How to Attract More Customers: TOFU (Top of Funnel) Explained

Welcome back to our series on sales funnels! In the first post, we looked at the big picture: how people move from discovering your business to becoming loyal customers.

Now let’s zoom in on the first stage: TOFU — Top of Funnel.

What TOFU Really Means

TOFU is short for Top of Funnel. This is the awareness stage — it’s where people first discover you exist. At this point, they don’t know your business, your services, or why you’re different.

Your goal here isn’t to sell. Your goal is to get attention and start building familiarity.

Think of it like shaking hands at a networking event. You don’t launch into a sales pitch — you introduce yourself, share what you do, and leave a good impression.

TOFU Tactics That Work for Local Businesses

Here’s where we add some technical flavor. These are strategies you can use today:

1. Social Media Advertising (Paid + Targeted)

Platforms like Facebook and Instagram allow you to target by zip code, age, and interests. Want to reach homeowners in Canyon Lake? Or parents in Bulverde? You can do that with a $5/day ad budget.
👉 Tech term to know: Geo-targeting = showing your ad only to people in a specific location.

2. Search Engine Optimization (SEO)

When someone Googles “Bulverde plumber” or “Canyon Lake BnB”, does your business show up?

• Claim your Google Business Profile (free).

• Use local keywords (“Spring Branch contractor” instead of just “contractor”).

• Keep hours, phone, and website updated.
  👉 Tech term to know: Local SEO = optimizing your site so Google shows you to nearby customers.

3. Content Marketing (Blog + Video + Podcast)

Creating helpful content is one of the best TOFU tactics.

• Write blog posts: “5 Tips for Prepping Your Home Before Selling in Canyon Lake.”

• Record short videos for TikTok/Instagram.

• Guest on local podcasts or start your own (😉).
  👉 Tech term to know: Evergreen content = articles or videos that keep attracting traffic long after you post them.

4. Community Presence + Offline Visibility

Don’t underestimate the local angle. Street-level signage, sponsoring a school event, or running a booth at the farmers market are all TOFU plays — they introduce you to new people.
👉 Pro tip: Always drive people back to your website or signup list so you can keep in touch digitally.

The TOFU Goal

At the TOFU stage, your goal isn’t to make a sale — it’s to get a click, a like, a view, or a follow.

In marketing speak: you’re moving strangers into your audience.