Top of the sales funnel marketing varies depending on the business. For some companies, it may require informing people that your product or service even exists. The challenge of marketing to drive awareness is that it is difficult to prove ROI. Others within the organization may not perceive any value. Also, a long customer journey makes it hard to say whether an individual content piece is converting. Therefore, establishing clear micro metrics can be useful. Google Tag Manager lets you measure the customer’s level of engagement with content (e.g., did they scroll down the page?). It’s also important not to turn the marketing team into a content factory which cranks out quantity at the expense of quality.
Key Takeaways:
- For some companies, top of funnel marketing may mean just letting customers know your product or service exists.
- It can be difficult to prove ROI for awareness building measures, which makes them under-appreciated within an organization.
- Google Tag Manager measures engagement by looking at whether visitors scrolled down, copied text, or spent time on your page.
“One of the common ways that you can use content to help drive traffic to a new business is by creating content around those problems.”
Read more: https://www.frac.tl/measuring-top-funnel-content/
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