Even if a potential lead doesn’t move beyond the top of the funnel, you will still have gained important information you can utilize going forward. An investment in top-of-funnel marketing will give you a lot more than you may have even considered.
Boosts brand awareness
As the top-of-funnel literally represents the awareness stage, putting marketing dollars here can have a number of benefits. You will grab the attention of those who may not have known your brand or product existed.
If a potential lead moves on from the initial contact, they now know you exist and know what you offer. That awareness can come back to reward you later, especially if you start a retargeting campaign. Awareness of your brand creates a sense of authority and credibility.
Generates qualified leads
In marketing, quality over quantity wins the day. However, top-of-funnel marketing casts a wider net. Within that net, you will gain the qualified leads your business needs to grow. As you gather names, emails, and interest, you will see which of those leads represent the marketing qualified leads (MQLs) that hold the most potential.
Without that top-of-funnel introduction, you may never find the people who will most likely move through the rest of your marketing funnel. Those lukewarm or mostly uninterested leads you gather will also give you an opportunity to dig into what it is about your marketing efforts you can adjust to make your offerings more appealing to them.
In this way, you can use your top-of-funnel marketing to gain qualified leads and a means to turn lukewarm leads into qualified leads later.
Improves engagement rates
Your top-of-funnel marketing content will increase engagement rates. As you attempt to attract qualified leads, you will create content that addresses issues and pain points that will help to increase not just interest in your offerings, but interest in the subject matter at hand.
Your marketing will present you as a credible expert to leads and potential leads. They will want to know what you have to say and what you think. Some may choose you for information over others because they trust your brand. This will all serve to increase engagement and reach.
Top-of-funnel marketing can often give you a cost-per-lead ratio that shows it’s a lot more cost-effective than many other types of marketing efforts. You can utilize many top-of-funnel marketing techniques at a minimal cost.
That said, it’s important that you optimize your top-of-funnel marketing strategies to gain the most benefit from them if you want to realize the maximum cost-effectiveness of these techniques. For example, ads that focus on awareness without a lot of heavy targeting will tend to cost a lot less than ads that strive to pinpoint a single type of potential lead.
When you look at the top-of-funnel marketing strategies further on, you will see just how you can leverage many of these strategies without overextending your marketing budget.
Provides long-term benefits
When you utilize top-of-funnel marketing strategies, you will realize long-term benefits beyond just the acquisition of leads. The exposure you garner through awareness campaigns contributes to long-term growth in several ways.
Just the awareness alone helps you to stay relevant to your audience. Over time, that awareness can lead to conversions all on its own.
Additionally, the content and materials you build up for top-of-funnel marketing will serve as lead magnets without you needing to do any additional work to attract people to them. You will have a library of assets at your disposal. This is especially true of evergreen content designed with SEO in mind.
Those qualified leads you gain will also still show up for the materials you produce, which can turn them into long-term leads for new products or services you may offer later.
And never forget the important data you will collect from your top-of-funnel marketing. All that valuable information will continue to help you grow your business more effectively from now into the future. With your analytics, you can improve your marketing funnel, your sales funnel, and your relationships, whether you’re pursuing B2C or B2B leads.
Top-of-funnel marketing strategies
So, what are some of these important top-of-funnel marketing strategies that can do so much for your brand or business?
In truth, there are a lot of them, and how you make use of them will vary depending on your goals. Nevertheless, having a lot to choose from allows you to test which may offer you the most benefit.
At the top of your marketing funnel, you will want to use tools that help with increasing awareness and list building. You will find there are quite a few ways to accomplish those goals at the top of your marketing funnel.
Content marketing includes many practices that center on making use of written and visual materials to attract leads. Because content marketing represents something of a catchall term, it’s better to look at some of the specific types of content marketing available.