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Top of the Funnel Marketing: from content to leads to
revenue.

The top of the funnel marketing is your first interaction with your potential client. We all want leads, paid customers and fans. This, however, is only possible if you dedicate time and energy to the top of the funnel.
We know that well planned sales funnel leads to increased growth. According to Salesforce,  68% of companies haven’t tried to measure Sales Funnel. That’s why a different approach is needed
Every marketer uses different funnel stages. Some use three steps and some use five or more steps to work with. I like to work with the four-step approach.

The four-step approach has the following steps

  • Generate awareness
  • Consideration
  • Nurture leads to customers
  • Maintain loyalty/ retention & fans

What I like about the four-step approach is that it’s manageable for smaller teams. What I mean to say is that every step of the funnel is asking for content that shares value.
That obviously takes a lot of tears, sweat, and time.

Explained: Top of the Funnel Marketing

Marketers publish content at the top of the funnel to reach a wide pool of potential customers. They do this by pushing content through channels and tactics like:

Content at the top of the funnel has very little to do with products and services, and everything to do with your buyer’s interests and needs.

What Are Marketers’ Goals at the Top of the Funnel Marketing?

There are two main goals at this stage:

  • Drive brand awareness
  • Generate leads

‍You’re trying to get the attention of your target audience and convince them that your brand provides value.
Once your buyers start to think of your brand as a thought leader—as a resource for interesting, useful information on topics they care about—they’ll be more willing to opt-in to communications with your brand in order to access your insights.
This is a value exchange, and the goal of top-of-funnel content is to facilitate that exchange.

What Are the Key Elements of Top-of-Funnel Content?

Because it’s meant to attract a larger audience interested in high-level topics associated with your brand, top-of-funnel content is both attention-grabbing, easily consumable, and useful to your buyers.
Top-of-funnel content tends to be:

  • Engaging
  • Buyer-centric
  • Snackable
  • Visual

Conclusion

The top of the funnel campaign is super important. You are basically setting your company up for success in the future and that you communicate with the relevant audiences.
You should always invest part of your budget to this phase to feed your company with new audiences and new target groups.

Let me know if you would like to chat about a top of the funnel campaign that could help you!

Manno Notermans

Manno is a wanderer of the world looking to make an impact and change the world for the better. He has over 10 years of experience working in various marketing positions. Manno’s main focus the past few years has been accelerating the growth of businesses, increasing revenue, and profit with out-of-box creative ideas and implementations.