What is top-of-funnel (TOF)?

Top-Of-Funnel (TOF) refers to the first stage in a marketing or sales funnel. At this point, potential customers become aware of a product or service. This stage focuses on attracting a broad audience. They might not have a specific need for the product yet, but they are starting to explore solutions for potential problems.

Examples

Display Ads are a common TOF strategy. These visually engaging ads appear on websites, capturing attention and driving users to learn more about your product.

Social Media Campaigns also play a vital role at this stage. Platforms like Facebook, Instagram, and LinkedIn help raise brand awareness among a diverse group of users. These campaigns generate interest by showcasing your product in an engaging way.

Influencer Collaborations can amplify your reach. By partnering with influencers, you can introduce your product to their followers. This leverages their established audience, expanding your potential customer base.

Using these methods effectively helps you build a solid foundation at the top of your funnel. This ensures that you attract a wide range of potential customers who can move further down your funnel.

TOF metrics to track

Key performance indicators (KPIs)

Website traffic shows the number of visitors from TOF campaigns. This metric helps measure interest in your content. Track it to understand your audience reach. Learn more about impressions and how they impact traffic.

Social media engagement measures likes, shares, and comments. It gauges interaction and interest. High engagement indicates effective content. For more insights, check out behavioral targeting and customer journey management.

Lead generation tracks new leads from forms, downloads, or sign-ups. It measures the success of your TOF efforts. More leads mean better campaign performance. Enhance your strategy by understanding conversion rate optimization and primary and secondary metrics.