How do you master top of the funnel marketing to grow your business
Funnels? No, we're not discussing funnel cakes to get more customers. Although this could be an effective approach. Instead, we're focusing on the marketing funnel, specifically the very top, where you begin to convert potential customers to long-term customers.
In this piece we will take a deeper look at the top of funnel approach to marketing is, and why it's so crucial, and how you can make use of this method for your business whether you're selling digital goods either physical or digital and/or both. Let's dive in!
What is top of funnel marketing?
Marketing that is Top of the funnel,also known as TOFU (no it's not edible! it), refers to all marketing and promotional activities that entices your ideal client and draws them into your business's universe. It focuses on two things:
- Awareness of your brand by describing who you are, what you do, and why it's important
- Lead generation by providing lead magnets that share valuable information for free in exchange in exchange for email addresses of prospects
In this phase, you must provide leads with enough details to entice them to make them follow you, consume your content, and recognize you as an expert in your field.
One way to accomplish this is by offering an item that is truly appealing in exchange for their email address. Much like the salespeople in the mall that offer samples that draw you into their store. You can either love or dislike them but they yield the results. And like those samples the prospect magnet (marketing-speak for samples) must be the type of content you can't get anywhere elsewhere.
The stages of a marketing funnel
At this point customers are conscious of the issue and start searching the Web for answers -- including products and services that can help. This is the top page of the funnel.
In stage two buyers assess or think about their choices before narrowing down their the pool. The buyers can choose to:
- Make use of the knowledge to resolve their own problems.
- Get a product or service that will do the work for them.
- Don't do anything.
Of course, marketers want to convince consumers that purchasingis the most effective choice. They call this the middle of funnel or MOFU.
Every step of the way, you'll have to lose some leads. The goal is to stop the leaks and ensure that more leads can make it to. One way to do that is by providing buyers with all the information they require in each step of the funnel, to help them move onto the next phase of their buyer journey.
In order to do this, you must understand what motivates your buyer to make sure you provide them with the data needed to make that next step confidently.
Which top-of-the-funnel content is most effective at converting?
The kind of marketing top of the funnel content that will be most successful in engaging your target audience is determined by what they're searching for and the best way to resolve their issue. These are the top five of the funnel content suggestions to think about:
How-to Guides
In the event that someone is in need of help, their first impulse is to attempt to tackle the task themselves. Then, they go online to find help such as "How to dye my poodle pink."
They're looking for a step-by-step guide to help them navigate the steps. In many cases after they've seen how complicated it is (have you ever had the chance to groom a dog that doesn't want for grooming? ) Then they realise that they don't actually want to do it themselves.
If you're the person that gave them an important instruction manual, they'll trust you to do it for them. It's the best strategy to guide people through the funnel. It's also the best way to connect with your customers by coloring puppies pink or instruct people looking for a job.
Webinars
You could, for example, hold a webcast on ways to get a certain outcome that includes the list of resources required.
Checklists
Checklists provide a starting point for prospective customers. They're also among the easiest lead magnets to create, not to mention among the most efficient for producing leads. Checklists can be integrated into websites, blogs, landing pages on sites, and anywhere else it is possible to bring people into your business universe.
If someone is trying to solve their own problem they're your hero for showing them how. For those who just want the job done the way you want it done, your checklist will tell the person what they can anticipate when working together.
Whitepapers, report, and ebooks
Although whitepapers, ebooks, and even reports have been traditionally used in the technology sector however, they've gained popularity in other niches. They can help sell your product as the best solution to the issue your prospect is experiencing.
Whitepapers require research as well as other proof factors to support your assertions. They may take a while to write, but it's worthwhile. They are capable in converting passion into actions.
Tutorials and videos
Infographics
Combination
It's a situation where there is no doubt that more is more. Feel free to include videos or images on whitepapers, checklists, and checklists. Or, create your own blend of formats and resources!
It not only increases interest but also helps build trust and authority, so people are keen to take the next step to learn more about you and what you have to provide.
creating effective top-of-funnel content
Top of funnel marketing is all about obtaining leads and getting those leads to go to next steps in the customer journey. There's no need for to have a long number of leads. It's true. Rather, you want to create a list of top-quality buyers!
In order for that to occur for that to occur, the "top of funnel" material you produce must include:
targeted This should attract your intended users. Not everyone.
Customer-centric Inquire What is your customer trying to understand? What is their objective? How can you help them get the most out of what you have to say and share?
Snack-sized The content that you post must be accessible, engaging, and valuable. Consider it as a snack-sized piece of the entire web-based course, membership website or coaching courseit's a way to whet their appetites.
Engaging It isn't a good idea to bore people to tears with complicated information or provide too many details too quickly. However, you want to hold the attention of your viewers and spark their curiosity by giving them details that aren't available in other places. Make sure your content is educational and entertaining.
Visual -Even the most interested client isn't likely to sit for long and read through a mountain of texts or technical diagrams. With checklists, infographics, and videos, you are able to distill complicated information into simple tidbits.
How do you distribute your content that is top of the funnel
- Social media
- Forums (if they permit you to post your information)
- Blog posts
- Guest posts
- Contact emails for outreach
The bottom line on marketing TOFU
If you are in the world of TOFU marketing, there are a lot of options. The trick is to figure out what your ideal customer needs and desires at the start of the purchasing process and give it to them.
Don't hesitate to talk to your previous clients to learn why they chose your company. It can provide valuable information about what prospective customers want to know about.
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