TOF

What is Top of Funnel?

Top of Funnel (TOF) is the first stage of the customer journey where people don't yet know your brand or are not actively looking for your products. The goal of TOF marketing is to create awareness - making people aware that you exist and planting a seed that can lead to a purchase later on.

The three stages of the sales funnel

The marketing funnel describes the customer journey from first contact to purchase:

• TOF (Top of Funnel) - Awareness: "I didn't know this brand or product existed." The customer discovers you for the first time.
• MOF (Middle of Funnel) - Consideration: "I'm considering buying, but comparing options." The customer knows you and is actively researching.
• BOF (Bottom of Funnel) - Conversion: "I'm ready to buy." The customer is decisive and just needs to be convinced to choose you.

TOF marketing channels

The most effective channels to reach new potential customers:

• Social media (organic): Instagram, Facebook, TikTok - content that entertains, inspires and captures the attention of new audiences.
• Display advertising: Banner ads on relevant websites that showcase your brand to new users.
• Video: YouTube ads and branding videos that tell your story and showcase your products.
• Content marketing: Blog posts, guides and SEO content that capture search traffic from users in the research phase.
• PR and influencer collaboration: Media mentions and influencers introduce your brand to their followers.
• Podcast advertising: Ads in niche podcasts can reach highly targeted audiences.

Metrics for TOF

TOF efforts are typically not measured on direct sales, but on reach and engagement:

• Reach/impressions: How many unique people view your content.
• Brand awareness: Recognition and awareness of your brand (measured via surveys or branded search volume).
• New visitors: Number of new unique visitors to your webshop.
• Engagement: Likes, shares, comments, video views and time on page.
• Cost per mille (CPM): Price per 1,000 impressions of your ads.

TOF and profitability

TOF marketing rarely has a direct, measurable ROAS (Return on Ad Spend). It's an investment in future customers. Without TOF activities, your pipeline dries up - you get fewer new customers and become dependent on expensive BOF campaigns that compete for customers who are already ready to buy.

A sound marketing strategy balances all three phases: TOF to fill the funnel with new prospects, MOF to build trust and consideration, and BOF to convert to sales.

TOF strategy for eCommerce

For online shops, an effective TOF strategy is to combine:

• SEO content: Write guides and articles that capture search traffic from related topics. For example, "How to choose the right running shoe" instead of focusing on product pages alone.
• Social media: Share lifestyle, behind-the-scenes and user-generated content that shows your brand in context.
• Paid awareness: Use Facebook/Instagram and TikTok to show videos and image ads to new audiences.