The best tactics for Top Of Funnel.

Local referrals

Local recommendations are an effective tactic for top-of-funnel marketing because they allow brands and businesses to connect with consumers in open web environments such as news, sports and entertainment sites, where people spend a lot of time searching for content that interests them. With search engines’ sophisticated algorithms making local recommendations, advertisers can target a high-potential and relevant audience.

In addition to placement and targeting, another key advantage of local recommendations is that they blend seamlessly into the website and do not stand out as advertising. Readers can familiarise themselves with the brand without interrupting their online experience. Online users are therefore 53% more likely to view native adverts than regular display adverts, and native adverts lead to an 18% increase in purchase intent – a clear indication of how native advertising can have a positive impact as a TOF tactic further down the funnel.

Paid social adverts

Paid social ads are effective because they enable businesses to reach new potential customers and increase brand awareness by targeting specific audiences. Brands can reach a wide audience on social media platforms such as Facebook, Instagram, Twitter and LinkedIn, depending on the area they are targeting.

The effectiveness of paid advertising on social networks depends on the ability to identify customers and target them creatively. Using different variables such as interests, behaviours and personas, companies can design a targeted advertising campaign that appeals to their desired customer base.

Careful optimisation of online advertising budgets also means that businesses can reach their ideal audience while maximising ROI. Paid advertising on social networks is a great way to make potential customers aware of your products or services while keeping budget costs low enough to make a profit.

Another benefit of this approach is that social media platforms offer detailed analyses and metrics that allow businesses to monitor the performance of their advertising and adjust their strategy accordingly.

SEO

Search engine optimisation (SEO) is an effective tactic for TOF marketing. It can help your website appear higher in organic search engine rankings and results, increasing your brand’s visibility, awareness and affinity.

SEO works by optimising your web content to make it more discoverable.

SEO techniques include:

Using keywords and buzzwords that appeal to specific audiences
Use of heading tags
meta descriptions
internal connection structures
backlink profiling
other on-page or off-page tactics.
The goal of SEO is to bring your web content to the attention of people searching for specific topics or services. When implemented correctly, it has proven to be one of the most cost-effective tactics for TOF marketing.