If you are a business owner trying to decide between all of the different types of digital content available for your marketing strategy, it can be overwhelming and anxiety inducing. You can choose from seemingly endless content types, including blogging, short-form video, long-form video, graphics, gifs, podcasts, email, interactive web pages, and so much more. Finding the right creative components that guide your customers through the sales funnel does not require you to throw your content at the wall to see what sticks — creative components, like well-crafted graphics, attention-grabbing video, and engaging copy can be strategically chosen to build different phases of your marketing strategy. Creative materials are not simply aesthetically pleasing “nice-to-haves,” but important tools used to guide your customers through the conversion funnel.
As a copywriter with KWSM: a digital marketing agency, I’ve had years of experience using my storytelling abilities to create a journey for my client’s customers with creative visuals, video, and copy to help guide them through the conversion process. Your creatives are the first, and often only, connection between you and your customers, so it matters that you choose the best materials to engage your customer at each stage of the funnel.
The Key to Creative Material that Converts: Storytelling
Picture your ideal customer. As they stumble upon graphics, written copy, or video from your company. This potential customer has entered your marketing funnel — a term that marketers use to describe a customer’s journey from the initial stages of discovering your business, to making purchasing decisions about your product or services. Depending on where your customer is in the funnel, they will respond accordingly:
Awareness
Your customer is encountering your brand for the first time and forming an initial impression. Therefore, your business’s creative material should be creating a positive first impression with your potential customer.
Your material should be empathetic, connecting and of high quality. You can leverage social media posts, short videos, and well crafted emails to help them get to know your brand better.
Interest
Now your customer has a budding awareness of your brand. Your mission here is to deepen this connection and foster trust.
Incorporate trustworthy, consistent, unique, relatable, and memorable elements into your creative materials. This can be accomplished with a visually engaging website, more in-depth videos, or product and service descriptions.
Consideration
At this stage, your customer has formed an opinion about your brand and is weighing whether or not they should convert. They may be seeking reassurance to counter doubts or apprehensions that hold them back.
Craft informative, helpful, and transparent content that addresses their FAQs, and provide social proof in the form of case studies, testimonials and reviews to display your trustworthiness.
Conversion
At this stage, your customer is ready to convert and make a purchase.
Simplicity is key. Content for customers at this stage should address price, process, and guarantees. Clearly lay out the next steps, and help the customer keep the benefit of doing business with you in mind as they make their decision.
Remember, your creative materials are not just promoting products or services; they are telling a story that your customer experiences in real-time. These elements form the chapters of your brand’s story and help your customer navigate in their journey toward conversion.
Case Study: Video Generates Leads for Wealth Management Firm
Since your customers are more likely to trust products and services that present themselves as high-quality, your creative strategy needs to reflect the quality of your product or service. Therefore, subpar creative material will be ineffective for your customers.
One of KWSM’s clients, a wealth management firm in Atlanta, GA, wasn’t receiving any leads through digital platforms. They were looking to change that and start bringing in business through their website and social media channels. We worked with their team to produce creative content, including a series of video interviews with the wealth management team, that were utilized on the client’s website and in social content.
In the high-net-worth wealth management field, a single new client can bring in substantial revenue. In the first few weeks after our videos launched, the creative content we produced secured a multi-million-dollar client, proving the effectiveness of the strategy. The prospect was introduced to the client’s services through a LinkedIn post featuring one of our videos, had their questions answered by exploring the website and converted after contacting the sales team.
Read more about this case study here.
Ready to Launch a Creative Marketing Strategy for Your Business?
The significance of creative elements often goes underestimated. Yet, these components can be the guiding light in the journey toward conversion when properly implemented.
KWSM can help you utilize creative materials to guide customer journeys and increase conversions.
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