Do you need to know what content material to create for the attention stage?
Individuals can’t purchase from you in the event that they don’t know you exist, proper? However how do you assist them discover you?
You assist them discover you thru consciousness stage advertising and marketing.
You’ve seen a gross sales funnel in some unspecified time in the future, however chances are you’ll not know that there are particular advertising and marketing techniques, content material, and campaigns that work finest for every stage. Your content material wants will change while you’re on the high and backside of the funnel.
When attempting to acquire consciousness of your product or model, you’re on the high of the funnel (TOFU). Your aim on this consciousness stage is to create content material that generates leads and attracts potential prospects.
On this article, we’ll present you easy methods to create efficient consciousness stage content material to blow up your lead technology and get your online business in entrance of the shoppers who need your merchandise, even when they don’t comprehend it but.
Consciousness Stage Advertising Ways
Earlier than we get into the kinds of content material that work finest for the attention stage, let’s discuss top-of-the-funnel advertising and marketing techniques.
Your aim within the consciousness stage is to improve model and product consciousness. Most likely the best method to method high funnel advertising and marketing is by working by way of these three questions:
1. Who’re you, and what’s this?
The folks you’re focusing on within the consciousness stage both don’t know you or have very restricted information of your organization and its merchandise. Earlier than they purchase from you, they need to know who you might be and what you’re promoting.
This goes past “Hello, I’m Bob, and I’m promoting this factor.” That’s not sufficient.
When folks purchase, they aren’t simply buying and selling cash for an object or service. They’re utilizing their cash to help manufacturers they belief and consider in. To improve your conversions, it’s good to give your viewers sufficient to know your model and what your organization values.
Ways:
- Present content material that displays your organization’s values
- Content material ought to present as a lot upfront worth as doable whereas requiring as little dedication as doable from potential prospects
- No gross sales stress
2. Why ought to potential prospects care?
Inform potential prospects why they want you and your services or products. What drawback or ache level are you able to clear up for them?
No matter who your prospects are, different companies, or particular person shoppers, they aren’t going to spend their cash on one thing that isn’t going to assist them. Companies have budgets they should keep inside, and many of the particular person shoppers don’t have a limiteless disposable earnings.
Be able to share the advantages of utilizing your product and repair as an alternative of simply the options.
Ways:
- Content material is informative and academic
- Present potential prospects that there’s a resolution to their drawback
- Current your product as one doable resolution
3. What’s the consequence for potential prospects in the event that they act or don’t act?
That is your probability to share what a possible buyer’s life might seem like in the event that they use or don’t use your product.
This isn’t a gross sales pitch however an opportu nity to share how the options and advantages of your product can change a buyer’s life. We’re not essentially speaking about an unlimited life change. Simply spotlight the ways in which every day life may be improved by having your merchandise round.
Upon getting these three questions answered, you may develop a stable top-of-funnel technique and improve consciousness of your model.
- Content material exhibits off your business experience
- Exhibit the worth of utilizing your model’s services
Now that now we have the beginnings of an awesome consciousness stage advertising and marketing technique, let’s take a look at the kinds of content material that work properly for the attention stage.
Sorts of Consciousness Stage Content material
Let’s begin with a fast recap of what our consciousness stage content material must do:
- Inform, assist reply questions, and clear up issues
- Not embody overly sales-y language or pointless branding
- Be straightforward to grasp, however give sufficient info to resolve preliminary considerations
- Present the worth and advantages of doing enterprise with you
Prospects at this stage need info; they aren’t able to make a purchase order. At this level, prospects might have solely change into conscious of their drawback and may not even know that options exist. Any assets you employ within the consciousness stage needs to be targeted on creating belief and establishing your self as an knowledgeable.
You may accomplish this with almost any sort of content material, however we’ve discovered the attention stage content material sorts beneath which might be finest at shifting prospects additional into the content material advertising and marketing funnel.
1. Weblog Posts and Articles
Weblog posts and articles are the most typical type of consciousness stage content material, and for good cause. Any such content material is informative with out being pushy, and might normally be discovered with a easy Google search.
You may use search engine optimisation to get your website ranked greater in serps and assist folks discover your content material simpler.
Normally, folks discover developing with concepts to be the toughest a part of creating a running a blog technique. You may create a great deal of matter concepts by making an inventory of the questions and considerations that your potential prospects may need earlier than making a purchase order.
These aren’t questions that you just assume they’ll have about your services or products specifically. Moderately, concentrate on the questions that they’d ask to assist clear up their drawback. When you’re promoting an anti-aging cream, you possibly can write about the advantages of hydration is protecting pores and skin trying younger and gently point out that consuming water isn’t the one resolution for getting old pores and skin.
For extra concepts, take a look at this put up of 50 weblog concepts you may write about as we speak.
2. Movies
Movies are a wonderful alternative to indicate the folks and personalities behind your model. They make your model appear extra approachable, particularly for those who’re not apprehensive about being your sometimes-quirky self.
There are a selection of ways in which video content material can be utilized within the consciousness stage:
Instructional and How To Movies
Any such video content material offers you the possibility to reply questions and share actionable recommendation along with your guests. We use movies rather a lot at OptinMonster to indicate prospects and potential prospects easy methods to use a sure function.
Instructional content material works properly at any stage of the gross sales funnel. When you’re utilizing them for the attention stage concentrate on issues like taking a posh drawback or concern that your potential prospects may need and breaking it down into manageable items.
You may finish your video with a name to motion that shares associated academic content material they could like.
Model Movies
A model movie share particulars about your organization’s values and mission. It’s a manner for guests to get to know you thru a narrative, not a gross sales pitch.
This can be a probability so that you can relate to your audience and make an emotional connection. Shopify does an awesome job of this of their quick movie Unite.
Shopify barely mentions their firm all through, regardless that it is a model movie. They don’t get into the small print of what Shopify does. They concentrate on how Shopify helps its prospects.
Documentaries
Documentaries give your online business the possibility to indicate off the belongings you’re doing to make the world a greater place.
Fixodent, a model behind denture adhesives, filmed a documentary a few uncommon white lion who wanted dental surgical procedure. They sponsored the surgical procedure and created a powerful piece of content material that exhibits how Fixodent offers again.
(The video exhibits a number of the dental surgical procedure, so for those who’re squeamish you’ll need to skip 3:05-3:58)
The movie closes with a brief quote from Fixodent: “Giving again the chew to those that have misplaced it’s what we do day-after-day, for each denture and partial wearer.”
Movies are tremendous efficient at constructing consciousness as a result of they’re entertaining and may be passively consumed.
3. Lead Magnets
Lead magnets are bits of content material that you just get in change to your electronic mail deal with and may be absolutely anything of worth. They’re mostly digital, downloadable content material like checklists, ebooks, experiences, whitepapers, and movies.
We use lead magnets rather a lot at OptinMonster as a result of they’re a good way to get helpful info into our viewers’s palms and exhibit our experience in our business.
You may even see them in blue callout containers like this:
They could additionally popup after a customer has scrolled down a selected size of the web page, spent a sure period of time, or goes to go away the web page.
If you wish to create your individual lead magnet popup, right here’s easy methods to do it.
4. Infographics
Infographics are excellent consciousness stage content material as a result of they’re really easy to learn and perceive. It’s also possible to share them simply.
They usually’re nice for brief consideration spans. Right here’s an awesome instance from WhoIsHostingThis.com. You can see the complete infographic on their website.
Infographics ought to include key factors, statistics, and concepts. It’s sort of like an overview, however a bit extra particular. When you needed to, you possibly can take an infographic and create an extended piece of content material from it (or vice versa – create an infographic from an extended article).
5. Social Media
Social media is your model’s probability to get somewhat bizarre. The purpose of social media advertising and marketing is making a neighborhood. It’s exhausting to try this for those who’re not opening up and fooling around each on occasion.
And, for those who ever doubted the facility of social media, we’d wish to remind you of the success seen by the Ice Bucket Problem that ended up going viral and elevating over $100 million for the ALS Affiliation. And that wasn’t even an ALS Affiliation marketing campaign.
Consciousness Stage Marketing campaign Examples
By now you might have a complete understanding of what to do along with your high of funnel leads. We’ve lined the several types of content material that work properly within the consciousness stage and also you actually have a stable set of techniques to make use of when constructing your consciousness stage advertising and marketing technique.
Let’s end off by having a look at a number of the finest consciousness stage campaigns we’ve seen to present you a little bit of inspiration.
1. First Kiss by Wren
An superior instance of video consciousness stage content material comes from clothes firm Wren.
They created a brief movie referred to as First Kiss through which 20 strangers have been requested to kiss for the primary time.
The corporate is simply talked about initially of the movie with “Offered by Wren.” The clothes is worn within the movie, however is rarely the focus; it’s not even talked about that Wren is a clothes firm.
The movie was candy and awkward and went viral.
Wren prompted such a stir with the quick movie that individuals have been decided to seek out out who was behind it. Their outcomes with this quick, unbranded content material are staggering:
- 15,000% improve in site visitors
- 96% first-time guests
- 1,400% improve in gross sales
2. MINDBODY
MINDBODY is an organization for small enterprise house owners within the well being, spa, and sweetness business. They preserve two separate blogs to focus on not solely their viewers (companies) but additionally the shoppers who will have interaction with their viewers by way of the app.
The business-focused weblog consists of enterprise recommendation, tendencies, new options from MINDBODY, and an inspiration weblog that provides companies a glimpse at what their friends within the business are doing.
3. All the things Deadpool
The Deadpool franchise completely nailed consciousness stage content material advertising and marketing, even going as far as to create a Tinder profile for the character.
Additionally they used almost each different social media platform on the market, to nice consequence with a bunch of successes like:
- Over $130 million opening weekend (highest ever for an R-rated film)
- Largest twentieth Century Fox debut ever
- Largest opening weekend for a first-time director
- Largest R-rated comedian e-book superhero film ever
- Highest grossing X-Males debut ever
4. Superdrug
To lift consciousness round physique picture points, Superdrug requested 18 graphic designers all over the world to edit a mannequin’s photograph to carry it in keeping with their nation’s magnificence requirements. The corporate then revealed the outcomes on BuzzFeed and HuffPo, resulting in some fairly superb outcomes.
- Worldwide information protection
- 3 million views of the unique research
- Round 1 million shares on social media
- Celeb endorsements
5. LinkedIn
LinkedIn created an book sharing its personal method to utilizing LinkedIn for advertising and marketing.
The method was so profitable that they created a slew of further guides.
Undecided if LinkedIn is for your online business? Try how (and why) it’s best to create a LinkedIn enterprise web page.
6. Shutterstock
Yearly, Shutterstock creates an infographic to spotlight the yr’s inventive tendencies. The one for 2018 is interactive and pictures, video, and music.
Shutterstock is aware of that individuals love dependable knowledge and that this sort of knowledge will get extensively shared. The 2017 marketing campaign was shared hundreds of instances on social media and attracted greater than 6 billion visits to the positioning.
That’s it! Now you might have 5 kinds of content material to make use of for high funnel advertising and marketing. We’ve additionally shared a number of top-of-funnel marketing campaign examples to provide the inspiration it’s good to create your individual.
OptinMonster makes an awesome associate at each stage of your gross sales funnel. Be part of us now!
Hey, I am your information to the lead technology universe. With a knack for search engine optimisation and a mastery of content material advertising and marketing, I am on a mission to teach you on how-to generate lead and monetize your internet site visitors.
