The Ultimate Guide of Top-of-Funnel Marketing Tactics [2024]

The Ultimate Guide of Top-of-Funnel Marketing Tactics [2024]

February 25, 2024 GemPages Team 0 Comments
top of funnel marketing tactics

Are you having trouble getting people interested in your brand? Finding it tough to build those strong connections that keep customers coming back? You’re not alone. Many eCommerce businesses struggle with the initial stage, which requires employing effective top-of-funnel marketing tactics.

What Are Top-of-Funnel Marketing Tactics?

Top of the funnel (TOFU), or upper funnel, is where potential customers first encounter your company or product. They might be unfamiliar with your brand or have only a vague idea of what you offer. At this early stage, brand awareness is usually low.

Top-of-funnel marketing tactics come into play here, aiming to reach a broad audience and capture multiple leads. By focusing on aligning the conversation with their interests, these strategies lay the groundwork for guiding them deeper into the funnel.

3 Common Top-of-Funnel Marketing Goals for Your Campaign

96% of website visitors aren’t ready to take action at the initial encounter.

At this stage, customers aren’t yet ready for immediate sales conversion, and employing overly forceful tactics can backfire.

Instead, your eCommerce goal should revolve around building sufficient trust and interest in your brand to propel it to the next stage.

Subscribing to a Newsletter

If your content strategy focuses on offering consistent tips and advice, top-of-funnel customers are probably keen on staying informed. Providing multiple delivery channels such as email newsletters, a YouTube channel, or a podcast allows you to accommodate their preferences. Moreover, encouraging customers to opt in for web push notifications ensures they stay updated about fresh content. Subsequently, once they’ve subscribed, you have the chance to further engage with these curious prospects.

Following Your Social Media Channels

After coming across your social content, whether through a friend, hashtag search, or promoted post, potential customers at the top of the funnel might find your brand intriguing enough to follow. This opens up the opportunity for you to maintain a steady stream of relevant content, keeping them engaged over time.

Downloading Your App

If visitors see the value in your content, they might be inclined to delve deeper into your brand. By incorporating clear calls-to-action (CTAs) in your content marketing and social media efforts, you prompt them to download your app and explore further offerings. 

Benefits of Top-of-Funnel Marketing Tactics

Increasing Brand Awareness & Thought Leadership

Marketing strategies at the top of the funnel phase can significantly boost your brand awareness. This involves crafting a distinct and memorable brand identity that helps you stand out from competitors. When your brand is easily recognizable and associated with positive attributes, it becomes more likely to be considered by consumers, even those who may not have previously been familiar with your products or services.

Moreover, as top-of-funnel marketing gains results, it can attract a larger pool of potential customers, thereby bolstering your brand’s standing as a respected leader in your industry. Demonstrating your expertise, authority, and thought leadership through top-of-funnel marketing initiatives not only grabs attention but also fosters trust and credibility.

Establishing Wider Lead Generation Pools & Nurturing Qualified Leads

By casting a wide net, top-of-funnel marketing efforts attract a diverse audience with varying levels of interest and familiarity with your product or service, thereby broadening the scope of potential leads.

Additionally, TOFU strategies include the creation of lead magnets, such as ebooks, webinars, or free tools, offered in exchange for contact information. These incentives entice potential leads to enter the sales funnel, providing an opportunity for further engagement and nurturing.

Building Long-Term Relationships with Customers

TOFU marketing tactics are focused on forging robust and enduring relationships with customers. It starts with consistently providing valuable support and resources to assist customers in their journey to success. This shows the brand’s commitment to their well-being and advancement. Gradually, this trust-building effort can lead to long-term loyalty.

TOFU marketing also involves creating captivating, personalized content and actively engaging with individuals on social media to ensure everyone feels valued and included. This helps to solidify the connection between the brand and its audience over time.

Informing Future Marketing Strategies

TOFU marketing tactics are invaluable for shaping future strategies. For instance, they provide insights into customer preferences and pain points by engaging a broad audience. Monitoring metrics like brand mentions and engagement helps gauge brand awareness and informs adjustments to brand-building efforts. In addition, studying customer interactions with TOFU content helps map the customer journey, identifying touchpoints for improvement and tailoring future efforts accordingly.

The Best Top-of-funnel Marketing Tactics

Landing Pages

Creating landing pages is a potent tactic for driving top-of-funnel marketing success. These dedicated pages excel at capturing leads by offering valuable incentives in exchange for contact information, thus boosting conversion rates. And, they enable businesses to tailor messaging to specific audience segments or campaigns, ensuring relevance and engagement. 

Apart from capturing leads, landing pages deliver useful insights into audience demographics and behaviors to inform future marketing strategies. Their flexibility allows for A/B testing, optimization of user experience, seamless integration with advertising efforts, and effortless scalability.

Pro tips: GemPages is your solution for crafting highly captivating landing pages. Featuring a diverse selection of templates, this page builder can transform your eCommerce store in no time, ensuring a visually stunning and compelling online presence.

GemPages’ screenshot.
GemPages is an ideal solution for any eCommerce store owner seeking to create a striking landing page.

Content Marketing

eCommerce businesses can deploy a variety of content strategies to generate leads and enhance brand visibility at the initial stage of their sales process. 

Publishing informative blog posts

Blogs play an important role in educating website visitors and encouraging engagement. By optimizing blog posts for search engines, your eCommerce business can improve visibility and attract audiences seeking relevant information. Compelling blog content not only keeps visitors informed but also entices them to return for further insights and solutions to their queries.

Producing videos

Videos are essential for top-of-funnel marketing because of their strong visual appeal. They allow businesses to convey informational content, tell stories, and highlight product features in an easily digestible format. Moreover, videos offer a convenient way to introduce customers to a business’ staff, logo, and brand message. This is especially effective when the video aligns with the business style guide and reflects the graphics used on the website.

Conducting webinars

Hosting webinars, whether live or recorded, emerges as a powerful top-of-funnel marketing strategy for lead generation. Potential customers willingly share their contact details to gain access, providing valuable information for targeted marketing efforts. These webinars also offer an excellent opportunity to deliver comprehensive product details and address common pain points, fostering deeper engagement with attendees.

Designing visually appealing infographics

Crafting visually captivating infographics is another impactful tactic for conveying information. By simplifying complex information, infographics enhance understanding and retention. They also bolster brand authority on specific topics and encourage sharing, expanding reach to a broader audience. Incorporating branding elements further supports brand recognition and solidifies brand identity.

Search Engine Optimization

Search Engine Optimization (SEO) proves itself as a formidable asset for top-of-funnel marketing efforts, enhancing brand visibility and awareness by improving your website’s ranking in organic search results.

The ultimate aim of SEO is to attract individuals searching for particular topics or services to your web content. When implemented effectively, SEO stands out as one of the most cost-efficient strategies for TOFU marketing.

Social Media Advertising

Paid social ads efficiently target new prospects and elevate brand awareness across platforms like Facebook, Instagram, Twitter, and LinkedIn. Through precise audience targeting based on interests, behaviors, and personas, companies optimize budgets to reach ideal audiences while maximizing ROI. Detailed analytics provided by social media platforms facilitate ongoing monitoring of ad performance and strategy refinement.

Native Recommendations

Native recommendations are an effective strategy for top-of-funnel marketing because they allow businesses to interact with customers on open websites, such as news, sports, and entertainment sites, where users frequently spend a lot of time checking out relevant content. The sophisticated algorithms used by the engines enable advertisers to target relevant and high-potential audiences.

The fact that native recommendations blend in with the website and don’t stick out as advertisements is a huge advantage that goes beyond placement and targeting. Without having their online experience disrupted, readers can become familiar with the brand and raise awareness about your brand. Because of this, online consumers tend to glance at native advertising 53% more often than standard display ads. Furthermore, native ads have been shown to increase purchase intent by 18%, which is a strong indication of the beneficial effects of native advertising for eCommerce store owners to conduct Middle-of-funnel (MOFU) or Bottom-of-funnel (BOFU) strategies subsequently.

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5 Top-of-Funnel Marketing Examples (through Landing Pages) for Your Inspiration


Beardbrand offers premium, all-natural beard, and mustache care products for beardsmen. Since 2012, its commitment has been to deliver educational and motivational content to assist men in their growth journey. 

Some top-of-funnel marketing tactics of Beardbrand: 

  • Create informative blog content sharing tips and hacks for taking care of beards.
  • Include a lead capture form at the end of the landing page.
  • Employ high-engaging videos to bolster trust and credibility.
Beardbrand’s landing page includes plenty of tips and hacks for men.


Peepers, a fourth-generation family-owned eyewear retailer, was founded on pursuing lively eyewear with a light-hearted spirit ingrained in its core values.

Some top-of-funnel marketing tactics of Peepers:

  • Introduce a video testimonial section to build customer trust.
  • Integrate a Virtual Try-On section for customers to find their perfect frames virtually.
  • Feature a social channel section with abundant giveaways.
Peepers’ screenshot.
The “Virtual Try-On” section of Peepers to engage with customers.

Magic Spoon

Magic Spoon is a brand that’s redefining breakfast. With its high-protein, keto-friendly, and gluten-free options, along with zero grams of sugar, Magic Spoon brings a fresh approach to the cereal aisle.

Some top-of-funnel marketing tactics of Magic Spoon: 

  • Clearly provide nutrition facts as its USP.
  • Categorize flavors to cater to different customer preferences.
  • Contain reliable testimonials from wellness experts and nutritionists.
Magic Spoon boasts credible testimonials provided by reputable wellness experts and nutritionists.


Soylent makes eating simple by providing all the nutrients you need in one convenient package. Its slogan, “Feeding the world, one person at a time,” reflects its commitment to making nutrition accessible to everyone.

Some top-of-funnel marketing tactics of Soylent:

  • Display endorsements from reputable websites and magazines.
  • Collaborate with trusted brands to distribute the product.
  • Include a section where customers can discover the ideal Soylent product tailored to their preferences. 
Soylent’s screenshot.
Soylent showcases endorsements from trusted websites and magazines to gain customers’ hearts.


M.Gemi, an online shoe retailer, is transforming the luxury footwear scene. Their collection includes stylish and affordable shoes for both men and women, with new designs released every week.

Some top-of-funnel marketing tactics of M.Gemi:

  • Implement a pop-up subscription form featuring an irresistible discount.
  • Present in-depth brand and product information.
  • Enable customer engagement and access to further details through social media channels.
M.Gemi’s lead capture form screenshot.
M.Gemi sets up pop-up lead capture forms offering fantastic discounts to draw in new customers.

Metrics to Measure Top-of-Funnel Marketing Campaigns

Audience Search Volume

Keyword research plays a crucial role in driving top-of-funnel traffic. When conducting keyword research, audience search volume emerges as a critical metric. Increased search volume for brand-related and industry-specific keywords signifies heightened brand awareness and expanded reach. Tracking trends in search volume for relevant topics aids in identifying emerging interests within the target market, as well. Understanding these keywords helps you create content that meets user needs, driving more relevant traffic to your site.

Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs)

MQLs represent prospects who have engaged with top-of-funnel marketing tactics, indicating initial interest. Tracking MQLs helps measure lead generation success and the quality of leads attracted.

SQLs, on the other hand, are prospects deemed ready for direct sales engagement. Monitoring SQLs enables marketers to gauge the TOFU campaign impact on lead progression and conversion. An increase in SQLs indicates effective lead nurturing through the funnel.

By tracking both MQLs and SQLs, marketers gain insights into TOFU campaign performance, from lead generation to conversion readiness. These metrics inform adjustments to optimize campaign outcomes and enhance overall effectiveness.


Impressions are vital for establishing brand awareness. If your target audience doesn’t see your ads or content, it’s difficult for them to get to know your brand. 

To prioritize brand awareness, aiming for a low cost-per-thousand impressions (CPM) among your desired demographic is essential. Analyzing this metric alongside an ad’s click-through rate and your cost-per-click (CPC) provides valuable insights into your ad or campaign’s effectiveness.

Click-through Rate

Click-through rate (CTR) holds significance because it indicates the relevance and appeal of your TOFU content. It measures the percentage of users who click on a specific link or call to action within a piece of content.

By monitoring CTR, you can gain insights into which content elements resonate most with your audience. Analyzing CTR allows you to understand what types of content, messaging, or visuals are most effective in capturing your audience’s attention and driving them further down the funnel.

Average Time on Page

In Google Analytics, average time on page is a metric that indicates the average duration visitors spend on a specific page. It offers insights into how visitors interact with your content and website. 

A high average time on page signifies deeper engagement, indicating that visitors find the content valuable and are more interested in your offerings. Analyzing this metric allows you to pinpoint which content resonates most with your audience and optimize your content strategy accordingly. By focusing on creating more engaging content, you can adjust your top-of-funnel marketing tactics and drive better results.

Bounce Rate

It indicates the percentage of users who visited a single page of your website and left without taking any further action. In Google Analytics, this is calculated by dividing single-page sessions by the total number of all sessions. 

The bounce rate serves as a valuable indicator of how your potential customers engage with various content types on your site, such as blogs, landing pages, or product descriptions. A healthy bounce rate varies depending on the type of content but generally falls between 20% and 45%. If your pages are unappealing, provide a negative user experience, or are irrelevant, users are more inclined to leave your site without engaging or buying.

Social Media Engagement

Strong engagement, reflected in likes, shares, comments, and clicks, indicates active involvement with your content and enhances your brand’s visibility as it spreads across users’ networks. Plus, engagement provides valuable feedback to unveil customer preferences and sentiments, while also nurturing relationships to foster a sense of community around your brand.

Monitoring social media engagement metrics allows for the assessment of TOFU content performance. By analyzing which posts generate the most engagement, marketers can identify effective content types, topics, and formats, refining their strategy to create more engaging content that resonates with the audience.

FAQs about Top-of-Funnel Marketing Tactics

1. What are the main goals of TOFU marketing tactics?

The main goals of top-of-funnel marketing tactics are to raise brand awareness and capture potential leads.

2. What types of content are most effective for TOFU?

There are four types of content that are most effective for TOFU, which are blog posts, webinars, videos, and infographics.

3. What are some common mistakes to avoid in TOFU marketing?

Here are a few common mistakes to avoid in TOFU marketing:

  • Skipping audience research and targeting
  • Providing irrelevant or low-value content
  • Having a weak brand presence and messaging
  • Neglecting data analysis and optimization
  • Depending too much on a single-channel

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