Each stage of the funnel has its own specific content. Top of the Funnel (ToFu) content is a key part of the marketing strategy. This content is meant to attract potential customers and prepare them for the conversion phase. However, many companies make the mistake of focusing on selling their solution instead of helping customers understand their problem.
“The goal of a marketing campaign should not be to sell a product, but to help customers understand their problem. A potential customer who does not understand his problem does not become a high-potential customer.”
The whole point of ToFu content is to create awareness and education about the problem that customers are facing. If customers don’t fully understand their problem, they are unlikely to be willing to invest in a solution. Therefore, it is important that ToFu content provides valuable and useful information that helps customers better understand their situation.
“To help customers understand their problem, we need to know the problem phone number in korea very well, and make it clear to them, raise awareness and have educational material about it. We need to be experts on the problem, rather than on the product.”
Additionally, focusing on understanding the problem gives customers a more positive experience and helps establish brand trust. When a company demonstrates its commitment to helping customers solve their problems, it is establishing a relationship based on trust and value. This can be especially important in the initial phase of the customer journey , when they are still evaluating different options and searching for a solution.
“B2B buyers trust more those companies and suppliers that know their problem and help them understand and solve it. They become Trusted Advisors.”
In short, in ToFu content, the focus on understanding the problem is key to the success of the marketing strategy. It provides customers with valuable information and helps establish trust in the brand, which is critical to converting potential customers into actual customers.
ToFu content is the main contribution that marketing can make to the commercial objective. If your Marketing team is dedicating all of its time to understanding your customer's problem and creating answers to those problems with valuable content, then they are making the best possible investment of their time.