Attracting new customers and generating leads are important steps for a successful marketing funnel. Without these initial results, digital marketers cannot nurture leads or convert them into sales. It all starts with a top of the funnel marketing strategy that helps establish trust and thought leadership with potential customers. First, let's define what it means to be at the beginning of the funnel. Next, let's look at individual tactics for top-of-funnel marketing efforts and campaigns.
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What is top-of-funnel marketing?
Top-of-funnel marketing is the process of marketing to a wide audience in order to capture as many leads as possible. At this stage, your audience is primarily searching for information, so the main goals of marketing at the top of the funnel are awareness and lead generation.
10 Top Funnel Marketing Tactics
1. Blog post
If you want to provide information to potential customers at the beginning of their search, blog posts are an easy way to provide that information. You can answer frequently asked questions, provide answers based on your own research, and demonstrate your knowledge of key concerns, issues, issues, and more. Learn how to write more effective blog posts to move your readers further down the funnel.
2. Webinar
Webinars, both live and on-demand, are a great lead generation tool. In exchange for access to webinar content, potential customers provide information. Later, you can use this information to nurture leads by remarketing or retargeting to that user. But beyond the benefits to your business, webinars are also an opportunity to deliver relevant information and education to your audience.
3. Social media
Considering that the majority of online users discover brands on social media or while browsing websites, it makes sense to pursue social media as a top marketing tactic in your funnel. In addition to launching paid social campaigns to increase awareness and generate leads, you can also support these efforts with engaging and informative organic content.
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4. Search Engine Optimization (SEO)
When people are looking for information, they naturally start with search engines. This means that SEO (search engine optimization) is a key tactic for marketing to top-of-funnel prospects. Research what your audience is trying to solve, what questions they're asking, and what content you have (or can develop) to address their initial searches online. You need to do.
5. Research
Whether you publish it as a report, e-book, or white paper, original research is a powerful way to gain awareness in the top-of-funnel area. In addition to providing detailed and exclusive information to your audience, you can also demonstrate his leadership by sorting prospects on specific areas of need or interest. If you want to turn this into a lead generation opportunity, you can offer your research as gated content in exchange for personal information like email addresses.
6. Video
The popularity of online video makes it a no-brainer when it comes to top-of-funnel marketing strategies. Educate and inform your audience in a highly engaging way, whether you host your video content on platforms like YouTube or Vimeo or on your own website can. Plus, you can always reuse your video content for even more benefits.
7. Infographics
Using infographics can help you visually display data to potential customers while demonstrating that you're on top of industry trends. Infographics allow you to present your data in a more appealing and easy-to-understand format, making it easier for your audience to quickly find what they need. At the same time, use this top-funnel marketing tactic to increase brand awareness.
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8. Public relations activities
Getting your brand featured in the media is a great way to reach a wider audience and build credibility. This can be accomplished through press releases, guest blog posts, and social media activity.
9. Events and Sponsorship
Hosting or sponsoring an event is a great way to connect directly with potential customers and prospects. This can be a good way to generate leads and build relationships. Sponsoring an event, team, or cause is a great way to get your brand in front of a wider audience and build goodwill.
10. Partnership
Partnering with other businesses that target the same audience can be a great way to reach a wider audience and cross-promote your brand.
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