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TOFU stands for “Top of the Funnel,” referring to strategies aimed at reaching potential customers at the earliest stage of their buying journey to create awareness and attract interest.

TOFU, or Top of the Funnel, in digital marketing, describes the initial phase of the customer’s journey, where the primary goal is to generate awareness and attract as broad an audience as possible. This stage focuses on creating content and employing strategies that introduce potential customers to the brand or product without pushing for a hard sell.

The content is usually educational, informative, or entertaining, designed to capture the interest of individuals who may not yet be familiar with the product or service. Effective TOFU strategies aim to build a foundation of trust and establish the brand as a thought leader in its industry, setting the stage for further engagement in the middle (MOFU) and bottom (BOFU) of the marketing funnel.

AbbreviationMeaningUsing byYear coined
TOFUTop of the funnelAdvertisersLate 2000’s

Example 1:

Blog Posts: A company selling eco-friendly kitchen products publishes blog posts on topics such as “10 Ways to Reduce Plastic Use in Your Kitchen” or “Why Bamboo is the Best Material for Eco-Friendly Cooking Utensils.” These articles attract readers at the awareness stage, who may be looking for information on sustainable living but have not yet considered purchasing specific products.

Example 2:

Social Media Campaigns: A fitness apparel brand launches a social media campaign featuring inspirational fitness journeys and workout tips under a branded hashtag. This campaign targets users at the top of the funnel by engaging them with content that resonates with their interests and lifestyle, gradually building brand awareness without directly promoting products.

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Matt McAuliffe

Matt McAuliffe

Co-Founder of Hyper Digital

As the co-founder of Hyper Digital, a leading digital marketing agency in New Zealand, Matt McAuliffe has established himself as a prominent digital marketing analyst and consultant. With years experience and thorough knowledge of the digital marketing industry, Matt is the driving force behind Hyper Digital’s ongoing success. Matt’s innovative marketing tactics and creative concepts is the reason why so many businesses across New Zealand have achieve success in the online space.

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