Top of Funnel: A Digital Marketing Checklist

Give your eyes a break, listen to the audio version:

 

Have you ever asked yourself…?

‘WHERE ARE ALL MY BLOODY CUSTOMERS HIDING?’

The truth is, they aren’t hiding. You are.

Your customers are out there, spending their hard-earned money. They’re joyfully skipping around digital shopping aisles, hitting the buy button.

‘But EinsteinMarketer my website is amazing, my products are beautiful and I’ve got tons of social media likes. Why wouldn’t they find me?’

Because you suck.

Don’t worry, we’re kidding.

But seriously, you’re doing something wrong.

If you’ve ever:

-Received heaps of praise from a customer, but gained very few new ones

-Created an incredible discounted offer but made few sales

-Typed until your fingers bled on social media but couldn’t draw followers to your website traffic

-Heard from new customers (after years in the business), that they never knew you existed

-Tried to build a list, but failed

You’re in the right place.

These are Top of The Funnel problems. Don’t worry, stick with us, we’ll guide you to the promised land.

What is a Funnel?

The Conversion Funnel, top of funnel

Selling online is a fine art.

But because we’re book reading, industry studying, sales loving MARKETERS, we’ve broken it down into three simple steps:

-Top of Funnel

Middle of Funnel

Bottom of Funnel

We use funnels to guarantee high conversions. You should too. Read EinsteinMarketer’s Ultimate Guide to Conversion Funnels HERE.

If your problem isn’t one of the issues listed above, you’ve probably got troubles elsewhere in your funnel. Don’t panic, we have guides for those too. Click on the links above for more help.

Top of Funnel Goals

OK, so you’ve discovered your Top of Funnel isn’t functioning as it should. Don’t beat yourself up about it. Grab a pen and paper, and read on.

Before we address the problem, we need to create some GOALS. If you don’t know what one looks like, tune into the next England Football match and watch what the opposing team do.

EINSTEIN MOMENTThe ultimate Top of Funnel goal is to move prospects into the Middle of Funnel. We’ll increase our chances by achieving the goals listed below.

They might look like this:

-Triple website traffic

-5x social media shares

-Create brand awareness

-Grow retargeting list

EINSTEIN MOMENTWhatever your Top of Funnel goal is, you must create awareness about the problem your product solves and the solution that you offer. This guarantees movement into your funnel.

Whatever your goal is, BE SPECIFIC. EinsteinMarketer would be.

‘But Einstein, none of those goals have anything to do with sales?’

Quit your whining, we’re getting to that. If you’ve read our Conversion Funnel Guide, you’d already understand.

 

Top of Funnel Strategy 

top of funnel; brand awareness cold traffic generation

We’ve got a goal. Hooray! Should we stick it on our wall and admire it between sips of coffee?

No. We’re business people. We do.

So, let’s quit the talking and start walking.

How should we start?

Content, content, content.

We need to offer VALUABLE, CONSUMABLE content. This will position you as an expert, build trust with prospects and create awareness of the problem your business solves.

So, scratch around in the broom cupboard for your creative hat. Found it? No? OK, we’ll knock up a list of CONTENT IDEAS to help you hit your Top of Funnel goals.

And…poof…here it is:

Blogs

Social Media Updates

Infographics

-Photographs

-Digital Magazine/book

Audio Podcasts

-Videos

-Microsites

-Newsletters

-Primary Research

BE CONSISTENT with content updates, and watch your audience grow.

EINSTEIN MOMENTUse a variety of Top of Funnel content types to broaden the net of potential customers.

Just remember, whatever content you use, you MUST CREATE AWARENESS about the PROBLEM your customers face and the SOLUTION you offer.

Your content does not need to be specific to your product. It needs to be specific to the PROBLEM and SOLUTION.

Shall we say it for a third time? No, we haven’t got all day.

EINSTEIN MOMENTPublish content on your website, social media accounts and externally owned sources. And always include links back to your site.

Still stuck for Top of Funnel content strategies? CLICK HERE.

 

Top of Funnel Metrics 

 

top of funnel metrics brand awareness facebook

We’ve got a target and we’ve laid out a content strategy.

We need to measure what works and what doesn’t.

EINSTEIN MOMENT -Top of Funnel Metrics shows us what content is driving traffic and creating awareness. Once we understand what works, we can reuse it and repackage it, time and time again.

Let’s run an eye over the KEY METRICS

Website Traffic- measure the traffic to every page on your website with Google Analytics. We’ll know what content drives leads. And we’ll use it again.

Social Media Engagement you can always check the numbers for yourself. But if you’re willing to invest, try a paid service like SproutSocial. They’ll measure the key numbers for you.

Brand/Offer AwarenessGoogle Search Console is God. It reveals the specific Google Searches people have made around your business. We’ll know if we’re doing well, because our brand name searches will have spiked.

Inbound links- This may not have been one of our goals, but we’ll know we’re hitting the mark with our content if others are laying links to our site. Use SEMRUSH to find out exactly how many you’ve gained, and where they are.

 

Top of Funnel Conclusion

top of funnel metrics brand awareness traffic generation

You’ve got the target, the strategy and the key systems to measure your success.

What more can we give you? An Ultimate Guide to Conversion Funnels? Ok, CLICK HERE.

Perhaps you’d like to learn more about one of the areas of our Funnels. Send us a message or leave Einstein a comment at the bottom of this blog. We don’t bite that often.

And remember, the next time you ask yourself, ‘WHERE ARE ALL MY BLOODY CUSTOMERS HIDING?’

Pause, take a deep breath and think, they’re probably asking themselves the same thing about your business.

So, get out there, create awareness about their PROBLEM and your SOLUTION. And guess what?

They’ll come flocking.

And with EinsteinMarketer’s help, you’ll maximise their value by moving them through the MIDDLE OF FUNNEL.

 

RELATED POSTS-

The Conversion Funnel Guide

Middle of Funnel Guide

Bottom of Funnel Guide

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Cold Traffic: The Secret to Driving Visitors