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Bobby Ravan | Building Value for Consumers Through Top Funnel Strategies
A funnel is the path a consumer takes from stranger to customer. This path exists for every business, from a plumber to an electrician to a lawyer, and is one of the best ways to secure leads.
Example of the funnel:
A stranger enters the funnel and is a visitor on your website.
When they’ve found value and engaged with your material, they become a lead.
At this point, you want to keep them engaged and work with them to turn them into a customer.
“And that’s really what top funnel marketing is: providing educational resources to establish your brand and your company as the authority, the know-it-all, the expert in that field. You’re really establishing your credibility as a brand getting in front of that consumer when they’re searching for education.”
When you’re providing the answers to the consumer early in their research, you are putting yourself ahead of your competitors when it comes time for the consumer to make a purchasing decision.
Return on Investment (ROI)
Someone who is ready for purchase today has a high intent to make a purchase immediately. They are at the bottom of the funnel. Search engines know that those consumers are the most valuable to you, so they will charge you the most to get in front of those consumers.
So when you go back to the top of the funnel, your cost per acquisition is smaller. Meaning that your investment in reaching viable customers goes farther when you are working at the top of the funnel. He shares the example of how this ROI pays off when your consumer watches your how-to video on how to fix a drain but is not able to fix it. When he needs to call a plumber the next day, you’re top of mind thanks to your valuable content!
Do Top Funnels Produce Leads Quickly?Bobby says that top funnels do produce leads quickly because of how connected everyone is through the Internet today.
“Employing these strategies not only benefit you now, but it’s really laying the foundation for you to develop your brand and grow your brand and continue to provide business for months and years to come, because again, you’ve created the path for a stranger to become your customer.”
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By Scorpion
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A funnel is the path a consumer takes from stranger to customer. This path exists for every business, from a plumber to an electrician to a lawyer, and is one of the best ways to secure leads.
Example of the funnel:
A stranger enters the funnel and is a visitor on your website.
When they’ve found value and engaged with your material, they become a lead.
At this point, you want to keep them engaged and work with them to turn them into a customer.
“And that’s really what top funnel marketing is: providing educational resources to establish your brand and your company as the authority, the know-it-all, the expert in that field. You’re really establishing your credibility as a brand getting in front of that consumer when they’re searching for education.”
When you’re providing the answers to the consumer early in their research, you are putting yourself ahead of your competitors when it comes time for the consumer to make a purchasing decision.
Return on Investment (ROI)
Someone who is ready for purchase today has a high intent to make a purchase immediately. They are at the bottom of the funnel. Search engines know that those consumers are the most valuable to you, so they will charge you the most to get in front of those consumers.
So when you go back to the top of the funnel, your cost per acquisition is smaller. Meaning that your investment in reaching viable customers goes farther when you are working at the top of the funnel. He shares the example of how this ROI pays off when your consumer watches your how-to video on how to fix a drain but is not able to fix it. When he needs to call a plumber the next day, you’re top of mind thanks to your valuable content!
Do Top Funnels Produce Leads Quickly?Bobby says that top funnels do produce leads quickly because of how connected everyone is through the Internet today.
“Employing these strategies not only benefit you now, but it’s really laying the foundation for you to develop your brand and grow your brand and continue to provide business for months and years to come, because again, you’ve created the path for a stranger to become your customer.”