In the current competitive landscape
where the cost per click is rising, as a marketer,
you need to pivot and start marketing
at the top of the funnel where there's less competition.
My name is, Waseem and in the last decade,
I've worked with various B2B companies to generate
highly qualified marketing leads.
But we see a common trend.
Where due to high competition,
the cost per click for high intent keywords
has become very expensive.
So it's now worth investing time and effort
in building top of the funnel campaigns.
So in this video,
I will explain exactly how you can use top of the funnel
to generate leads for your business.
(upbeat music)
You know what that old saying,
Google is your friend, well it's true.
And these days we're finding more and more people
at the top of the funnel.
These people aren't ready to buy yet,
but they're looking for basic research on a topic.
For example, they may be trying to learn
a new language or searching for information
on how something works.
But as a brand,
if you target these questions and give solutions,
you put yourself in front of your audience
as a thought leader, which will help to build trust
and turn these visitors into leads
for future sales opportunities.
Let's suppose I'm interested to know more
about what insurance do freelancers need?
So if I type this in Google and stumble upon a blog post
from an insurance company
which matches exactly my search query,
I'll click through to read the article.
So if the blog post covers more in-depth information
on subtopics like types of insurance,
various covers,
things I need to consider when buying insurance,
I will find that very useful.
And finally, if there's a PDF that I can download
to learn more about the cover,
I basically educated myself
into an information qualified lead.
So in the background, you can imagine what's happened.
I typed my problem in Google.
I found a solution and finally, to learn more,
I downloaded some more valuable content.
The insurance company now has my email
and can nurture me on how to get the right insurance.
Top of the funnel searches are usually new
to a particular topic and often looking
for basic information, they may eventually buy,
but they're doing research to learn more about what, how,
when or why of a particular search topic.
To get ideas for inspiration,
you can use tools like, Ahrefs,
KeywordTool.IO, Answerthepublic.com
or simply just type your query in Google
and scroll to the bottom of the search results
and analyze some of the related search queries.
Let me show you how to do this in KeywordTool.IO.
Head over to KeywordTool.IO, type in the search query,
for example, insurance for freelancers, click search,
and then head over to the questions tab
and check out the results.
You should be able to find the keywords
which start with what, how, when or why.
Now let's take the idea of for freelancers one step further,
but now it's time to get creative.
What kind of content should you be creating?
Here are a few ideas, a blog post
detailing how freelancer insuring works,
various covers things to consider benefits, et cetera,
an infographic showing how the insurance cover works,
an explainer video that details
exactly how to make that decision.
An ebook that goes in depth on a topic like
Freelances Guide to Professional Indemnity Insurance,
a calculator that calculates how much it could cost
to get an insurance cover,
a quiz that diagnoses the problem
and shares an outcome in exchange for an email.
Now you have your content ready, you can start promoting it.
If you put together a blog post,
you can start efforts to rank it on Google,
by doing on-page and off-page optimization.
You can also run social media ads from Facebook,
for example, and send traffic to your blog posts.
You can also run low intent
Google ad campaigns targeted at visitors
typing in their problems in Google.
If you created an explainer video,
you can use it on social media
and also YouTube to expose your video to more people.
You can also repurpose your video in blog posts,
emails, and your landing pages.
Happy days, you now know how to generate
information qualified leads at the top of your funnel.
In the next video, we will talk about
how to generate marketing qualified leads
and continue our journey through the sales funnel.
Before you go check out this mind map,
which shows various examples of content you can use
at each stage, I hope you found this video useful.
Check out my other videos on lead generation.
See you next time.