What does targeted and successful “top of the funnel marketing” look like to you?
@dukeandtheduck An active ocial media presence, blog posts, emailing, SEO, advertising, attending events. Getting attention.
@JohnBertino attending events. Smart. Offline meets online. Tell us more about your SEO approach.
@iankeir1 Customers who are engaging with content, and becoming more qualified leads.
Search queries tell marketers where perspective buyers are in the funnel. What phrases/words indicate a Top of Funnel intent?
@chrismaxson For products it might be phrases including “features” or “specs” – just looking for info.
@BRAVOMedia1 Buy Now!
@dukeandtheduck We make videos so for @dukeandtheduck it would be something like “portfolio”, “pricing”,”past clients”.
@iankeir1 Most of the “what” queries tend to indicate top of funnel searches. I would also say shorter queries tend to indicate more top of funnel. Longer queries tend to come as they move down the funnel.
How do you adjust your blogging efforts to speak to customers in the Top of the Funnel?
@SEM_SanDiego for TOFU blogging, avoid landing pages that sell and intimidate with too much content.
@JohnBertino Good call @SEM_SanDiego Also resist trying to convert prospects to a sale on a page aimed at generating awareness.
@scott_phillips_ keyword research
@BRAVOMedia1 Getting it – Top Level – Asking SERP’s for the Inbound effort to a site? yes? if so, Brand Name.
@JohnBertino Thanks @BRAVOMedia1, although Branded queries tend to show that someone is further along in funnel. Likely ‘Consideration” stage.
@BRAVOMedia1 Look at Actual Keyword Phased Searches in Google Search Console is a great start.
@dukeandtheduck Don’t use industry specific terms/hyperlink them to a page that defines them. Also USE IMAGES AND VIDEO.
@iankeir1 I would say some solid keyword research on what people are searching for, and how your competitors are answering these ?’S
@chrismaxson Blog gives you a chance to write top funnel informational/educational content. Not sales-driven (bottom funnel).
@SCmarketingclub We recommend bumping up the onpage inner-linking to push prospects further into a site. Encourage more time on site.
@iankeir1 that’s a really good idea! incorporate some CRO.
What are your favorite tools for uncovering those Top of Funnel keyword gems?
@BRAVOMedia1 Google Search Console. Top of Funnel Keyword Research with Google Trends.
@dukeandtheduck Check your analytics to see what people like most about your site/social media pages.
@scott_phillips_ interested to hear what people are using beyond google keyword planner. Keep hearing about @answerthepublic have to try. A little creeped out by dude on the homepage!
@chrismaxson Also, research the competition using something like @semrush to see if you’re missing anything.
@iankeir1 Moz Keyword Tool is really helpful, and nothing beats Google Suggest/checking the SERPs #oldfashioned. I would say looking at what content is getting the most engagement from new visitors, & analysis of why those pages are popular.
@TheAgencyGuyInc @MarketMuseCo is incredibly useful for keyword research at all stages of the funnel #TopicModeling
How can we best leverage social media to help further or Top of the Funnel marketing efforts?
@scott_phillips_ Using google tag manager & always drive traffic back to your best content & landing pages
@JohnBertino GTM is critical. Huge time saver!
@SEM_SanDiego it’s all about distribution! Use social media channel that gets right message in front of right person, right time
@dukeandtheduck Find networking groups and events, put your best material onilne in the right place at the right time.
@BRAVOMedia1 Create a Promotional Offer& Blast it across all social channels where your ideal target audience resides
@SEM_SanDiego I don’t know @BRAVOMedia1, people at the top of the funnel don’t want to be sold. They want to be educated.
@JohnBertino I tend to agree with @SEM_SanDiego. Sorry @BRAVOMedia1
@BRAVOMedia1 Guess on Stuck on trying to grab a conversion! It’s all good! Realize i’m reaching for the end result.
@kin_hr Join networks and existing communities that would be interested. Be social – don’t use social media as a billboard, engage!
@iankeir1 Yes! You have to be a part of the conversation before you try to use those communities to sell
@JohnBertino Yes! @kin_hr It’s about engagement. People are not looking to be sold things on social media. Tell stories and add value.
What metrics do you use to measure successful marketing directed toward the Top of the Funnel?
@iankeir1 New followers, increase in traffic to top of funnel pages, and movement from these landing pages further into the site.
@TheAgencyGuyInc An increase in branded search queries is a good indication of successful awareness campaigns.
@kin_hr Bounce rates, and also movement through the site. Also for social, new ENGAGED followers who interact w/ our content!
@dukeandtheduck Time spent on the site, # views on a video, # of shares, higher engagement, new followers/page likes.
What type of industries lend themselves to lead nurturing through the funnel VS direct response conversion?
@SEM_SanDiego the longer the sales cycle, the more lead nurturing through the funnel matters!
@JohnBertino for sure! The more expensive and difficult a purchase is, the more automation and nurturing matter!
@dukeandtheduck Video. A client has to feel good about us & we have to understand their message before we animate it.
@BRAVOMedia1 Any type of service industry or B2B vs B2C.
@TheAgencyGuyInc Exactly! When we help brands source agencies, we look for agencies that understand content/ SEO for complex service businesses.