People cannot consider a business they have never heard of. Top of funnel marketing helps make that first introduction, create the awreness. The marketing funnel is a simple way to describe the journey from discovering a business to considering its offer and eventually becoming a customer. TOFU focuses on that discovery stage. Think of a short video that introduces your service, a helpful article that answers a common question, or a display ad that makes someone aware your business exists.
Why does this matter? If your marketing only reaches people already searching for your name or returning to your website, you may keep speaking to the same limited audience. TOF activity helps introduce your offer to potential future customers. For example, a renovation company could share a guide to planning a kitchen makeover, reaching homeowners months before they request quotes. The content gives them a useful starting point and a business to remember. People can move between stages or skip them, so the funnel is a planning tool rather than a fixed sequence.
Start with a message your audience will find relevant, then offer an easy next step, such as reading a guide or exploring your services. Track reach, meaning how many different people your campaign reaches, alongside engagement and, where practical, changes in brand awareness. These measures help assess the introduction; they do not prove that sales will follow. Review enquiries and sales over time alongside your other marketing activity. Contact me to discuss how top of funnel marketing could help more of the right people discover your business.
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