4 Top of Funnel Marketing Strategies to Attract New Customers to Your Business
Expand your brand’s reach with content marketing, social media, SEO, paid ads & influencer marketing.
The top of your marketing funnel is where it all begins. It's where you catch the attention of new customers and start building relationships.
But how do you get people to notice you?
In this article, you’ll get clear on…
Content Marketing
Social Media Marketing
Search Engine Optimization (SEO)
Paid Ads & Influencer Marketing
Transitioning Leads Further Down Your Marketing Funnel
Let’s dive in and explore these powerful strategies to attract new customers.
What is top of funnel marketing?
We call the first stage of the marketing funnel the “awareness stage.”
At this point, you use top of funnel marketing to get your business in front of new people.
It’s your first point of contact — the first time people see and interact with your business.
The goal of top of funnel marketing is to build brand awareness and attract new customers.
To do that, you want to provide people with value without risk. You begin to earn their trust and build a relationship with them.
Top of funnel marketing goals:
Build brand awareness
Attract new customers
Provide value without risk
Begin to build a trusting relationship
Just like in dating, you don’t ask someone to move in with you after meeting them for the first time.
At this point in the game, you’re NOT asking your leads to make a purchase.
Why is top of funnel marketing important?
Top of funnel marketing is crucial to get your brand in front of a wider audience, attract new customers, and get more people to enter your marketing funnel.
Benefits of top of funnel marketing:
Builds trust and credibility
Creates brand advocates and community
Enhances lead qualification
Now that you know what top of funnel marketing is and how important it is for your business — let’s build your top of funnel marketing tool kit.
Strategy #1: Content Marketing
Content marketing is a great way to provide value, educate your target audience, and reach new people.
It’s all about creating and sharing valuable, relevant content to attract potential customers.
At its core, content marketing educates, entertains, or inspires your audience. The goal? Build trust, establish authority, and bring people into your orbit.
Content marketing ideas:
Blog Posts. Use blog posts to answer common questions, address concerns, share actionable tips, explore trending topics in your niche, and share industry insight.
Videos. Use videos to show behind-the-scenes content to humanize your brand, create quick explainer videos, or give product overviews.
Infographics. This is a great way to present complex data in a visually engaging format. It’s also perfect for sharing on social platforms to drive traffic.
Ebooks and Whitepapers. These are great for establishing thought leadership. Offer these in-depth resources in exchange for email addresses.
Checklists and Templates. Provide tools that make your audience’s life easier. They’re simple, actionable, and highly shareable.
This isn’t about hard selling. It’s about providing value first, so your brand becomes their go-to source for information.
Why Content Marketing Works
Great content pulls people in. Here’s why content marketing works:
It creates touchpoints for your audience to discover your brand.
It positions you as an expert in your industry.
It builds trust and nurtures relationships long before the sale.
If you focus on their needs, you’ll keep them coming back for more.
Strategy #2: Social Media Marketing
Your customers (and let’s be honest we do too) spend hours scrolling, discovering new brands, and engaging with content that resonates on social media.
Social media provides an opportunity to introduce your business in a space where people are open to exploring and connecting.
It allows your brand to make a lasting first impression, whether through eye-catching visuals, short videos, or interactive posts.
Social media platforms to leverage:
Instagram. Perfect for eye-catching visuals and reels.
Facebook. Great for engaging posts and creating groups.
TikTok. Short, viral video content with massive reach.
LinkedIn. Ideal for professional audiences and thought leadership.
Pinterest. Excellent for evergreen content and inspiration boards.
Once you decide what platforms you want a presence on, the next step is to plan your posts.
Social Media Content Ideas:
Educational Posts. Share tips, how-tos, or quick facts related to your niche.
Engaging Polls and Quizzes. Spark interaction and gain insights into your audience.
Behind-the-Scenes Videos. Show your brand’s personality and build trust by being transparent.
User-Generated Content. Share testimonials, reviews, or posts from your customers.
Trending Hashtags. Use them to join conversations and boost your discoverability.
Be sure to rotate the types of posts you do, so they don’t become repetitive. No one wants to see the same thing every day, right?
Why Social Media Works
Social media is highly visible and shareable. It helps your brand reach people organically and builds a community around your brand.
Tips for Success:
Post consistently to stay on your audience’s radar
Use platform-specific features (e.g., Instagram Stories, LinkedIn Articles)
Analyze performance metrics and adjust your strategy accordingly
Social media isn’t just about likes—it’s about building relationships.
By creating engaging, relevant content, you guide your audience one step closer to becoming customers.
Strategy #3: Search Engine Optimization
Search Engine Optimization (SEO) is a HUGE part of top of funnel marketing. This is how people find your website when they search for relevant keywords.
When people search for solutions to their problems or seek answers to their questions, SEO makes sure your content appears right when they need it most.
By optimizing your website and content for relevant keywords, you increase your visibility on search engine results pages (SERPs) — making it easier for your target audience to find you.
This not only drives consistent, organic traffic but also positions your brand as a trusted authority in your industry.
SEO bridges the gap between what people are looking for and how your business can help, creating a seamless first touchpoint.
Key elements of SEO optimization:
Keyword research. Focus on relevant keywords your audience would likely search for (e.g., “how to start trail running”). You can use SEO tools to help you decide on which keywords to optimize for.
SEO-friendly website formatting. Use clear headings, short paragraphs, and internal links for a better user experience. Make sure you have fast loading times and a mobile-friendly design.
Optimized blog content. Write in-depth, value-packed articles that address common questions and relevant topics. Include keywords naturally in titles, subheadings, and meta descriptions.
With SEO, your audience finds you. When done right, it attracts high-quality traffic and lays the groundwork for deeper engagement.
Why SEO Optimization Works
SEO drives organic traffic to your website and brings in consistent, cost-effective leads. Plus, ranking high on Google builds trust and credibility.
Quick tips for SEO success:
Update content regularly to keep it consistent
Build backlinks from reputable sites to boost site authority
Track performance using tools like Google Analytics
SEO is a long-term strategy that has a massive return on investment if you stick with it consistently.
It keeps your brand visible and relevant in the ever-competitive online space.
Strategy #4: Paid Ads & Influencer Marketing
In today’s digital landscape, sometimes organic reach alone isn’t enough to cut through the noise. Especially if you want to reach new people quickly.
That’s where paid ads and influencer marketing come in. These strategies allow you to amplify your message, reach targeted audiences, and boost brand visibility at the top of your funnel.
So what are paid ads and influencer marketing?
Paid ads are sponsored content displayed across platforms like Google, Facebook, Instagram, and YouTube. They get your brand in front of people actively searching or passively scrolling through their feeds.
Influencer marketing involves partnering with individuals who have established credibility and a loyal following within your niche. These influencers promote your products or services to their audience, giving your brand a personal and trusted introduction.
Now that you understand paid ads and influencer marketing, let’s explore creative ways to use these strategies effectively.
The right approach can maximize your reach, captivate your audience, and drive meaningful engagement.
Paid ad campaign ideas:
Google Search Ads. Target keywords like “best hiking gear for beginners.” These ads place your site at the top under the sponsored search results.
Social Media Ads. You can target what demographics you want your ads to reach. Create carousel ads on Instagram or Facebook to showcase multiple products.
Video Ads. Run video ads on social media platforms like YouTube with quick, engaging messaging to draw your ideal customer in.
Influencer marketing ideas:
Product Reviews. Partner with influencers to review your products on their platforms. They’ve already built a trusting relationship with their audience and what they say holds a lot of weight.
Giveaways. Collaborate with influencers to run contests or fun giveaways. This increases engagement and brand awareness.
Sponsored Posts. Have influencers create posts showcasing your product. Again, their opinions hold a lot of weight with their audience.
Affiliate Partnerships. Work with influencers who can earn a commission for driving sales through their unique links.
With influencer marketing, make sure to only partner with people who genuinely believe in your product or service.
On a similar note, pick influencers that share the same values as you and your brand. This will naturally put your product in front of an audience that also shares those values.
Why Paid Ads and Influencer Marketing Works
Both paid ads and influencer marketing are powerful tools for reaching your top of funnel goals.
Why paid ads and influencer partnerships work:
Targeted Reach. Paid ads allow you to define your audience based on location, demographics, and interests — ensuring your message reaches the right people.
Immediate Results. Unlike other organic strategies, paid ads deliver quick visibility and measurable results.
Built-In Trust. Influencers already have a relationship with their followers, making their endorsements more impactful.
Amplifies Top of Funnel Content. These strategies drive traffic to your blog posts, videos, or landing pages, accelerating brand awareness.
By strategically leveraging these approaches, you can amplify your content, capture attention, and build a solid foundation for nurturing future leads.
Transitioning Your Leads From Top of the Funnel to Middle of the Funnel
Now that you’ve attracted people to the top of your funnel, it’s time to move them further down your marketing funnel.
The top of the funnel gets people through the door, but the consideration stage is where they start to see the value your brand offers.
How to transition effectively:
Build Trust with Valuable Content. Offer in-depth resources like whitepapers, ebooks, case studies, or webinars. Answer specific questions and address potential concerns to position yourself as a reliable expert.
Leverage Email Marketing. Follow up with personalized email sequences based on top of funnel interactions. Share product guides, testimonials, and relevant blog posts to nurture their interest.
Encourage Deeper Engagement. Use retargeting ads to re-engage top of funnel visitors who interacted with your content. Create opportunities for prospects to interact with your team, such as live chats or Q&A sessions.
Highlight Social Proof. Share customer success stories, reviews, and testimonials to build credibility. Display certifications, awards, or partnerships prominently on your site.
This is the phase where potential customers evaluate their options, compare solutions, and decide whether to engage further.
You want to guide them seamlessly from awareness to active interest.
Create Little Moments of “Yes”
The transition doesn’t happen in one big leap — it’s about small steps.
Encourage micro-conversions like:
Signing up for a free trial
Downloading a more detailed resource
Following you on social media or subscribing to your email list
By creating these little “yes” moments, you move your audience closer to making a buying decision.
The key is to nurture their curiosity while reducing any perceived risks.
Helping your audience through the consideration stage lets them feel confident and informed, paving the way for future purchases and long-term loyalty.
Start Building Your Top of Funnel Marketing Strategy
Top of funnel marketing is all about making a memorable first impression and building trust with your audience.
Focus on educating, entertaining, and inspiring your audience so they feel comfortable moving closer to your brand.
Remember, the goal here is to provide value without asking for anything in return (yet).
As you move forward with your marketing efforts, always keep in mind that the top of the funnel is just the beginning.
Once you’ve captured their attention, nurture those leads with thoughtful, value-driven content to guide them through the rest of the customer journey.
If you need help setting up your top of funnel marketing strategy or getting the copy together, I’m here for you.
Book a free 30-minute consultation with me and to see if we’re a good fit to grow your brand together.
Sources
Hubspot
