TOFU

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Definition

TOFU stands for Top of Funnel and describes the first stage in the marketing and sales funnel. At this stage, businesses aim to increase awareness among new audiences, often through wide-reaching content or campaigns. TOFU activities initiate the lead generation journey by attracting potential customers who may have little prior knowledge of the brand or its offerings.

Why Use

  • Builds initial brand awareness with wide audiences.
  • Attracts potential leads into the sales funnel.
  • Educates prospects at an early decision point.
  • Feeds other funnel stages with new contacts.

Core Concepts

  • Content marketing for early discovery and engagement.
  • Audience targeting for wide but relevant reach.
  • Lead magnets and value-driven offers.
  • Traffic generation via SEO and paid channels.
  • Brand positioning at awareness level.

Examples

A software company publishes an introductory blog post answering common industry questions, attracting visitors who are not yet ready to buy.

A B2B agency launches a free webinar for industry newcomers, gaining registrations from untapped prospects.

Common Pitfalls

  • Focusing narrowly, missing broader audiences.
  • Overlooking nurturing next-stage leads after initial awareness.
  • Measuring only clicks, not engagement or conversions.

See Also

Explore related concepts like MOFU, BOFU, and Lead Generation.