How do you master top of the funnel marketing to grow your business
Funnels? We're not discussing offering funnel cakes to get more customers. Although that might be a decent strategy. Instead, we're focusing on the funnel of marketing, and specifically the very top that is the point where you begin the process of converting prospects to long-term customers.
In this article, we take a closer review of what top of funnel marketing is, and why it's so important, and how to apply this technique to your business whether you're selling digital goods, physical goods, 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, you can't eat it), refers to any promotional or marketing activity which entices your ideal customer and engages them in your universe. It's a focus on two points:
- Awareness of your brand - explaining who you are, what you're doing, and why it matters
- Lead generation by providing lead magnets that share valuable information for free in exchange in exchange for email addresses of prospects
This is the time to want to give leads enough details to entice them to make them follow you and consume your material and recognize you as an authority in your industry.
One way to accomplish this is to provide something truly irresistible in exchange for their email address. Like the salespeople at the shopping malls who offer samples to draw you deeper into their store. Be it you like them or not and they produce results. And like those samples the prospect magnet (marketing-speak for sample) must be the type of content which they won't be able to find elsewhere.
The stages of a marketing funnel
At this point, buyers are aware of their issue and start searching on the Web for answers -- including products and services that can help. This is the top in the funnel.
At the second stage buyers assess or think about their choices and narrow their choice the pool. They may opt to:
- Use the information they learn to solve their problem themselves.
- Get a product or service and let them do it.
- Avoid doing anything.
Of course, marketers want to convince consumers that purchasingis the best option. The middle of funnel, or MOFU.
Every step of the way, you'll have to lose some leads. It is your job to block the leaks, so more leads make it to. One way to do that is to provide buyers with all the information they require at each stage of the funnel, to help them move onto the next phase of the buying process.
In order to do this, you must understand the motivations of your customer and offer them the info needed to make that next step with confidence.
What top of funnel material converts the best?
The sort of marketing top of the funnel content that will be most successful in engaging your audience depends on what they're searching for and how you plan to address their needs. Here are a five top of the funnel ideas for content you should consider:
How-to-Guides
When people are needing assistance, the initial impulse is to try to do it by themselves. They search online for help, like "How can I dye my puppy pink."
People are seeking a step-by-step guide that walks them through the steps. In many cases after they've seen how complicated it is (have you ever attempted grooming dogs that don't like for grooming? ), they realize they're not really able to do it themselves.
If you're the one that gave them an important how-to guide, they trust you to do it for them. This is the ideal way to move people down the funnel. In addition, this is exactly how you want to engage your audience, whether you dye puppies pink or instruct individuals who are looking for work.
Webinars
You could, for example, organize a webinar about how to achieve a specific outcome and include an outline of the resources needed.
Checklists
Checklists can be a great quick start for prospects. They're also among the easiest lead magnets to create, not to mention they're one of the best in producing leads. Checklists can be incorporated into blog posts, websites landing pages as well as any other way it is possible to bring people into your corporate world.
If someone is trying to solve their own problem they're your hero for showing them how. If someone is just looking to get it done by you, the checklist should tell the person what they can anticipate when working together.
Whitepapers and reports and ebooks
Though whitepapers, ebooks and even reports have been traditionally utilized in the tech industry but they've been gaining popularity in other niches. They aid in selling your product as the best solution to the issue your prospect is experiencing.
Whitepapers must be researched and have additional proof-based factors to support the claims. It can be a long time to write, but it's worthwhile. They're great at of turning interest into actions.
Videos and instructional videos
Infographics
Combination
This is a case where more is definitely more. Don't hesitate to include videos or images on whitepapers, checklists, and checklists. Or, create your own mix of formats and tools!
This not only adds interest It also builds confidence and credibility, and potential customers are more likely to move on to learn more about you and what you can offer.
creating high-quality content for the top of the funnel
Top of funnel marketing involves identifying leads to get customers to move on to next steps in the buyer journey with you. You don't actually want a huge list. It's true. You should instead make a list with high-quality buyers!
In order for that to occur, the top of funnel material you produce must include:
targeted The HTML0 code should appeal to your target audience. Not everyone.
Customer-centric - Ask yourself: what's your prospect trying to learn? What's their ultimate aim? How can you assist them to get the most out of what you've got to communicate and to share?
Snack-sized The content that you post must be accessible as well as engaging and useful. Consider it as a small portion of your entire on-line course or membership site, or coaching program -it's a way to whet their appetite.
Interactive It isn't a good idea to bore your audience to death with complicated information or provide too much detail too fast. However, you want to hold the attention of your viewers and spark the interest of your audience by offering the information that isn't found in other places. Make sure your content is educational and enjoyable.
VisualEven the most enthusiastic customer isn't going to stick for long and read through a mountain of technical or textual charts. With informationgraphics, checklists, or videos, you can distill the most complicated details into simple to understand tidbits.
How do you disseminate your top of funnel content
- Social media
- Forums (if they allow you to share your content)
- Blog posts
- Guest blogs
- Emails to the Outreach
The final word on TOFU marketing
In TOFU marketing, you have a lot of options. The key is to identify the things your ideal client needs and would like at the beginning of the buying journey, and offer it to them.
Don't hesitate to talk to previous customers to understand the reasons they picked your company. This can give you valuable insights into what prospects are looking for.
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