Top of the Funnel Marketing Explained: How to Attract Customers

Marketing funnels are visual representations of the stages a customer goes through, from first learning about your brand to becoming a customer.

Every one marketing funnel is divided into three phases:

• Top of the Funnel (TOFU)
• Middle of Funnel (MOFU)
• Bottom of Funnel (BOFU)

Today we will talk about top of the funnel marketing.

Top-of-the-funnel marketing refers to the marketing strategies and tactics used to create awareness of your brand or product.

TOFU is the content you create – whether it’s a PPC ad or a blog article – that gets your brand in front of new potential customers.

TOFU content is important because it is often the broadest marketing strategy, ie, the more prospects at the top, the more customers at the bottom (usually). Moreover, creating awareness about your product/service helps generate the need for it.

For example, let’s say you sell wild-caught canned tuna. Your TOFU content could be a blog post about the issues with farm-raised tuna, sharing why it’s a problem and why wild-caught tuna is better for you and the environment.

This blog post plants the seed in potential customers’ minds that they might want to start buying wild-caught tuna over farm-raised.

From there, MOFU content can be a blog post discussing the different companies that catch wild tuna and their practices, and BOFU content can be a post that talks about why your company has the best tuna and...