Seriously, TOFU is something every Singaporean company should include in their B2B marketing campaigns. And no, we’re not referring to that delicious alternative to meat over which health buffs in the States are going crazy.
We’re talking about top-of-the-funnel marketing (which uses platforms such as social media and blogs to engage potential buyers). Typically used by B2C companies, TOFU has now become a popular means for getting the attention of more B2B leads at this crucial moment when more businesses are taking root in the Singaporean market.
But of course, you will need to be guided on how to prepare TOFU that’s delicious to your audience’s tastes and nutritious to your business’ marketing muscle.
Here are some dos and don’ts from Kate Boyce’s article featured on Business2Community.com:
Do identify your real B2B Buyer Personas using website visitor information
What industry are they in? What size company are they? What content do they like to read on your website? By implementing data-driven buyer-personas, you’ll build a clear picture of the challenges, needs and pain points of your B2B buyers, as well as understand the motivations and goals behind their purchase intentions.
Use this information to build accurate data-driven buyer personas, fuel your marketing communications and deliver influential TOFU content to the right prospects.
DO provide value with relevant and educational blogs, guides and communications
B2B companies that blog generate 67% more leads per month. At this stage, your blog content needs to cover industry news, reports and statistics that support (but don’t overly promote) your product or service offering.
We can’t say it enough: Give your buyer’s valuable, informative and educational content – and be promotional at your peril. Your B2B prospects may not be looking to buy something that day, but it doesn’t mean you can’t provide them with valuable insight.
Don’t undertake any new TOFU marketing activity until you’ve forecast the best, expected and worst possible ROI outcomes.
According to the IDM B2B Barometer, 30% of marketers said “lack of budget” and “demonstrating importance” were their most significant challenges this year. And guess what? They both tie back to ROI.
Before you invest any money in top-of-the-funnel advertising or marketing activity, you need to understand exactly what results you need to drive in order to deliver a healthy return. Try benchmarking your performance with this tool to take the guesswork out of your TOFU marketing activity.
Don’t forget it’s a (very) long lead generation game
There can be a tendency in B2B marketing to over-fish the lower funnel, where prospects are closer to converting, but with a detrimental effect!
Take a long-term approach with your funnel strategy and focus on prospects who might not buy now, but in a year – two years’ time. Invest in TOFU activity to not only build your bottom line, but strengthen your brand awareness too.