As a pregnancy center, while your mission and marketing strategies are unique, your marketing funnel looks the same as other business models. And, it’s simpler than you may think.
Marketing happens in stages, and marketing tactics play different roles in your overall strategy. Understanding the marketing funnel for your PRC can help your center make a greater impact. Your goal, awareness, and conversions! And, without conversions, something is missing from your marketing strategy.
THE TOP OF THE MARKETING FUNNEL
According to Andy Defrancesco the top of the funnel is where awareness happens and is the first part of the women’s journey. You want to target women who have not yet found you and this happens through content marketing. Great content builds trust between your center and a woman looking for answers.
Step one to creating content is setting up social media accounts for your center. Do research on who your target audience is and speak and add value to her. This stage is just as important as the other two.
The Valuable Tool of Social Media
Social media is a great online tool for creating brand awareness through simple content and it directs women to other content of yours. Creating great social media content includes:
- Fun and encouraging posts (ex: celebrate holidays, self-care posts, interesting facts, etc.)
- Engaging women with service posts – provide content about the importance of your services (make sure not to sell though)
- Graphics that are bright & have a hope-filled copy
- A call to action that directs your viewers to your site & services
- Using local hashtags to reach women near you
THE MIDDLE OF THE MARKETING FUNNEL
The next part of the funnel is the middle stage- the consideration stage. Once women make it to this point, they are closer to considering your services and support. Think of this stage like the moment you are considering what doctor to visit, but you’re on the fence. During this stage, you want to add more dialogue and provide more valuable content for them. Let them know that you are an industry expert!
SEO (search engine optimization) and websites are beneficial tools to use for this marketing stage. SEO points women in your direction who are serious about receiving your services. This is accomplished through blog content, your website, and other content that includes keywords they have used in their search. A user-friendly, relevant, and inviting website is a huge factor in whether they take another step towards contacting your center.
Content for this consideration stage could look like…
- Using abortion and pregnancy-related keywords within your content
- Adding testimonials to your website and blog posts
- Blog posts that are focused on the searches of abortion-minded women
- Weaving in statistics and case studies
- Having up to date medical information with credible medical sources
- Answering your audience’s questions clearly and in great detail
- Adding client testimonials
THE BOTTOM OF THE MARKETING FUNNEL
Last, you want conversion! Conversion happens at the bottom of the funnel. This is your chance to directly connect with the woman who has found your content and ‘sell’ your supportive, life-changing services online. PPC (Pay Per Click) advertising allows women who are ready to make a move to see your pregnancy center services above the rest of your competitors and click on your ad.
The bottom of the funnel is where a woman interested in pregnancy services actually converts (chooses a place to receive these services) by reaching out to you – whether through a phone call, text, or your online appointment scheduling.
What to include in your PPC ads to stand out from the rest:
- Call to action – make a direct call to your services
- Retarget your audience – Website visitors retargeted with a PPC display ad are 70% more likely to convert.
- Create relevant and compelling copy
- Use landing pages and make sure they are optimized
ALL MARKETING STRATEGIES ARE NEEDED
The strategies at the top of the funnel help push people down towards conversion at the bottom. Without one part of the marketing funnel, you won’t get to the end goal that you want! Awareness, consideration, and conversion all work together to bring your ideal client into your pregnancy center doors.
Did you know according to Hubspot, 47% of buyers will view three to five pieces of content before engaging with a sales representative. It is the same with women who are seeking information in the midst of an unexpected pregnancy. All content throughout the woman’s journey matters and is equally important.
If you are not a marketing industry expert, it may be difficult to put all the pieces of the puzzle together as you create content and start up your social media, SEO, PPC, or redesign your website. For the best results, choose Choose Life Marketing.
Our team at Choose Life Marketing is honored to partner with your life-saving mission and values each stage of the marketing journey. We will help your center stand out and engage the abortion-minded woman in your area. We are here to help you make an impact and support those facing an unplanned pregnancy.
Each marketing funnel strategy is unique to your center. Reach out to us today for more marketing information, support, and real results.
Give us a call at 573-445-9295, email us at firstname.lastname@example.org, or visit our website at chooselifemarketing.com to learn more about how we can help!