An upper funnel audience strategy is a marketing approach that aims to create brand awareness among potential customers. It involves targeting audiences who may not have a current need for the product or service but could be potential customers in the future. This strategy often utilizes channels such as TV commercials to effectively reach a broad audience and build brand recognition. By focusing on increasing brand visibility and exposure, businesses can lay the foundation for future customer engagement and consideration.
Unlike mid-funnel marketing strategies that concentrate on standing out within a specific category and eliciting consideration, upper funnel strategies prioritize introducing the brand to a wider audience. These strategies help create a familiarity with the brand and establish a presence in the minds of potential customers. By attracting attention and generating brand awareness at an early stage, businesses can increase the chances of being remembered when the need for their product or service eventually arises. Implementing an effective upper funnel audience strategy sets the stage for successful engagement and conversion further down the marketing funnel.