Blog Post

Let’s talk about first impressions. In marketing, that’s your Top of Funnel (TOFU).

This is where people are just discovering your brand, probably for the first time. They’re not ready to buy. They might not even know what their exact problem is yet. But if your TOFU strategy is strong, they’ll stick around long enough to find out—and eventually, convert.

I’ve built dozens of funnels across industries, and I can tell you this: your TOFU strategy will either fuel your entire funnel… or leave it starved for qualified leads.

In this guide, I’ll show you how I build TOFU strategies that don’t just generate traffic—they attract the right audience.

TOFU stands for Top of Funnel, the awareness stage of your marketing funnel. At this point, your ideal customer:

• May not know you exist
  
• Might be searching for answers to a problem
  
• Is definitely not ready to make a purchase decision
  

That’s why TOFU is all about education, engagement, and reach—not selling. Your goal is to show up, offer value, and start the relationship on the right foot.

If you don’t get the TOFU stage right, your funnel breaks before it starts.

Here’s what happens when your TOFU strategy is weak:

• You attract unqualified traffic
  
• You burn ad spend on audiences who’ll never convert
  
• Your BOFU content performs poorly (because no one makes it there)
  

But when it’s strong? You fill your pipeline with people who are already aligned with your message.

And that changes everything.

The goal isn’t just more traffic—it’s better traffic.

Here’s what I focus on when building an effective TOFU strategy:

When someone types a question into Google, that’s a huge opportunity. I create blog content that answers those early-stage questions—before competitors even enter the conversation.

• “What is [industry term]?”
  
• “How to [solve a common problem]”
  
• “Beginner’s guide to [topic]”
  

This content should offer clarity, not jargon. The tone? Helpful. Not salesy.

Want to see this strategy in action? I cover more examples in this full-funnel content guide.

Social media isn’t just a place to shout your offers. At TOFU, I use it to teach, entertain, and introduce.

I’ve seen clients gain thousands of new visitors with short-form videos, educational carousels, and even memes that tie into a relevant pain point.

TOFU social content should:

• Speak to common frustrations
  
• Offer light, actionable tips
  
• Encourage clicks to deeper content (like blogs or guides)
  

This builds awareness and warms people up for what’s next.

Yes, TOFU can include email capture—but only when done right.

I like to offer lightweight, helpful downloads that solve one small problem. Think: a one-page checklist, a starter template, or a quick guide.

The goal here isn’t to close a sale—it’s to earn permission for future communication.

Just make sure your lead magnet:

• Solves a real problem (fast)
  
• Feels easy to consume
  
• Doesn’t push too hard toward MOFU too early
  

Want ideas? I walk through TOFU lead magnet formats in this TOFU breakdown.

TOFU ads aren’t about selling—they’re about starting the conversation.

I’ve helped brands run paid campaigns with the sole goal of driving traffic to educational content. These ads perform better (and feel less intrusive) than product-focused ones.

Great TOFU ads should:

• Offer a clear value upfront (“Learn how to…” or “Avoid these mistakes…”)
  
• Lead to content, not conversion
  
• Be visual and scroll-stopping, but not clickbait
  

This works especially well with retargeting strategies at the MOFU stage.

Want to shortcut your way to the right audience? Borrow one.

I’ve built TOFU traction fast by partnering with podcasts, niche blogs, influencers, and even complementary service providers to co-create content that introduces my clients to warm, aligned traffic.

This doesn’t have to be a big-budget deal. Even guest posting or webinar swaps can drive high-quality leads into your funnel.

Don’t judge TOFU content on conversions. That’s a BOFU metric.

Instead, I look at:

• Traffic quality (bounce rate, time on page)
  
• Engagement (social shares, comments, likes)
  
• Click-through rate to MOFU content
  
• Email opt-ins (when lead magnets are involved)
  

The real measure? Are the people entering your funnel a good match for your offer down the line?

1. Jumping to the sale too early. You’ve got time—build the relationship first.
   
2. Writing for your peers instead of your prospects. Keep it simple, not academic.
   
3. Publishing without a strategy. Every piece should lead somewhere.
   
4. Ignoring data. If your content isn’t bringing in the right people, tweak the message—not just the headline.
   

Want more guidance? I share funnel-wide fixes in this mistakes-to-avoid guide.

TOFU doesn’t exist in a vacuum. Its job is to create awareness and set the stage for the rest of the journey.

That’s why I always plan TOFU content with MOFU and BOFU in mind. A great blog post leads to a downloadable resource. A social video links to a webinar. A checklist leads to a product demo.

Everything flows. And that’s the key.

I explain how each stage connects in my full-funnel journey breakdown.

TOFU isn’t about casting the widest net—it’s about casting the right one.

When your top-of-funnel strategy is focused, intentional, and genuinely helpful, the rest of your funnel becomes smoother, faster, and way more profitable.

If you’re ready to attract better leads from day one, start with content that answers your audience’s real questions—and keep the selling for later.

And if you need help building TOFU content that actually works? You know where to find me.