TOP OF THE FUNNEL: THE FIRST PHASE OF THE BUYER'S JOURNEY
Feb 25, 2024 10:53:41 GMT
Post by account_disabled on Feb 25, 2024 10:53:41 GMT
We know well what the results of a good communication campaign are on people in the final stages of the purchasing process. However, things get more difficult when we have to make our brand known to users who are looking around or have not yet identified their need. Yet Top-of-the- Funnel users guarantee an increase in market share and an influx of new customers. What are the ways to communicate effectively with people in the first phase of the Buyer's Journey ? top of the funnel TOP OF THE FUNNEL: A “DIFFICULT” AUDIENCE If we evaluate Top-of-the- Funnel users based on their conversion rate , we are taking the wrong approach. Let's think about ourselves: in the first phase of the purchasing journey are we already ready to make the decision? It is more likely, however, that we do not fully understand what our needs are. Every day we are bombarded with messages and advertisements.
Of all the content available, the ones that Chinese Europe Phone Number List strike us the most are those that were truly useful or entertained . Bringing this consideration back into marketing activities, we should aim to achieve these results when targeting Top-of-the- Funnel users . UNDERSTAND WHAT TO MEASURE We said that conversions are not the right metric to evaluate the success of communication with users at the beginning of the purchasing journey. What are the KPIs to keep under control? The first is Share of Voice (SOV). This metric has to do with brand awareness and, as the name suggests, concerns the diffusion of the message you want to convey. In the case of PPC advertising, impressions and CTR are useful indicators. Other important KPIs concern user engagement . Time on the site and comments under a post are some examples of how people show interest in your brand.
You can stimulate these behaviors by creating a pleasant browsing environment and generating conversations on your social channels. PROCEED TO THE NEXT STEP The objective of these activities remains to accompany potential customers towards the next phase of the purchasing journey. Lead Generation could be the winning strategy! Top-of-the-Funnel users already engaged are more likely to leave their data and strengthen the relationship with the brand . Clearly they must have a valid reason for doing so and a “ lead magnet ” remains the simplest solution. There must be a good plan behind this Lead Generation activity . The collection of contacts must be motivated by communication that is as little self-referential as possible . Instead, think about what could be useful to people and at the same time increase their trust in you. It takes patience and consistency to get Top-of-the-Funnel users to trust your brand. But you can't give up this important part of your potential audience.
Of all the content available, the ones that Chinese Europe Phone Number List strike us the most are those that were truly useful or entertained . Bringing this consideration back into marketing activities, we should aim to achieve these results when targeting Top-of-the- Funnel users . UNDERSTAND WHAT TO MEASURE We said that conversions are not the right metric to evaluate the success of communication with users at the beginning of the purchasing journey. What are the KPIs to keep under control? The first is Share of Voice (SOV). This metric has to do with brand awareness and, as the name suggests, concerns the diffusion of the message you want to convey. In the case of PPC advertising, impressions and CTR are useful indicators. Other important KPIs concern user engagement . Time on the site and comments under a post are some examples of how people show interest in your brand.
You can stimulate these behaviors by creating a pleasant browsing environment and generating conversations on your social channels. PROCEED TO THE NEXT STEP The objective of these activities remains to accompany potential customers towards the next phase of the purchasing journey. Lead Generation could be the winning strategy! Top-of-the-Funnel users already engaged are more likely to leave their data and strengthen the relationship with the brand . Clearly they must have a valid reason for doing so and a “ lead magnet ” remains the simplest solution. There must be a good plan behind this Lead Generation activity . The collection of contacts must be motivated by communication that is as little self-referential as possible . Instead, think about what could be useful to people and at the same time increase their trust in you. It takes patience and consistency to get Top-of-the-Funnel users to trust your brand. But you can't give up this important part of your potential audience.