10 Top-of-Funnel Tactics for Local Businesses That Actually Attract Leads

Many local businesses face a similar challenge: breaking through an oversaturated marketing landscape to attract potential customers. With so many large corporations leveraging their significant resources to promote their brands constantly, it can be challenging for smaller businesses with limited marketing budgets to stand out.

However, that doesn’t mean it’s an impossible task. There are several methods that local businesses can use to drive sales, and it all starts at the top of the marketing funnel. 

What Is a Marketing Funnel?

A marketing funnel is a visual representation of the stages that potential customers go through before making a purchase. It serves as a guide for marketing teams to generate leads through content and lead individuals through the buying process.

The funnel consists of three stages: top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU). While all stages are vital to the process, this blog will focus on the first stage, as it’s the starting point for new customers to find and interact with your business. According to HubSpot, “At least 47% of buyers view three to five pieces of content before engaging with a sales rep, and most expect brands to create content to gain their interest.”

TOFU content intends to address that and build awareness among potential customers. You’re not selling anything yet; instead, you’re simply increasing brand recognition by creating content that engages and informs while improving search engine optimization (SEO).

This means it’s essential that the content demonstrates your expertise and authority in your industry, ultimately encouraging individuals to move further along the funnel. There are several ways to achieve this, and some ways will work better than others depending on your marketing goals, target audience, and other factors.

To help you get started with your marketing funnel, here are 10 effective TOFU tactics that local businesses can use to attract interest and drive sales.

Tactics

1. Content Marketing

Content marketing is valuable at every stage of the funnel, but it’s especially crucial at the top. Its greatest strength is its ability to adapt to any audience and for any objective, whether it’s addressing pain points, explaining your products or services, or showcasing your general expertise. Content marketing can take many forms, including blogs, infographics, videos, case studies, and more.

2. Social Media

Social media advertising offers a variety of platforms and marketing strategies to choose from. The platforms you choose typically depend on your target audience. For example, Facebook tends to attract an older demographic, while Instagram appeals more to younger users. Your content strategy will also vary based on your audience. Creating eye-catching graphics, hosting giveaways, and running contests are just a few effective ways to use social media at the top of the funnel.

3. Search Engine Optimization

When someone searches online for the products or services you offer, you want your business to appear as early as possible in the results. HubSpot reports that 75% of search engine users never scroll past the first page of results, and 61% click on one of the top three results. To improve your ranking, include common keywords and phrases on your website that your target audience is likely to search for. This strategy often overlaps with content marketing, as blogs, infographics, and similar content can help boost SEO. If you’re new to your industry or community and find it difficult to compete with established businesses in the surrounding area, consider targeting secondary markets with your keywords and phrases.

4. Display Ads

Display advertising is highly effective for local businesses for multiple reasons. One of the biggest advantages is the ability to target internet users based on geographic location. You can customize your targeting to reach only the areas you serve, and your ads can appear across nearly every website your local audience visits. Display ads also allow for creative freedom, as they can achieve many goals and have several different placements on websites.

5. Testimonials

If you’re trying to establish credibility with someone unfamiliar with your business, testimonials are one of the most effective ways to do so. Research from Wyzowl shows that “9 out of 10 people say they trust what a customer says about a business more than what that business says about itself.” Testimonials can be collected and displayed in various ways, and experimenting will help you determine what works best for your business. Common sources include reviews on listing sites and social media pages, which are often unsolicited and perceived as more authentic.

6. Direct Mail

While it may seem outdated in today’s digital age, direct mail can still produce impactful results, especially for local businesses. Like display ads, direct mail can target specific audiences and often feels more personal than digital marketing. It tends to leave a longer-lasting impression and is far more likely to be read in its entirety. It also offers more space for detailed and visually appealing designs compared to limited online ad formats. Local newspapers and magazines are still regularly distributed, helping maintain a strong connection between advertisers and their communities.

7. Referrals

Word-of-mouth marketing is among the oldest forms of advertising, yet it remains one of the most effective. Like testimonials, referrals tend to be more trustworthy than traditional ads. While it’s ideal when satisfied customers voluntarily refer others to your business, you can also encourage referrals with incentives. Offering discounts on future services or bonus credits can build customer loyalty while expanding your reach, without using significant marketing resources.

8. Broadcast Ads

Television, radio, podcasts, and videos are excellent platforms for forming emotional connections with consumers. These formats allow for creative storytelling that appeals to your target audience better than many other advertising options. They also provide the opportunity to be selective with the channels you advertise with, as each platform hosts a variety of shows with a wide range of topics.

9. Sponsorships and Events

Sponsoring or participating in local events is a great way to increase brand awareness and foster a sense of community. Setting up a booth at a fundraiser or festival, or sponsoring a local youth sports team, are just a few examples that have proven to benefit local businesses. These efforts are typically cost-effective and offer face-to-face interaction with potential customers, something digital advertising can’t replicate. 

10. Influencer Marketing

While large corporations have the resources to hire celebrities to endorse their products, local businesses can adopt a similar approach on a smaller scale. Many communities have local influencers with dedicated followings who share content about businesses, events, and news in the area. Collaborating with these influencers can boost your credibility and help you reach audiences you might not have accessed otherwise.

Let Best Version Media Help Boost Your Brand Awareness

You don’t have to increase brand awareness on your own. Best Version Media offers the ability to bundle geo-targeted social media and display ad campaigns, helping you maximize your marketing budget and reach only the audiences most valuable to your business.

In addition, BVM provides listings, reviews, and reputation management, all from one easy-to-use dashboard, so you can efficiently manage every aspect of your advertising without wasting valuable time.
To take the next step in your marketing journey, reach out to BVM today.