Top-funnel marketing, also known as awareness marketing or brand building, refers to the stage in the customer journey where potential customers are introduced to a brand for the first time. Top-funnel marketing aims to create brand awareness and generate interest in a brand’s products or services among a wider audience.
Top-of-funnel marketing strategies include content marketing, native advertising, social media advertising, influencer partnerships, and PR activities. The focus is on creating engaging and informative content that will capture the attention of potential customers and build a positive brand image.
At the top of the funnel, businesses are not necessarily looking for immediate conversions but rather to introduce themselves and their offerings to potential customers. By creating a positive impression and building brand recognition, potential customers will be more likely to consider the brand when they are ready to make a purchase decision.