Lead generation funnel: TOFU (top of the funnel)
In marketing, the funnel is therefore used as a metaphor to describe the path that the user takes from the moment of the first approach to the brand until the moment in which the purchase is concluded. The top of the lead generation funnel, which corresponds to the widest part of the funnel, includes all those who come into contact with the company , perhaps by visiting the site or one of the social pages. We are talking about what in the customer journey is indicated as the awareness phase: the user is starting to get information to understand how to solve a problem or to satisfy a desire.
At this stage, the goal is to be found by potential customers . We start by analyzing their characteristics and needs. The ideal would be to build real buyer personas that represent the users. This will help identify the best “places” and ways to intercept your target. The useful tools in this first phase of the lead generation funnel are:
Company Blog : Having a blog to discuss the most interesting topics for your users is certainly one of the best strategies to attract leads to your site;
SEO : getting a good organic positioning is necessary to get the visits we need on the site or blog. Having a clear idea of the user's need helps to identify the right keywords to focus on, thus obtaining more profiled traffic;
Paid adv : on Google or social media (Linkedin, Facebook, Instagram…). Where organic traffic doesn’t reach, paid ads are a good way to gain visibility. You need to evaluate which spaces your target audience frequents to direct your investments in the most profitable way.
Lead magnet and the MOFU (middle of the funnel) phase
Let's move on to the next phase of the lead generation funnel: at this point the user has already shown an initial interest in the company. The goal now is to collect information about him . We will need to be able to contact him to offer him content and offers in line with his needs: the first piece of information to request is undoubtedly the email address. Every additional detail helps us in profiling the lead . Rather than aiming to obtain many contacts, it is preferable to focus on a smaller number of users, but more qualified. This will allow us to obtain better conversion rates in the next step. We must therefore carefully evaluate what information will be most useful in framing the lead and understanding his needs, in order to be able to contact him with personalized communications and offers.
