Ever find yourself wondering why your digital marketing efforts just aren’t gaining traction? Maybe your ads aren’t converting, your email list feels like a ghost town, or your audience seems to miss the mark on understanding your brand.
Before you dive into a complete strategy overhaul, it might be time to zoom out and ask: Am I skipping the top of the funnel?
At Two Trees PPC, we see it time and time again. Brands want sales, but they haven’t laid the groundwork. Enter Top-of-Funnel marketing, or as we lovingly call it: TOFU.
Top-of-Funnel (TOFU) marketing is the opening act in your customer’s journey. It’s the handshake, not the hard sell. You’re not aiming for the conversion just yet—you’re aiming for awareness.
Think of TOFU like dating. You wouldn’t propose on the first date. Instead, you introduce yourself: “Hi, here’s who I am. Want to get to know me?” TOFU content is your way of saying hello and inviting people into your world.
This is where trust begins to form. You’re providing value, offering insight, and simply being present before someone even realizes they need you.
Today’s buyers are savvier than ever. They’re constantly bombarded with ads, blogs, videos, and emails. Before your message even hits their feed, they’ve already consumed several other pieces of content.
In this noisy, competitive landscape, buyers aren’t ready to “Buy Now” just because you showed up. They need to feel seen, understood, and educated.
Skipping TOFU is like showing up to a job interview without a resume and expecting an offer.
That’s why at Two Trees PPC, we always carve out space for TOFU in our clients’ strategies. It’s not a luxury; it’s the foundation of brand loyalty and long-term growth.
The magic of TOFU is that it leads with value. You’re not pitching, you’re serving. The goal is to attract and inform, not to close.
Here are some proven TOFU content formats that consistently build traction:
Short, value-packed videos that address a common industry problem and offer insight
Lead magnets such as helpful checklists, bite-sized guides, or insightful industry trend reports
Educational or entertaining social posts that show off your personality and your expertise
Podcasts and interviews where your team or partners share thought leadership in an authentic way
TOFU is about gently pulling people into your world. You’re not rushing them—you’re guiding them.
One of the biggest mistakes marketers make with TOFU is giving up too soon.
That’s often because they’re measuring success by the wrong metrics. TOFU isn’t about immediate ROI. It’s about building an audience that’s ready to convert down the line.
Here’s what really matters when tracking TOFU performance:
Audience growth: followers, email subscribers, and retargeting list expansion
Engagement metrics: video watch time, scroll depth, and average time on page
Micro-conversions: downloads, webinar signups, and other content interactions indicating early-stage interest
These signals tell you who’s paying attention and help you decide how to guide them into the next stages of your funnel.
If there’s one secret we’ve learned from building high-converting campaigns across industries, it’s this: everything starts with TOFU.
Top-of-Funnel marketing lays the foundation for trust, education, and demand. It helps you:
Show up early and often
Build meaningful relationships
Outpace competitors who are only showing up at the bottom
So if your funnel feels sluggish or your conversions are slipping, ask yourself: Have I started at the top?
At Two Trees PPC, we guide businesses through every stage of the customer journey, starting with a smart, strategic TOFU plan.
Need help getting started? Let’s chat. We’d love to show you how to show up better, stronger, and earlier.