Thursday, January 3, 2013

Learn to Love Tofu

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, iyour 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.

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