Sales funnel – how to generate content and leads for the top of the funnel
Posted: Tue Dec 03, 2024 7:12 am
When a brand needs to create assertive communication, that is, when the brand's intention is to convince the customer right away, it is necessary to first analyze what stage of the journey the customer is at and what understanding they have of the brand.
This practice is called a sales funnel, and it contains three phases: top, middle and bottom of the funnel.
Each of these phases provides support to educate, empower and help the customer make a decision. In other words, it is an even easier way to nurture and qualify the customer so that they are led to get to know and even become a customer of your brand.
In this content, we will talk about how the top of the funnel can be a strategy for your brand to become known and how to best be even more persuasive.
It all starts with the purchasing journey
Everyone has made some kind of purchase, whether it be a simple item at the local grocery store or a large purchase online, the kind that you pay in installments on your card.
The truth is that before making any decision, we all go through a stage called the purchasing journey. This consists of the act of research, where we browse websites, brochures, recommendations from friends, even Reclame AQUI, all with the aim of finding information that will make us feel convinced about making a purchase.
And you can see that it is not a linear path, there is no script or rules finance and banking email list for which path to follow until reaching the decision-making stage. The consumer who seeks to be successful in their choices walks many paths.
It all starts with a mental study, which the consumer may not be aware of, but the brand knows and understands well what drives the customer's attitudes and impulses.
To explain in more detail, there is a concept behind this called AIDA, an acronym where each letter is an attribute, namely: Attention , Interest , Desire and Action . AIDA captures attention , which in turn generates interest and channels it into desire , so that the person takes action . This path begins with the first contact with your brand or until the moment of conversion.
Despite being a basic concept, it is essential for the top of the funnel, used both in the purchase journey and within the sales funnel. Even though they are slightly different concepts, they work together.
The coolest thing is that the brand can and does manage to lead this journey with the customer and at this opportune moment it shows its positioning and strategy for the big thing, the customer.
Since at this first moment the largest volume of customers is ready to receive and learn something new that the brand has to offer.
And speaking of the purchasing journey, it goes through some essential stages if your brand wants to be successful, see:
1 – Learning and discovery
This first step is essential, at this point your potential customer has not yet discovered or understood that they have a problem and that your product or service can solve all the pain they feel once and for all. Don't worry, it's not literal pain, it's a feeling of lack, need, let's call it dissatisfaction.
So the time has come to attract the consumer's attention through communication that provides knowledge, which is not necessarily a direct sale, understood?!
This tactic helps your persona become familiar with your brand's segment of activity, awakening interest and a previously unknown pain point.
2 – Problem recognition
Now the customer has identified the problem or business opportunity. By researching more and more about the subject, they detect possible solutions. At this stage, the consumer begins to feel a desire and recognizes the symptoms of a problem, but does not yet understand its cause. An annoyance and a need arise that need to be addressed.
3 – Consideration of the solution
Arrow on target: A new lead has arrived, but this is just the beginning of their journey. At this point, you need to create a sense of urgency, otherwise your potential customer will not be committed to making the purchase.
4 – Purchase decision
In the last phase of the Buying Journey, your lead is already properly nurtured. They just need an incentive, that little push to buy from you and not from your competitor.
The end of the purchasing journey is marked by the long-awaited conversion action . The point of arrival at your goal followed a common behavior for all your customers, but how can you understand and discover what stage a potential customer is at?
Now we can approach the top of the sales funnel.
The top of the funnel is important for a company.
As we mentioned earlier, the buying journey and the three stages of the funnel go hand in hand.
The top is learning and discovery, in the middle it is necessary to identify a pain and at the end it is time to act.
The focus here is to unravel the beginning of the funnel, since it is where everything begins, the basis for success in the beginning, middle and end.
Well, this entire strategy needs to be worked into sales material to prospect the client and give meaning to this study.
Let's think about a marketing campaign that aims to find the customer in their most intimate moment; this customer is open to opportunities, let's say.
It is a good time to invite the customer to the top of the funnel, when they feel attracted, whether by a marketing action, a campaign, or a post on social media.
If it is well-intentioned, that is where the magic happens, the customer had their first contact with the brand and the brand obtained slight information from the customer, which, if well-worked, is a great opportunity to offer new experiences.
All of this is done to generate a positive result for the brand; nothing is done in vain. Every campaign has a strategy and processes that use performance metrics . One of the most important of these is the sales funnel conversion rate. This basically refers to how much the company is able to encourage the customer to take another step in the journey with the intention of becoming a customer.
Conversion and optimization
The sales funnel conversion rate is not the number of customers who convert, but rather those who go through this journey even without establishing loyalty with the brand.
This step helps you understand who has already become a customer or who is still in the maturation phase.
Therefore, it is an indispensable mediation in several stages of the process of attracting new business.
And speaking of capture, it's a good time to create engaging content with the customer, which also generates interest and action.
At the top of the funnel is the moment when the largest number of customers with the most varied behavioral profiles are concentrated, but who are still interested in your segment.
Content produced for the top must be designed to help your consumer make a decision. At this stage, customers are interested and curious, and the need to buy something is beginning. And meeting this need is a sign that you will be remembered later on.
Therefore, investing in materials that help entertain your client and educate them in a more assertive way is quite valid.
At this stage of the funnel, it is an opportune time to:
create educational blog posts : Create landing pages and blog posts with useful and relevant information aimed at your target audience, always making sure to work on generating leads through forms, e-books, podcasts and inspiring videos
Social media Take advantage of creative posts, as they are the most recommended channels. They are effective tools for creating awareness for almost any brand. Social media offers freedom and the opportunity to communicate in a more friendly way;
Advertising – This is where the big trick lies, using and abusing paid media is a direct and important way to raise awareness that your brand wants to reach a target audience. Studying segmentation and an approach language is an effective way to create this recognition.
This practice is called a sales funnel, and it contains three phases: top, middle and bottom of the funnel.
Each of these phases provides support to educate, empower and help the customer make a decision. In other words, it is an even easier way to nurture and qualify the customer so that they are led to get to know and even become a customer of your brand.
In this content, we will talk about how the top of the funnel can be a strategy for your brand to become known and how to best be even more persuasive.
It all starts with the purchasing journey
Everyone has made some kind of purchase, whether it be a simple item at the local grocery store or a large purchase online, the kind that you pay in installments on your card.
The truth is that before making any decision, we all go through a stage called the purchasing journey. This consists of the act of research, where we browse websites, brochures, recommendations from friends, even Reclame AQUI, all with the aim of finding information that will make us feel convinced about making a purchase.
And you can see that it is not a linear path, there is no script or rules finance and banking email list for which path to follow until reaching the decision-making stage. The consumer who seeks to be successful in their choices walks many paths.
It all starts with a mental study, which the consumer may not be aware of, but the brand knows and understands well what drives the customer's attitudes and impulses.
To explain in more detail, there is a concept behind this called AIDA, an acronym where each letter is an attribute, namely: Attention , Interest , Desire and Action . AIDA captures attention , which in turn generates interest and channels it into desire , so that the person takes action . This path begins with the first contact with your brand or until the moment of conversion.
Despite being a basic concept, it is essential for the top of the funnel, used both in the purchase journey and within the sales funnel. Even though they are slightly different concepts, they work together.
The coolest thing is that the brand can and does manage to lead this journey with the customer and at this opportune moment it shows its positioning and strategy for the big thing, the customer.
Since at this first moment the largest volume of customers is ready to receive and learn something new that the brand has to offer.
And speaking of the purchasing journey, it goes through some essential stages if your brand wants to be successful, see:
1 – Learning and discovery
This first step is essential, at this point your potential customer has not yet discovered or understood that they have a problem and that your product or service can solve all the pain they feel once and for all. Don't worry, it's not literal pain, it's a feeling of lack, need, let's call it dissatisfaction.
So the time has come to attract the consumer's attention through communication that provides knowledge, which is not necessarily a direct sale, understood?!
This tactic helps your persona become familiar with your brand's segment of activity, awakening interest and a previously unknown pain point.
2 – Problem recognition
Now the customer has identified the problem or business opportunity. By researching more and more about the subject, they detect possible solutions. At this stage, the consumer begins to feel a desire and recognizes the symptoms of a problem, but does not yet understand its cause. An annoyance and a need arise that need to be addressed.
3 – Consideration of the solution
Arrow on target: A new lead has arrived, but this is just the beginning of their journey. At this point, you need to create a sense of urgency, otherwise your potential customer will not be committed to making the purchase.
4 – Purchase decision
In the last phase of the Buying Journey, your lead is already properly nurtured. They just need an incentive, that little push to buy from you and not from your competitor.
The end of the purchasing journey is marked by the long-awaited conversion action . The point of arrival at your goal followed a common behavior for all your customers, but how can you understand and discover what stage a potential customer is at?
Now we can approach the top of the sales funnel.
The top of the funnel is important for a company.
As we mentioned earlier, the buying journey and the three stages of the funnel go hand in hand.
The top is learning and discovery, in the middle it is necessary to identify a pain and at the end it is time to act.
The focus here is to unravel the beginning of the funnel, since it is where everything begins, the basis for success in the beginning, middle and end.
Well, this entire strategy needs to be worked into sales material to prospect the client and give meaning to this study.
Let's think about a marketing campaign that aims to find the customer in their most intimate moment; this customer is open to opportunities, let's say.
It is a good time to invite the customer to the top of the funnel, when they feel attracted, whether by a marketing action, a campaign, or a post on social media.
If it is well-intentioned, that is where the magic happens, the customer had their first contact with the brand and the brand obtained slight information from the customer, which, if well-worked, is a great opportunity to offer new experiences.
All of this is done to generate a positive result for the brand; nothing is done in vain. Every campaign has a strategy and processes that use performance metrics . One of the most important of these is the sales funnel conversion rate. This basically refers to how much the company is able to encourage the customer to take another step in the journey with the intention of becoming a customer.
Conversion and optimization
The sales funnel conversion rate is not the number of customers who convert, but rather those who go through this journey even without establishing loyalty with the brand.
This step helps you understand who has already become a customer or who is still in the maturation phase.
Therefore, it is an indispensable mediation in several stages of the process of attracting new business.
And speaking of capture, it's a good time to create engaging content with the customer, which also generates interest and action.
At the top of the funnel is the moment when the largest number of customers with the most varied behavioral profiles are concentrated, but who are still interested in your segment.
Content produced for the top must be designed to help your consumer make a decision. At this stage, customers are interested and curious, and the need to buy something is beginning. And meeting this need is a sign that you will be remembered later on.
Therefore, investing in materials that help entertain your client and educate them in a more assertive way is quite valid.
At this stage of the funnel, it is an opportune time to:
create educational blog posts : Create landing pages and blog posts with useful and relevant information aimed at your target audience, always making sure to work on generating leads through forms, e-books, podcasts and inspiring videos
Social media Take advantage of creative posts, as they are the most recommended channels. They are effective tools for creating awareness for almost any brand. Social media offers freedom and the opportunity to communicate in a more friendly way;
Advertising – This is where the big trick lies, using and abusing paid media is a direct and important way to raise awareness that your brand wants to reach a target audience. Studying segmentation and an approach language is an effective way to create this recognition.