, you shouldn’t be selling it.
But how do you make sure your leads know about your freebies?
If your lead successfully opted-in on your copywritten opt-in page, then you can meet them in their own homes. Email sequences are important tools to really drive home the value that your product has.
While social media is useful for marketing, you have very little control over who sees your organic posts. And even if you’ve figured out the algorithm today, it can change tomorrow.3
Email marketing is effective because it shows up in your lead’s inboxes regardless of what Meta’s algorithm is doing. If you have a good copywriter you can even control whether it makes it into spam, junk, promotions, or their actual inbox.
Through emails, you’ll bring value, offer insight into your company, make small asks of your audience, and finally – go for the sale. This helps you warm up cold leads and create more conversions.
But what are the last steps of the marketing funnel that leads to the sale?
Marketing Funnels That Lead to Conversions
The last step of the marketing funnel is to seal the deal with the sale. This means requesting an action by your lead.
Landing Pages and Sales Pages
Landing pages are dedicated pages that your funnel takes your leads to that have “direct copy” to compel a sale. These pages require a lot of know-how and skill to write correctly.
The copywriter has to touch on key points that directly affect the customer’s quality of life. This leads to the highest conversion rate possible. And while all sales pages are landing pages, landing pages aren’t necessarily sales pages.
Landing pages could be towards the start of the funnel as well.
- Used to build email lists
- Asking your leads for small actions that will later lead to a bigger action
- Building trust and warming up leads for a future sale
Meanwhile a sales page is always looking to close the funnel and get the sale. A sales page should be optimized to make it as easy as possible for the customer to buy.
The fewer clicks a customer has to make to buy the product, the more likely they are to complete the purchase. This is why a sales page should go directly to the product page.
The last thing that a customer sees before inputting credit card information is the product page. This is why a good product page should dispel any last-second doubts your customer may have. They shouldn’t have to click on any other page for information about the product.
While you may think your product will sell itself, you’ll want to think twice about that. Make sure you have covered any question or fear your customer may have in order to make the sale an easier choice for them. Or no choice at all.
Now that you’ve made the sale, you’re funnel is done right?
The Bonus Funnel Section Many Businesses Ignore
Not so fast. I talked about the product pages as the last step. But in reality, they shouldn’t be.
Remember how we talked about the difficulty of finding new leads vs. leveraging existing leads? This is where you capitalize on customers you already have.
- Word of Mouth
- Referral programs
- Bonus offers
Giving your customers preferential treatment after the sale will return dividends on your investments. Social proof is a huge aspect of getting your products to new leads. And it isn’t as hard to do this as you might assume.
Not to mention, generating new leads costs you 5-25% more than it costs to keep your current clients. 4 This makes it quadruply important to treat your current customers well. Even if it costs you some of your profits.
Speaking of money…
How Much Does It Cost to Get Great Copy for Your Marketing Funnels?
Marketing isn’t cheap. It takes money in, to get money out of a business. While every marketing funnel will be unique and different, copywriting is a very valuable skill and tool. Being willing to invest in the best will take your business to the next level.
You can expect to pay a couple of thousands of dollars for just one funnel. And that doesn’t include implementing it. Tracking metrics, making changes, and retargeting take lots of skill and lots of hours.
Is a Marketing Copywriter Worth It?
This is the last piece of the puzzle. Do you want data-driven results that are custom-tailored to drive sales for your company?
I can offer that and more. Book a call to get the process started. Let’s chat about possible funnels. We’ll set them up specifically for your company and your audience. Let’s drive results.