I've just concluded my first month as
a Vegan and resigned myself to loving Tofu.
As a marketer, Tofu should be part of your daily diet, too.
Tofu is an acronym that
stands for “top of the funnel.”
The top of the funnel, of course, is your lead-cistern.
According to inbound-marketing agency
FiveFifty, 97% of first-time Website visitors are top-of-the-funnel people.
They're "just looking" and far from ready to buy.
So, if your content appeals only to bottom-of-the-funnel people, you look a little desperate.
"Remember the last time you were shopping at a retail store, and the sales representative kept asking if they could start a dressing room for you?" FiveFifty asks. "If you’re just browsing, their attempts to close a sale can feel overly pushy."
To make delicious Tofu, you need to prepare "buyer personas" that include the demographics, pain-points and priorities of your leads.
"The world’s best Tofu is based on answering real-life questions people have when they first come to your company's Website," FiveFifty says.
