Prime-of-the-funnel content material — it’s the way you’ll entice the most important viewers and the best variety of potential leads. ToFu, because it’s typically referred to as, is the widest a part of the sales and marketing funnel, and the place you make that very important first impression with nearly all of your leads.
The purpose of ToFu content marketing for industrial corporations is easy: Educate and inform with out sounding like a gross sales pitch. Most prospects at this stage know they’ve a problem in entrance of them, however don’t know all of the potential options but.
In contrast to bottom-of-the-funnel (BoFu) content material that targets those that’ve completely vetted their selections and are shut to creating a purchase order resolution, ToFu content material helps construct model consciousness and place your organization as an authority.
Temporary, easy, introductory content material (e.g., blogs, tip sheets, video, infographics) is the important thing to serving to prospects study extra and discover the solutions to their questions. This sort of industrial content material advertising and marketing can finally assist them see your organization as an answer and inquire about particular merchandise and costs.
When starting their purchaser’s journeys, prospects are on the lookout for solutions to those 6 questions – and it’s as much as manufacturing entrepreneurs to reply them with their top-of-the-funnel content material.
1. “How will your services or products assist my firm?”
Prospects need assistance fixing an issue, and the very first thing they need to know is how your services or products will assist.
Take into account the 2 following weblog titles and the way every addresses the identical matter, however from completely different angles:
- “How Customized-Blended Fluids Cut back Machine Downtime & Upkeep”
- “10 Methods Customized-Blended Fluids Enhance Plant Operations”
Each deal with advantages. One communicates the direct influence of a specific product on a selected downside, whereas the opposite exhibits the way it helps in a broader sense. There are many different methods you possibly can clarify a product’s advantages, it simply requires slightly creativity.
Running a blog Tip: Beginning with a basic “10 Advantages of XYZ” article could be gasoline for future content material. Every of the ten advantages might doubtlessly be expanded upon to turn into its personal article.
2. “How a lot cash can your merchandise save me?”
An easier approach to state this query is, “How a lot do your merchandise value?” Whereas it’s necessary to share how your merchandise enhance productiveness, cut back put on, or enhance workflows, what your potential buyer in the end desires to know is the value and, simply as importantly, the return on funding (ROI).
Let’s say one in all your merchandise helped a buyer decrease their gear upkeep bills by 15%. A mini case research within the type of a weblog article titled, “How Labyrinth Seals Decreased One Firm’s Upkeep Bills by 15%” is the proper ToFu content material piece to pique a prospect’s curiosity and need to study extra.
Many organizations are hesitant to put up tariffs as a result of complexities and nuances of every order. A useful approach to discuss worth with out quoting a greenback quantity is to debate value comparisons or how costs are decided. For instance, a weblog titled “5 Components That Impression Customized Pump Meeting Costs” can discuss engineering, supplies, labor, and different components with out getting too particular.
Weblog articles targeted on worth moderately than worth are one other approach to strategy the topic. Or, what about an article that talks about the price of not utilizing your answer?
3. “How do your merchandise evaluate to different options?”
Prospects who search for solutions to their issues will seemingly come throughout a number of potential options throughout their analysis. Weblog articles evaluating “Choice A vs. Choice B” are fashionable as a result of they assist prospects know the place to focus their consideration. In reality, we’ve discovered that comparability articles or movies are sometimes the highest-performing forms of content material.
If you happen to can create content material and persuade your target market that the merchandise you provide are the very best general answer to their issues and can outperform the competitors, they are going to be extra seemingly to decide on you over an alternate. One other strategy is evaluating your personal merchandise with one another, outlining their options and which purposes they’re finest fitted to.
4. “How do your merchandise work?”
As people, it’s in our nature to need to know why or how one thing works the best way it does. It’s the explanation we took aside our toys as children, and it’s the identical purpose we love watching product demonstration and clarification movies immediately. Content material advertising and marketing for producers wants to deal with a prospect’s curiosity.
The extra consumers can perceive the nuances of your product, the extra they will admire it and visualize it in their very own purposes. Video is hands-down one of the best ways to point out and inform. Video content is now an expectation of buyers, and almost 9 out of 10 companies use video content material as a advertising and marketing device.
Backside line: when you’re not utilizing video, you’re one step behind the competitors.
RELATED: B2B Video Marketing Statistics You Need to Know
5. “How can your merchandise assist us turn into compliant with XYZ regulation?”
Do you promote merchandise in a closely regulated trade? Some examples embrace the protection trade, healthcare, building, or meals manufacturing. If that’s the case, there’s an excellent probability your prospects are on the lookout for merchandise which might be compliant with particular trade requirements.
If that is so to your manufacturing firm, attempt writing weblog articles and whitepapers like:
- “Find out how to Meet EPA Requirements with Environmentally Pleasant Lubricants”
- “Guaranteeing NAVSEA Compliance for Metallic Fabrication”
- “How a Robust Security Program and OSHA Compliance Impacts a Undertaking’s Success”
- “How a Strict Chain of Custody Improves Meals Security”
For extremely regulated industries, understanding your organization may help them stay in compliance can hold you on the quick listing of certified distributors.
6. “Why ought to I purchase from you?”
Your prospect will seemingly have a number of corporations vying for his or her buy order. Your content material, mixed with the messaging communicated via your gross sales staff, can work collectively to persuade prospects to work with you.
Addressing the next in your content material may help slender the sector even additional:
- Are you quicker or inexpensive than the options?
- Do you provide a greater choice?
- Do you might have higher customer support/warranties?
- Do you might have a dependable provide chain?
- Are your services or products greater high quality?
Typically prospects already know what merchandise they want; they simply want the very best firm to purchase them from. Take into account a facility tour or “About Us” video, or weblog articles like “8 Issues to Search for When Selecting an Ingredient Companion.” These are nice for articulating the explanations your organization is the only option, whereas explaining what units you other than the competitors.
An necessary a part of a content material advertising and marketing technique that’s typically missed is the function of social media and e-mail campaigns. Sharing all this nice content material via numerous channels is yet one more approach to construct model consciousness and delight your present and potential clients in the course of the shopping for course of.
Need assistance making a complete content material advertising and marketing plan that covers ToFu, MoFu, and BoFu content material? Obtain our free B2B Enterprise Builder’s Information to Running a blog under.
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