One of the most important aspects of marketing is creating a plan that focuses on the top of the funnel. This is where you target potential customers who may not yet be familiar with your company or product.
Top of the funnel (TOFU) marketing activities should focus on brand awareness. Some useful tactics you can try are blogging, infographic design, SEO, and social media marketing. You can also use paid advertising to reach a wider audience, but you should ensure you are targeting your ads correctly.
These activities will help you reach more people and generate interest in your company. From there, you can move them down the funnel with other marketing activities that focus on conversion and sales.
The Best TOFU Marketing Activities
Most businesses know they need top of the funnel marketing, but they may not know the best activities that will help them attract new prospects.
To help you get started, we’ve compiled a list of proven TOFU marketing activities.
1. Blogging
There is a famous saying in the marketing world that “content is king.” But not every type of content is created equal.
When it comes to TOFU marketing, blog posts are one of the most effective pieces of content.
Blogging provides valuable information that potential customers are searching for.
By answering common questions or providing helpful tips, you can build trust with your audience and establish yourself as an expert in your industry.
Once your audience trusts you, they will be more likely to do business with you in the future.
Remember to include a call-to-action (CTA) at the end of each blog post so your readers know what to do next.
Unlike other types of content, blog posts can be easily repurposed into other formats.
For example, you can turn a blog post into an infographic, video, or podcast episode.
2. SEO
Search engine optimization (SEO) is the process of optimizing your website and content to rank higher on search engine results pages (SERPs).
This is important because it helps you reach more people who are actively looking for information that’s related to your business.
Many different factors go into SEO, but some of the most important ones include:
- Keyword research
- Title tags
- Meta descriptions
- Backlinks
- H-tags
SEO is a long-term marketing strategy, but it can be very effective for TOFU marketing.
The key is to create high-quality content that will help you rank higher in search results. Your website should also be designed with SEO in mind.
You should use keyword-rich titles, descriptions, and tags to help search engines understand what your website is about.
However, this is one of the most abused marketing strategies. SEO can do more harm than good if you are unfamiliar with it.
Therefore, it’s important to understand how optimization works before trying it.
3. Social Media Marketing
Currently, over 4.5 billion people are active on social media platforms. This presents a huge opportunity for businesses that want to reach a wider audience.
When it comes to TOFU marketing, social media is one of the most effective platforms.
This is because you can use it to build relationships with potential customers.
The key to social media marketing is creating valuable content that your target audience will find interesting.
These can be in the form of blog posts, infographics, videos, or helpful tips.
There are many different social media platforms, but some of the best ones for businesses include Facebook, Twitter, and LinkedIn.
However, you can use many other platforms depending on your industry.
There is no one-size-fits-all approach to social media marketing, so experiment with different platforms and strategies to find what works best for you.
It’s important to remember that social media is a two-way conversation. This means you must be active in the community and promptly respond to comments and questions.
4. Infographics
The use of infographics has exploded in recent years because they are one of the most shareable types of content on the internet.
An infographic is a visual representation of information or data.
They are an effective TOFU marketing tool because they are easy to consume and can communicate complex ideas quickly.
When creating an infographic, it’s important to focus on one specific topic. This will help you keep the design simple and easy to understand.
The best infographics are those that tell a story. They should have a beginning, middle, and end.
The beginning should introduce the topic, and the middle should provide more detailed information.
The end should summarize the main points and include a call-to-action (CTA). Use proper design principles regarding color, size, font choice, etc.
5. Paid Advertising
There is an overlap between TOFU and MOFU marketing when it comes to paid advertising.
This is because you can use paid ads to target people at different stages of the buyer’s journey.
Paid ads are a great way to reach a wider audience and generate leads quickly. However, they can be expensive if you are not careful with your targeting.
When using paid ads for TOFU marketing, it’s important to focus on brand awareness.
You should create attention-grabbing ads to convince people to click through your website.
You can use different ad types for TOFU marketing, but some of the most common are:
- Search ads
- Display ads
- Social media ads
- Video ads
Paid ads can be a great way to generate leads, but you need to ensure you are targeting the right people. Otherwise, your money will go down the drain.
6. Webinars
The COVID-19 pandemic has forced many businesses to move their operations online. This includes events such as trade shows, conferences, and webinars.
Webinars help your business generate leads and build relationships with potential customers. They are also one of the most effective TOFU marketing tools.
You can use them to educate your audience about your products or services and build trust with potential customers.
When planning a webinar, it’s essential to choose a topic that will be of interest to your prospects.
You should also promote your webinar in advance, so people have a chance to save the date.
7. Email Marketing
Spamming and email marketing are often seen as one and the same, but this couldn’t be further from the truth.
Email marketing is a legitimate way to reach your target audience, while spamming is ineffective and irritating.
It’s one of the most effective TOFU marketing tactics. You can use it to nurture leads and build relationships with potential customers.
When emailing prospects, it’s important to focus on quality over quantity. This means you should send a few well-written emails rather than a ton of generic ones.
It’s also essential to personalize your emails as much as possible. It’s advisable to include the recipient’s name and other relevant information in the body of the email.
Email marketing can help reach your target audience, but you should ensure you do it correctly. Otherwise, you will end up in the spam folder.
8. Video Content
YouTube has opened up a whole new world of marketing opportunities. Videos are a powerful TOFU marketing activity because they’re highly engaging.
When creating videos for TOFU marketing, it’s important to keep them short and sweet.
You should also focus on creating videos that are informative and entertaining. You can include a mix of information and humor in your videos.
The best way to promote your videos is to post them on social media. You can also add them to your email marketing campaigns and blog posts.
Key Takeaways
TOFU marketing is all about generating leads and building relationships with potential customers.
There are various TOFU marketing activities, but the most common ones are blogging, SEO, social media marketing, infographic, paid advertising, webinars, videos, and email marketing.
If you use a variety of top of the funnel marketing activities, you’re more likely to attract leads and make sales later on.