How to master top of funnel marketing for your company
Funnels? Not really. We're discussing funnel cakes in order to attract new customers. However, that might be a decent approach. Instead, we're looking at the marketing funnel, specifically at the top, where you begin your process of turning prospects to long-term customers.
In this article, we take a closer look at the top of funnel approach to marketing is, why it's essential, and the best way to apply this technique to your own company, regardless of whether you're selling digital goods, physical goods and/or both. It's time to dive into the details!
What is top of funnel marketing?
Marketing that is Top of the funnel,also known as TOFU (no no, you shouldn't be eating it) is a term used to describe all marketing and promotional activities that entices your ideal customer and engages them in your world. It focuses on two things:
- Brand awareness - explaining your identity, the things you do, and why it is important
- Lead generation by providing lead magnets that share valuable information to the public for no cost in exchange an email address of the prospective customer
This is the time to need to provide your leads with sufficient information to intrigue them, in order for them to follow your blog to your website, read your posts, and see you as an expert in your field.
One way to accomplish this is to provide an item that is truly appealing in exchange for their email address. Similar to those salespeople in the shopping malls who offer samples that draw you into their shop. You can either love or dislike them and they produce results. And like those samples, your prospect magnet (marketing-speak for samples) should be the type of content which they won't be able to find and nowhere else.
The steps of a funnel for marketing
In stage one customers are aware of their problem and are able to search the Web to find information, such as services and products that could help them. The top part page of the funnel.
At the second stage buyers review or consider their options and narrow their choice pool. The buyers can choose to:
- Make use of the knowledge in order to tackle their problems themselves.
- Buy a product or service to do it for them.
- Don't do anything.
Marketing professionals are naturally trying to convince buyers that purchasingis the most effective option. The middle of funnel, or MOFU.
At every stage, you'll have to lose some leads. Your job is to stop the leaks and ensure that more leads can make their way to the end. One way to do that is to give buyers all the information they require throughout the funnel to move them onto the next phase of the buying process.
For that it is important to understand the motivations of your customer, so you can provide them with the data necessary to take the next step in confidence.
Which top-of-the-funnel content converts best?
The kind of top of funnel marketing content that is most effective in converting the audience you're targeting is contingent on what they're searching for and how you plan to resolve their issue. Here are a five top of funnel content ideas to consider:
How-to Guides
If someone needs assistance, the initial impulse is to try to do it by themselves. People search the internet for assistance, like "How do I dye my dog pink."
The people are looking for a step-bystep guide that walks them through the process. But in many cases, once they see how complicated it is (have you ever tried grooming dogs that don't like to be groomed? ) They realize that they're not actually able to do it themselves.
If you're the one who provided them with a helpful instructions, they're relying on that you will do the same for them. It's the best strategy to guide people through the funnel. In addition, this is the best way to connect with your customers by coloring poodles pink or coach individuals who are looking for work.
Webinars
For example, you might organize a webinar about how to achieve a specific outcome, complete with an outline of the resources necessary.
Checklists
Checklists can be a great starting point for prospective customers. They're also among the most simple lead magnets you can develop, as well as among the most efficient at creating leads. Checklists are a great addition to blogs, website landing pages as well as any other way they can bring customers to your company's world.
If somebody is trying to resolve their own problem they're your hero for providing them with the information they need. And if someone just wants the job done by you, the checklist should tell that person exactly what they should expect when they work together.
Whitepapers, report, and ebooks
While whitepapers, ebooks and even reports have been traditionally utilized in the tech industry but they've been gaining recognition in different niches. They help you sell your products as the perfect solution for the problem that your customer has.
Whitepapers need research and other evidence factors to support your assertions. It can be a long time to write, but it's worth the effort. They do a great job of turning the reader's interest into action.
Videos and instructional videos
Infographics
Combination
It's a situation where the more you have is always superior. Don't hesitate to include videos or images to whitepapers or checklists. Or, create your own mixture of formats and resources!
This is not just a way to attract attention, it helps you build confidence and credibility, and prospects are eager to take the next step to know more about you and what you have to offer.
Making successful top of funnel content
Top of funnel marketing involves identifying leads to get customers to move on to the next step of the buyer journey with you. It's not necessary to have to have a long number of leads. It's true. Instead, you should create a list of top-quality buyers!
To make that happen for that to occur, the "top of funnel" the content you write should be:
targeted This should be appealing to the intended audience. Not everyone.
Customer-centric Ask yourself: what's your prospect trying to understand? What's their end aim? What can you do to help them make the most of the things you can communicate and to share?
Snack-sized Content you publish must be accessible interesting, informative, and beneficial. Think of the content as a bite-sized portion of your entire on-line course or membership site or coaching course- something to whet their appetite.
Engaging The goal is not the audience to be bored with complicated information or provide excessive detail in a short amount of time. At the same time, you want to hold the attention of your viewers and spark the interest of your audience by offering the information that isn't found in other places. Keep your TOFU content educational and entertaining.
Visual -Even the most interested client isn't likely to sit in a room and learn a plethora of text or technical charts. With checklists, infographics and videos, it is possible to break down complicated information into simple details.
How do you disseminate your content that is top of the funnel
- Social media
- Forums (if they let you share your information)
- Blog posts
- Guest posts
- Emails to the Outreach
The bottom line on marketing TOFU
If you are in the world of TOFU marketing, there are lots of choices. The key is to identify what your ideal customer needs and wants at the beginning of their buying process, and then give them that.
Do not be afraid to speak to your previous clients to learn why they chose to work with. This can give you valuable insight into what potential customers are searching for.
Do you want to nurture and attract prospects from the top of the funnel to the final sale? Start today and get a trial for no cost. Sin you up!
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