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Top Of The Funnel Marketing

Top of the funnel marketing is necessary for collecting leads and growing your business.

Marketing Matters

There is no one-size-fits-all answer when it comes to marketing your startup or small business. However, all businesses need to start somewhere. For many businesses, that starting point is top of the funnel marketing.

Top-of-the-funnel marketing is important for generating leads and getting them into your sales funnel. Without leads, you won’t be able to make any progress toward conversions.

Black and white photo of a large structural funnel made of iron.

In the world of sales, it all starts at the top of the funnel. Your goal in this stage is to introduce your brand and give leads a reason to want to learn more. You are laying the groundwork for a future relationship with prospects during this initial stage. It’s important to keep in mind that you aren’t pushing the sale at this point. Instead, you’re creating general interest in what your business does. (Think of it like a romantic relationship: The top of the funnel is when you say hello or ask someone out for coffee. This isn’t when you introduce them to your family or ask what you should name your kids.)

Leads are looking for content to guide them through a topic that matters to them. Your goal is to demonstrate that you are an authority in that area by offering insightful information—and lots of it—using a variety of channels.

Ready to begin? Check out these front-end tactics.

Create a Blog

Are you passionate about your industry and want to become known as an authority in it? Then starting a blog is the perfect way to do that! The key is to create value-added content that will be of interest to your target audience. Put yourself in their shoes and think about what kinds of information they would want to know. And make sure your content is not only engaging but also easy to read and digest – no one wants to wade through long, tedious paragraphs. By educating prospects about your brand and providing insights on relevant industry topics, you’ll quickly establish yourself as a go-to source of information.

Invest in Your Website

We’ve all heard the saying that “You never get a second chance to make a first impression.” Those words especially ring true with your website. If a visitor isn’t understanding your message or your purpose right away, you are likely to lose them before they even become a prospect. It’s also vital that you make sure your website is easy to navigate. Can visitors quickly access pages of interest? Can all images be viewed, even on the screens of smaller devices? Also, be sure to implement SEO practices on your website. You can start by creating a keyword research strategy using a mechanism such as the Google Keyword Tool to discover what terms are being searched in relevance to your business. Create a list of these words and incorporate them into your website content where appropriate.

Utilize Email Drip Campaigns

Staying in front of your leads in this early stage is key to keeping them in your sales funnel—and eventually moving them through it. Email drip campaigns are one of the best ways to consistently engage with prospects and pique their interest. You will rarely get a response from sending just one email, so the key is to focus on the follow-up. In other words, don’t give up on your leads. These people are in your funnel for a reason, and you want to keep them there as long as possible. An automated system is an ideal way to ensure that you maintain contact with prospects on a continuous basis. Funnelfly offers an automated marketing platform that can have you up and running with email drip campaigns quickly—and at a price you can afford.

Create a Social Media Presence

As you develop your brand through different channels of communication, consider which ones will be most effective in reaching your target audience. You don’t necessarily have to focus on just one channel, but it’s a good idea to limit your focus to two or three. For example, Facebook can be useful for creating forums and starting discussions, while LinkedIn may be better for establishing credibility and reaching business professionals. You might also want to post “how-to” videos on YouTube. Pay attention to where your target audience is spending their time online, and make sure you’re present in those spaces.

Experiment with a Variety of Content Formats

In addition to the items outlined above, there are a number of other formats you can utilize to distribute content. There’s no surefire way to know immediately which ones work the best, so experiment with an assortment to see what sort of feedback you get from your audience. Ebooks, videos, infographics, and white papers are just a few others to try, but you really are only limited by your imagination.

The Bottom Line

Building a strategy for your Top of Funnel is the key to ensuring successful conversions further down the funnel. It’s important not to get too bogged down in the details of your product or service at this stage – there will be plenty of time for that later. Instead, focus on forming relationships and creating a level of trust that will be invaluable later on.