Each stage of the funnel has its own specific content. Top of the Funnel (ToFu) content is a key part of the marketing strategy. This content is meant to attract potential customers and prepare them for the conversion phase. However, many companies make the mistake of focusing on selling their solution instead of helping customers understand their problem.
“The goal of a marketing campaign
Should not be to sell a product, but to help customers understand their problem. A potential customer who does not understand his problem does not become a high-potential customer.”
The whole point of ToFu content is to create awareness and education about the problem that customers are facing. If customers don’t fully understand their problem, they are unlikely to be willing to invest in a solution. Therefore, it is important that ToFu content provides valuable and useful information that helps customers better understand their situation.
“To help customers understand their problem, we need to know the problem very well, and make it clear to them, raise awareness and have educational material about it. We need to be experts on the problem, rather than on the product.”
Additionally, focusing on understanding the problem gives customers a more positive experience and helps establish brand trust. When a company demonstrates its commitment to helping customers solve their problems, it is establishing a relationship based on trust and value. This can be especially important in the initial phase of the customer journey , when they are still evaluating different options and searching for a solution.
B2B buyers trust more those companies
Suppliers that know their problem and help them understand and solve it. They become Trusted Advisors.
In short, in ToFu content, the focus on understanding the problem is key to the success of the marketing strategy. It provides customers with valuable information and helps establish trust in the brand, which is critical to converting potential customers into actual customers.
ToFu content is the main contribution that marketing can make to the commercial objective. If your Marketing team is dedicating all of its time to understanding specific database by industry your customer’s problem and creating answers to those problems with valuable content, then they are making the best possible investment of their time.
MoFu: The funnel phase where customers search for solutions
In the middle of the let us remember that it is primarily necessary funnel (MoFu), potential customers will be more proactive in convincing themselves that your solution is the right one.
The MoFu phase of the funnel is key to the success of any sales strategy. This is where potential customers have begun to understand uae phone number their problem and are looking for solutions. During this process, you need to prove that your solution is the right one for them.
“When the potential client clicks on their need, it is the moment when they will begin to take greater proactivity in finding solutions. You can tell because the number and level of intent of their questions and queries grows noticeably . ”
Customers in the MoFu phase are more proactive and looking for more information about how your product or service can help them solve their challenges. MoFu content should provide them with the information they need to make an informed decision and help them understand why your solution is the best option for them.
Marketing’s role in MoFu is to smooth the way for the sales team
making the communication “one to many” that sales could only do “one to one”… Marketing can only achieve this by working as a team with Sales. That’s why MoFu is the key moment, the hinge in the SMarketing (Sales + Marketing) alignment.”
To achieve this, it’s important to have a strong online presence and an effective MoFu content strategy that showcases how your solution stands out from the competition and fits your customers’ specific needs. You should also build personal relationships with your potential customers and provide them with excellent customer service to help them feel comfortable with your brand.