Top-of-funnel Strategy
Starting with the basics: what’s at the top of the funnel?
Commonly referred to as the awareness stage, the top-of-funnel is filled with researchers. In the SaaS world, this is often not your economic buyer (EB). But it can be their direct reports. It will be people who can influence your EBs. So what’s the strategy? How do you make an impact at the top-of-funnel?
Understand the climate.
The top-of-funnel can be extraordinarily different. In SaaS, the climate will vary based on the product, economic conditions, and the problem you’re solving.
Set appropriate goals.
While ‘requesting a demo’ is an achievable goal at the bottom-of-funnel, at the top, it’s unrealistic. After understanding the climate, you can set accessible goals and start working towards them.
Create content that supports.
Once goals are set, start creating a content calendar and supporting content briefs. Each piece should have individual goals, CTAs, and an SEO strategy.
Content that has an impact.
Using a detailed & customized top-of-funnel & SEO strategy at Moveworks, I was able to create content that had an impact. From ranking only for unbranded keywords, my strategy helped rank unbranded content at the top of SERPs.
The first stage of success for an SEO strategy is increasing impressions — it’s telling you that the new content is resonating with Google. They’re showing your content to the right people.