How to master top of funnel marketing to grow your business
Funnels? We're not talking about offering funnel cakes in order to attract more customers. Although this could be an effective method. Instead, we're looking at the funnel for marketing, particularly at the top which is where you start the process of converting prospects into life-long customers.
In this piece, we take a closer examine what top of funnel marketing is, why it's essential, and the best way to make use of this method for your own company, regardless of whether you sell digital products as well as physical items or both. Let's dive in!
What exactly 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 all marketing and promotional activities which entices your ideal customer and engages them in your world. It focuses on two things:
- Brand awareness Explaining who you are, what you do, and why it matters
- Lead generation by providing lead magnets with valuable data to the public for no cost in exchange an email address of the prospective customer
In this phase, you want to give leads enough details to entice them to make them follow you, consume your content, and consider you an expert in your field.
A good way to do this is to provide something truly irresistible to the person who gives you their email address. Like the salespeople at the mall that offer sample items to lure you into their shop. Be it you like them or not but they yield outcomes. And like those samples, your prospect magnet (marketing-speak for samples) should provide content which they won't be able to find and nowhere else.
The phases of a marketing funnel
In the first stage customers are conscious of the issue and begin searching the Web for information -- as well as products and services which could aid them. It is at the top 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:
- Use the information they learn to resolve their own problems.
- Buy a product or service to do it for them.
- Don't do anything.
Naturally, marketers wish to convince customers that buyingis the most effective choice. This is known as the middle of funnel, or MOFU.
At every stage, you'll have to lose some leads. The goal 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 give buyers the content they need at each stage of the funnel, to help them move into the next stage of the buying process.
In order to do this, you must understand the motivations of your customer and offer them the info necessary to take the next step confidently.
What is the top of funnel content converts best?
The sort of top of funnel marketing content that converts best with 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 funnel content ideas to consider:
How-to-Guides
If someone needs assistance, the initial impulse is to attempt to tackle the task themselves. Then, they go online to find help for questions such as "How do I dye my dog pink."
They're looking for a step-by-step tutorial that guides them through the process. In many cases when they realize how difficult it can be (have you ever had the chance to groom a dog that doesn't want for grooming? ), they realize they're not actually able to do it themselves.
If you're the one who gave them a valuable how-to guide, they trust that you will do the same for them. It's the best way to move people down the funnel. It's also exactly how you want to connect with your customers regardless of whether you color the poodles pink, or guide individuals who are looking for work.
Webinars
You could, for example, host a webinar on how to achieve a specific outcome that includes the list of resources necessary.
Checklists
Checklists provide a quick start for prospects. They're also one of the easiest lead magnets to create, not to mention they're one of the best for generating leads. Checklists are a great addition to blogs, website landing pages or any other place it is possible to bring people into your business universe.
If you're helping someone solve their problem themselves You're the hero providing them with the information they need. For those who just want the job done the way you want it done, your checklist will tell that person exactly what they should anticipate when working together.
Whitepapers, report, and ebooks
Though whitepapers, ebooks as well as reports were traditionally employed in the field of technology, they've recently gained popularity in other niches. They aid in selling your product as the best solution to the problems that your customer has.
Whitepapers need research and other proof elements to back up your assertions. They may take a while to complete, but they're worthwhile. They're great at in converting the reader's interest into action.
Videos and instructional videos
Infographics
Combination
This is a case where there is no doubt that more is superior. You are welcome to add graphics or videos to checklists and whitepapers. Or, create your own blend of resources and formats!
This is not just a way to attract attention, it helps you build credibility and trust, which means that prospects are eager to take the next step to know more about you and what you can offer.
creating effective top-of-funnel content
Marketing through the top of the funnel is about qualifying leads to get customers to move on to next step in their customer journey. It's not necessary to have to have a long list. It's true. You should instead make a list with high-quality prospective buyers!
For that to happen to happen, the most important material you produce must be:
Targeted The HTML0 code should attract your intended users. Not everyone.
Customer-centric Ask yourself the question: What's your prospective customer looking to understand? What is their objective? How can you help them get the most out of what you've got to communicate and to share?
Snack-sized The content you publish must be simple to comprehend as well as engaging and useful. Think of it as a snack-sized piece of the entire online course, membership site or coaching programit's a way to whet the appetite of your customers.
Attractive It isn't a good idea to bore people to tears with complicated information or provide too many details too quickly. But, at the same time you're trying to grab the attention of your viewers and spark their curiosity by giving them details that aren't available elsewhere. Make sure your content is educational and enjoyable.
Visual -Even the most interested user isn't likely to hang around and read a wall of text or technical charts. By including checklists, infographics and videos, you are able to distill the most complicated details into simple to understand tidbits.
How do you disseminate your top of funnel content
- Social media
- Forums (if they permit you to publish your own material)
- Blog posts
- Guest posts
- Emails to the Outreach
The final word on the marketing of TOFU
In TOFU marketing, you'll have lots of choices. It is important to determine the needs of your target customer and would like at the beginning of their buying process, and then give them that.
Don't hesitate to talk to past customers to find out the reasons they picked your company. This will give you invaluable insights into what prospects want to know about.
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 up below!
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