Those in the top of the funnel are the potential customers that are just beginning to enter your pipeline. Brand awareness and traffic generating strategies are found here. Prior to entering the funnel, these customers had never heard of your brand or had never acted on any of the media they’ve encountered. The strategies at the top of the funnel can be divided into paid and unpaid depending on your needs and ideal timeline. Paid can lead to instant results but will naturally drop off as soon as the money stops flowing. Unpaid takes a longer time to gain traction, but has the potential to stick for longer.
The services geared towards those found within the middle of your sales funnel are focused on informing, entertaining, and building trust—all with the ultimate goal of converting into known qualified leads interested in your product or service.