what is upper funnel marketing

Upper funnel marketing refers to the strategies used to build brand awareness and capture leads from a wide audience. At the top of the marketing funnel, potential customers are in the awareness stage, and the primary goals of marketing are to generate awareness and lead generation. Upper funnel marketing tactics include creating content, social media campaigns, display and video ads, and sponsored content. The upper funnel is the beginning of the consumer journey, where leads first come in, and users are just starting their research, trying to find information on products or services needed or desired. Upper funnel marketing is essential for sustainable growth and avoiding stagnation, as it puts brands in front of ideal customers before they start looking for competing services, letting them emerge as the top choice.