TOFU (Top of the Funnel)

The TOFU stage is at the top of the conversion funnel where content is created to attract the most visitors possible


September 2021

The TOFU stage of the Funnel Advertising Methodology is the place where you introduce yourself to users. You inform them of who you are and how you can be of service to them. How can you address their problems? What solutions can you offer them based on their needs?




At this stage, rather than trying to close a deal or make a conversion, your goal shifts to informing and enticing the consumer. How can you do that? Some of the methods best suited to this stage are:

  • Display Advertising. Display advertising, or banner advertising, visually transmits commercial messages through texts, logos, images, videos, etc. These ads are easily identifiable and found on third-party websites. They are reserved for paid advertising and are specially designed to display in certain locations throughout a website. Often, these ads are found in the heading of website.
  • Social Videos. Social videos are created to serve a specific marketing purpose. They are designed and produced with the objective of being seen and shared on social media. The goal of these videos is to get users talking and, hopefully, engaging with the brand as well.
  • Social Ads Acquisition. This refers to acquiring value from your community on various social media platforms. By building relationships with your followers and other who see your ads, you will encourage people to support your business by buying your product or service and even promote it through word of mouth.

  • Social Awareness. This refers to a company’s digital presence on different social media platforms. The objective here is to make consumers more aware of your company’s existence and to encourage them to find out more about who you are, what you represent, and what you can offer.
  • Content Marketing. The main objective of content marketing is to provide users with relevant and high quality information. Instead of directly offering a product, you focus on educating people by providing them with the necessary information to help fix their problems and/or satisfy their needs. This can be done via a podcast, a blog, your YouTube channel, etc.
  • Digital Signage. This is the use of digital advertising shown on LCD screens, plasma screens, LED panels or projectors installed in public places like stores, sporting arenas, bus stations, the subway, attractions like Times Square, etc. These advertisements are displayed with the intention of entertaining or informing consumers about the existence of a company’s product.