What Is The Top Funnel and Why Is It So Important?
A funnel shape is used to represent the buyer’s journey. A prospect either descends into the next stage of the funnel when their interest increases, or they exit the funnel for many reasons; if they are not properly informed about your product or service, they aren’t part of your target market, or they were not ready to purchase yet. It’s a good idea to hook a number of prospects to enter the funnel, because fewer will end up purchasing than entered; hence the funnel representation.
The Top Funnel Creates Awareness For Our Business
Your goal with the the top of your marketing funnel is to provide a wide source of educational content to show the substance and value of your product or service, and what makes it unique. This is your first opportunity to build report with potential clientele, so it’s important not to overwhelm them with details and try to perform a hard sell. This is simply the awareness stage.
Focus on establishing yourself as an industry leader and create brand awareness. Trust is key at this stage of the marketing funnel, which you can create through educating prospects on the value of your product or service.
Many business owners get busy with clients and either don’t make time for One-to-Ones, or they mistakenly think their current business will automatically continue to grow based on their current momentum alone. They stop nurturing their top funnel with reduced top funnel activities, such as networking meetings and One-to-Ones.
BNI Canada knows the direct correlation between effective One-to-Ones and Thank Yous to closed business deals because this is exactly what we track in our chapter meetings!
How to Keep your Top Funnel Active:
Meet with potential referral partners for a variety of lead options.
- The best place to find referral partners who have different leads is on your Power Team.
- Come prepared for your One-to-One meetings.
- “If you fail to plan, you are planning to fail!” Benjamin Franklin. Luckily, you don’t have to be great at planning to win at your One-to-Ones because BNI provides handy tools for success, including the One-to-One Planner. We think of One-to-Ones like dating. The first few dates allow you to get to know each other, along with the products and services each of you offer. As the number of One-to-Ones increase, so does the level of trust. Eventually, you’ll both be on the same page and ready to commit to a long and mutually profitable relationship! Treat the early One-to-Ones like an interview, the later ones can be more informal and activity based.
Other networking activities:
- Organizations with volunteer positions available are a good opportunity to be actively involved and raise awareness for yourself and subsequently your business. Professional organizations will also have a guest list that could be beneficial when sourcing like-minded business people and potential clientele. Chamber of Commerce – Self-dubbed “the voice of Canadian business”, the Chamber of Commerce’s is an excellent source for events to meet new people and grow your network.
- Charity Events – Eventbrite.ca is a great source of events and organizations, searchable by interests or geographical location, no matter where you are across the country.
- Meetups – Use meetup.com to find local networking groups in all sorts of interests. From hiking groups to website development groups, there’s something for everyone!
What are the ways you’ve kept your top funnel active? Share with us in the comments below!