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Top of Funnel (TOFU)

February 18, 2023

Top of Funnel (TOF) is the initial stage in the customer journey, where prospects become aware of a product or service and start to engage with a brand. At this stage, the goal is to generate interest and build brand awareness.

The TOF typically includes content marketing, search engine optimization (SEO), and social media marketing in digital marketing. For example, a business might publish blog articles, create videos, or run social media ads to reach a wider audience and generate interest in their product or service.

At the Top of Funnel (TOFU), the focus is on reaching a large, general audience rather than a highly targeted group. The goal is to introduce the brand and its offerings to as many people as possible and build relationships with potential customers.

Marketing efforts at the TOF are meant to educate and inform prospects rather than close a sale. The objective is to create a positive impression of the brand and encourage prospects to engage further.

Top of Funnel (TOFU) is just one stage of the customer journey and that marketing efforts at the TOF should be part of a larger, holistic strategy that also includes activities at the middle and bottom of the funnel. The goal is to move prospects from awareness to consideration and ultimately to conversion.

Also, See: Bottom of Funnel (BOFU)

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