Top of Funnel (ToFu) Content
Let's talk top of funnel!
This the widest point of your funnel, where all of your leads initially come in.
Some of these leads will be qualified leads--that is, leads aligned with what it is that you are trying to sell.
These are the people that are most likely to move further down into your funnel until they finally make a purchase.
But how do you get them to come into your funnel in the first place?
Let's talk about it!
In addition to qualified leads in the top of your funnel, you'll get a LOT of unqualified leads.
These people won't ultimately buy what you're selling for various reasons. They don't like it. They can't afford it. It isn't what they thought it was. They forgot that they already have one.
In a nutshell the top of your funnel or ToFu is kind of a free for all. You job at the top of your funnel is to share content that informs and educates about what it is that you do.
There are two types of content that you can utilize at the very top of your funnel.
The first is gated content and the other is—you guessed it!--ungated content.
Ungated means that it is free to access. You don't require someone's email or phone number in order for them to get the content. Social media and blogs are great examples of ungated content.
Then you also have gated content. This is content that you require somebody to give you their information in exchange for something.
Maybe this looks like giving someone 10% off their first purchase in exchange for their email.
Here's the tricky part. People are very protective of their personal information, and people are very protective of their inboxes. In fact, most people have multiple inboxes...and they're not always giving you the good one!
So, how can you get in there?
By providing content that people actually want to get.
Engaging content. Informative content. Content that sounds like YOU.
Being our most authentic selves is how we attract the right people to us in any live scenario. And the same concept applies to the digital world.
Think of the Top of Funnel as a first date. What can you offer that is fun, intriguing, and makes someone want to learn more about you?
What tidbit can you share that keeps them coming back for more?
And when they DO come back for more (that is, when they are open to giving you their email address) how can you make that feel like a win for your ideal customer?
What can they walk away with that makes them feel good about handing over an asset as precious as their direct contact information?
These are good questions to ask yourself, especially if your list isn't growing as quickly as you'd like.
Are you giving those top of funnel leads access to what they actually need? Or only what YOU think they need?
Above all, when it comes to the top of your funnel, make sure that you offer plenty of ungated content so that people can get to know you.
The REAL you.
That's the first step in taking leads from the top of your funnel to the middle of your funnel.
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