What does top of funnel mean?
“Top of funnel” (often called TOFU) refers to the very first stage in a customer’s journey—when someone becomes aware of your brand. At this stage, people aren’t yet evaluating or ready to buy; they’re simply discovering you for the first time.
It’s all about raising awareness and sparking curiosity—introducing your brand or topic in a friendly, helpful way. Think of it as planting a seed: you’re getting noticed.
Why is top of funnel important?
Top-of-funnel marketing lays the groundwork for everything that comes next.
- Builds brand visibility: Without getting on people’s radar early, you can’t drive interest later.
- Establishes trust and credibility: Sharing helpful, value‑driven content positions you as a go‑to resource.
- Powers the rest of your funnel: It fills the funnel—without enough awareness, your middle and bottom funnel efforts have less to work with.
Even if people don’t buy right now, you’re starting relationships that can grow over time.
How do you do top-of-funnel marketing?
Typical TOFU tactics are all about discovery and reach:
- Content marketing: Write blog posts, make videos or podcasts, create infographics that answer common questions or solve basic problems.
- Social media: Use posts, hashtags, or influencer shout‑outs to reach new audiences—aim to educate or entertain, not sell.
- Paid ads: Run social or display ads to boost awareness among broader audiences.
- SEO: Target keywords related to your audience’s early-stage questions so they find you when researching.
- Lead magnets or email capture: Offer value (like a helpful guide or newsletter) to start building connection.
What’s the difference between TOFU, MOFU, and BOFU?
Here’s a simple breakdown of how top-of-funnel fits into the bigger funnel picture:
| Stage | Description | What you do |
|---|---|---|
| TOFU (Top of Funnel) | Awareness stage. People know they have a problem or interest but aren’t familiar with you. | Create broad, helpful content that introduces your brand and builds trust. |
| MOFU (Middle of Funnel) | Consideration stage. Folks know about solutions and are comparing options. | Share deeper content: case studies, guides, webinars that position your brand as a fit. |
| BOFU (Bottom of Funnel) | Decision stage. Audiences are close to purchase. | Provide demos, trials, testimonials, FAQs, and calls to action to convert. |
TOFU casts the widest net—MOFU nurtures that interest—and BOFU turns it into action.
How do you know if your TOFU is working?
Watch for these signs:
- Traffic growth: More website visits or social reach, especially from new users.
- Engagement rates: People spending time on content, liking and sharing your posts.
- Email or newsletter sign‑ups: Early-stage people opting in to hear more.
- Social follows or new audiences: Growth in followers, or discussions around your topic.
These aren’t direct sales metrics—they’re early signals that people are discovering and connecting with your brand.
Tips and best practices for TOFU success
- Keep it helpful, not sales-y. At this stage, focus on solving problems or sharing insights—not pushing product.
- Be consistent. TOFU is a longer-term game: keep publishing content and building awareness over time.
- Repurpose smartly. Turn one blog post into a social video, infographic, or short reel to reach more people.
- Test broad audiences. Experiment with different interest groups or keywords to see what scales awareness best.
- Smooth handoff to MOFU. When someone shows interest (e.g. signs up or downloads content), move them gently to more educational or deeper content next.
What’s in it for you?
Understanding and doing TOFU right means you’ll:
- Cast a wider net to bring more people into your ecosystem.
- Build early trust and establish your voice in your industry or space.
- Create a pipeline of possibilities—even if they aren’t ready to buy yet.
Bottom line: TOFU is where new relationships begin. Nail this stage, and you’re setting the stage for future growth, engagement, and conversions.
So if you want to grow your audience and build trust from the ground up, start at the top of the funnel. Create content that enlightens and intrigues—and watch the interest begin.