Businesses all have the same ultimate goal: get people to buy their product or service. While this is indeed the desired result, it doesn't mean that everyone who visits their website—or store, for that matter—is ready to buy. So why are companies focusing all of their efforts on one bottom-of-the-funnel (BOFU) offer? Did we forget about the rest of the sales funnel? Did we forget how a funnel actually functions? In order for a funnel to do its job, many potential leads are put into the top, they are nurtured and then a concentrated stream of buyer-ready customers is channeled through the bottom. Without the top of the funnel (TOFU) the whole process—including the desired result—is in jeopardy.
While it is easy to get anxious and push website visitors directly toward your BOFU offer, remember that most will need a little coaxing before they are ready to commit. So do not forget about the top of the funnel, or the middle, for that matter. Both areas are imperative for the bottom of your funnel to reach its full potential. If you happen to be one of those with an amazing BOFU offer but tend to neglect the TOFU content, try to step back and create a few offers regarding general, useful, relevant information that ever-so-slightly hints at your business's benefits.
What's your favorite piece of TOFU content that you have created or downloaded? Let us know in the comments below.
Photo: Frank Kehren