Funnels? Actually, we’re going to speak about something other than giving out funnel cakes as a means of attracting new customers, even if it may be a good idea. Instead, we are going to examine the marketing funnel, more especially the top of the funnel, which is where you start the process of converting prospects into consumers that remain loyal to your brand over time.
An astounding 95% of marketers are said to produce content toward the top of the sales funnel, and there is a perfectly reasonable explanation for this phenomenon. Because the top-of-funnel content feeds your whole marketing funnel. Having a smart top-of-funnel marketing plan is one of the finest ways to build any firm, especially a knowledge business.
In the following paragraphs, we will take a more in-depth look at what top-of-funnel marketing is, why it is essential, and how you can implement this approach for your own brand. Let’s dig in!
What exactly is top-of-the-funnel marketing?
TOFU, or top-of-funnel marketing, refers to any promotional or marketing activity that attracts and engages your ideal prospective consumer. It is divided into two sections:
- Brand awareness entails describing who you are, what you do, and why it is important.
- Lead generation entails providing free lead magnets that give important information in return for the prospect’s email address.
At this level, you want to provide leads with enough information to pique their interest, so they will follow you, consume your content, and identify you as an industry authority. The purpose of TOFU marketing isn’t to encourage people to purchase, especially if your offer is pricey. Instead, the idea is to push them further down the funnel. To do this, you must first add them to your email list so that you can nurture the connection and advance them through the buyer journey.
Offering something genuinely enticing in return for their email address is an excellent method to do this. Similar to mall salesmen who give you samples to get you to buy more from them. They achieve results whether you like them or not. And, like those samples, your lead magnet (marketing jargon for sample) should contain unique content that they can’t get anywhere else.
Marketing funnel stages
Let’s take a deeper look at how the top-of-funnel marketing ties in with the whole marketing funnel before we discuss what form of top-of-funnel content converts best. To embrace the notion of the entire marketing funnel, it is necessary to realize that the buying process, also known as the buyer’s journey, occurs in stages. At stage one buyers are aware of their problem and begin browsing the Web for information, including items and services that may be of assistance. This is the funnel’s apex.
In stage two buyers research alternatives and begin restricting their selection pool. They can choose to:
- Utilize the knowledge they acquire to address their own problem.
- Purchase a product or service that will do it for them.
- Do nothing at all.
Of course, marketers strive to persuade customers that purchasing is the best option. This is known as the middle of the funnel, or MOFU. In the third stage buyers are ready and intend to buy. But first, consumers want to make sure they’re making the proper choice by viewing demos, reading sales materials and testimonials, and looking for other forms of social evidence, such as case studies. Marketers refer to this as the bottom of the funnel, or BOFU.
You will lose a percentage of leads at each step. Your task is to plug the leaks so that more leads get through. One method is to provide consumers with the content they require at each level of the funnel in order to advance them to the next stage of their buyer journey.
To do so, you must first understand what inspires your consumer so that you can provide them with the knowledge they require to take the next step confidently.
What funnel content converts best?
The sort of top-of-the-funnel marketing content that converts best with your audience is determined by what they’re looking for and how you intend to address their problem. Here are five top-of-funnel content topics to think about.
How-To Manuals
When individuals need assistance, their initial instinct is to try to do it alone. People look for solutions online, such as “How to color my poodle pink.” They want a step-by-step guide that will help them through the procedure. But, once they understand how difficult it is (have you ever tried grooming a dog that doesn’t want to be groomed? ), they often realize they don’t want to do it themselves.
They trust you to accomplish it for them if you offer them a valuable how-to guide. This is an excellent method for moving folks through the funnel. Moreover, whether you dye poodles pink or train job seekers, this is precisely how you want to engage your audience.
Webinars
Live and on-demand webinars are both effective methods for generating leads and introducing consumers to your topic. Prospects provide their email address here in exchange for the webinar content. For example, you may conduct a webinar on how to attain a given result, replete with a resource list.
Checklists
Prospects might benefit from checklists as a rapid start. They’re also one of the simplest lead magnets to make, as well as one of the most successful in generating leads. Checklists may be implemented into blogs, website landing pages, and any other place where visitors might be drawn into your company world.
If someone is attempting to fix their own problem, you are their hero by demonstrating how. And if someone wants things done, your checklist informs them of what to anticipate while working with you.
eBooks, whitepapers, and reports
Although whitepapers, ebooks, and reports have traditionally been employed in the technology industry, they have lately acquired traction in other industries. They assist you in selling your product as the appropriate answer to the prospect’s problem.
To back up your assertions, whitepapers require research and other evidence pieces. These might be time-consuming to write, but they are well worth the effort. They do an excellent job of converting interest into action.
Tutorials and videos
Buyers prefer videos since they do not feel “salesy.” Videos are a terrific approach to enlighten or educate your audience in an accessible, enjoyable, and interesting way using TOFU marketing.
Infographics
Infographics are great for displaying data because they make it more scannable and psychologically consumable. Even if you are not a graphic designer, there are programs on the market like Canva that make it simple to produce these sorts of designs. Moreover, infographic content is readily adapted for many platforms, including blogs, social media, and emails.
Combination
More is definitely better in this scenario. Checklists and whitepapers can be enhanced with videos and visuals. Choose your own format and resource mix! This not only increases attention but also helps you develop trust and authority, so prospects are ready to learn more about you and what you have to offer.
Developing effective top-of-funnel content
Top-of-funnel marketing is all about certifying leads and convincing them to continue on their buying journey with you. You don’t need a lengthy list. That is correct. You want to create a list of high-quality potential purchasers!
To achieve this, the top-of-the-funnel content you generate must be:
- Customer-centric. Consider this: what is your prospect attempting to learn? What is their ultimate objective? How can you make the most of what you have to say and share it with them?
- Snack-sized. The content you publish must be simple to comprehend, entertaining, and valuable. Consider it a taster of your whole online course, membership site, or coaching program – something to whet their appetite.
- Interesting. You need to provide too much detail too quickly. At the same time, you want to keep their attention and pique their curiosity by presenting the information they won’t find elsewhere. Maintain an instructive and amusing tone in your TOFU content.
- Visual. Even the most enthused buyer is unlikely to read a wall of text or technical graphics. Consider condensing difficult material into easy-to-understand pieces by using checklists, infographics, and videos.
How to distribute the funnel content
The content at the top of your sales funnel should be shared wherever online your potential customers congregate. Imagine a virtual version of Starbucks:
- Social media
- Forums (if they allow you to share your content)
- Blog posts
- Guest posts
- Outreach emails
This type of strategy is known as an omnichannel approach, and it involves appearing on various channels in order to increase your reach. On various platforms, different potential customers will come across you. Also, if someone sees you in more than one location, it gives the impression that you are everywhere, which might make you appear authoritative and relevant.
The clincher on the marketing of TOFU
You have a variety of alternatives to choose from when it comes to TOFU marketing. The most important thing is to determine what your ideal consumer requires and desires at the beginning of the purchasing experience and then provide it to them. Feel free to inquire about former clients and find out the reasons they choose your company. This can provide you with useful insights into the needs and desires of potential customers.
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