Top of the Funnel or TOFU in marketing is a term that refers to the first stage of the buyer's experience.
In this first stage of the Marketing Funnel or awareness stage, the largest number of consumers pass through, and an introduction of a product or service is made. The main objective is to orient consumers, generate leads, create awareness of a brand and stay connected with them to take them to the next level of the buying process.
Top of the Funnel marketing campaigns serves to promote, educate and maintain interest in a product or service brand. Among the benefits of marketing at this stage are:
Top of the Funnel (TOFU) content is vitally important when it comes to grabbing potential customers’ attention and will depend on the audience you are targeting because, for example, developing content for a B2B scheme is not the same as developing content for a B2C scheme.
Among the most commonly used inbound content strategies today are the following:
It is noted that this well-known CRM (customer relationship management) program develops its content in the Top of The Funnel to educate users on what it means to work with such a program and how its use will grow their business without comparing itself to the competition or highlighting the qualities and renown that the company currently has.
The popularity of Netflix has grown so much that it has become a sensation for lovers of digital content, and it has achieved this by applying the marketing funnel to the fullest, effectively guiding consumers.
The masterful execution of Top of the Funnel marketing is done through buzz that informs new programs, showing short clips with a clear synthesis of a sample of what they will see if they subscribe, enthusiastically suggesting that they watch the program when it becomes available.
These are widely disseminated through social networks such as Twitter, Instagram, Facebook, among others, to multiply the effect. It also uses word-of-mouth marketing that is disseminated among friends, family, and acquaintances.