Definition
Top of funnel
Top of funnel refers to the earliest stage of the buyer journey, where people first become aware of a business. Activity here focuses on attracting attention through ads, content, search, and referrals, before any specific buying intent has formed.
Top of funnel is about awareness. These are people who may not even know they need you yet. Marketing here casts a wide net: local search visibility, helpful content, ads, and word of mouth all bring new people into the funnel.
Because top of funnel is broad, conversion rates are low and that is expected. The goal is not an immediate sale but to start a relationship, capture the contact, and begin nurturing them toward a purchase over time.
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