Building an internet presence is essential these days. And it’s essential that you’ve got a complete advertising and marketing funnel in place to make sure you are producing sufficient visitors and organising the best actions to transform potential purchasers.
The first stage of the advertising and marketing funnel is to construct model consciousness and drive new visitors – Top of the Funnel (TOFU).
In this stage, it’s a must to arrange a lot of actions which might be created to draw new prospects to your web site and introduce your model.
Today, we are going to take a better take a look at the Top Of The Funnel so as to begin making ready your personal advertising and marketing funnel simply.
After studying this text, you’ll
get a greater understanding of how high of the funnel advertising and marketing works,
study how one can begin utilizing TOFU content material to get extra potential visitors,
and begin utilizing the best methods & instruments to arrange the primary stage of your advertising and marketing funnel.
And finally, it is possible for you to to begin deciding on what content material to work on to begin getting extra new visitors.
So let’s start.
The Role of Top Of The Funnel (TOFU) In Your Marketing Funnel
Table of Contents
The advertising and marketing funnel is a course of the place you propose your buyer journey from the primary contact with your online business to the ultimate buy. It is split into three major phases –
Top of the funnel (TOFU)Get new visitors and introduce your model to new audiences.
Middle of the funnel (MOFU)Educate your prospects to think about making a choice.
Bottom of the funnel (BOFU)Convince your prospects to take motion.
If you’ve got these three phases in place, then you possibly can count on to begin seeing fixed progress in your online business.
As you possibly can see, TOFU ensures you might be getting extra folks to go to your web site, which supplies you an opportunity to take the subsequent step and attempt to persuade them to transform.
Why Top of The Funnel Marketing is Important For Your Business
Since it’s the start line for brand new visitors, it provides plenty of worth to your online business, as that is the primary hurdle it is advisable to overcome on the subject of rising your on-line presence. And if you are able to do it proper, then you’ll get pleasure from the next:
Attract More And More Potential ClientsHave the possibility to succeed in a wider vary of individuals for larger potential leads.
Greater Brand AwarenessBecome properly-recognized to a number of individuals who, if not now, might sooner or later keep in mind your model when considering of getting the same resolution that you just present.
Get A Chance To Build A Database Of LeadsThe extra new visitors you carry, the upper the possibilities of amassing leads. Capture useful data from potential clients to comply with up with and convert into future gross sales.
According to Adobe, 96% of website visitors might not be able to make a purchase order. But you may get their data in trade for useful sources. So it is a good alternative to arrange for lengthy-time period enterprise progress.
Establish Trust And CredibilityYour content material high quality and usefulness will provide help to acquire folks’s belief over time.
Understand The Metrics & Interest Of Your Target ViewersThe sort of people that go to your content material will provide help to perceive the areas you might enhance on and the way you might optimize your future advertising and marketing campaigns.
The major concept right here is to create causes for folks to go to your web site and take into account taking motion in your request. And you are able to do that with the best TOFU content material & advertising and marketing actions.
According to a study by Edelman, 64% of shoppers cite shared values as the first motive for his or her relationship with a model.
Types Of Top Of The Funnel Content & Activities To Get More Results
The very first thing it is advisable to take into account on the subject of high of the funnel content material is methods to get natural visitors.
According to Search Engine Journal – 70% of respondents take into account natural search as the best channel for attracting visitors at this funnel stage.
So, initially, it is advisable to work on content material that provides worth to prospects indirectly. It might be an article that teaches methods, an infographic, a video about techniques or motion plans, and so on.
Let’s say you’ve got an internet site with the title “HealthMatch,” which focuses on health and wellness merchandise. This means you wish to join with folks which might be involved a couple of wholesome life-style.
Following are a number of the kinds of content material you possibly can produce to draw new potential visitors.
Evergreen posts/articlesYou might create informative articles reminiscent of “How to Start an Effective Workout Routine” or “Nutrition Tips for a Healthy Lifestyle” that folks will be capable of use for days to return, i.e., an extended-lasting worth to your viewers. You don’t want to present any indication of what you promote or make any direct name to motion. These contents will merely provide help to to get into their minds for the long run.
Educational/Informational Videos: Videos reminiscent of “5 Nutrients You Must Consume For Better Health” or “Benefits of Yoga for Mind and Body” might be used merely to offer schooling to individuals who wish to study. Here, the worth you might be providing is data. Again, you don’t need to promote something right here. People will begin trusting you extra on the sphere simply because you’ll be able to supply useful data.
Free Educational Live Sessions on Youtube & FacebookYou might host stay classes on social media merely to ship data and concepts on sure matters, as per your experience. This will provide help to acquire authority and belief in the identical discipline.
InfographicsInfographics on statistics, concepts, quotations, and processes are a great way to succeed in extra folks.
PodcastHost a podcast and talk about widespread health challenges, interview consultants to get their concepts, and supply sensible options to draw listeners who’re in search of health options. This will assist attain a complete new set of viewers and are extra potential for conversion.
Free eBooks On Valuable TopicsPeople like to get some kind of handbook or information they will preserve for future reference. A free eBook, perhaps on sure meals habits or weight loss program plans, might be excellent for the health trade. You can create a touchdown web page for it to get natural visitors and even get folks to offer their electronic mail addresses to assert the e book, i.e., lead technology and natural progress on the similar time.
Forum & Social Media Participation Often folks will ask questions or share considerations on social media/boards that relate to your experience. If you’ll be able to reply their queries there, many will take a look at your profile and, finally, your online business.
There might be a number of different methods, reminiscent of constructing touchdown pages for various merchandise, sharing your content material on different social media teams/pages, and so on.
However, it’s a must to guarantee you might be focusing strongly on search engine optimisation as a result of your content material has rank on SERPs for folks to seek out them.
FYI, should you actually are a health coach, you might learn this information on promoting health merchandise on-line.
How To Plan Content For Your Marketing Funnel Effectively
Now, you recognize what content material to supply and why they’re efficient. But how do you begin planning what matters to decide on and what sort of content material to deal with extra?
Let us take a look at how.
Step 1 – Identify your audience
You have to speculate time in understanding who your audience ought to be. Conduct thorough market analysis to realize insights into the particular demographics, preferences, and challenges of your goal prospects.
If we go by the health enterprise instance, then your audience could be people who find themselves,
well being-acutely aware people,
aged 25-40,
primarily females,
in search of weight reduction or needs to take care of good physique health.
The challenges they normally face are,
restricted time for train,
lack of motivation,
restricted vitamin data,
choosy about meals.
You might discover out these particulars in a number of methods.
Do competitor analysis to see what different related companies are specializing in.
Monitor social media with key phrases that relate to your online business to seek out concepts.
Check folks’s testimonials on their expertise with different related companies to seek out out what finish outcome made them completely satisfied.
Read case research on folks’s expertise with different competitor companies.
Join Facebook Groups and boards the place related matters are mentioned.
Check Google traits and use key phrase analysis instruments to seek out out what folks seek for.
Based on this data, you might create buyer persona’s that you just wish to entertain together with your TOFU content material.
So, going again to the instance, we are able to consider the next two personas:
Persona 1: Active Professional
Name: Annie
Gender: Female
Age: 30yrs
Career: Corporate job
Fitness Goals: Weight loss, Increase Stamina
Pain Points: Limited time for train, lackings of motivation
Persona 2: Fitness Enthusiast
Name: Emily
Gender: Female
Age: 35yrs
Career: Dance Teacher
Fitness Goals: Shredding, Strength Training
Pain Points: Plateau in progress, sustaining a nutritious diet
Once you’ve got the personas prepared, you possibly can then transfer to the subsequent step.
Step 2 – Identify Key Phrases And The Right Channels For Your Content
Now, analysis on the ache factors and desired outcomes of every of the personas and attempt to discover out the phrases folks use when describing related instances.
You might attempt to conduct a before-after grid that can assist you out with it.
If we take into account the 2 personas above, we all know what their health objectives are. So, what it’s a must to discover out is what they seek for on-line to get the answer. They might both seek for the phrases instantly or search with the problems they’re going through that may be solved with the identical health objectives. For instance, individuals who have to develop stamina might seek for “Why can’t I run longer” or “stamina coaching,” and so on.
Find out related phrases and associated phrases that your personas can relate to. You might both seek for these manually utilizing Google and search engine optimisation instruments, or you might ask for suggestions from ChatGPT.
Once you’ve got the set of phrases or phrases, you might use an search engine optimisation device reminiscent of Ahrefs or SEMRush to seek out out extra matching phrases and decide the search volumes of all of the keyphrases you listed down.
You can also use TubeBuddy or VidIQ to analysis the keyphrases for YouTube.
For Facebook or Twitter, you might merely search by the phrases one after the other and see what sort of content material obtained the best engagement for these phrases.
Next, you might do keyword clustering to make sure you aren’t producing redundant content material. You would slightly rank for a number of key phrases with a single content material than create content material for each different keyphrase.
By the top of this step, you should have a complete set of keyphrases clustered in teams, that you recognize are relatable to your goal personas and you should have discovered the kind of content material you wish to produce and for which channels.
Step 3 – Prepare The Right Content Plan To Fulfill Top Of The Funnel Marketing
Now, you’ve got 3 choices when planning your content material, relying on the channel you might be making ready it for.
Manually examine the primary 20 items of content material that seem on SERP when looking out by a key phrase. Then resolve on the same content material subject that the majority are writing about.
You might ask for subject ideas out of your search engine optimisation instruments (Ahrefs or SEMRush).
Use ChatGPT that can assist you generate appropriate matters.
For instance, if the keyphrase is “Stamina Training,” (or phrases in the identical cluster) the next might be doable TOFU weblog matters:
How To Increase Your Stamina – 10 Workout Hacks
Proven Stamina Training For Women
15 Tactics To Grow Your Running Stamina
These will simply seize the eye of the audience and can act as excellent TOFU advertising and marketing content material.
Similarly, you might plan matters for various channels.
**Remember you might be making ready content material for TOFU. So the matters ought to be geared toward producing visitors.
Step 4 – Create content material with top quality
Now, it’s time to execute. Get your workforce (or your self if a solopreneur) to begin making ready content material.
Remember, you will need to guarantee top quality with no plagiarism. People will solely go to and belief your online business if the content material is basically useful.
You might use a premium AI Writer reminiscent of ScaleNut, GetGenie AI, Closers Copy, and so on., to arrange written content material rapidly. Or you might write by yourself. (You might even rent skilled content material creators if you need.)
Step 5 – Prepare A Landing Page For Your Business
While the TOFU content material will do an amazing job, it’s best to nonetheless create a devoted touchdown web page for your online business that folks might seek for and discover in SERPS.
As per the instance, you might design a visually interesting and consumer-pleasant touchdown web page that showcases the important thing advantages and options of your health and wellness merchandise.
Let’s take into account an instance of optimizing the touchdown web page for selling a weight reduction program. Here are key components to incorporate:
Compelling headline: “Transform Your Body and Achieve Sustainable Weight Loss with HealthMatch’s 12-Week Program.”
Persuasive copy: Highlight the distinctive advantages, reminiscent of customized meal plans, skilled steering, and a supportive group.
Visuals: Display earlier than-and-after images of profitable contributors or photographs showcasing this system’s effectiveness.
Clear name-to-motion (CTA): Encourage guests to join a free session or enroll within the weight reduction program.
Testimonials: Feature testimonials from glad clients who’ve achieved their weight reduction objectives with HealthMatch’s program.
Responsive design: Ensure the touchdown web page is optimized for seamless viewing and interplay.
And in fact, don’t forget to optimize for search engine optimisation. This web page will in itself rank and carry out.
Plus, you might use inner linking to drive visitors out of your different content material to this web page.
Note: Once you’ve got the content material prepared if they’re hosted in your web site, then it’s a must to make investments a while into hyperlink constructing, i.e., getting backlinks and social shares from different related websites/people.
Tools and Resources to Help with Top Of The Funnel Marketing
Here are some instruments and sources, that may provide help to with the general high of the funnel plan.
Landing Page Builder: Consider utilizing a gross sales funnel builder to create visually interesting and conversion-optimized touchdown pages. This will mean you can plan your Middle Of The Funnel Step for guests. In WordPress, Wpfunnels, together with Elementor, could be an amazing choice.
Email Automation Tool: Once your content material is prepared, you might ship an electronic mail publication to your results in get some immediate traction. This will assist the content material rank sooner on SERPS. You might use dependable electronic mail advertising and marketing automation instruments reminiscent of Mail Mint, FluentCRM, or ActiveCampagin.As it would prevent money and time. You can use any electronic mail automation device like Mailchimp, FluentCRm, and so on.
Content Management System (CMS): Utilize a CMS like WordPress or HubSpot to simply create, handle, and publish your content material throughout varied channels. These platforms supply consumer-pleasant interfaces and options for organizing and optimizing your content material.
Social Media Management Tools: Tools reminiscent of Hootsuite, Buffer, or Sprout Social may also help you schedule and automate social media posts, observe engagement, and monitor model mentions.
AI Writers For Content CreationAs talked about above, you might use instruments reminiscent of Scalenut, Closers Copy, or ChatGPT to make your content material creation course of sooner.
Conclusion
If you possibly can run your advertising and marketing funnel with a powerful TOFU content material plan, then you’ll begin getting visitors very quickly. This is why, it is advisable to make investments a while in understanding the highest of the funnel advertising and marketing necessities for your online business. The analysis half is essentially the most essential space to deal with as a result of that’s what will provide help to outline your high of the funnel actions and expectations.
Once you’ve got laid down the groundwork, the subsequent step could be the center of the funnel the place you’ll try these traffics into potential leads or trusting prospects.
Throughout the method, utilizing a funnel builder together with an electronic mail advertising and marketing device could be clever as that can make it simple so that you can combine all of the phases of your advertising and marketing funnel.
So go forward and begin planning the TOFU content material that you just wish to create to your audience.
And if you’re searching for a dependable gross sales funnel builder + electronic mail advertising and marketing automation, then take into account looking at WPFunnels & Mail Mint.
See how WPFunnels & Mail Mint work collectively to create the most effective funnel journey on a single visible platform.
Cheers!
