Welcome back funnel enthusiasts! If you missed the first part of our series, don’t worry; we’ve got your back. We took a road trip down the fundamental concept of a sales funnel, illuminating its role as a guiding framework for businesses aiming to navigate potential clients from initial awareness to eventual conversion. We explored how the sales funnel visualizes the customer journey and by understanding the purpose and significance of each stage, businesses can tailor their marketing and sales strategies to effectively engage and nurture leads throughout the funnel.
In this exhilarating sequel, we’ll dive headfirst into the art of funnel-building and uncover the secrets to understanding your audience and crafting content that’ll make them go, “Wow, where have you been all my life?”
Understanding Your Target Audience
So, who are these mythical creatures we call our audience? Think of them as your trusty guidelines for the content you’re creating. You want to know anything and everything you can about the personas of the people you are trying to reach. You want to know what they like to eat, where they like to hang out, what they like to talk about, how they take their coffee on a rainy Tuesday morning, what they dream about at night…
Sure, it sounds a bit like stalking – but hey – that’s what market research is all about.
You’ll be thanking yourself for putting in the detective hours scouring the digital landscape to uncover everything you can about your buyers and clients. Knowing their pain points and what kinds of solutions they are looking for will allow you to curate irresistible content keeping you top of mind when the time comes for them to take action.
Creating Awareness: Top of the Funnel (ToFu)
Welcome to the wild world of ToFu – where the content is hot, and the leads are sizzling! No, we’re not talking about the illusive food that boosts many a vegan meal – we’re talking strategy.
First up, we’ve got content marketing strategies. Whether it’s blogging, newsletters, social media, or videos; it’s time to strut your stuff and show the world what you’re made of. The words you choose, the consistency in which you say (or post) them, and the pizzazz you put behind them will all dare your audience to try and ignore the goods you’re packing.
And, let’s not forget about SEO tactics. While it may seem like an entirely different dimension, understanding basic SEO can help you conquer the world of Google searches and paid advertising. You may be the irreplaceable and amazing human that you are, but you’re not the only one doing the thing. It’s a jungle out there, but with a little finesse you’ll be climbing the ranks in no time.
Capturing Interest: Middle of the Funnel (MoFu)
Ah, the sweet spot of the funnel. Unlike the idea behind the middle-child syndrome of our parents’ generation (right over here – middle child speaking), the middle of the sales funnel is a spectacular place for your audience to grow and thrive through delicate nurturing. We all know that experience of going on a hyper-fixated deep dive for a solution to one of many of life’s problems that’s crowding your brain and – BAM – like a bright light in a stormy sea you’ve found the captivating solution that makes you feel seen.
That, my friends, is what we call Lead Generation.
It can be an enlightening webinar, enticing workshop, captivating ebook, irresistible freebie – you name it. The purpose is to catch their eye and reel them in. By combining resources your buyers actually want with entertaining content, you’re ticking all the boxes by giving them a solution and a shot of dopamine.
But we’re not done yet! We’ve still got lead magnets to implement and landing pages to build. Catching their attention was the first step, but you need to solidify that first impression. It’s all about making that click count by giving them an impressive and captivating place to rest and hear all about what you have to offer.
Nurturing Prospects: Bottom of the Funnel (BoFu)
We’ve reached the final stretch, and you may be feeling the pressure and anxiety of waiting for those mingling prospects to take the next step. But they can’t be expected to do this on their own – you need to remind them why they should by nurturing them like the new fruit trees of spring. From email drip campaigns to personalized outreach, it’s all about showing them the love and attention they deserve. Making sure someone feels cared about is the most direct way to getting through the barrier of uncertainty when making a decision.
Aside from care and security, being a resource of education and growth builds an incomparable trust. When you provide applicable and reliable information that allows your audience to educate themselves and showcases your knowledge, you become like a mentor in the windings of life.
You may be tempted to keep all your secrets so you don’t feel like you’re giving yourself away for free, but remember, actions speak louder than words, so show them what you’re made of!
Fu Wrap-Up
There you have it: ToFu, MoFu, and BoFu. More than just some awesome Jackie Chan inspired moves, they are the key components to making your sales funnel a success. You’ll capture attention, keep them interested, and prove your worth letting your audience know exactly what you’re made of and why they need you.
We’ve covered a lot of ground today, but it’s not over yet! While you have learned all about the Fu Philosophy, in Part 3 of our series we will cover how to get the big “Let’s Do It” as well as analyzing and optimizing your sales funnel for further success. Stay tuned and you’ll be feeling more confident than ever to start filling up that CRM.
