As you may already know, sales funnels consist of a number of phases – awareness, interest, desire, and action. They represent the journey a typical buyer will follow before eventually buying a product or service.
At the very top of the funnel are marketing actions that are meant to create awareness of the existence of a brand or product. Marketers often spend most of their resources at the middle and bottom of the funnel ignoring the fact that all that effort would go to a waste if they didn’t get the right people hooked in the first place.
The filter-down procedure starts at the top of the funnel. This is where you get to separate random users from people who are interested in your product or service. How would you expect conversions if what you advertised is different from what you offer? Such a mistake would not only reduce your marketing ROI, but also take a toll on your search engine ranking (assuming you have a website).
Rule number one to top-of-the-funnel marketing is thus to ensure you are targeting the right audience with your content.
What to include in top-of-the-funnel marketing
While calls-to-action can be inserted in any stage of the marketing funnel, avoid focusing on sales at the top of the funnel. Feed your audience with information regarding your product and let them get interested. In such a jam-packed digital marketing space, no one will take a second look at you if the first thing they came across about you was a desperate plea to click on a link and buy a product.
Take your time to research and analyze the kind of content that appeals to your target audience and try to feed those interests. For instance, if yours is a company that manufactures activity trackers, you can create fun content on the importance of wearable devices and different ways they can be useful to different people with different lifestyles/ Where possible, hype the features that are exclusive to your product without directly promoting yourself. In the end, when it is time to make the purchase, consumers will most likely want to see your activity tracker match the description in the content you wooed them with initially.
Your objective at this stage of the funnel is to get phone numbers and email addresses through which you can engage the prospects later on. You can achieve this by offering something in return – a special eBook for instance.
Since digital marketing toppled conventional marketing, funnel marketing has been all about content, and you can see why. According to studies, more than 80 percent of all shoppers conduct online researches about products before setting out on that shopping trip. That’s quite a huge number of people to miss out on. Through guest blogging and paid social media ads, you can capture random people looking for your type of services and make them aware of the existence of your brand.
If your content is good, a user will likely read through the whole post, click on the CTA, and find themselves on your landing page. Here you have someone who can convert.
Some of the content types you can create for top of the funnel marketing include:
- Blog posts
- Research studies
- SlideShare presentations
The type of content you create should be primarily determined by the audience you are targeting. B2B audience, for instance, will prefer detailed blog posts while a B2C audience would be okay with less words and more visual content.
Know what your audience wants first.
What are client sales funnels?
A client funnel is a visual representation of a potential client’s journey to hiring your services. Regardless of the services you offer – whether it is hairdressing, coaching, legal, construction, or search engine optimization – it is important to have an idea of how clients are going to know you exist, engage you, and eventually schedule an appointment with you. This will help you optimize your marketing strategy and make it easy for you to point out the tactics that are working and the ones that are not.
An amazing video from Russell Brunson will explain more about sales funnels.
Client sales funnels can be planned and mapped out on digital funnel builders such as Clickfunnels, or Funnelytics. Your choice of a funnel mapping program should be based on factors such as the size of your funnel, ease of use, affordability and availability of tested-and-tried funnel templates.
With or without the help of a marketing expert, you can build a comprehensive marketing funnel and use it to track your clients. All you need to know is what a typical funnel entails and the contents of the marketing strategy you have in place. Note that you can build a funnel from your marketing strategy or use your funnel to create a marketing strategy, so don’t worry if you already have a marketing campaign running.
We can help you with sales funnels. Java Logix Is:
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