Top of Funnel is the first stage of the Sales Funnel, which also consists of the Middle of Funnel and Bottom of Funnel . This stage is primarily focused on attracting consumers to your business and making them aware that they have problems that need solutions.
Being the first stage, the Top of the Funnel is the widest part of the Sales Funnel. In other words, it is the mouth of the funnel through which a large volume of consumers enter, most of whom are making contact for the first time with your company, which in this case is an e-commerce.
In general, the top audience is not yet aware that they have a problem that needs to be solved. And, more than that, this audience still doesn't know that there is a product that can solve the problem. Because at this stage, then, it is your job to attract and make this audience aware of these issues.
TOP OF SALES FUNNEL OBJECTIVES
Basically, the Top of the Funnel requires:
- Attract visitors in general to get to know your brand, your e-commerce, using for this paid media e organic media;
- Calling visitors' attention to problems they have, but which they didn't even know existed until now;
- Make visitors aware that they need to solve their problems in order to have a better quality of life.
So what you need to do at this stage is to somehow spark an initial interest in consumers. But in addition, you also need to connect them with the next phase of this process, the Middle of the Funnel, which serves to obtain the contact or registration of consumers.
HOW TO CREATE A TOP OF THE FUNNEL IN YOUR E-COMMERCE
Since the Top of the Funnel is the stage where it is necessary to attract and raise awareness of consumers, you must then create and distribute materials that have the power to achieve this on the web. These materials can be, for example, posts for blogs and social networks, e-books, videos, lives, webinars, etc., about your business sector. Distribute them through paid media and organic media.
When creating these materials, remember that at this stage you should not cite your products, services or your company. Instead, arouse the interest of customers by addressing general topics about your e-commerce area of activity.
For example, if you work in the fashion industry, then create content like “types of jeans”, “types of ties”, “types of t-shirts”, etc., without ever mentioning any brand. Here you should just inform and show the reasons why people need these products. In short, create an interest, but not generate sales appeal for now.
And finally, include links to your Middle Funnel content in the middle of your Top content. Yes, as already said, you must create this connection so that consumers can move to the next stage of the Sales Funnel, where you will turn them into leads (subscribers).
TOOL TO MONITOR AND OPTIMIZE YOUR SALES FUNNEL
The main tool you need to create and manage a Sales Funnel in e-commerce is Customer Relationship Management (CRM) software with a Marketing automation platform. Here at the e-Plus agency, for example, we use the RD Station platform to manage our clients' Sales Funnels.
RD Station allows you to manage all your marketing from a single place. With it, you can work on the Top, Middle, and Bottom of the Funnel; manage your Relationship Management strategy ; measure Lead Scoring; create personalized buyer journeys and much more. It's worth checking out.
As soon as you can, click on " Sales Funnel for e-commerce " and read a complementary post!
