Top of Funnel Strategy
Raise the ceiling, not the floor
The Problem
We’re expert-level (9/10) at:
- Sales systems
- Operations
- Customer support
- Warm inbound sales
We lack depth in:
- Product development & lead generation
- Top-of-funnel growth
- Growing businesses that aren’t already at the warm-lead stage
Skills Matrix
Product Development (90% Jeremy)
- Creating new business ideas → developing into businesses
- Pricing strategy, product strategy, marketing ideas, feature ideas
Websites & Landing Pages
| Skill | Owner | Level |
|---|
| Technical (build, host, manage) | Jeremy | Expert |
| Technical | John | Has skills |
| Design / Look & Feel | Jeremy | Expert |
| Creative Copywriting | Jeremy | Good |
SEO
| Skill | Owner | Level |
|---|
| Analytics, Search Console, Tracking | Jeremy | Expert |
| On-page SEO | Jeremy | Expert |
| Off-page SEO (link building) | Jeremy | Moderate |
| Off-page SEO | Ashley/Iqbal | Assist |
| Content creation/expansion | Jeremy | Moderate |
| Content strategy & editing | GAP | Need to hire |
Graphic Design
| Skill | Owner | Level |
|---|
| Logos, brand images, mockups | Jeremy | Mostly |
| Social images (tone/examples) | Jeremy | Sets direction |
| Social images (implementation) | Ashley | Learning |
| Images for Ads | GAP | Nobody yet |
Video Production
| Skill | Owner | Level |
|---|
| Brand videos (high quality) | Jeremy | Expert (needs time) |
| Brand videos | Ash/Ty | Beginner |
| Educational/Training videos | Jeremy, Ash, Tyran | Active |
Google Ads
| Skill | Owner | Level |
|---|
| Campaign creation & management | Jeremy | 70% (keep in-house) |
Social Ads
| Skill | Owner | Level |
|---|
| Technical setup (FB/Insta) | Dan | Beginner (needs clarification) |
| Creating ads that convert | GAP | Nobody yet |
Social Posting / Content
| Skill | Owner | Level |
|---|
| YouTube long-form | Jeremy, Tyran | Beginner |
| Short-form video | Tyran | Beginner |
| Creative strategy | GAP | Unclear ownership |
| Technical scaling systems | Jeremy, John, Dan | Have skills |
| Personal brand building | Tyran | Beginner (important for ReachMax) |
Email & WhatsApp Marketing
| Skill | Owner | Level |
|---|
| Email sequences (GHL) | Ashley | Beginner |
| Cold email technical | GAP | Nobody |
| Cold email creative/copy | GAP | Nobody |
| WhatsApp tech | Dan | Good (keep in-house) |
Other Top-of-Funnel
- Partnerships
- Affiliate
- Flyers at trade stores
- etc.
Team Expertise Focus
| Team Member | Primary Focus Area |
|---|
| Ashley | Email marketing & copywriting |
| Dan | Facebook/Instagram ads |
| Tyran | LinkedIn personal brand |
| John | Technical infrastructure for TOF systems |
Core Principles
- Become expert-level strategists - Understand and manage, not necessarily do everything
- Outsource execution gaps - We’re expensive and don’t have time to do everything well
- Know exactly what you want - Even when outsourcing, be expert enough to direct
- One brand at a time - 3-4 month sprints per brand, set up marketing systems, then move on
- Speed over perfection - Just do things, don’t overthink
- 50% time on TOF - At least half your time on top-of-funnel work (can be full days, not 50-50 daily)
Weekly Cadence
Weekly Meeting
Each week present:
- What you learned in your expertise area
- What you’re doing to develop that expertise
- Results/summary of TOF tasks and actions
Required Actions (Everyone)
Daily Posting from Personal Accounts
- 1 post per day from personal accounts
- Authority-building educational content
- 10+ comments per week on other posts
- Channels: X, LinkedIn, Reddit, YT, FB
Manual Direct Outreach
- DM people with personal messages about solutions we provide
- Channels: Email, LinkedIn, X, FB, Insta
Long-form Educational Content (owner TBD)
- Create long-form content
- Repost across all channels
- Reformat into shorter/different mediums
Identified Gaps to Fill
- Content strategy & SEO content editor
- Social ad creative that converts
- Cold email (technical + creative)
- Creative strategy for social posting
strategy top-of-funnel growth