No, tofu, Mofu, Bofu is not an insult. Nor is it a dance of a new fashionable video game. Tofu (Top of the Funnel),, Mofu (Middle of the Funnel),, BOFU (Bottom of the Funnel) are Abbreviations For a process that you already know well: The clien routet. As your customers go from the stage of awareness of your products/services to that of the purchasing decision, they ask different questions and adopt different mentalities. They are in The marketing funnel. In this article, we will go into the details of the marketing funnel and explain to you concretely what Tofu, Mofu and Bofu are.
What is the marketing funnel?
In simple terms, the marketing funnel is a structure that companies use for Transform potential prospects into loyal customers. This is a visualization of The entire customer journey processfrom knowledge of the company to the final purchase.
The framework of The marketing funnel is based on the idease that the number of people an attracting company is more important than percentage of those who show real interest and will become customers.
Like a funnel, digital marketing specialists tend a large net to Capture as many leads as possibleThen nourish them at each stage from their journey to the purchasing decision.
Why take an interest in the marketing funnel?
The main reason why you should be interested in the'Marketing funnel is its importance in the Simplification of the clien courset. He makes the easy to understand and visualize process, allowing companies to map each step of a marketing campaign.
The marketing funnel is useful For almost all interactions With customers, which you are looking to make sales, generate traffic for your shop or harvest clicks. This is a effective way to bring the customer to become aware of the brand, to establish a link with it and to encourage him to conclude the purchase.
To facilitate understanding of the marketing funnel, here are 3 key steps to know, tofu, Mofu, Bofu:
Tofu – Top of the Funnel (top of the funnel)
Tofu is The awareness stage where you have your widest audience And the most general – you try toattract a large number of people who have a problem and who seek to learn more about this problem.
According to Adweek, more than 80 % of buyers Do online research before making a purchase. At this point, you just want ensure that you are their main source of information. Use keyword planning for find subjects and keywords for Tofu content to make sure it is relevant for your buyer. It is with these keywords that he will find you on the internet.
Tofu content must be purely educational And should not include anything that looks, even vaguely, to a sales argument. The buyer is simply not ready to receive one at this stage, because many of them still try to fully understand the problem they encounter. So do not mention your business or your product. Please provide useful information To answer his question or the problem he encounters.
Here are some appropriate tofu content ideas:
- Social networks : Know on which networks are your buyers and concentrate your efforts accordingly.
- Infographic : Offer a visual format to help buyers understand the problem or the question they face.
- Blog : Do your keyword search and create a blog article on a certain subject or sensitive point that will be easily found by buyers.
- Video : Videos must be short and should only relate to the problem, not to your solution.
- Quiz : Learn more about your buyer by asking him questions about the problem he faces.
- White paper : Create a more in -depth item on the problem with which your buyer is faced.
Mofu: Middle of the Funnel (middle of the funnel)
Many people consider that this is the most critical stage of the funnel, because you now have a variety of interested prospects, which you must qualify. At that Consideration/evaluation stagepeople have accepted that they have a specific problem to solve and actively seek a solution. They study different options and evaluate carefully the value of each of them.
You can now introduce your own product or service into the discussion. The contents of Mofu must continue to educatebut must also explain You are the best option for them. The prospects are hot, so take the opportunity for their Explain how your product or service can help them. This step can also be a good opportunity to offer restricted access content to collect the contact details of buyers.
Here are some Mofu content ideas:
- Blog : Answer a specific question that relates directly to your product or service.
- Case study : Help buyers to see your product or service in action by demonstrating the advantages he has provided to someone else.
- White paper : Include detailed information on a subject to establish why your solution is the best option.
- Webinar : Provide training on a given subject and make sure to leave time for questions.
- DRIP Marketing : Create a flow of maturation emails offering specific content to the buyer.
- Guide/ How To? “How to do it?” »» : Offer step -by -step instructions on how to solve the problem.
- Comparisons : Compare solutions, not sellers, at this stage.
Bofu: Bottom of the Funnel (bottom of the funnel)
The stage Bofu is the most important but also the most satisfactory for you. You now have a limited audience of highly qualified prospects that are ready to buy. They have done their research and are interested in your product, but probably also compares several other options. They only need a “boost” To make a decision in your favor.
The contents Bofu must enhance your product, By demonstrating its functioning, showing its characteristics and highlighting the specific advantages from which customers will benefit. It's time to show how your product or service will solve their problem, better than competition.
Here are some Bofu content ideas:
- Product demonstration : Show buyers how your product really works. Whether on site or in a video, present the characteristics and connect them to the advantages, and show how you surpass the competition.
- Product comparisons : Help buyers understand where your product or service is the best by clearly highlighting the differences between you and your competitors.
- Free trial : You don't know until you have tried. Allow buyers to test your product without obligation or with a very small counterpart.
- Testimonials and case studies : Customer testimonies are also precious at this final stage, because it is content that converts and provides validation of your offer by a third party.
Concrete example of marketing funnel
Stef of the funnel: awareness and attraction of potential customers
In the first phase of The marketing funnelthe company seeks to raise awareness and attract potential customers. Using sound website and his blog as key tools, a Cosmetics company, for example, publishes informative items on the advantages of natural products. This targeted web content attracts prospects looking for ecological solutions, initiating their purchasing journey. By providing useful and relevant information, the company establishes a relationship of trust With its visitors, encouraging them to explore their products further. This step is crucial to broaden the potential customer base and to lay the foundations of a Effective marketing strategy.
Mofu step of the funnel: engage customers and feed the leads
At funnel middlethe strategy focuses on the commitment of visitors and the conversion of the latter into qualified leads. Business offers an ebook free, “the ultimate guide to natural skin care”, in exchange for a Registration for the newsletter. This email collection process not only allows you to personalize the course of each customer, but also to deepen the relationship with already interested prospects. The educational content sent regularly via emails and blog posts helps to maintain interest and prepare prospects For the next step of the funnel. This step is essential to transform initial interest in purchase intention.
Step of the funnel: conversion of prospects to customers
The last step marketing funnel is crucial for transform Prospects in loyal customers. Business Intensifies its sales efforts with targeted campaigns, offering personalized promotions and highlighting attractive product packs. These strategies aim to stimulate purchasing decisions by emphasizing the value and quality of products. Marketing emails, carefully elaborate, highlight the testimonies of satisfied customers and Successful case studiesthus reinforcing the confidence of prospects. By focusing on the effective conversion of leads to buyers, this funnel stage guaranteed an increase Sales and consolidates the company's customer base.
