What is the best way to master top-of-the-line marketing to grow your business
Funnels? Not really. We're talking about offering funnel cakes to gain new customers. However, this could be an effective strategy. Instead, we're looking at 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 this article, we'll take a close review of what top of funnel marketing is, and why it's so essential, and the best way to make use of this method for your own business, whether you sell digital products either physical or digital and/or both. Let's dive in!
What is top of the funnel marketing?
Marketing at the top of the funnel,also known as TOFU (no it's not edible! it) is a term used to describe all marketing and promotional activities that attracts your ideal prospective client and draws them into your universe. It is based on two aspects:
- Awareness of your brand - explaining your identity, the things you're doing, and why it's important
- Lead generation Lead magnets, which share important information for free in exchange in exchange for email addresses of prospects
At this stage, you must provide leads with enough details to entice them so they follow you and consume your material and consider you an authority in your industry.
One way to accomplish this is to provide something truly irresistible in exchange for their email address. Much like the salespeople in the mall that offer samples to draw you deeper into their stores. You can either love or dislike them but they yield the results. Like those examples that you have, your leads magnet (marketing-speak for samples) should provide content that they can't find anywhere and nowhere else.
The phases of a marketing funnel
In stage one the buyers become aware of their issue and are able to search the Web for information -- including products and services which could aid them. This is the top in the funnel.
In stage two, buyers evaluate their options or look at their options, and begin narrowing their selection the pool. The buyers can choose to:
- Use the information they learn to solve their problem themselves.
- Buy a product or service and let them do it.
- Don't do anything.
Naturally, marketers wish to convince consumers that buyingis the most efficient alternative. This is known as 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 that the leads are able to make their way to the end. The best way to accomplish this is to provide buyers with the content they need in each step of the funnel to move them to the next step of the buyer's journey.
For that to do that, you need to know what motivates your buyer to make sure you offer them the info they need to take that next step in confidence.
What is the top of funnel material converts the best?
The kind of top-of-the-line marketing content that is most effective in converting the audience you're targeting is contingent on what they're looking for and the best way to address their needs. Here are a five top of funnel content ideas to consider:
How-to Guides
In the event that someone is in need of help, their first impulse is to attempt to tackle the task themselves. People search the internet for assistance for questions such as "How can I dye my puppy pink."
People are seeking a step-by-step tutorial that guides them through the procedure. However, in many instances, once they see how complicated it is (have you ever tried grooming a dog that doesn't want being groomed? ), they realize they don't actually want to take on the task themselves.
If you're the person that gave them an important how-to guide, they trust them to follow through with them. It's the best method to get people moving down the funnel. Plus, it's exactly how you want to engage your audience by coloring the poodles pink, or guide 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 necessary.
Checklists
Checklists are a useful starting point for prospective customers. They're also one of the easiest lead magnets to develop, as well as one of the most effective at creating 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 own problem, you're their hero for giving them the right direction. And if someone just wants it done by you, the checklist should tell the person what they can expect when they work with you.
Whitepapers, reports, and ebooks
Although whitepapers, ebooks, and even reports have been traditionally utilized in the tech industry but they've been gaining recognition in different niches. They help you sell your products as the perfect solution to the issue that your customer has.
Whitepapers require research as well as other proof factors to support your claims. They may take a while to write, but it's worth it. They're great at of turning passion into action.
Videos and tutorials
Infographics
Combination
It's a situation where the more you have is always more. Don't hesitate to add videos or graphics to checklists and whitepapers. You can also create your own mix of formats and tools!
This not only adds interest but also helps build trust and authority, so people are keen to take the next step to learn more about you and the services you give them.
Creating successful top of funnel content
Top of funnel marketing is all about obtaining leads to get them to take next steps in the buying journey along with you. You don't actually want to have a long collection of leads. It's true. Rather, you want to create a list of top-quality buyers!
To make that happen for that to occur, the "top of funnel" content you create needs to be:
targeted - It should only appeal to your target audience. Not everyone.
Customer-centric - Ask yourself: what's your prospect trying to master? What's their ultimate goal? What can you do to help them make the most of the things you can say and share?
Snack-sized Content you publish must be easy to understand as well as engaging and useful. Imagine it as a snack-sized piece of your entire on-line course or membership site, or coaching program -an opportunity to satisfy the appetite of your customers.
Attractive The goal is not to bore your audience to death with complex information or too much detail too fast. But, at the same time, you want to hold their attention and pique the interest of your audience by offering details that aren't available in other places. Be sure that your TOFU content is informative and enjoyable.
Visual -Even the most enthused client isn't likely to sit in a room and learn a plethora of technical or textual charts. With checklists, infographics and videos, you can distill the most complicated details into simple to understand informational tidbits.
How do you disseminate your content that is top of the funnel
- Social media
- Forums (if they let you publish your own information)
- Blog posts
- Guest blog posts
- Emails to the Outreach
The bottom line on marketing TOFU
When it comes to the world of TOFU marketing, there are many options. The key is to determine the things your ideal client needs and desires at the start of the buying journey, and give it to them.
Don't hesitate to talk to your previous clients to learn why they chose to work with. This can give you valuable information about what prospective customers are searching for.
Do you want to nurture and attract leads right from the top of the funnel all the way to the end of? Take a test today for no cost. Sin you up!
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