The secret to nurturing top-of-funnel

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He went from 0-250,000 subscribers and $5 million in revenue in just two years, and he did it with a laser-focused content strategy. 

The major deciding factor? Highly specified email nurturing systems to serve followers where they are at, not where he wanted them to be. 

Hey, Paige here! Back with another creator deep dive.

Ali Abdaal not only creates tailored content that serves segmented audiences based on funnel location — he also has a massive pool of free content to let audiences “choose their own journey,” jumping straight into the hot lead content if they choose or remaining at the top-of-funnel until they are truly ready to take the next step (as compared to pushing them down the funnel without further tracking, analysis and targeting). 

With a massive audience, Ali has leveraged quizzes, link tracking, and low-cost lead magnets to find each individual reader and meet them where they are.

These systems help Ali establish exactly where a lead is when they enter the funnel… and continue to track their engagement with his content. 

So how do you continue to nurture those hesitant followers who stay engaged, but don’t seem ready to take the next step? The answer isn’t a sales pitch. It’s content, tailored to them. 

Ali follows a three-tier, four-point lead scoring system that’s updated in real-time as followers engage with his content. 

Each of these tiers of content is assigned a different level of points (1-4), and when a reader opens and engages with the content, the sequence associated with their current point level is triggered. 

But what happens when the points stay low, pointing to the top-of-funnel? 

Ali doesn’t forget these readers. He continues to target them with educational, ‘opportunity’ content. 

So, what does this mean for you? You can’t neglect your top-of-funnel, even if they seem to stall. 

Think of your top-of-funnel email content as your opportunity to add next-level, free value. Use these to dive deeper into the solution you provide and how you can change their lives and businesses.

For Ali, this breaks down a few ways. When you’re on his list for his YouTuber Academy, you will receive different emails based on your engagement and interest level. It might break down like this:

• Top-of-funnel: More base-level educational content around how investing in YouTube Ali’s way could change their lives. Tips around video editing, posting schedules, topic selection, etc. This content establishes expertise. (know)

• Middle-of-funnel: Personal transformation stories and breakdowns on how this system could change the reader’s trajectory, too. This content builds connection. (like)

• Bottom-of-funnel: Case studies and highlights of people who have found success in the Academy. Tips and evidence this system could work for the reader as well. (trust)

Whether you're pointing back to existing content or sharing new lead magnets, your funnel should be a continuous cycle of getting your audience to know, like and trust you. To do that, you need to keep your top-of-tunnel alive and well, even in places like email lists traditionally thought to be more middle- and bottom-of-funnel. 

Bonus points: Ali also keeps his newsletter archive free and accessible to the public along with his massive YouTube video list. This way he opens the door for followers, even if they opt for coming in through the window.

In the end, Ali prefers to only sell in his emails, keeping his free content clear of pitches and ads. With a vast majority of sales coming from his email list (up to 90%), he continues to win with highly targeted sequences. 

The takeaway: Top-of-funnel content is vital to transform casual readers into avid fans. Continue to share educational stage-specific content that allows your audience to get to know, like and trust you until they are ready to convert.

That’s it, ya’ll. Happy creating!

Paige Peterson
Newsletter Aficionado, Sweet Fish

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