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Top of the funnel (TOFU) in marketing refers to the initial stage of the customer journey, where potential customers are first introduced to a brand or product. This stage focuses on building brand awareness and generating interest among a broad audience.
At the top of the funnel, the target audience may not be actively looking for a solution or product, but they may be interested in learning more about the industry or related topics. The goal of top of the funnel marketing is to attract this audience and provide them with valuable content that answers their questions and meets their needs.
Common strategies for top of the funnel marketing include social media advertising, content marketing, search engine optimization (SEO), influencer marketing, and email marketing. The content created for top of the funnel marketing should be informative, educational, and engaging, with the goal of establishing the brand as a trustworthy authority in the industry.
The main goal of top of the funnel marketing is to attract a broad audience and start building a relationship with potential customers. As the customer journey progresses, marketers can then focus on middle and bottom of the funnel strategies to further nurture leads and drive conversions.