Top of the Funnel (ToFu)
At the top of the funnel, content should be focused on identifying a major challenge the majority of your prospects face that you can address. Here you’re creating awareness and thought leadership. The top or the widest part of the funnel, is designed to attract a large number of leads. As we all know, sales is a game of percentages. The journey from lead to customer winnows out the unlikely and the uninterested, leaving a significantly reduced number of prospects, but ones with a greater likelihood of becoming customers.
With the majority of your website and blog visitors falling into this category, it’s important that you not only know who they are, but what they’re looking for. At the top of the funnel, a visitor is typically trying to solve a problem or meet a need. As a result, they are looking to be educated and to find information that will help them figure out the best solution. Classified as “Learners,” ToFu visitors to your website are in learning mode. They’re researching, checking out the different solutions to their problems, and getting a lay of the land.
It is important that you attract the largest set of potential visitors out there, since this has an impact on the overall number of visitors who ultimately become your ‘buying’ clients. Here’s where you need to put yourself in the client’s shoes and think like them. What problems are they likely to have faced, and consequently how do your service or solution help to solve this problem.
These visitors are very rarely ready to purchase and the best way to scare them away is to push them with salesy information.
Want to attract more ToFu visitors? Provide helpful, relevant information about the problem that they’re facing. Focus on attracting them with relevant blog content, how to videos etc., which give answers to specfic questions within your domain. By demonstrating that you understand their “pain” and might have a “cure” for it, you’re showing expertise that has value for potential buyers. Make sure you have a premium offer such as an eBook or white paper attached to your content as a call-to-action (CTA). Within that premium content should be another offer that nudges them to the next stage.
Middle of the Funnel
The visitors who make up the middle of the funnels are the ones we like to call, “shoppers” and they represent a smaller proportion (to ToFu) of your overall website traffic. With their research in hand and a clear idea of what they need to solve their problems, the shoppers are all about scoping the options. They’re looking for more specific information about products and services, even if they aren’t ready to spend today.
Give them everything they need to make the most educated decision by providing valuable offers in exchange for their information. Keep in touch with them, they’re one step closer. Blog content focused toward connecting solutions to problems are likely to work well with these prospects.
Bottom of the Funnel
With less the smallest proportion of your blog or website’s visitors fall into the bottom of the funnel, the “buyers” are the most rare of visitor, but also the more profitable. They’ve done all of their research, they’re comfortable in their decision, and with their credit card in hand, they’re ready to spend. Make signing up, ordering, or contacting you easy for these visitors- they’re on a mission.
As tempting as it may be to ignore the rest and go right for the BoFu visitors, the reality is that everyone has the potential to be a BoFu visitor for you. By spending the time to create content, offers, and build the relationship with all of your visitors: you’ll nurture your prospects into leads and those leads into happy customers.
The prospect is looking for you to reinforce the value of your product/service. Focus on converting them with product demos, samples, free trials, consultations or even the opportunity to buy now.