Learn how to master top of funnel marketing for your company
Funnels? No, we're not discussing offering funnel cakes to gain more customers. Although that might be a decent method. Instead, we're focusing on the marketing funnel, specifically at the top which is where you start the process of converting prospects to long-term customers.
In this post this article, we'll take a close review of the concept of top-of-the-funnel marketing, what it is, why it's essential, and the best way to make use of this method for your own business, regardless of whether you offer digital goods, physical goods, or both. It's time to dive into the details!
What is top of funnel marketing?
Top of funnel marketing,also known as TOFU (no it's not edible! it) is a term used to describe any promotional or marketing activity that entices your ideal client and draws them into your world. It focuses on two things:
- Brand awareness - explaining your identity, the things you're about, and the reason it matters
- Lead generation by providing lead magnets that share valuable information gratis in exchange an email address of the prospective customer
At this stage, you need to provide your leads with sufficient details to entice them in order for them to follow your blog, consume your content, and see you as an authority in your industry.
One way to accomplish this is to provide something truly irresistible to the person who gives you their email address. Much like the salespeople in the mall who give you sample items to lure you into their shop. Love 'em or hate 'em but they yield results. Similar to the samples above that you have, your prospect magnet (marketing-speak for the sample) should contain the kind of information which they won't be able to find elsewhere.
The steps of a funnel for marketing
In stage one customers are aware of their issue and are able to search the Web to find information, such as services and products which could aid them. The top part page of the funnel.
The second phase buyers review their options or look at their options, and narrow their choice of options. They may opt to:
- Make use of the knowledge to resolve their own problems.
- Purchase a service or product and let them do it.
- Don't do anything.
Naturally, marketers wish to convince customers that buyingis the best option. The middle of funnel or MOFU.
Every step of the way, you'll be losing leads. It is your job to block the leaks, so more leads can make their way to the end. The best way to accomplish this is to give buyers all the information they require in each step of the funnel, to help them move to the next step of the buying process.
In order to do this, you must understand what motivates your buyer and offer them the info needed to make that next step with confidence.
What top of funnel material converts the best?
The sort of marketing top of the funnel content that will be most successful in engaging the audience you're targeting is contingent on what they're searching for and the way you intend to solve their problem. Here are a five top of the funnel content suggestions to consider:
How-to-Guides
If someone needs assistance, the initial impulse is to attempt to tackle the task themselves. People search the internet for assistance such as "How to dye my poodle pink."
People are seeking a step-by-step tutorial that guides them through the procedure. But in many cases when they realize the complexity (have you ever had the chance to groom a dog that doesn't want for grooming? ) They realize that they're not actually able to do it themselves.
If you're the person who gave them a valuable instruction manual, they'll trust them to follow through with them. It's the best way to move people down the funnel. Plus, it's precisely how you'd like to engage your audience by coloring poodles pink or coach individuals who are looking for work.
Webinars
As an example, for instance, you could host a webinar on how to accomplish a particular goal and include a resource list on what's required.
Checklists
Checklists are a useful quick start for prospects. They're also one of the most simple lead magnets you can develop, as well as one of the most effective for generating leads. Checklists can be incorporated into websites, blogs, landing pages on sites as well as any other way you might bring visitors into your corporate world.
If somebody is trying to resolve their own problem You're the hero showing them how. And if someone just wants to get it accomplished by you, the checklist should tell that person exactly what they should be expecting when working together.
Whitepapers, report, and ebooks
Though whitepapers, ebooks and even reports have been traditionally utilized in the tech industry, they've recently gained popularity in other niches. They can help sell your product as the ideal solution to the issue your prospect is experiencing.
Whitepapers require research as well as other proof elements to back up your claims. They may take a while to write, but it's worthwhile. They do a great job in converting the reader's interest into actions.
Tutorials and videos
Infographics
Combination
This is a case where the more you have is always superior. You are welcome to add graphics or videos on whitepapers, checklists, and checklists. You can also create your own blend of formats and tools!
This is not just a way to attract attention but also helps build trust and authority, so prospects are eager to take the next step to find out more about who you are and the services you provide.
Making successful top of funnel content
Top of funnel marketing is all about obtaining prospects and enabling them to take next step in their buying journey along with you. You don't actually want a huge collection of leads. It's true. You should instead create a list of top-quality potential buyers!
To make that happen, the top of funnel the content you write should include:
Targeted The HTML0 code should appeal to your target audience. Not everyone.
Customer-centric Inquire What is your customer trying to understand? What's their end goal? How can you help them make the most of the things you can communicate and to share?
Snack-sized The content you publish must be accessible interesting, informative, and beneficial. Consider it as a small portion of your full on-line course or membership website or coaching programit's a way to whet their appetites.
Interactive It isn't a good idea to bore people to tears by providing too much detail too fast. At the same time you must be able to keep the attention of your viewers and spark their interest by providing information they can't get in other places. Keep your TOFU content educational and enjoyable.
VisualEven the most enthused customer isn't going to stick around and read a wall of texts or technical diagrams. With checklists, infographics, and videos, you can distill complex information into easy-to-understand tidbits.
How do you distribute your top of funnel content
- Social media
- Forums (if they allow you to publish your own information)
- Blog posts
- Guest blog posts
- Emails to the Outreach
The bottom line on marketing TOFU
When it comes to TOFU marketing, you have a lot of options. The trick is to determine the things your ideal client needs and wants at the beginning of their buying process, and offer it to them.
Do not be afraid to speak to previous customers to understand the reasons they picked to work with. This will give you invaluable insight into what potential customers are searching for.
Do you want to nurture and attract leads right from the top of the funnel to the final sale? Take a test today for no cost. Sin you up!
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