Top-of-funnel marketing is a crucial part of an effective digital marketing strategy. It’s all about creating awareness for your brand and building relationships with potential customers. It’s important because, according to a report by Salsify, 46% of consumers are willing to pay more for trusted brands.

Creating an effective top-of-funnel marketing strategy can drive website traffic, increase the number of marketing-qualified leads, and generate higher conversion rates.

FullSession, our product analytics platform, helps you optimize your sales and marketing funnel. You can also track user actions using session recording tools and analyzing interactive heatmaps.

Finally, thanks to website feedback forms, FullSession allows you to get customer feedback and make necessary improvements to increase the conversion rate.

Interested? Sign up for a free trial, or schedule a demo to see our features in action!


If you want to learn more about top-of-funnel marketing, continue reading! We’ll cover every important detail in this article.


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What is top of funnel marketing?

funnel stages explained

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Top-of-the-funnel marketing refers to the initial customer journey stage, where potential customers learn about a brand, service, or product.

Top-of-funnel marketing aims to generate awareness and interest in the brand, product, or service with top-of-funnel content and attract potential customers to the website or landing page rather than generate sales.

Common tactics in the awareness stage include search engine optimization, social media marketing, content marketing, and paid advertising.

Marketing funnel vs. sales funnel: What is the difference?

marketing and sale funnel stages

Image source: Encharge

The difference between a marketing and sales funnel is subtle but significant.

A marketing funnel includes:

  • Identifying the target audience
  • Making them aware of the brand, product, or service
  • Providing them with information and education
  • Converting them into paying customers

It helps you understand your customer’s needs and behavior and how to effectively communicate with them at each funnel stage, thus increasing the chances of conversion.

On the other hand, a sales funnel concentrates on the funnel stages in the buyer’s journey leading up to the purchase, such as lead generation, lead nurturing, and sales. The goal of your sales team is to move potential customers further down the funnel until they eventually purchase.

Let’s discuss why you should focus on top-of-funnel marketing.

The importance of top of funnel marketing for attracting the target audience

Top-of-funnel marketing lets you build a solid foundation for further customer journey steps because it allows you to target and engage the right users.

It helps you avoid wasting money and time trying to sell your products to people who don’t show genuine interest in your offer.

What are the benefits of top of funnel marketing

There are several advantages to using top-of-funnel marketing. Here are some examples:

  • Targeting specific audience
  • Improving website traffic
  • Establishing thought leadership
  • Building and improving relationships
  • Improving lead generation
  • Measuring strategy effectiveness
  • Reducing costs

However, you need to know which metrics to track in the marketing funnel stages to optimize your marketing efforts. Let’s discuss the most important ones.

What metrics to track to optimize top of funnel marketing?

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You need to pay attention to seven metrics:

  • Website traffic
  • Bounce rate
  • Time on site
  • Cost per lead
  • Social media engagement
  • Brand search and brand mention
  • Return on investment

You now know how to evaluate your top-of-funnel marketing strategies. What tactics can you employ to achieve good results? Let’s share some examples.

Examples of top of funnel marketing tactics

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Here are some common top-of-funnel marketing tactics divided into five categories.

Content marketing

  • Blog posts
  • Infographics
  • Videos
  • Podcasts

Social media marketing

  • Social media posts
  • Social media advertising
  • Social media contests and giveaways

Search engine optimization

  • Using keywords with informational search intent
  • On-page optimization
  • Technical SEO

Email marketing

  • Welcome emails
  • Newsletter campaigns
  • Lead nurture campaigns

Influencer marketing

  • Partnering with relevant influencers
  • Creating influencer-driven content
  • Utilizing influencer networks

Regardless of your specific marketing strategies or tactics, there are particular elements to consider to ensure your marketing efforts’ effectiveness.

Key considerations for optimizing top of funnel marketing

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Here are some critical considerations for your top-of-funnel marketing plan.

Understand your audience

By understanding your target audience’s demographics, interests, and pain points, you can create content and campaigns that resonate with their needs and increase the chances of conversion.

Analyze data

By tracking website traffic, bounce rate, time on site, lead generation, and other vital metrics, you can gain insight into how your campaigns perform and make data-driven decisions to improve your results.

Test and measure effectiveness

You can create A/B tests or split tests and compare the results to determine which tactics work well and which need improvement.

Align top-of-funnel marketing with your customer journey

By understanding the customer journey and creating content that resonates with potential customers at each stage, you can increase the chances of conversion and retention.

Integrate top of funnel marketing with other channels

You can integrate it with other marketing channels, such as email, social media, and paid advertising. Using a multi-channel approach, you can increase visibility and reach a wider audience.

Best practices for the top of funnel marketing

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Here are some good practices to employ in your top-of-funnel marketing efforts.

Use customer segmentation

By segmenting your audience into groups based on shared characteristics, you can create more targeted and personalized marketing messages and boost conversion rates.

Personalize your messaging

Simple personalization techniques, such as using the customer’s name in an email subject line or tailoring your messaging to their specific needs and interests, can make a big difference in how they perceive and engage with your brand.

Use lead magnets

Lead magnets are an incentive offered to potential customers in exchange for their contact information. They can take the form of free, high-value resources such as e-books, webinars, white papers, or any other content that would be valuable to the audience.

Use social proof

It refers to the evidence that others have had positive experiences with a brand or product and includes customer reviews, testimonials, case studies, or ratings. You can build trust with potential customers by showcasing social proof on your website, landing pages, or marketing materials.

Offer a clear call to action

CTAs are placed prominently on a website or landing page to be highly visible and easy to click. By providing clear and direct instructions, CTAs make it straightforward for potential customers to understand what action they should take next and guide them through the process.

Offer a clear value proposition

A clear value proposition should be easy to understand and remember. It should focus on the product’s unique benefits and how it stands out from the competition. It should also be directly related to the target market and its specific needs.

Use scarcity and urgency

Scarcity is the idea that a product or service is limited in quantity or availability. By creating a sense of scarcity, you can develop a sense of urgency, as potential customers will feel that they need to act quickly to take advantage of the opportunity.

As you can see, there is much work regarding TOFU marketing.

You can start using FullSession to eliminate manual efforts and automatically conduct a customer experience analysis to understand how to improve your marketing funnel. Let’s discuss how FullSession works.

How to optimize top of funnel marketing with FullSession

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FullSession is a behavior analytics platform you can use to create a customer-centric marketing strategy by monitoring what issues your users are experiencing on your website, web app, or landing page.

It provides in-depth product metrics to optimize each step of the customer journey and each stage of your marketing funnel.

All you need to do is start your free trial. Let’s discuss how FullSession works.

Funnels and conversions

fullsession funnel tracking

FullSession enables you to set up funnel tracking, monitor how well your marketing efforts are performing at each stage of the funnel, and identify any bottlenecks or areas for improvement to allocate resources accordingly.

You can track the following:

  • The number of users
  • Conversion rate
  • Time to convert
  • The number of drop-offs

It helps you optimize the customer experience and increase conversions by understanding visitors’ behavior and identifying patterns and trends.


Tracking UTM mediums, campaigns, and sources

fullsession utm mediums

FullSession is a website optimization tool that easily tracks UTM mediums, campaigns, and sources in your website’s data.

You can track the following:

  • Marketing channels, such as organic search, paid search, email, blog post, or social media
  • Marketing campaigns, such as email campaigns or social media campaigns
  • Website or search engine a visitor came from

It helps you understand where most conversions come from to make data-driven decisions about your marketing efforts.

Session recordings and replays

fullsession session recording

Session recordings are helpful for funnel tracking because they allow you to see how visitors interact with your website in real-time, including the clicks, scrolls, and actions they take.

It helps you identify and fix website issues that may be causing visitors to leave, thus improving the customer journey and increasing conversions.

Interactive heatmaps

Website heatmap tools visually represent data and show how people interact with your web page elements. It helps you identify website areas that may be confusing or irrelevant to visitors and make necessary changes. FullSession offers three types of heat maps.

Click maps

Click tracking lets you see what people click on the pages they visit.

fullsession click maps

Cursor maps

These heat maps help you learn more about the user’s mouse cursor movement.

fullsession heatmaps

Scroll maps

Scroll maps allow you to see how far down people scroll on a page.

fullsession scroll maps

Customer feedback tools

FullSession isn’t a full-featured NPS software platform, but you can use customer feedback tools and customer feedback reports to gather valuable insights from your customers.

fullsession customer feedback data

Next steps for your top of funnel marketing

Top-of-funnel marketing is crucial to most businesses. It’s all about creating awareness for your brand, building a relationship with potential customers, and ultimately converting them into paying customers.

Optimizing top-of-funnel marketing efforts allows you to fulfill your business goals faster and more efficiently. You can use various channels and tools to reach your target audience, from SEO and paid advertising to email marketing.

To get on the right track, however, you’ll need to invest in a UX analytics tool.

A platform like FullSession will allow you to optimize your top-of-funnel strategy to achieve the best possible results. You can use it to define and track funnels, watch session recordings, and get details regarding user interactions via interactive heatmaps. You can also collect helpful customer feedback. You get all of this without affecting your website’s performance.


Want to check it out? Sign up right now or schedule a demo!


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