Every customer started out as a sales prospect…a potential customer. No matter what you sell, you’ve got to convince the prospect to try you that first time. Most advertising…up to 96% of marketing dollars… is devoted to attracting brand new customers. All that advertising is filled with “Top of Funnel Content.”
“Top of what?” you ask? In marketing there’s something called a “Sales Funnel.”
For a full description of the Funnel, click here. At the very top of the funnel you’re trying to collect as may consumers as you can. At this point they’re not even prospects (some call them “suspects”!). These are consumers who might possibly have an interest in your product or service.
Some examples are
- Someone whose car is getting too old: they might want a new car
- Someone whose family is growing: they might want a larger home
- Someone interested in a larger home: they might need a mortgage
- Someone interested in a new home might need insurance
Your job is to attract the interest of these potential customers before they buy from your competition! When a consumer has a need or desire (often considered a “pain”) they start looking for help or a solution. That’s where “content” comes in.
Top of Funnel Content
The most effective way to do this is with content…information that your prospect wants and that you want them to have. Since we’re trying to tempt your prospect to “take the first step” with you, this is where you offer the right content.
Examples
Using the examples we came up with earlier, you might start to attract attention of people who are having problems with their old car. You could post content such as:
- Should I fix up or trade in my old car
- Is your car worth repairing?
- How much is my car worth
These are simple examples of what a car owner might Google when their car is getting old.
The next step…
The next step might be posting content to attract consumers when they’re starting their search:
- The best new car features
- The best 5 cars for 2021
- Your New Car Quiz: unbiased information you can use
Or you can tempt someone thinking about a new car with slick photos, and performance comparisons.
8 Ways to deliver your message
You’ve got lots of great options for delivering information to prospective customers that will educate them, and earn you credibility with them:
- Social Media Posts
- SEO Optimized content: about benefits you offer, FAQ’s, or Lifestyle stories
- “How To” Guides such as “10 Tips for First time Pet Owners,” “How to choose the right pet” or “25 Ways to be a responsible pet owner.”
- SEO Optimized Videos
- White Papers, Free Guides, Infographics and Case Studies
- Pay Per Click (PPC) advertising
- Messages on hold that reinforce your content when consumers call for more information
- Don’t forget about Signage: on your business, on billboards, vehicles
…and more
Summary
Creating a “sales funnel” isn’t rocket science. It just means “giving the right people the right information at the right time.” Start Top of the Funnel Content and you’ll start building the relationships that lead to sales.
Informer Messages are the marketing tool that deliver “the right message to the right people at the right time.” They make your customers’ telephone “hold” time more interesting and informative, delivering your message to your best sales prospects. How do they work? Click here for answers to Frequently Asked Questions.