Small Business Marketing Tips: Top of Funnel
Quick Summary: Top-of-funnel (TOFU) marketing helps local businesses stay visible to “future customers” who aren’t ready to book yet—but will be soon. This guide explains TOFU in plain English, shares practical content ideas for salons, auto shops, Airbnb hosts, and therapists, and outlines simple Facebook ad strategies that build awareness now and conversions later.
If you’re a small business owner, marketing can feel like a frustrating paradox: you need more customers, but the moment you focus only on “book now” or “buy now,” the results can slow down. That’s where Small Business Marketing Tips: Top of Funnel strategy matters most—especially for local businesses like salons, auto repair shops, Airbnb hosts, and therapy practices.
Top-of-funnel (TOFU) marketing is about reaching the people who could become customers… just not today. They might be scrolling, researching, comparing, or simply living their life until the moment a need pops up (a haircut goes wrong, the “check engine” light appears, a weekend trip gets planned, or stress finally feels unmanageable). Your job is to stay visible, helpful, and memorable so when they’re ready, they remember you.
In this article, we’ll break down what TOFU is, why it works, and how to create practical content and Facebook ad strategies that build a steady stream of future customers—without sounding salesy or burning out.
Small Business Marketing Tips: Top of Funnel in Plain English
Top-of-funnel marketing is the “first impression” stage of your customer journey.
At the top of the funnel, people are typically:
Not ready to buy yet
Not sure who they trust
Not even 100% clear on what they need
Open to learning, watching, and saving ideas for later
Think of TOFU as “planting flags” in your community’s mind. When the timing is right, those flags turn into calls, bookings, walk-ins, and referrals.
Top of funnel vs. “ready-to-buy” marketing
A simple way to picture it:
Top of funnel: “I’m curious / I might need this someday.”
Middle of funnel: “I’m comparing options.”
Bottom of funnel: “I’m ready—who should I choose?”
Small businesses often spend 90% of their effort at the bottom of the funnel (discounts, promotions, last-minute openings). That works sometimes, but it’s unpredictable. TOFU smooths out the rollercoaster by building awareness consistently.
Why TOFU matters for local businesses
Local discovery is happening constantly. SOCi’s Consumer Behavior Index research found 80% of U.S. consumers search for local businesses weekly, and 32% do so daily. SOCi
That means your “future customers” are out there every day—even if only a small percentage needs you this week.
Your local market is bigger than you think
Many small business owners underestimate how many “local” customers they can reach because they picture only:
The people who pass their storefront
The neighborhood they personally live in
The customers who already follow them
But your real local market often includes:
Nearby neighborhoods and suburbs (even 10–20 minutes away)
New residents moving in
Visitors staying in the area (especially for Airbnbs)
People who work nearby but live elsewhere
People influenced by local Facebook groups, Instagram Reels, and Google Maps searches
SOCi also notes there are millions of “near me” keywords and an enormous volume of searches that include “near me” variations. SOCi That’s a reminder that people often start with discovery, not brand names.
Your “wide search” mindset shift
Instead of asking, “Who is ready to buy today?” ask:
“Who locally is likely to need me in the next 30–90 days—and what would help them right now?”
This is exactly why TOFU content works: it earns attention early, before urgency kicks in.
Top-of-funnel examples for four everyday businesses
Below are practical TOFU angles tailored to the businesses you mentioned. Notice the pattern: help first, sell later.
Salon owner: make your expertise the “local beauty guide”
Salon clients rarely wake up thinking, “Today I will find a new stylist.” More often, they:
Save hair ideas for weeks
Get influenced by trends
Wait until a special event (wedding, vacation, job interview)
Switch only after a bad experience elsewhere
Top-of-funnel content ideas for salons
“How to choose a haircut for your face shape” (short, friendly tips)
“What to ask for if you want low-maintenance color”
“Signs your hair needs moisture vs. protein”
Before/after transformations with educational captions (“Here’s why we chose this tone…”)
Seasonal trend roundups (“Winter hair care in dry weather”)
Simple TOFU CTA (not salesy):
“Save this for your next appointment.”
“Follow for weekly hair care tips.”
“Comment your hair type and I’ll suggest a routine.”
This builds trust before the booking.
Auto repair & maintenance shop: turn anxiety into clarity
Auto repair is one of the best examples of TOFU working over time—because people don’t shop when things are fine. They shop when something feels wrong.
But they do scroll and learn in advance if you make it easy.
Top-of-funnel content ideas for auto repair
“What that squeaking noise could mean (and when it’s urgent)”
“5 dashboard lights you should never ignore”
“How often should you rotate tires?” (with simple ranges)
“DIY checks you can do in 2 minutes before a road trip”
“What a brake inspection actually includes” (reduce mystery)
Realistic note on ads: In WordStream’s 2025 benchmark data, Automotive—Repair, Services, and Parts had one of the lowest average CTRs for traffic campaigns (0.80%). That doesn’t mean ads won’t work—it means your creative and messaging must be extra clear and trust-building. WordStream
Simple TOFU CTA:
“Save this for later.”
“Send this to someone who’s driving on worn tires.”
“Follow for weekly car care tips.”
Airbnb host: market the experience, not the listing
Airbnb guests are top-of-funnel for a long time. They might be:
Dreaming about travel
Building a list of places to stay
Waiting for time off approval
Coordinating with friends or family
Your job is to become the host they remember when plans become real.
Top-of-funnel content ideas for Airbnb
“3-day itinerary for [your city/neighborhood]”
“Best coffee shops within 10 minutes of the stay”
“What it’s like in [your area] in spring/summer/fall”
“Packing checklist for a cozy weekend getaway”
“Hidden gems locals love” (short-form video performs well)
BrightLocal’s consumer research also found that over three-quarters of U.S. consumers consume video content when researching local businesses. If you treat your Airbnb like a local brand, video becomes a powerful TOFU asset. BrightLocal
Simple TOFU CTA:
“Save this itinerary for later.”
“DM me if you want a restaurant list.”
Therapist: educate gently, build safety, and reduce stigma
For therapy practices, TOFU should be supportive and non-clinical, without diagnosing someone on the internet.
Many people sit in the TOFU stage for months:
“Do I really need therapy?”
“What type of therapy is best?”
“Will it help me?”
“What happens in a first session?”
Top-of-funnel content ideas for therapists
“What to expect in your first therapy session”
“Therapy myths that keep people stuck”
“Burnout vs. stress: what’s the difference?”
“Grounding techniques you can try in 60 seconds” (general wellness tips)
“How to know if you and a therapist are a good fit”
BrightLocal also notes that only 4% of consumers say they ‘never’ read online business reviews, which matters for therapists too (within ethical and privacy boundaries). BrightLocal
Important note: Keep content educational and general, and include gentle reminders like “This isn’t medical advice; if you’re in crisis, seek immediate help.”
Facebook ads for top-of-funnel: what “good” can look like
Facebook and Instagram are TOFU machines because they’re built for discovery. And the potential reach is massive—Meta reported Family Daily Active People (DAP) of 3.43 billion on average for March 2025. investor.atmeta.com
Practical TOFU Facebook ad tips (without overcomplicating it)
1) Pick a TOFU-friendly objective
Video Views (great for building warm audiences)
Engagement (strong for local credibility)
Traffic (if you have a helpful article, guide, or landing page)
2) Lead with a problem your customer recognizes
Examples:
Salon: “Hair color fading fast?”
Auto shop: “Check engine light on but car feels fine?”
Airbnb: “Planning a weekend escape?”
Therapist: “Feeling burned out but not sure what to do next?”
3) Use simple, real creative
For local businesses, “polished” is less important than “real.”
Quick phone videos
Before/after (where appropriate)
A calm face-to-camera explanation
A local setting people recognize
4) Target wider than you think
Start with:
Your city + surrounding areas
A radius that matches your real customer travel distance
Interests that reflect lifestyle (not just the obvious category)
5) Build retargeting from day one
Even if people don’t buy now, you can retarget:
Video viewers
Instagram engagers
Website visitors
People who opened a lead form (but didn’t submit)
That’s how TOFU turns into bookings later.
Small Business Marketing Tips: Top of Funnel content creation that doesn’t eat your week
The biggest TOFU challenge isn’t ideas—it’s consistency.
Here’s a lightweight system that works for busy owners.
Choose 4 content pillars (then rotate)
Pick four buckets and keep it simple:
Teach (how-to, FAQs, myths)
Show (behind-the-scenes, before/after, process)
Prove (reviews, testimonials, outcomes, community involvement)
Connect (your story, local highlights, values)
Use a repeatable post formula
Try this structure:
Hook: A relatable problem
Value: 1–3 quick tips
Proof: A quick example or common scenario
Next step: “Save this,” “Follow for more,” “Message us if you want help”
Batch in 60 minutes per week
A realistic weekly batch:
Record 3 short videos (30 minutes)
Write captions (20 minutes)
Schedule posts (10 minutes)
If you do nothing else, consistency alone will move the needle over time.
How to know your top-of-funnel marketing is working
Top-of-funnel success isn’t only “likes.” It’s momentum.
Track:
Reach and frequency (are locals repeatedly seeing you?)
Video views (especially 3-second and 50% views)
Saves and shares (high intent signals)
Profile visits and website clicks
Messages, calls, and “how much is…” inquiries
Growth of your retargeting audiences over time
And don’t ignore local search visibility. Google’s Business Profile guidance makes it clear that businesses with complete and accurate information are more likely to show up in local search results, and that relevance, distance, and prominence influence local ranking. Google Help
TOFU works best when your content and your local presence support each other.
Conclusion
Top-of-funnel marketing is how small businesses stop relying on “right now” customers only. When you consistently show up with helpful content, your brand becomes familiar—and familiarity is a huge advantage when someone finally needs a haircut, a mechanic, a place to stay, or a trusted professional to talk to.
The key is to market wider than your current audience, because your local community is full of future customers who simply aren’t ready today. Use TOFU content to educate, reduce uncertainty, and stay memorable. Then support it with smart Facebook ads and strong local visibility so people can find you again when the moment is right.
If you want more step-by-step marketing tips you can apply right away, visit our blogs for helpful resources tailored to small businesses.
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