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One of the biggest challenges marketers face is getting the right piece of content in front of the right audience at the right time. The solution might seem obvious: implement an advertising strategy that pushes buyers through a marketing funnel and ultimately converts them into paying customers. Yet quite often, marketers struggle to achieve their goals through advertising, not because their product or service lacks merit, but because customers lost interest at some point along the way as they journeyed through your marketing funnel.
If you’re hoping to achieve your marketing goals, the key is to pair your content with specific stages of the marketing funnel in a way that captures your audience’s focus. The better you align your goals with your content and differentiate that content at each stage of the marketing funnel, the greater your chances of pushing people farther along in the buyer’s journey.
With native advertising content that’s tailored to help you meet your goals, you’ll be much more successful in moving people from one stage to the next. In the following guide, we walk you through the different types of native advertising content you need for every stage of the marketing funnel — from case studies to webinars — to help you meet your goals. As you discover the benefits of these native advertising ideas, you can fine-tune your approach and make sure you’re engaging buyers at every stage.
A marketing funnel is a term used to describe the journey that customers take as they make their way to your company. The funnel begins in the early stages, at the moment when a person learns of a company's existence, and continues all the way to the purchase stage when a lead converts into a buyer.
At any point along that journey, it’s critical to keep your audience’s focus on taking the next step in the journey. The marketing funnel serves as a unique tool that allows your company to identify different stages in the buyer journey and consequently influence customers’ decisions at each of those stages. With native advertising content that’s tailored for each stage, you can achieve your goals — whether that’s increasing customer loyalty, brand awareness, or sales.
The first thing to point out is that native ads are a great way to distribute content. Whatever type of content you want to use in your ads, rest assured that native advertising will help you find a captive audience for that content.
Not just any content will do, however. To increase engagement through native ads, your content must provide value to the consumer. Therefore, the key is to create native advertising content that is relevant and valuable to your target audience and that helps move them closer to making a purchase. Let's take a closer look at the different stages of the marketing funnel and what types of content you’ll want to associate with each stage as part of your native advertising strategy.
At the top of the funnel, you want to grab the attention of potential customers and make them aware of your brand and what you offer. Brand awareness is built from consumers' search for something specific, with the ultimate goal of attracting customers to a brand, causing them to recognise and remember it.
The goal is to keep the brand at the forefront of the customer's mind throughout the purchase journey. It represents one of the key stages since it is the very first opportunity to get into the minds of target customers and leave a lasting impression on them.
Native advertising content ideas for the awareness stage include:
As potential customers move down the funnel, they may be considering different options and weighing the pros and cons of each. The goal of the brand consideration stage is to increase the likelihood that consumers will consider the brand in question and include it in their set of options when making a purchase.
Once potential customers are familiar with the idea of the brand's existence, it is critical to connect and interact with them by addressing a problem, highlighting an interest, or responding to a customer question; only in this way can you get them to consider you more than other players in your own market. It is therefore critical to create authentic and engaging touch points, through which you must specify the factors that distinguish your brand from the competition and make you recognizable at a glance.
Native advertising content ideas for the consideration stage include:
The goal of the conversion phase is to entice customers to take a specific action, most commonly the purchase of your product or service. This happens only because you were successful during the previous stages in convincing your potential buyers that your brand is better than the rest and solves their problems better than others.
Native advertising content ideas for the conversion stage include:
The basis of the brand loyalty stage is delivering on the promise you’ve made. You haven't disappointed your customers’ expectations, you've convinced them to choose you, and they've been more than happy with their choice; they will undoubtedly purchase again. Therefore, it is critical to track and monitor consumers' post-purchase behaviours, as well as nurture their relationships, in order to remain top-of-mind.
The importance of this continuous interaction is also why, very often, the engagement stage is added to the funnel, which fosters loyalty and continues to convince customers that it is right to invest in your products or services. Whenever the customer interacts in the post-purchase with the brand, this point of contact helps to maintain a lasting relationship over time.
Native advertising content ideas for the loyalty stage include:
As we have seen in the course of this article, to align your native content with your marketing funnel, you should first identify the stage of the funnel that you are targeting. Then, consider the specific needs and interests of your target audience at that stage and create native content that addresses those needs and interests, with all the content ideas that we provided above. Using our native advertising tips, you’ll be well on your way to converting interested buyers into loyal brand advocates.
Here are some steps you can take to align your native content with your marketing funnel:
For more help with native advertising ideas and content for each stage of the funnel, reach out to us at Readpeak and learn more about our native advertising platform.
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