Top of Funnel Marketing

What does it mean

Top of Funnel marketing refers to marketing activities that focus on the very beginning of the customer journey. This is the moment when people are not yet familiar with your brand and often do not even realize that they have a need or problem that your products or services solve. At this stage, your goal is to reach a wide audience, engage them, and introduce them to your brand.

In translation, "Top of Funnel" actually means "the upper part of the marketing funnel." This is where potential customers come in, whom we try to engage and lead further into the decision-making and purchasing process.

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How Does Top of Funnel Work?

In this phase, it's not primarily about sales. It's about building awareness and initial contact with the brand.

Potential customers are not yet ready to buy, so your role is to:

• capture their attention,
• provide valuable content or information,
• build trust and interest,
• encourage them to learn more about you.

The most commonly used tools for Top of Funnel marketing are:

• blog articles and informational content,
• videos (e.g., YouTube education, tips and tricks),
• social media posts (Facebook, Instagram, TikTok...),
• infographics, podcasts, or webinars,
• ads focused on brand awareness building.

Why is Top of Funnel Marketing Important?

• Building Brand Awareness – show people that you exist,
• Attracting a New Audience – gain new potential customers,
• Long-term Growth and Trust – customers get to know you before deciding to buy,
• Preparation for Further Marketing Stages – Top Of Funnel marketing lays the foundation for MOFU (Middle of Funnel) and BOFU (Bottom of Funnel).

Example of Using Top of Funnel Marketing

Imagine you sell natural cosmetics. As part of Top Of Funnel marketing, you publish an article: “5 Common Skincare Mistakes” or release a video: “How to Create a Morning Routine for Healthy Skin”. This content is useful, educational, and subtly introduces your brand.

The goal is not to sell the product immediately but to capture attention, gain trust, and attract people to your website or social media.

Top of Funnel marketing is the very beginning of the marketing process. It is the phase where you try to capture the attention of new people, show them that you exist, and slowly introduce them to your brand. The goal is not immediate sales but building trust and awareness.

If you want to achieve long-term results in online marketing, it's not enough to reach people only when they want to buy. You need to be present even when they are just starting to think.