Stage One: Awareness
Prospects in the “Awareness” stage are at the top of the sales/marketing funnel. These prospects may have a problem that can be solved by your product or service, but they aren’t yet aware that your company exists. At this point, prospects are essentially doing research to better define their problems and discover potential solutions.
TOFU marketing aims to introduce your company to as many high-quality prospects as possible by creating educational, informative, and insightful content that answers their questions and addresses pain points that align with your products and services. Marketers can target prospects near the top of the funnel with paid advertising, infographics, or videos, as well as SEO-optimized informational content like blog posts, research reports, ebooks, and white papers.
Prospects at the top of the funnel aren’t ready to purchase just yet, so the goal of TOFU marketing should be to increase awareness of your brand, position your company as an authority, and start generating leads that can be nurtured and developed by your sales team.