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Advertising and marketing funnels are visible representations of the levels a buyer goes by way of, from first studying about your model to turning into a buyer.
Every marketing funnel is break up into three levels:
- High of the funnel (TOFU)
- Center of the funnel (MOFU)
- Backside of the funnel (BOFU)
Right now, we’ll be speaking about top-of-the-funnel advertising and marketing.
High-of-the-funnel advertising and marketing refers back to the advertising and marketing methods and ways used to create consciousness of your model or product.
TOFU is the content material you create—be it a PPC advert or a weblog article—that will get your model in entrance of recent potential clients.
TOFU content material is necessary as a result of it’s typically the broadest advertising and marketing technique, i.e., the extra prospects on the prime, the extra clients on the backside (often). Moreover, producing consciousness about your product/service helps to generate the necessity for it.
For instance, let’s say you promote wild-caught canned tuna. Your TOFU content material is usually a weblog put up in regards to the points with farm-raised tuna, sharing why it’s an issue and why wild-caught tuna is best for you and the setting.
This weblog put up vegetation the seed in potential clients’ minds that they could wish to begin shopping for wild-caught tuna over farm-raised ones.
From there, MOFU content material is usually a weblog put up discussing the totally different corporations that catch wild tuna and their practices, and BOFU content material is usually a put up speaking about why your organization has the most effective tuna and fixes the issues different corporations create.
With MOFU and BOFU content material, you’re competing with different corporations for the purchasers’ consideration. However with TOFU content material, you’re catching them earlier than they’re even conscious of your opponents and constructing belief with them earlier than they get to the analysis and buy levels, growing your possibilities of capturing the ultimate sale.
That’s why TOFU content material is so necessary—it’s the primary chain within the hyperlink.
Prepared so as to add TOFU to your advertising and marketing menu? Listed below are 5 TOFU advertising and marketing ways value implementing in what you are promoting:
1. Writing weblog posts
I already talked about how a weblog put up might be an necessary TOFU content material piece with the tuna instance. However that’s simply one in all many—practically each enterprise can profit from writing weblog posts as TOFU content material.
Let’s take a look at an actual instance. I run a weblog referred to as Adventures On The Rock, which makes cash by reviewing and selling overlanding and tenting merchandise. My aim is to get my readers to buy my beneficial merchandise so I could make a fee.
On the prime of the funnel, I have to make folks conscious of what overlanding even is and why folks may wish to attempt it. So I wrote this article, explaining all of it intimately:
From there, that article results in different levels of the funnel by speaking about what sort of gear you want and the place to purchase that gear.
I discovered this matter by way of keyword research.
I began by researching the key phrase “overlanding” on Ahrefs’ Keywords Explorer and located that a lot of the web sites rating for this key phrase wrote an article explaining what overlanding is and the best way to get began.
You could find TOFU article concepts in the identical method. Enter a broad seed keyword into Ahrefs’ Key phrases Explorer (or our free keyword generator tool) and peruse the outcomes.
2. Using search engine optimization
Pushing the weblog put up tactic a step additional, you should use SEO to get your TOFU content material in entrance of recent folks each month—free of charge and robotically.
For instance, I wrote a TOFU article about SEO writing on this weblog. It ranks on the primary web page for key phrases like “what’s web optimization writing,” “writing for web optimization,” and over 100 others:
This single article brings over 1,500 new guests to our web site each month and leads the readers towards utilizing Ahrefs to help them of their search engine optimization duties.
Different examples of TOFU search engine optimization embrace:
Wish to study extra? Evaluate our SEO basics guide.
3. Posting to social media
Social media is an apparent marketing channel for any enterprise—and it’s excellent for spreading model consciousness (i.e., TOFU content material).
There are plenty of social media platforms and plenty of methods to make use of them. I can’t presumably cowl them multi function article, however I can provide you a number of examples.
1. TacomaBeast: Instagram
TacomaBeast makes use of Instagram (and different social platforms) extraordinarily properly. It has a extremely focused area of interest viewers (Toyota Tacoma house owners) and posts TOFU content material on a near-daily foundation.
Its posts typically enchantment to the area of interest as an entire—individuals who personal Tacomas and wish to see cool Tacoma mods and builds in motion, and those that don’t but know the model.
These posts are proven to its present viewers however are additionally proven to many accounts that don’t at present comply with it, constructing model consciousness. That is very true with Instagram Reels and TikTok movies.
2. Duolingo: TikTok
Talking of TikTok, few manufacturers use it in addition to Duolingo. It’s an app that teaches you the best way to communicate different languages—however you wouldn’t be capable of inform that from its TikTok movies.
It embraces the thought of virality and easily getting its model in entrance of individuals over making an attempt to promote its product with its movies. Due to this, its movies are seen by a whole bunch of 1000’s and even hundreds of thousands of individuals—individuals who may probably grow to be customers of the app.
3. The Wandering RV: Pinterest
The Wandering RV will get 1000’s of recent guests each month from Pinterest. It has Pinterest-sized graphics on each weblog put up on its web site and all the time shares them once they’re printed.
For instance, it has posted pins about RV meal concepts. As soon as an individual reads this text, they see hyperlinks to RV cooking gear and equipment. These push them additional down the funnel.
You are able to do the identical by grabbing a free Canva account and utilizing the “Pinterest pin” template. Canva has 1000’s of templates you may simply modify to suit your model.
4. Operating PPC advertisements
Typically, you should pay to play, and working PPC advertisements is without doubt one of the finest methods to get your model in entrance of recent audiences.
You possibly can run advertisements in lots of locations:
- Search engine advertisements
- Social media advertisements
- Show advertisements
- And so on
One of many best methods to start out doing that is by copying what’s working on your opponents. Head to Ahrefs’ Site Explorer, plug in a competitor’s web site, then click on the Paid key phrases report within the left-hand menu.
You’ll typically see plenty of branded key phrases and MOFU/BOFU key phrases in right here, however generally you’ll come throughout non-branded TOFU key phrases you may put a competing bid on.
Higher nonetheless, TOFU key phrases are sometimes very low-cost to bid on, since not as many individuals are working advertisements for them.
For instance, we sometimes run PPC advertisements for key phrases like “crawl a web site” and “content material thought,” which have just about no competitors and are TOFU queries.
These additionally occur to have a really excessive Key phrase Problem (KD), which means they’re robust to rank for organically on Google’s first web page. By working advertisements to those key phrases, we will bypass the competitors with out spending plenty of cash.
Try our guide to PPC marketing to study extra about this tactic.
5. Direct outreach
Final however not least, you should use direct outreach as a TOFU advertising and marketing tactic. These embrace:
- Electronic mail outreach
- Unsolicited mail
- Cellphone calls
Whereas unsolicited mail and telephone calls can work nice to seek out new shoppers, e mail outreach is probably the most scalable for almost all of on-line companies as a result of it requires the least by way of time and cash.
I take advantage of direct outreach to build links to my content, promote my articles, and discover advertising and marketing companions and new clients. It’s a flexible and efficient tactic.
For instance, I not too long ago ran a study ranking the top states in America to go camping, then used e mail outreach to get journalists to publish information articles with my findings. This research resulted in over 40 new backlinks to my web site, together with some from MSN, Yahoo, and TimeOut Journal.
Along with these high-powered hyperlinks, the research additionally despatched 1000’s of recent guests to my web site.
If you wish to learn the way you are able to do one thing related, try our guide to digital PR and skim up on how to send a good outreach email.
Closing ideas
The highest of the funnel is often the place the widest-reaching advertising and marketing ways lie. However as a result of it’s so removed from the place customers make their remaining buy, it’s not the obvious advertising and marketing alternative.
Nonetheless, TOFU content material is the place you plant the seeds that may scale what you are promoting sooner or later. Whereas it shouldn’t be the primary space you place money and time into, it shouldn’t be ignored both.
Questions or feedback? Ping me on Twitter.
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