What To Do If You’re Struggling With Top Of The Funnel Strategies
If your company is struggling at the top of the funnel, we’ve got 5 tips that will attract prospects to your website and convert qualified leads into sales.
Your outdoor company has built a beautiful website and the sales team is ready to answer any questions prospects have. But they’re waiting…and waiting…and waiting.
The sales team has received a few calls and emails but only a handful are qualified leads and they’re not converting. What’s an outdoor marketing team to do?
What Is A Marketing Funnel?
The marketing funnel is the process of turning prospects into customers. Today, we’ll just go into the three most common stages of the marketing funnel. But if you’re interested in turning your loyal customers into brand promoters, check out this blog post.
All versions of the marketing funnel start with awareness. Prospects need to know your company exists and understand your services or products before they can become a customer.
The next stage is consideration. This is where prospects turn into qualified leads. These prospective customers are more invested in learning about your outdoor company. With the right lead nurturing, they can be converted into customers.
The final stage of the marketing funnel is conversion. The prospect has gone from visitor to qualified lead, to customer.
Deeper Dive Into ToFu Marketing
Marketers love seeing more visitors on their website and views on their blogs. Attracting visitors to your website is what top of the funnel (aka ToFu marketing) is all about. And if you want to turn visitors into loyal customers, you need a strong top of the funnel.
Customers at the top of the funnel are just beginning their search to address a problem. They know they need something new but aren’t sure what they’re looking for. An example of this would be, planning to go fly fishing in Montana but not sure where to find the best rivers for cutthroat. These prospects are just browsing the infinite web to gather information.
Marketers can use ToFu marketing strategies to bring awareness to prospects as they search for solutions to their problems.
The key to top of the funnel marketing is driving quality traffic to your site and nurturing them into a lead.
When marketers focus more on the amount of traffic they get to their site, they end up having a low conversion rate. They can also frustrate their sales team when they hand off “leads” that aren’t truly leads. Just because someone has landed on your site, doesn’t mean they’re ready for sales to give them a call or send them a personalized email.
Top of the funnel marketing is all about bringing awareness to your brand and guiding potential prospects in the process of solving their problem. When we work with clients on ToFu marketing, we approach projects looking for short-term wins and long-term gains.
We live in a world where people want results instantly. We want our clients to see leads right away so we develop a strategy for short-term wins. When it comes to top of the funnel marketing, our focus in the short-term is keywords, meta descriptions, and a PPC strategy.
Focus On Keywords & Meta Descriptions
Building content around keywords can drive prospects to your website. When people search for yourkeywords, make sure your meta descriptions are accurate and the content is relevant so you don’t increase your bounce rate.
Have a Pay-Per-Click Strategy
The easiest way to attract people to your website is to use broad keywords in pay-per-click campaigns. They may not always turn into leads but this will raise your brand outreach with more eyeballs on your website. It’s much easier to rank for broad keywords than long-tail keywords.
As those begin to gain traction, we transition into long-term gains. And long-term gains is all about quality content. The key to top of the funnel content is to convert and nurture using the content you feel solves their specific pain point.
Social Media Is Your Friend
Facebook is still the ruler of social media but with their on-going algorithm changes there is a constant battle of iteration and decision making which tends to lead us into analysis paralysis. Quickly adapting to these changes will ensure your campaigns are fine tuned for any issue that might arise. Social media is a low-cost to entry spot for brand awareness. Social media is a long-term gain because it takes time to build up your page. You need engaged fans and valuable content like videos to become a trustworthy source of information. Social media isn’t free but targeted ads can be a low-cost way to build brand awareness and drive traffic to your page or website.
Create A User-Friendly Website
This might sound obvious but it must be said. I’m sure you’ve found yourself on a website that took forever to load, was hard to navigate, or wasn’t mobile-friendly. And what did you do? Immediately leave. It’s important for companies to invest in their website so it not only looks professional but encourages users to stay on the site.
Generate Valuable Content
What is the first thing you do when you need to solve a problem? Ask Jeeves. I mean Google! And from there, Google can take you down a spiral of blogs, videos, podcasts, and more to help you solve that problem. No matter what product or service you’re selling, adding relevant content to your site will help not only attract people to your site but generate qualified leads. If you are a lodge that takes anglers on fly fishing excursions, then create blogs that talk about the best rivers for cutthroat trout or a video on how to release a deep hooked fish. Providing solutions helps outdoor companies build trust with prospects.
Slow & Steady Wins The Race
Why would you ask a prospect to buy your service or product the second they subscribe to your email list? Remember that top of the funnel marketing is all about awareness. Prospects are just learning about your company so it’s important to nurture your leads. Send them a welcome email with links to blogs or videos that might help them solve their problem.
Generating Qualified Leads At The Top Of The Funnel
Building a strong marketing funnel takes work at the top. It’s important to spend time educating prospects and building awareness if companies want to generate more qualified leads. Your company can be positioned to keep your funnel full with our 5 tips that focus on short-term wins and long-term gains.