Learn how to master top of funnel marketing for your business
Funnels? We're not discussing offering funnel cakes to get new customers, though that might be a decent strategy. Instead, we're focusing on the marketing funnel, specifically the very top, where you begin to convert potential customers to long-term customers.
In this post this article, we'll take a close examine the top of funnel approach to marketing is, what it is and why it is important, and how to make use of this method for your business regardless of whether you offer digital goods as well as physical items and/or both. Let's dive in!
What is top of the funnel marketing?
Top of funnel marketing,also known as TOFU (no, you can't eat it) is a term used to describe any promotional or marketing activity that attracts your ideal prospective client and draws them into your business's universe. It is based on two aspects:
- Awareness of your brand Explaining your identity, the things you're doing, and why it matters
- Lead generation Lead magnets with valuable data gratis in exchange in exchange for email addresses of prospects
In this phase, you want to give leads enough details to entice them so they follow you, consume your content, and consider you an authority in your industry.
One way to accomplish this is to provide something that's truly tempting to the person who gives you their email address. Much like the salespeople in the mall who give you samples that draw you into their stores. You can either love or dislike them and they produce the results. And like those samples that you have, your leads magnet (marketing-speak for samples) must be the type of content which they won't be able to find else.
The phases of a marketing funnel
At this point customers are aware of their problem and start searching on the Web for answers -- including products and services that can help. The top part page of the funnel.
The second phase buyers assess or consider their options before narrowing down their of options. The buyers can choose to:
- Make use of the knowledge in order to tackle their problems themselves.
- Purchase a service or product that will do the work for them.
- Avoid doing anything.
Of course, marketers want to convince buyers that buyingis the most effective alternative. The middle of funnel or MOFU.
At every stage, you'll be losing leads. It is your job to block the leaks so that more leads make it to. A way to achieve this is to provide buyers with what they need to know throughout the funnel in order to guide them onto the next phase of the buyer's journey.
To do that, you must understand what drives your client and provide them with the data they need to take that next step confidently.
Which top-of-the-funnel material converts the best?
The sort of top of funnel marketing content that is most effective in converting the audience you're targeting is contingent on the type of content they're seeking and the best way to solve their problem. Here are a five top of the funnel content suggestions you should consider:
How-to Guides
If someone needs assistance, the first thought is to figure out how to accomplish the task themselves. People search the internet for assistance, like "How to dye my poodle pink."
The people are looking for a step-bystep guide that walks them through the process. However, in many instances, once they see how complicated it is (have you ever attempted grooming dogs that don't like to be groomed? ) Then they realise that they're not actually able to tackle it on their own.
If you're the person who gave them a valuable instruction manual, they'll trust them to follow through with them. This is the perfect method to get people moving down the funnel. In addition, this is exactly how you want to engage your audience, whether you dye the poodles pink, or guide individuals who are looking for work.
Webinars
You could, for example, organize a webinar about how to achieve a specific outcome and include a resource list on what's necessary.
Checklists
Checklists are a useful way to get started for potential customers. They're also one of the easiest lead magnets to develop, as well as they're one of the best in creating leads. Checklists can be integrated into blog posts, websites landing pages, and anywhere else they can bring customers to your company's world.
If you're helping someone solve their own problem You're the hero providing them with the information they need. For those who just want it done the way you want it done, your checklist will tell that person exactly what they should expect when they work together.
Whitepapers, report, and ebooks
While whitepapers, ebooks and reports have historically been utilized in the tech industry however, they've gained popularity in other niches. They aid in selling your product as the ideal solution for the problem the customer is facing.
Whitepapers must be researched and have other evidence factors to support your assertions. They can take time to write, but it's worth it. They are capable of turning interest into actions.
Videos and instructional videos
Infographics
Combination
This is a case where there is no doubt that more is more. You are welcome to add graphics or videos to checklists and whitepapers. Create your own mix of formats and tools!
It not only increases interest, it helps you build confidence and credibility, and prospects are eager to take the next step to find out more about who you are and what you have to provide.
Creating high-quality content for the top of the funnel
Marketing through the top of the funnel is all about obtaining leads and getting those leads to go to next steps in the buyer journey with you. It's not necessary to have a huge collection of leads. It's true. You should instead create a list of top-quality prospective buyers!
To make that happen for that to occur, the "top of funnel" content you create needs to include:
Specific - It should only be appealing to the intended audience. Not everyone.
Customer-centric - Ask yourself the question: What's your prospective customer looking to learn? What is their aim? How can you help them make the most of the things you can offer and communicate?
Snack-sized - Whatever content that you post must be accessible, engaging, and valuable. Consider it as a small portion of the entire on-line course or membership site or coaching courseit's a way to whet their appetites.
Engaging It isn't a good idea to bore people to tears with complex information or too much detail too fast. At the same time you must be able to keep their attention and pique their interest by providing the information that isn't found in other places. Make sure your content is educational as well as entertaining.
Visual -Even the most interested client isn't likely to sit for long and read through a mountain of texts or technical diagrams. Through the use of checklists, infographics, and videos, you can distill complicated information into simple details.
How do you disseminate the top-of-the-line content
- Social media
- Forums (if they allow you to share your material)
- Blog posts
- Guest blog posts
- Contact emails for outreach
The final word on the marketing of TOFU
In TOFU marketing, you have a lot of options. The key is to figure out what your ideal customer needs and wants at the beginning of the buying journey, and give it to them.
Do not be afraid to speak to previous customers to understand why they chose your company. This will give you invaluable information about what prospective customers want to know about.
Are you ready to draw and nurture leads from top of funnel to the final sale? Try today for free. Sin you up!
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