Top of funnel

The top of the funnel is the stage when people encounter a brand or begin learning about a problem or category. They may have no immediate plan to buy.

A workshop might explain how to spot a loose chair joint. A software company might demonstrate how to read an unfamiliar report. A local event might introduce residents to a service. Each gives people a way to encounter the organization through a question or interest they already have.

Articles, videos, community conversations, research, events, and advertising can serve this stage. Choose the channel and format around the people you intend to reach and what you want them to learn.