This winter, we’re bringing you an informational series on the modern marketing funnel. We’ll untangle those pesky marketing abbreviations, explain the process of targeted content, and define simple processes to ensure your funnel is doing what it should – converting!
And just like any decent digital marketing funnel, we’re starting at the top. TOFU.
What is a TOFU strategy?
Well, to begin with it has nothing to do with a vegetarian stir-fry. But we’re sure you already knew that!
Jokes aside, TOFU is an abbreviation which refers to the TOp of the FUnnel. TOFU strategy focuses on a high audience volume, most of which are not ready to convert. In fact, a lot of your audience will be learning about your business for the first time. For this reason, TOFU strategy generally centres on brand awareness campaigns.
With an audience of this size, you can expect a lot of variety in their needs and where they’re at in their customer journey. For a lot of them, this is where their customer journey with your brand begins. They have never heard of you before, but they will be looking for specific information to address a question, need or pain point they have. This is why one of the most important things you must do prior to launching any campaign, is to understand who your audience are and what they need.
TOFU Audiences are:
- Your largest audience
- The most general audience
- May have little awareness of your brand
- Are the least ready to convert into a lead
Your content strategy for the top of the funnel must combine relevant and general information about your business, while addressing your audience’s pain points. Though it can be tempting, TOFU is not generally the place for a sales pitch, so this is best to be avoided.
What is Top of the Funnel focussed on?
Audiences for brand awareness
Also known these days as your “see audience”. They’re your largest audience, and they may not even realise they need your product or service yet. The types of advertising campaigns and messages you place here at the top of your funnel therefore need to be about awareness. Make them aware you exist. Let them know what you offer. Social media and digital platforms are a fantastic medium for brand awareness campaigns. Why? The audiences are large, they’re engaged, and they’re online. Introduce them to what you offer, and lay out your core messaging in content that familiarises them with your brand.
Types of TOFU Content
- Social media posts and ads
- Influencer marketing
- Display ads
- Explainer videos
- Automated email series
- Quizzes / Polls / Memes
- Infographics with simple messaging
Introducing your audience to your brand and making them aware of your offering is key for Top of Funnel content. Be sure to utilise slick imagery and copy, and ensure that you’re consistent with your brand messaging.
We hope that this introduction into the digital marketing funnel has helped to define the type of audience you’re targeting at the TOFU, and the content needed to help build awareness around your brand. Next month, we will take a deep dive into the next phase of the funnel; also known as MOFU, or the “consideration stage”. Be sure to subscribe to our blog, or follow us on Facebook, LinkedIn and Instagram to keep up to date with our latest posts and content.