How to master top of funnel marketing to grow your business
Funnels? Not really. We're discussing funnel cakes to get new customers, though it could be a good approach. Instead, we're focusing on the funnel of marketing, and specifically at the top that is the point where you begin to convert potential customers to long-term customers.
In this piece, we take a closer look at the top of funnel approach to marketing is, why it's important, and how to make use of this method for your own business, whether you're selling digital goods either physical or digital and/or both. We'll get started!
What exactly is top of funnel marketing?
Marketing at the top of the funnel,also known as TOFU (no no, you shouldn't be eating it) is a term used to describe every marketing or promotional activity that attracts your ideal prospective client and draws them into your universe. It's a focus on two points:
- Awareness of your brand - explaining who you are, what you're about, and the reason it matters
- Lead generation Lead magnets with valuable data to the public for no cost in exchange an email address of the prospective customer
This is the time to want to give leads enough information to intrigue them, so they follow you to your website, read your posts, and see you as an expert in your field.
An effective way of doing this is to offer something truly irresistible in exchange for their email address. Much like the salespeople in the mall who give you samples that draw you into their stores. Be it you like them or not but they yield the results. And like those samples the leads magnet (marketing-speak for sample) should contain the kind of information you can't get anywhere and nowhere else.
The phases of a funnel for marketing
At this point the buyers become conscious of the issue and begin searching on the Web to find information, including products and services which could aid them. This is the top of the funnel.
The second phase buyers review or think about their choices before narrowing down their of options. The buyers can choose to:
- Make use of the knowledge to resolve their own problems.
- Buy a product or service and let them do it.
- Avoid doing anything.
Naturally, marketers wish to convince consumers that purchasingis the most effective choice. They call this the middle of funnel, also known as MOFU.
At every stage, you'll be losing leads. Your job is to stop the leaks so that the leads are able to make it all the way through. The best way to accomplish this is to provide buyers with the content they need in each step of the funnel, to help them move to the next step of their buyer journey.
For that, you must understand what drives your client, so you can provide them with the data they need to take that next step in confidence.
What is the top of funnel content is most effective at converting?
The type of top of funnel marketing content that is most effective in converting your audience depends on what they're searching for and the best way to solve their problem. Below are five top of funnel content ideas to consider:
How-to Guides
In the event that someone is in need of assistance, the initial impulse is to try to do it by themselves. Then, they go online to find help, like "How can I dye my puppy pink."
The people are looking for a step-bystep guide that walks them through the process. But in many cases after they've seen how difficult it can be (have you ever tried grooming dogs that don't like to be groomed? ) Then they realise that they're not really able to take on the task themselves.
If you're the one that gave them an important instructions, they're relying on that you will do the same for them. This is the perfect way to move people down the funnel. In addition, this is exactly how you want to connect with your customers regardless of whether you color the poodles pink, or guide those looking to find a job.
Webinars
You could, for example, host a webinar on how to get a certain outcome that includes an outline of the resources required.
Checklists
Checklists provide a way to get started for potential customers. They're also among the easiest lead magnets to create, not to mention one of the most effective in producing leads. Checklists can be incorporated into blogs, website landing pages or any other place they can bring customers to your company's world.
If someone is trying to solve the issue themselves they're your hero for showing them how. If someone is just looking to get it done the way you want it done, your checklist will tell that person exactly what they should be expecting when working together.
Whitepapers, reports, and ebooks
While whitepapers, ebooks and even reports have been traditionally employed in the field of technology, they've recently gained popularity in other niches. They aid in selling your product as the ideal solution to the issue that your customer has.
Whitepapers require research as well as additional proof-based factors to support your claims. They may take a while to write, but it's worth the effort. They are capable in converting passion into actions.
Videos and tutorials
Infographics
Combination
It's a situation where there is no doubt that more is better. Don't hesitate to add graphics or videos on whitepapers, checklists, and checklists. Or, create your own mix of formats and resources!
It not only increases interest, it helps you build trust and authority, so potential customers are more likely to make the next move to find out more about who you are and what you have to give them.
Making high-quality content for the top of the funnel
Marketing through the top of the funnel is about qualifying leads and getting customers to move on to next step in their buyer journey with you. It's not necessary to have an extensive number of leads. It's true. Rather, you want to build a list of high-quality potential buyers!
In order for that to occur, the top of funnel content you create needs to include:
targeted - It should only appeal to your target audience. Not everyone.
Customer-centric Inquire: what's your prospect trying to master? What is their goal? What can you do to help them make the most of the things you can offer and communicate?
Snack-sized The content you publish must be simple to comprehend interesting, informative, and beneficial. Think of it as a snack-sized piece of the entire web-based course, membership site or coaching coursean opportunity to satisfy the appetite of your customers.
Engaging The goal is not to bore your audience to death with complicated information or provide too many details too quickly. But, at the same time you must be able to keep their attention and pique their interest by providing details that aren't available anywhere else. Be sure that your TOFU content is informative as well as entertaining.
Visual -Even the most enthused client isn't likely to sit around and read a wall of technical or textual charts. With checklists, infographics and videos, you are able to distill complex information into easy-to-understand details.
How do you distribute the top-of-the-line content
- Social media
- Forums (if they permit you to post your information)
- Blog posts
- Guest posts
- Contact emails for outreach
The main point of the marketing of TOFU
In TOFU marketing, you'll have a lot of options. The trick is to determine what your ideal customer needs and would like at the beginning of the purchasing process and then give them that.
Be sure to contact previous customers to understand what made them choose to work with. It can provide valuable insights into what prospects are looking for.
Are you ready to draw and nurture leads right 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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