SEO is an extremely effective channel for full-funnel marketing because it allows businesses to target potential customers at every stage of their customer journey.
Full funnel marketing describes the approach of accompanying and picking up customers throughout the entire customer journey. This is a valuable approach, especially in online marketing, where many customers have a number of points of contact with your company before a conversion or purchase occurs.
SEO is an extremely effective channel for full-funnel marketing because it allows businesses to target potential customers at every stage of their customer journey. Through strategic keyword optimization and tailored content, businesses can increase visibility, interest, and ultimately conversions.
Let’s learn about different levels of funnel and about sample content at every level of funnel.
Top-of-Funnel (TOFU) SEO: Making First Contacts
In the TOFU phase, SEO focuses on reaching a wide audience and creating awareness about the brand or product. It uses general and broad keywords that appeal to many users.
Sample content:
Blog posts: Informative and entertaining articles that provide basic information and generate interest.
Infographics: Visual representations of data and facts that are easy to share and grab attention.
Social media updates: Short, engaging posts that invite users to learn more about the brand.
Middle-of-Funnel (MOFU) SEO: Deepen Interest
In the MOFU phase, the focus is on more specific keywords that address the needs and problems of the potential customers. The aim is to deepen interest and build trust.
Sample Content:
Case Studies: Detailed reports on successful projects or applications of the product that show real-world results and benefits.
White Papers: In-depth, technical documents that deal with complex topics in detail and underline the company’s expertise.
Detailed Guides: How-to guides and how-to articles that provide practical solutions and detailed information.
Bottom-of-Funnel (BOFU) SEO: Driving Conversion
In the BOFU phase, conversion-oriented keywords are used to target potential customers who are about to make a purchase decision. This is all about providing the final push for conversion.
Sample Content:
Product Page Optimization: Detailed and engaging product descriptions that clearly highlight all the important information and benefits.
Reviews: Customer reviews and testimonials that build trust and make the decision to buy easier.
Comparison Sites: Sites that compare different products or services and highlight the unique benefits of what they offer.