What Is Top of Funnel?

Top of funnel marketing refers to the first stage of the buyer’s journey. It is the part of the process where marketers should raise brand awareness about their products and services to generate leads that will hopefully become paying customers.

The upper part of the funnel, hence the term top of the funnel, serves to spread awareness, educate prospects, and cultivate brand buzz for your product or service. Measuring the inbound channels at the top of the funnel helps you gain an understanding of your marketing landscape.

Top of the funnel marketing is useful when trying to find new consumers who haven’t discovered you yet and not for targeting repeat customers that are already aware of what your company does and sells. In order to do all that and reach a wide range of people, you need to make use of:

The key here is to keep in mind that the content at the top of the funnel has less to do with products and services, and everything to do with your buyer’s interests and needs even though the end goal is to educate the wide range of people about your business.