How do you master top of the funnel marketing for your company
Funnels? No, we're not discussing funnel cakes to gain new customers, though that might be a decent method. Instead, we're looking at the funnel of marketing, and specifically at the top, where you begin to convert potential customers to lifelong customers.
In this piece we will take a deeper examine the top of funnel approach to marketing is, what it is and why it is essential, and the best way to utilize this strategy for your own business, whether you sell digital products either physical or digital and/or both. Let's dive in!
What is top of funnel marketing?
Marketing at the top of the funnel,also known as TOFU (no no, you shouldn't be eating it) It refers to all marketing and promotional activities which entices your ideal customers and keeps them engaged in your business's universe. It is based on two aspects:
- The concept of brand awareness - explaining who you are, what you're about, and the reason it's important
- Lead generation by providing lead magnets that share valuable information for free in exchange an email address of the prospective customer
In this phase, you want to give leads enough details to entice them so they follow you to your website, read your posts, and consider you an authority in your industry.
One way to accomplish this is to offer something truly irresistible to the person who gives you their email address. Much like the salespeople in the shopping malls who offer samples that draw you into their shop. Be it you like them or not and they produce outcomes. And like those samples the lead magnet (marketing-speak for samples) should be the type of content that they can't find anywhere and nowhere else.
The phases of a marketing funnel
In the first stage the buyers become conscious of the issue and start searching the Web for answers -- including products and services which could aid them. It is at the top in the funnel.
The second phase buyers review or think about their choices and narrow their choice the pool. They may opt to:
- Make use of the knowledge to solve their problem themselves.
- Buy a product or service to do it for them.
- Avoid doing anything.
Marketing professionals are naturally trying to convince customers that buyingis the most effective alternative. They call this the middle of funnel, or MOFU.
Each stage will see you lose a percentage of leads. Your job is to stop the leaks and ensure that the leads are able to make it all the way through. One way to do that is to provide buyers with all the information they require throughout the funnel in order to guide them onto the next phase of the buying process.
For that to do that, you need to know the motivations of your customer, so you can offer them the info necessary to take the next step in confidence.
What is the top of funnel content is most effective at converting?
The sort of top of funnel marketing content that converts best with your audience depends on what they're looking for and the best way to address their needs. These are the top five of the funnel content suggestions you should consider:
How-to-Guides
In the event that someone is in need of assistance, the initial impulse is to try to do it themselves. They search online for help for questions such as "How do I dye my dog pink."
The people are looking for a step-bystep guide that walks them through the steps. But in many cases when they realize the complexity (have you ever tried grooming the dog who doesn't want being groomed? ) Then they realise that they don't actually want to do it themselves.
If you're the one who gave them a valuable instruction manual, they'll trust you to do it for them. It's the best method to get people moving down the funnel. It's also exactly how you want to connect with your customers by coloring poodles pink or coach people looking for a job.
Webinars
For example, you might hold a webcast on ways to achieve a specific outcome and include an outline of the resources required.
Checklists
Checklists provide a starting point for prospective customers. They're also one of the easiest lead magnets to develop, as well as one of the most effective for creating leads. Checklists can be incorporated into blog posts, websites landing pages, and anywhere else you might bring visitors into your corporate world.
If somebody is trying to resolve their problem themselves, you're their hero for showing them how. If someone is just looking to get it done, your checklist tells the person what they can expect when they work with you.
Whitepapers, report, and ebooks
Though whitepapers, ebooks and even reports have been traditionally utilized in the tech industry but they've been gaining recognition in different niches. They aid in selling your product as the best solution to the problems that your customer has.
Whitepapers need research and other proof aspects to prove your assertions. They may take a while to write, but it's worth it. They do a great job to convert the reader's interest into the action.
Videos and instructional videos
Infographics
Combination
It's a situation where the more you have is always more. You are welcome to add videos or graphics on whitepapers, checklists, and checklists. You can also create your own mix of formats and resources!
It not only increases interest 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.
creating successful top of funnel content
Marketing through the top of the funnel involves identifying prospects and enabling customers to move on to next step in their buyer journey with you. It's not necessary to have to have a long list. It's true. Instead, you should build a list of high-quality prospective buyers!
In order for that to occur, the top of funnel content you create needs to include:
Specific This should attract your intended users. Not everyone.
Customer-centric Inquire the question: What's your prospective customer looking to understand? What is their goal? What can you do to help them make the most of what you have to offer and communicate?
Snack-sized Content you publish must be easy to understand as well as engaging and useful. Consider it as a small portion of your full web-based course, membership site or coaching course- something to whet the appetite of your customers.
Engaging - You don't want to bore your audience to death with complex information or too many details too quickly. At the same time you're trying to grab their attention and pique their interest by providing the information that isn't found elsewhere. Make sure your content is educational and entertaining.
Visual -Even the most enthused client isn't likely to sit in a room and learn a plethora of technical or textual charts. Through the use of checklists, infographics, and videos, it is possible to break down the most complicated details into simple to understand informational tidbits.
How do you distribute the top-of-the-line content
- Social media
- Forums (if they let you publish your own content)
- Blog posts
- Guest posts
- Emails to the Outreach
The bottom line on the marketing of TOFU
When it comes to the world of TOFU marketing, there are many options. It is important to identify the things your ideal client needs and would like at the beginning of their buying process, and give it to them.
Be sure to contact past customers to find out what made them choose you. It can provide valuable insight into what potential customers are looking for.
Do you want to nurture and attract leads right from the top of the funnel until the point of sale? Start today and get a trial for no cost. Sin you up!
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