Start with the Top of the Funnel

I have noticed that many highly analytical advisors prioritize bottom-of-the-funnel (BoFu) marketing activities, such as client testimonials and website tools like calculators or assessments (e.g., Riskalyze), to convert leads into clients. These are important parts of the funnel, but if you are anxious to get new clients, I recommend starting with top-of-the-funnel (ToFu) marketing instead. This type of marketing focuses on attracting and educating potential clients and includes presentations, content distribution (e.g., blogs, videos) across various channels, and SEO strategies.

The logic is simple: You need to first attract visitors to your website. Only then can you improve your marketing process by focusing on BoFu activities that will convert them into clients. When you concentrate on BoFu activities first, you may have a great system for converting prospects, but there may be no prospects visiting your website to convert.

Written in collaboration with artificial intelligence (ChatGPT). Edited by humans.