Top of Funnel (TOFU):
Top-of-the-funnel (TOFU) is a sales and marketing term that refers to customers in early stages of lead generation process
TOFU holds a broad audience, includes all people with whom the business is communicating
A variety of content is necessary to introduce new people to the brand
Successful TOFU marketing requires engaging and visible content
Content syndication (republishing content on another website) can introduce the business to new readers
Having a regular stream of published content in different formats makes the brand more visible (e.g. videos, blog articles, podcasts, email marketing, display advertising, phone conversations)
Importance of knowing which audience members access which content and developing a strategy for each
Lead tracking features in software can provide specific data about customer behavior and content perusal
TOFU content can include calls to action (CTAs) that direct potential leads to opportunities for getting further involved
Building brand trust by teaching TOFU readers about the brand and how it can benefit them
Moving leads to the bottom of the funnel takes time but creates better value for the company in the long run.
Middle of Funnel (MOFU):
MOFU: stands for Middle of the Funnel and is the second stage in the marketing funnel
MOFU content is designed to engage buyers and facilitate consideration of a product or service
MOFU consumers already know their needs but are evaluating different options
MOFU leads express interest in a product category but are not ready to commit
MOFU vs TOFU: TOFU is the first stage of the marketing funnel, targeting a generic and non-specific audience, while MOFU targets a smaller and more qualified audience
MOFU vs BOFU: MOFU consumers require more information to make an informed decision, while BOFU consumers are ready to make a purchase decision
Importance of MOFU stage: lead nurturing is vital at this stage as 50% of leads are not ready to purchase when they first inquire about a product, MOFU contains a targeted audience for conversion to BOFU, and providing more information gains trust of prospects
Reaching MOFU prospects: MOFU content strengthens the relationship with leads from TOFU stage, educates potential customers, adds a call to action, directly compares to competition, and anticipates audience questions
Types of MOFU content: case studies, blog posts, testimonials, white papers, videos, e-books, competitor comparison articles, interviews, webinars, buyer guides, demonstrations, FAQ sheets, email marketing, product tutorials, checklists, templates, newsletters, and brochures.
Bottom of Funnel (BOFU):
Bottom-of-the-funnel (BOFU) refers to the final stage of a customer's product consideration before conversion or loss of interest.
BOFU follows the stages of TOFU (introduction) and MOFU (engagement).
BOFU is the narrowest segment but most likely to have conversions.
Nurturing leads in BOFU involves developing relationships through personalized communication and data tracking.
Highly qualified leads (HQLs) are knowledgeable about the business and product and close to purchasing.
HQLs require a clear brand, high-quality content, and personal communication to convert.
Standard BOFU techniques include free product trials, personalized and timely follow-up, and customer testimonials.
Continued customer relationship management after purchase builds trust and maintains customer loyalty.
For a Daily Reminder:
E. St. Elmo Lewis is credited with inventing the concept of the sales funnel in 1898. He is considered one of the early pioneers of modern marketing and is known for his innovative ideas about the process of selling and marketing. The sales funnel is a visual representation of the customer journey, from initial awareness to eventual purchase, and is a widely used tool in marketing and sales today.
Funnel Factor: The Step-By-Step Process For Building A Proven Sales System For Your Business
