Do you like tofu? Your future customers and prospects do?
Here’s why. They have a problem, a challenge and a need for information. If you do tofu, right, you can convert them to customers.
Before we go too deep into the top of the funnel, content marketing and creating content that generates interest and leads, we need to understand where your business’s sales and marketing system is to your your client acquisition system.
So in order to get some context, let’s look at the number one client acquisition framework. The Client Magnet System, the Client Magnet System is the complete model for uniting and aligning sales and marketing, and creating an inbound and outbound client acquisition engine in your business that attracts more leads, boost sales, and energizes your growth.
And remember, you want to align sales and marketing because they’re just like the wheels of a car, you want them working together, moving in the same direction. So you get this and not this.
There’s four layers or stages, tools, traffic, client acquisition, and post sale. We’ll go over all of it in future videos. But in this video, we’re discussing top of the funnel, also known as tofu in the client acquisition layer on the marketing side of the map.
In order to really understand the top of the funnel and how content marketing works, you have to have a solid idea of the buyers journey. When a business or individual has a problem challenge need or want, they go looking for information, especially for big purchases or big challenges.
We all do some research before we buy. Then as we do research and learn more about solutions to our challenges or options we have available to us, we move toward purchasing a solution that we’ve developed a preference for this process is known as the buyers journey.
We can represent it many ways, but for simplicity sake, let’s use the classic AIDA formula: attention, interest, desire and action. In the attention stage, you’re attracting potential buyers and providing basic information to picque their interest.
This is the top of the funnel, also known as tofu. In the interest stage, you’re answering more specific questions, showing them how to solve their problems and generate leads.
This is the middle of the funnel, also known as MOFU. In the desire stage, you’re showing people how your products or services specifically solve their challenges and why your solution is preferred over all other solutions.
This is the bottom of the funnel, also known as Bofu. Finally, the action stage is where they purchase from you. Each stage is incorporated into the client magnet system map, and we’re going to discuss them all. But now we’re talking about tofu, the top of the funnel.
The top of the funnel is where most of your content lives, all your blog posts, videos and social media. It’s where you engage new searchers info seekers and future customers. Your goals in this stage are to inform, educate, engage and entice your visitors to learn more about the solutions to their problems.
Okay, I’m going to give away a major psychological key to the top of the funnel and developing your message.
Now it may sound simple, almost nonsensical. But when you put it in practice, you’ll realize that this is an advanced strategy. That uses human nature to build a deep connection with your audience.
Here it is, your message and content should start with your ICP persona, the problem to be solved the benefits of solving it and the new life they’ll have once they’ve solved their problem only when you’ve shown them the solution and the future state they could attain.
In other words you’ve created desire. That’s when you introduce your company products and services. Therefore, in the top of the funnel, your content is not going to overtly sell your product or service. It’s going to answer the question the visitor has, which is the reason for them clicking a link or searching to get to your site.
What you write about depends upon your business and the products and services you sell and the wants needs and challenges your ideal client persona profile is experiencing.
There are 180 something different known types of posts you could write. For instance, there’s the x ways to x pattern. Examples could be seven ways to swim faster, seven tips to grow fuller, more luxurious hair, or seven ways to lose 20 pounds or more in less than seven days. But it’s not the format of the blog post that’s important.
It’s the content, let your content drive the format, then at the end, reference your products or services, and tell them where they can go to learn more about the solutions to their problems. This is where you drive them to the middle of the funnel, which we’ll talk about next week.
Okay, so what about social media? Didn’t we cover it the traffic layer when we talked about organic traffic sources? Well, yes, but as I mentioned, in that video, social media is unique.
It lives in the paid and organic sections of the traffic layer, and the top, middle and bottom of the funnel, you use social media to promote all your top of funnel content and engage your audience. So it’s an extension of your top of funnel content.
And not only can you create content specifically for top of funnel awareness, you can also advertise your top, middle and bottom of funnel content. This is why social media is a valuable tool in your marketing toolbox.
Here’s another marketing knowledge bomb. Bam.
Your lead prospect and customer lists are essential business tools essential if you want to be successful. focus on growing and building these lists with them. You can generate leads, reduce the cost of your marketing, and speed up the time do a sale.
But you can’t build a list of visitors to your website who just read an article and left, right, wrong. You can build top of funnel lists like this using retargeting or remarketing. And you can advertise to these people and get them back to your site and encourage them to pick up your middle and bottom of funnel content.
There you have it, we hit all the highlights of the top of the funnel, you now have an understanding of the buyers journey you have a strategy for and an understanding of the types of content you need to produce to get attention, drive engagement and influence visitors. You also know how to use human psychology to develop your content.
You talk about their problem, and you get them interested in solving it and achieving their desired state. Only then do you introduce your product or service and associate it as the solution.
You know why and at a high level how to use social media and you understand retargeting and have a good idea of what to use it for all in about five minutes. Nice.
That’s all I got for you this week. Make sure to like subscribe and hit the bell to get notifications when we put out new videos. We’ll see in the next one.
::: Articles Discussed in the VLOG :::
➡️ Get the Client Magnet System Quick Guide
➡️ Get the Client Magnet System Quick Guide