Marketing is an exciting channel as it promotes and helps the visibility of the brands and gain recognition from clients. But all this marketing gets wasted if no interested parties are to be converted. So, we are going to discuss one of the marketing strategies, that is funnel marketing.
What is funnel marketing?
Funnel marketing is a strategy to attract or convert new potential customers into loyal customers. This is done by monitoring the customer’s purchasing journey and their awareness about the products, services or business as a whole. The journey of customers comes in the form of a funnel where they get filtered out in each stage of awareness till the buying process. This marketing funnel has three phases:
Top of Funnel (ToFu): This funnel is an awareness stage to showcase what you have.
Middle of funnel (MoFu): this stage looks after the question of customers and provides a solution in making the purchase.
Bottom of the funnel (BoFu): this stage deals with when the customer is ready to purchase and where the business tries to build trust in the brand.
What is Top funnel marketing?
It is a technique to capture a wide audience and more leads. This funnel is about creating awareness among potential customers about the brand. For this, there many tactics to follow:
Content marketing: This is the biggest thing in the marketing strategy right now, where bands use various content types to promote their business. This method includes blog creation, video promotion, infographics, podcasts, webinars, social media, and more. All these content strategies are applied to attract more leads and create brand awareness.
Optimizing Website: When searching for your brand, people will first check the website. It becomes important for a brand to make a website that has a good user experience the design should be good, the colours should represent the brand, each element should be clearly visible, it should be clean, and most importantly, it loads fast to increase conversion.
Email marketing: As lead generation is the target, engaging people with the brand and encouraging them to share their email address becomes important. Categories in geographical location, gender, past purchases, interest and more factors can achieve this. To attract potential customers, it is important to personalize the mail based on information provided by subscribers.
Paid advertising: Many brands use this method to generate more leads and better engagement with the targeted audiences. This includes various types of advertising like PPC or pay-per-click, social media ads, search engine ads, banners and more, which guide the brands towards a larger crowd. These ads target behaviours, age, gender, hobbies, and how people act online.
SEO: To boost your brand’s visibility in search results, you need to optimize your website and content for search engines. You need to add targeted keywords or search terms and build quality content to grab users’ attention, as these users often look for industry-specific information. SEO is a great way to gain the attention of the audience. Craft content that answers queries, solves their issues and fits their needs when they first search online. This method lets the brand start building connections with its audiences.
Why is top-of-funnel marketing important?
Improve SEO rankings: TOFU marketing is an excellent way to boost your site’s SEO. Creating high-quality content with important keywords that is engaging and informative for people leads to more visitors to the website and attracts quality leads. The content helps how users interact with your site, decreases bounces rates, and leads more to search engine rankings. Utilizing the TOFU methods in your SEO plan will boost your brand’s visibility, build trust, and set you up for long-term success.
Brand awareness: TOFU marketing focuses on promoting your brand. It targets people who might not yet know your products or services, so your goal will be reaching future customers. Content like blogs, infographics and image channels such as social media blogs and videos bring your brand to fresh audiences. This generates interest and curiosity about what you offer. To pull it off, ensure your logo, visuals, colours, and messaging are the same everywhere, as this forms a solid brand identity.
Lead generation: TOFU marketing aims not just to reach more people but to draw in those who show genuine interest in your offering. This can be achieved by creating content that speaks to your preferred clients’ requirements, challenges, and hobbies. It helps in attracting leads that show a higher probability of turning into valued customers in the future.
Increase sales: TOFU marketing targets potential customers. This is done by increasing brand awareness and products, sharing helpful content, and creating regular incoming leads for sales channels. As these leads go down the funnel, they get to know the brand better, which may turn into buyers. This constant increase in good leads can boost sales.
Expand market reach: This method is used to make your brand seen by a new crowd. It uses different techniques such as social media, blog posts, and ads on the web to display the goods or services to a larger group of people. This increases expanded exposure, which not only attracts more possible buyers but also helps in finding new markets. This leads to your brand getting more attention and possibilities to grow.
Wrapping up
The top funnel is the first stage in creating awareness about the brand among potential clients. But it is still more than just awareness; it includes many things like reaching a wide audience, sparking their interest, and earning their trust. Providing valuable content, addressing their needs, and building relationships make the way for deeper connections with your audience. It’s not just about attracting attention but about setting the stage for conversions and building long-term customer loyalty.
