What is Top of the Funnel Lead Generation?
- Top of the funnel lead generation should be the first step of your sales process.
- You need to get people interested in your products through easy-to-find content.
- It’s important to leverage social media as much as possible, especially LinkedIn.
- Leads that this process generates become prospects when you reach out to them.
- Boom Demand helps clients scale by optimizing lead generation and sales efforts!
What’s top of the funnel lead generation all about? It’s important to understand this initial stage of the sales process, and how it relates to your marketing efforts. What do you have to do to succeed here, and how? We’ll also take a look at how Boom Demand can help.
The key concept to understand when we’re talking about top of the funnel lead generation is that this is how you drive interest in your products in the first place.
You need to generate content that your prospective clients will be able to find online. This content doesn’t need to be excessively detailed. The main thing is to build awareness and interest.
Later down the road, you’ll be able to educate your prospects further. That’s where sales development representatives and downloadable content come in. For now, though, it’s just about giving people a little taste of the benefits they could enjoy with your service.
The one really important key is that you want your content at this stage to be highly engaging and even entertaining. The reason for this is to get people to come back for more. The top of the funnel has a lot to do with top-of-mind as well.
If your content is engaging and entertaining, visitors that happened across it once will remember it. When they have a need for your solutions, they’ll come back. Likewise, for somebody who is actively looking for the kinds of services that you provide, you want to make sure that you hook them right away.
Another major aspect of the kind of work that goes into top of the funnel lead generation is the way that your blog and website themselves are optimized. Of course, you need to generate the content that search engines will find, and work to build links between yourself and other companies and individuals who can recommend your services. Even more important than that, though, your website simply needs to be easy to navigate and clearly understandable. If it’s not, prospects will leave just as fast as they arrive.
Leveraging LinkedIn and Other Socials
You also are going to want to implement a powerful social media strategy. Not only do you want to have an active content-generating presence on LinkedIn, as well as other social media platforms, you need to actively interact with your potential customers.
Gary Vaynerchuk has been talking a lot recently about the incredible organic potential of LinkedIn in particular:
“The $1.80 strategy is a concept I came up with a couple of years ago when people were asking me how to build audience on Instagram.
“My advice was to find the top performing posts in your space by searching relevant hashtags or looking at the “top posts” in your area — and add your “two cents” in the comments.
“Not fluff comments that so many bots leave, but something meaningful that shows that you actually consumed the piece of content.
“Do that 90 times a day, and you’ll start building a community and a personal brand.
“What people don’t realize is, the same strategy can apply to LinkedIn.”
(From “LinkedIn Marketing Strategies” by Gary Vaynerchuk)
This strategy will ensure that you and your company representatives will be able to drive exposure for your company across a wide audience.
Inbound Connects to Outbound
Top of the funnel lead generation is mostly about inbound marketing. Not so surprisingly, though, it ties in closely with your outbound sales efforts.
Once you have the necessary content in place, or even as you’re still developing it, you should have your professional sales team actively reaching out to potential prospects. The marketing content that you develop along the way can serve a double purpose as sales collateral, too.
This outbound sales strategy is where Boom Demand specializes.
Not only do we help our clients optimize their top of the funnel lead generation strategies, but we also proactively reach out to those leads to accelerate the whole sales process.
Our SDR teams work throughout the day to contact as many potential customers for our clients as possible. They do cold outreach over the phone, email, and social media. They schedule appointments for interested prospects to speak with your in-house account executives.
All of this saves enormous amounts of time and resources for our clients. Our work enables them to scale their businesses faster!
Contact Boom Demand today to enjoy the same benefits!