Demand and Lead generation tactics run alongside each stage of your marketing and sales funnel. You might be familiar with the modern sales funnel that most marketing and sales teams have invested in. These Funnels are Divided in three Stages TOFU, MOFU and BOFU.
B2B and B2C companies play an important role in the Demand and Lead generation funnel. This applies to All companies that sell high-end products, with long sales cycles like IT & Software, Automobiles and Luxury Brands.
What are TOFU, MOFU and BOFU?
The purchase funnel can be divided into three stages: Awareness and Consideration. These stages can be interchangeable with MOFU, TOFU, and BOFU, which stand for:
- TOFU: Top Of The Funnel (awareness).
- MOFU: Middle Of The Funnel (consideration).
- BOFU: Bottom Of The Funnel (decision).
TOFU: Top Of The Funnel (Awareness)
TOFU is where businesses typically engage in marketing activities that create awareness and interest. The awareness stage is at the top of the marketing funnel. They might not be familiar with your brand or the solutions or products they require. The user seeks information and answers during this phase of research.
Essentially, you are trying to reach prospective customers with content that will educate them and answer any questions they may have regarding your offering.
TOFU is the part of the funnel where you can establish your brand as a thought leader, provide prospective customers with a ‘sample’ of your products and services, and gain visibility amongst your audience. Some marketing activities at the top of the funnel include
- Blog posts
- Videos and Podcasts
- Guides and Ebooks
- Small Events and Webinars
- Resource lists
- Knowledge Hubs
- Offer Free Trials, Demos, Tool, or Samples.
This involves producing valuable, educational, and actionable content such as blogs, eBooks, videos, whitepapers, and videos. The idea is to expose TOFU prospects.
Content that targets prospects further down the funnel should be gated so that they convey qualified interest by sharing their contact information. Once they have done so, they may be considered (Marketing Qualified Lead) MQLs.
Your branded content should help to position your product and services. Focus on explaining how your product or services work, how they compare to other alternatives in the market, and your product or services’ unique benefits. Content can then share it widely across different channels like email and social media.
In TOFU, your Goal is to increase brand awareness, build trust, and get your brand noticed. You can communicate with them through nurturing initiatives via the sales funnel if you capture their email.
MOFU: Middle Of The Funnel (Consideration)
The content in the middle of the funnel distinguishes you from your competition and anticipates audience questions. This content encourages a deeper understanding of the problem and its potential business implications and possible solutions.
When prospects arrive at the MOFU stage, they have become aware of your brand and offering. They are now beginning to consider your brand as a possible solution.
They are aware of your solution and want to learn more. What are the pros and disadvantages? What qualities should they be looking for?
Read More : How Does SEO Help in TOFU, MOFU AND BOFU ? (SEO)
MOFU is all about engaging and converting leads. It is the part of the funnel where marketing hands over qualified leads to the sales team so that MOFU can take them to the finish line.
You will need to provide as much information as you can to your audience during the MOFU stage to help them decide. You can earn their trust by demonstrating your brand’s expertise, quality and differentiation from other brands.
This content should contain contact information to nurture prospects.
- White papers
- Original research and related reports
- Case studies
- In DEpth Webinars and Events
- How to Guide relate to your product
You can use personalized, targeted, and cadenced messaging to convert leads. Send Prospects to landing pages with gated content or sign up for webinars. If a lead ignores you on emails, you might target the same Lead with the same offer on social media to get better coverage.
BOFU: Bottom Of The Funnel (Decision)
BOFU searchers are very focused on branded searches, including product-specific searches and review types of keywords. They are also looking for evidence that your solution delivers results/ROI/etc. They should choose this one.
This phase is the most suitable of all three. However, it’s best to help the leads decide using a consultative approach. BOFU is about setting your brand apart among other options for converting qualified leads.
Once leads reach the BOFU stage of the funnel, MQLs and SQLs are converted into paying customers. The tactics used at this stage must focus on demonstrating the value proposition of your product or service and the impact it can have on the customer’s bottom line.
Your bottom-funnel prospects are highly qualified and on the way to making a sale. These prospects are your most valuable and small-business friendly. They only need a little more push to buy: extra reassurance and urgency.
In this stage, these formats are among the most successful
- Product demos and Tutorials
- Video product walks-throughs
- Webinars on Product
- Price and Features Comparison charts
- Customer features
In BOFU, I suggest helping your Lead customize the purchase to suit their needs. Incentivize your Lead to buy the product, such as strong warranties and excellent customer service. In BOFU, your focus is not just on converting potential customers to purchase but also helping them to retain after the sale.
How does SEO Help in TOFU, MOFU and BOFU?
As people move down the conversion channel, search behaviour changes. If you don’t optimize each funnel stage, you won’t attract visitors to all stages. Visitors will bounce to competitors before they reach the next stage or visit the site again. You’ll be able to attract and retain potential customers by adopting a full-funnel SEO strategy. This will increase your marketing ROI.
I had written a Separate Article on How Does SEO Help in TOFU, MOFU AND BOFU of the Modern Marketing Funnel.
In the Last
Here I tried to explain to you about Each Stage of the Modern Marketing Funnel. Hope it will help you and Here I wanted to know which type of funnel approach you guys are taking nowadays. your favorite tools used in funnel building. Let me know your thoughts via comments. I am here for you.