To have a conversion funnel you have to pull prospects into your funnel with entertaining and/or informative content.
There are many ways to reach users in this stage, but the most important thing to keep in mind is that you want to attract qualified traffic that align with your ideal guest. Keep the focus on quality over quantity.
After you pull prospects into your funnel using specific online content, you can then build their interest in your vacation packages. Your website is the best tool for doing this.
Figure out what users need to know about your industry, area and specifically your lodge, camp or resort. Determine what questions and needs they have.
Then, craft content that addresses those needs and positions your business as an authority on the subject.
Write blog posts, offer helpful resources, and publish in-depth, informative guides that help your audience get a better understanding of what, exactly, your specialty is.
Example content to create:
- 50 top tips for monster pike in Sunset Country, Ontario.
- Planning a Saskatchewan fly-in in Fishing Trip: Everything you need to know.
- Ontario Resorts with the Finest Dining.
Once you’ve chosen who you’re going to serve it becomes easy to think of what you could write about that they might be searching for on the internet.
You’re definitely going to want a WordPress site. You need to be able to easily post new content to your site.
It’s very important to Google rankings that your site is steadily growing. 48 well written articles or videos (which you would have in two years posting twice a month) is a good amount of content to attract enough website visitors to fuel your funnel. More is always better when it comes to online content but based on what I’ve observed on many lodge, camp and resort sites, 48 lengthy pieces of content would generate more than enough traffic to Fuel your funnel.
The easiest way to develop content is to think of yourself as a teacher and develop a curriculum. It’s actually easier to develop a large amount of content topics at once rather than one at a time.
Perhaps there is a process or topic related to the fishing & hunting lodge, camp or resort industry that you can break into many different pieces and write a piece of content for each. It’s easier to design the flow of the articles and what’s going to come next by seeing them all side by side.
Once you’ve developed the content ideas it’s also easier to stay disciplined and work your way through the list.
A big excuse for not creating content is not having an idea about what to write about or make a video about. Task number one is to develop a list of content ideas that flow together.
Some of your articles can be written for “Google”, meaning they’re seeking to target a specific search term. But any articles that will be included in your monthly email newsletter (Pillar 5) need to provide real value and/or entertainment or else potential guests will unsubscribe.
Focusing on a niche also helps your website rank well because google rewards being the authority on a specific subject.
Be aware, that there are also many “on-page” search engine optimization tactics that you may not be implementing if you write/post your own articles and these should be implemented into every piece of content posted. If you look at this article – I’ve implemented many of these tactics.
After accumulating about 48 solid pieces of content on your website you can go into coast mode and reduce it to one high quality piece of content every month that will be used in your monthly newsletter.
Pro tips:
- You’re going to want to have google analytics on your website in order to help you track your progress.
- Having useful articles & videos also helps you gain links and shares which grows site traffic as well. (Our business growth solution also links to your business in 30 articles to help with SEO/traffic).
Your website will become a magnet that is going to pull a hyper specific target market into your funnel, pixel them for re-targeting social media ads (Pillar 4), thus ensuring every social media ad dollar is now well spent because these ads are only targeting what is referred to as “warm leads”. Meaning, the people seeing your ads on their social media are already aware of your business and have an interest in what you offer.
In summary – this component of your online sales funnel serves 4 purposes:
- To Educate and Entertain Potential Guests building an audience.
- To improve website rankings.
- To give you a piece of content to include in your monthly newsletter.
- To attract website visitors (Warm Leads) to pixel and run re-targeting ads at.