What is the best way do you master top of the funnel marketing for your company
Funnels? No, we're not discussing offering funnel cakes in order to attract more customers. Although that might be a decent strategy. Instead, we're focusing on the funnel of marketing, and specifically at the top which is where you start the process of converting prospects to long-term customers.
In this article we will take a deeper examine the concept of top-of-the-funnel marketing, what it is, what it is and why it is essential, and the best way to make use of this method for your business whether you sell digital products either physical or digital or both. Let's dive in!
What exactly is top of funnel marketing?
Marketing that is Top of the funnel,also known as TOFU (no it's not edible! it) is a term used to describe every marketing or promotional activity that attracts your ideal prospective customers and keeps them engaged in your world. It is based on two aspects:
- The concept of brand awareness Explaining your identity, the things you're doing, and why it matters
- Lead generation - offering lead magnets that share valuable information gratis in exchange an email address of the prospective customer
At this stage, you want to give leads enough details to entice them to make them follow you, consume your content, and recognize you as an authority in your industry.
One way to accomplish this is to offer an item that is truly appealing in exchange for their email address. Similar to those salespeople in the shopping malls who offer samples to draw you deeper into their shop. Love 'em or hate 'em but they yield results. Like those examples that you have, your leads magnet (marketing-speak for sample) must be the type of content which they won't be able to find and nowhere else.
The phases of a funnel for marketing
In stage one customers are aware of their issue and begin searching on the Web for information -- including products and services that can help. It is at the top in the funnel.
At the second stage, buyers evaluate or consider their options and narrow their choice the pool. It is possible to choose:
- Use the information they learn to resolve their own problems.
- Get a product or service and let them do it.
- Don't do anything.
Marketing professionals are naturally trying to convince consumers that buyingis the most efficient alternative. They call this the middle of funnel, or MOFU.
At every stage, you'll have to lose some leads. It is your job to block the leaks, so more leads make it all the way through. A way to achieve this is by providing buyers with what they need to know throughout the funnel to move them to the next step of the buyer's journey.
To do that it is important to understand what drives your client to make sure you provide them with the data necessary to take the next step in confidence.
What top of funnel content is most effective at converting?
The sort of top-of-the-line marketing content that will be most successful in engaging your audience depends on what they're looking for and the way you intend to address their needs. Below are five top of the funnel content suggestions you should consider:
How-to-Guides
If someone needs assistance, the initial impulse is to figure out how to accomplish the task themselves. Then, they go online to find help for questions such as "How do I dye my dog pink."
People are seeking a step-by-step tutorial that guides them through the procedure. But in many cases when they realize how difficult it can be (have you ever tried grooming the dog who doesn't want being groomed? ) They realize that they're not actually able to tackle it on their own.
If you're the person who gave them a valuable instructions, they're relying on you to do it for 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 people looking for a job.
Webinars
As an example, for instance, you could organize a webinar about how to accomplish a particular goal, complete with an outline of the resources necessary.
Checklists
Checklists can be a great quick start for prospects. They're also one of the easiest lead magnets to develop, as well as among the most efficient in producing leads. Checklists can be incorporated into websites, blogs, landing pages on sites, and anywhere else you might bring visitors into your corporate world.
If you're helping someone solve the issue themselves, you're their hero for providing them with the information they need. For those who just want the job done, your checklist tells the person what they can expect when they work with you.
Whitepapers, reports, and ebooks
Though whitepapers, ebooks as well as reports were traditionally utilized in the tech industry but they've been gaining recognition in different niches. They help you sell your product as the ideal solution for the problem your prospect is experiencing.
Whitepapers must be researched and have other evidence elements to back up the claims. They can take time to write, but it's worth the effort. They are capable in converting interest into the action.
Tutorials and videos
Infographics
Combination
It's a situation where there is no doubt that more is more. You are welcome to add graphics or videos to checklists and whitepapers. You can also create your own mixture of formats and tools!
This not only adds interest It also builds trust and authority, so prospects are eager to take the next step to find out more about who you are and what you have to give them.
Creating effective top-of-funnel content
Top of funnel marketing is all about obtaining leads and getting those leads to go to the next step of the buyer journey with you. It's not necessary to have a huge collection of leads. It's true. Rather, you want to create a list of top-quality potential buyers!
For that to happen to happen, the most important content you create needs to be:
Specific The HTML0 code should attract your intended users. Not everyone.
Customer-centric Ask yourself What is your customer trying to learn? What is their objective? How can you assist them to get the most out of what you've got to communicate and to share?
Snack-sized - Whatever content you publish must be simple to comprehend as well as engaging and useful. Think of it as a small portion of your full on-line course or membership site or coaching programit's a way to whet their appetite.
Engaging - You don't want to bore people to tears by providing too many details too quickly. However, you want to hold their attention and pique the interest of your audience by offering details that aren't available anywhere else. Make sure your content is educational and enjoyable.
Visual -Even the most enthused user isn't likely to hang around and read a wall of text or technical charts. By including checklists, infographics, and videos, you can distill complex information into easy-to-understand tidbits.
How do you disseminate your top of funnel content
- Social media
- Forums (if they permit you to post your material)
- Blog posts
- Guest blogs
- Emails to the Outreach
The bottom line on marketing TOFU
When it comes to TOFU marketing, you have many options. The trick is to determine the things your ideal client needs and desires at the start of the purchasing process and offer it to them.
Don't hesitate to talk to your previous clients to learn the reasons they picked to work with. This will give you invaluable insights into what prospects are searching for.
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