TOFU, MOFU, BOFU stand for top, middle and bottom of the sales funnel, and refer to the phase of the conversion operation, to which our tactics or strategy of Marketing must be oriented.
There are three concepts that you need to consider when creating content by studying the user buying cycle in your inbound marketing strategy.
TOFU - Top of the funnel
TOFU is the upper part of the funnel, where the content is created to attract as many visitors as possible. Therefore, you cannot launch an offer here because users who read you do not even have the need clear in their mind. In the TOFU phase, content is usually transmitted in post format (articles) which help users, after consuming, to identify what they need.
For example, a post on the 10 reasons why we have to do Content Marketing.
..you cannot launch an offer here because users who read you do not even have the need clear in their mind.
MOFU - Middle of the funnel
MOFU is what we call the second phase of the funnel, here users have already found out what they need in order to slide down the funnel and reach the central part.
This is when you can offer them more difficult content in exchange for information (lead generation). In the MOFU phase you should provide content created for that specific user, with the aim of depicting your company as an option to solve their needs.
So, you need to be sure about the needs of your buyer personas in order to accompany them in the funnel and prepare them for sale.
For example, "The Ultimate Content Marketing Guide for Fintech SaaS firms" which will convert you into an expert on the subject and will help your user, converted into a lead, take you into consideration when the prospect has to contract a marketing agency.
BOFU - Bottom of the funnel
It is the fundamental piece that closes the sales cycle. The narrowest part of the funnel (BOFU) only comes to users who, after a visit, considered you as an option and are already interested in your products or services. To turn them into customers, you need to create personalised content: a product demonstration, a free trial or a test.
For example, a small free consultancy service on Content Marketing on the user's website.
Therefore, it is a matter of creating different contents in each of the phases of the purchase funnel (TOFU, MOFU and BOFU) to accompany the user from the moment he detects a need to satisfy it by making a purchase or contracting a service.
About Holborn Consulting
Holborn ltd is a consulting firm that supports high-tech companies in the B2B business development through lead generation, business development outsourcing, market research and new market entry services.
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