What Is the Top of the Funnel?

Top of the funnel is a marketing term used to discuss resources that are needed to attract consumers to a company’s product or service. This stage in marketing requires marketers to deploy tactics across multiple channels, including their websites and social media. Search engine optimization, social media video ads, and blogs, are used as part of a top-of-the-funnel content marketing strategy to reach a wide pool of potential clients. Grabbing the attention of a company’s target audience is essential before promoting products or services. Driving brand awareness and generating leads are critical at the top of the funnel, so most resources focus on the needs and interests of buyers versus being overly-promotional.