For you to be able to target the upper funnel, you must understand first what upper funnel is. A conversion funnel is a marketing term that defines the buyer’s journey towards purchasing. The funnel has three stages, the “upper funnel”, “middle funnel”, and “lower funnel,” which allows one to identify the correct marketing strategy in order to increase conversions. These different stages of the funnel have a purpose. It is to have more potential buyers go through each stage and finally completing the final step which is buying the product. You may also hear terms like “top of the funnel”, and “bottom of the funnel”, which are other ways of describing the “upper funnel”, and “lower funnel”. These marketing terms identify what stage your potential customer is at, and how close the customer is to buying the product.
The upper funnel is the first stage. This is where a potential buyer is researching about the product,and becoming familiar with how the product works, or what benefits the product will give. Customers would tend to spend more time researching and comparing different brands to understand which product works best to fit the customers’ requirements. The goal of the upper funnel is to entice potential customers into buying the products, and lead them to the final stage.
Here are some tips that would help you target the Upper Funnel:
Idenify the Target Market
Knowing your target market is crucial. You must identify the age, gender, and which audience would have an affinity for your product. In that way, you should be able to come up with promotions and advertisements that match the needs of your potential customers.
The first step for customer awareness, is to attract and direct the visitors into your upper funnel. To raise awareness of your products and business, determine what effective tactics can be used, and identify the sources that are driving most of the traffic. Most of the businesses depend on attracting the targeted market through social media, organic search, content marketing campaigns, and advertising. As mentioned previously on The Conscious Agency blog, one of the most powerful ways to connect with your target market is through social media. Social networking platforms like Facebook, Instagram, and Twitter are great tools to generate brand awareness.
Build Visitors’ Interest
The challenge is to keep the visitors interested in your business. You need to come up with attractive offers, engaging content, and visually appealing design at this stage, and continue doing this to retain your customer base. Asking prospective customers to like your social media page and reward them with a discount or free shipping on their first purchase will helpto make an impact to yourtarget market.
Be creative with your advertisements, and be ready to be responsive to ensure you have enough customer interactions to increase visitor reactions. Engagements happen when a customer taps, clicks through to your website landing pages or expands your business ad. Some examples of engagement include likes, comments, shares, and watch time. This will allow you to measure how your audience responds to your ads.
This is a very important step in the funnel. Building trust can be a challenge at first but will become handy when you know how to educate and nurture the leads in your business. Build connections with your leads. You will notice that most customers want the same information. They want to know you as a company, how services and products work or help them. The most important thing the leads look at is what makes you stand out from your competitors. Show your audience what sets you apart from other businesses. Building relationships may take time, and you may be able to build that relationship if you take care of your customers. How? Ask questions and allow customers to give feedback.
Turning Leads to Advocates
Nurturing the current leads that you have will turn them into advocates. These current customers can become advocates by means of writing reviews, posting the business on social media by using a hashtag, etc. can help your business get more leads. You can also get influencers to advertise your business and help you with your advocacy. You can also come up with engaging customer-generated content online.
To fuel the upper funnel, our goal is to drive more awareness and referrals toward the business. If you need help with your marketing funnel strategy, send TCA a message.