As marketers, you can pretty much pigeonhole what the common goal is. We’re all in the business of ultimately generating sales and business.
However, sometimes that end goal clouds the path of getting there. What do I mean by that? I’m so glad you asked, you curious little inbound marketer.
What that means is that in order to generate sales or customers, you first need to feature the top-of-the-funnel (TOFU) content necessary to generate leads in the first place. If you’re focused solely on the end result, chances are that means your offers and calls-to-action are focused more on bottom-of-the-funnel (BOFU) leads, a dangerous and counterproductive marketing strategy.
Not all visitors who come to your site are at the same level in the buying cycle, therefore alienating what TOFU visitors and leads will have a direct effect on your sales.
Looking for help in generating the top-of-the-funnel content necessary to generate more qualified leads? Contact IMPACT and learn how we can help!
What is Top-of-the-Funnel Content?
Top-of-the-funnel leads refer to leads who are the very beginning of the buying cycle. In fact, they may not even buy from you at all. However, virtually every eventual customer begins at this stage of the cycle, so it’s very important not to screw this up.
TOFU content will likely come in the form of blogs and offers that are very introductory to your product or service. What is it that you sell or offer? How is this of value to your prospects? How will they benefit from it?
This is where you create ebooks, whitepapers, or blog articles that introduce your readers to the process and help them identify their needs (if there is one.)
This allows visitors to gauge their needs and interest in the hopes that they move further down the sales funnel by downloaded one of your middle-of-the-funnel or bottom-of-the-funnel offers.
Don’t skip ahead!
Attractive Top-of-the-Funnel Content
So now that you’re developing top-of-the-funnel content, you’re good to go, right? Not so fast.
Because these types of visitors and leads are in an introductory phase, you really need to reel them in with attractive content in order to win them over. Compared to MOFU and BOFU leads who are more in tune with their needs, top-of-the-funnel leads really need to feel convinced that they need this certain piece of content or offer.
Here’s where your call-to-action and landing page content plays a crucial role. Be sure that you’re using action words and clearly conveying the value of your offer. What will this offer do for them? How will they benefit? Why do they need it?
Don’t bore your readers with dry, industry specific landing pages or blog articles. Write in a way that would make you want to hand over your contact information. Give them something of value. Because once they’re top-of-the-funnel leads, it will be much easier to push them further down the sales funnel once you know what their interests and needs are based on the offer or blogs they’ve downloaded or viewed.
Follow the Funnel
It’s important you don’t skip ahead and focus on the bottom-of-the-funnel, as if you do, you’ll certainly see your leads and sales drying up as you’re not giving enough love to the top-of-the-funnel leads. More than any other type of visitor, your introductory level leads really need a reason to convert.
Give this to them through your attractive content. The bottom of your sales funnel depends on it.
Interested in learning more about creating attractive top-of-the-funnel offers to generate more leads? Contact IMPACT and learn how we can get you started!