How do you master top of the funnel marketing for your business
Funnels? Not really. We're discussing offering funnel cakes to get more customers. Although 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 lifelong customers.
In this piece, we take a closer review of the top of funnel approach to marketing is, what it is and why it is important, and how to make use of this method for your own company, regardless of regardless of whether you offer digital goods, physical goods and/or both. We'll get started!
What exactly is top of funnel marketing?
Marketing that is Top of the funnel,also known as TOFU (no, you can't eat it) It refers to any promotional or marketing activity that attracts your ideal prospective client and draws them into your universe. It is based on two aspects:
- The concept of brand awareness - explaining who you are, what you're about, and the reason it matters
- Lead generation - offering lead magnets, which share important information to the public for no cost in exchange an email address of the prospective customer
This is the time to need to provide your leads with sufficient details to entice them in order for them to follow your blog to your website, read your posts, and consider you an authority in your area.
An effective way of doing this is by offering something truly irresistible as a reward for an email address. Similar to those salespeople in the shopping malls who offer sample items to lure you into their stores. Love 'em or hate 'em, they get results. And like those samples that you have, your lead magnet (marketing-speak for sample) should provide content that they can't find anywhere else.
The steps of a funnel for marketing
At this point customers are aware of their issue and are able to search the Web to find information, such as services and products that can help. This is the top in the funnel.
At the second stage buyers review their options or look at their options, and begin narrowing their selection pool. It is possible to choose:
- Make use of the knowledge in order to tackle their problems themselves.
- Buy a product or service and let them do it.
- Don't do anything.
Naturally, marketers wish to convince buyers that buyingis the best option. This is known as the middle of funnel, or MOFU.
At every stage, you'll have to lose some leads. Your job is to stop the leaks, so the leads are able to make it to. One way to do that is by providing buyers with what they need to know throughout the funnel in order to guide them onto the next phase of the buying process.
In order to do this, you must understand what drives your client to make sure you give them the information necessary to take the next step in confidence.
What is the top of funnel material converts the best?
The sort of marketing top of the funnel content that is most effective in converting the audience you're targeting is contingent on the type of content they're seeking and the way you intend to resolve their issue. Below are five top of the funnel ideas for content to consider:
How-to Guides
When people are needing assistance, the initial impulse is to try to do the task themselves. They search online for help, like "How can I dye my puppy pink."
People are seeking a step-by-step guide to help them navigate the steps. In many cases when they realize how difficult it can be (have you ever tried grooming the dog who doesn't want for grooming? ) They realize that they're not actually able to take on the task themselves.
If you're the person that gave them an important instruction manual, they'll trust them to follow through with them. It's the best way to move people down the funnel. It's also the best way to get your followers involved, whether you dye puppies pink or instruct people looking for a job.
Webinars
For example, you might organize a webinar about how to get a certain outcome, complete with an outline of the resources required.
Checklists
Checklists are a useful quick start for prospects. They're also among the most simple lead magnets you can make, and one of the most effective for producing leads. Checklists can be incorporated into blogs, website 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 problem themselves they're your hero for showing them how. For those who just want the job done by you, the checklist should tell that person exactly what they should be expecting when working with you.
Whitepapers and reports and ebooks
Although whitepapers, ebooks, and even reports have been traditionally employed in the field of technology but they've been gaining recognition in different niches. They help you sell your product as the ideal solution to the issue your prospect is experiencing.
Whitepapers need research and additional proof-based elements to back up your assertions. It can be a long time to create, but the results are worth it. They are capable to convert interest into the action.
Videos and tutorials
Infographics
Combination
This is a case where there is no doubt that more is better. Don't hesitate to add videos or graphics to whitepapers or checklists. Create your own mix of formats and resources!
This is not just a way to attract attention, it helps you build confidence and credibility, and prospects are eager to make the next move to learn more about you and what you can offer.
Creating successful top of funnel content
Top of funnel marketing is about qualifying leads to get those leads to go to next steps in the customer journey. You don't actually want to have a long number of leads. It's true. Instead, you should make a list with high-quality prospective buyers!
To make that happen for that to occur, the "top of funnel" the content you write should be:
Specific The HTML0 code should appeal to your target audience. Not everyone.
Customer-centric - Ask yourself What is your customer trying to learn? What's their ultimate aim? How can you help them get the most out of the things you can communicate and to share?
Snack-sized Content you share needs to be easy to understand as well as engaging and useful. Think of it as a small portion of the entire on-line course or membership site or coaching course- something to whet their appetite.
Interactive - You don't want to bore your audience to death with complicated information or provide too many details too quickly. However you're trying to grab their attention and pique their curiosity by giving them information they can't get elsewhere. Be sure that your TOFU content is informative and entertaining.
VisualEven the most interested user isn't likely to hang in a room and learn a plethora of texts or technical diagrams. By including informationgraphics, checklists, or videos, you are able to distill the most complicated details into simple to understand details.
How to distribute your top of funnel content
- Social media
- Forums (if they permit you to post your information)
- Blog posts
- Guest blog posts
- Emails to the Outreach
The final word on marketing TOFU
If you are in TOFU marketing, you'll have lots of choices. The trick is to figure out 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 past customers to find out what made them choose your company. This will give you invaluable insights into what prospects are looking for.
Ready to attract and nurture prospects from the top of the funnel to the final sale? Start today and get a trial for no cost. Sin down below!
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