Tofu, Mofu, and Bofu are unique ways of segmenting the online content according to prospects’ needs at various sales funnel points. When consumers are new to your brand, it is called Tofu – ‘Top of the Funnel,’ when seekers want conditions for purchase; it is referred to as Mofu – ‘Middle of the Funnel,’ and when they decide between choices, it is known as Bofu – ‘Bottom of the Funnel.’ As people transition from Top to Middle and Bottom, what customers are looking for undergo a change, and likewise, what they are being offered must also change. The more the content aligns with customers’ unique needs, the more effective it will be and inspire them to keep moving down the sales funnel. So, at every stage of the funnel, the content shared with the customers matter. But what are we supposed to share? Let’s explore it bit-by-bit.
What are Top of the Funnel Contents?
The ToFu content is like your foot in the door. It is designed to help you introduce your brand and start building a link with visitors to the website who might eventually become customers. The wider the top of your funnel is, the more MoFu and BoFu content you have to convert to a potential audience.
1. Social Media Posts:
Social Media posts are target sites that are likely to be used by your customers and, therefore, require you to organize your posts around hashtags. Bear in mind that social posts are not one-size-fits-all, and every site has its guidelines for content curation and sharing.
2. Partnership or Recognition of Influencers:
An influencer or industry authority may already have your audience’s attention. Connect with an industry authority with a larger fan base/following and inquire for a product or advertising endorsement.
Infographics offers clients a summary of a question, problem, or subject, preferably showing statistics about those with the same concern that is easy-to-understand.
4. Blog overview:
It helps your buyer understand the issues and what they should do about it by using high-search-volume keywords and SEO to generate traffic and easy-to-scan content.
5. Short Videos:
Building and sharing a short video of fewer than 10 minutes to endorse your persona. The video may be generic and discuss a specific subject and not necessarily a particular issue. For Instagram, Twitter, or other sites where the video is well received, this can be useful.
To get more information about your buyer, use a series of short questions and help them understand a subject, problem, or culture.
7. Display Ads:
Display Ads appear on articles or pages of your customers, usually under the name ‘Sponsored Content’ label or something similar. To draw your customers in, build a clear heading and Tofu content.
8. Introductory emails:
Welcome your new leads and move them to the next sales funnel stage using awareness stage material.
What are Middle of the funnel contents?
The technique of using middle-of-the-funnel material to nurture leads and turn them into paying clients is MOFu marketing. It pushes prospects from the sales funnels knowledge process down to the conversion phase.
1. Email Drip:
Emails are still highly successful with the right material. For 85% of experts, email correspondence is preferable. To get more email openings, use attention-grabbing headings and high-quality, appropriate content.
2. In-Depth Blogs:
Curate an in-depth blog to address an issue using keyword analysis and consumer demographic research. If you cannot get hard numbers on long-tail keywords, see what your clients are talking about in similar social groups or on Q&A forums to build an efficient business blog.
3. Pertinent News:
If the customer’s concern relates to innovation, significant events, new product releases, store openings, or other news, it can turn out to be helpful.
Use a structured set of tasks to help clients solve a problem.
If a problem is complicated, an attractively crafted, insightful ebook will provide the client with the details they need. At the Mofu point, an instructional ebook will educate a customer about issues and solutions.
6. The Guide:
Offers your industry experience and demonstrates the best way to solve an issue, including comprehensive step-by-step instructions.
Templates define a way to solve a problem and include the basics layouts for your client to apply the solution to their situation.
8. In-Depth Videos:
60% of visitors would rather watch a video than read a post. Walk your clients through an elaborate video to harness the power of video in Mofu content.
A high-quality newsletter is a perfect way to get more out of the content you are already making while remaining at the top of your client’s mind. This may be monthly or fortnightly, but it must include content that your customers like.
Hosting your blog on your website is a fantastic way to boost your website traffic and get the most out of your website. In some instances, however, it might be more useful to use an existing blog platform or micro-blogging site to meet your customers, such as Reddit, Tumblr, or Medium, where they are already consuming content.
Slideshows may be powerful ways to explain complicated procedures or subjects. These are particularly useful for sharing with social groups or through LinkedIn.
What are Bottom of the funnel contents?
The material of BoFu reflects the closing phases of the journey of the buyer. Marketers will guide potential buyers to content that promotes the product at this point of the funnel and can use content forms such as case studies, product walk-through videos, Live webinars, and consultations.
1. Case Studies:
Narrate the story of an existing client in the industry. Illustrate the customer’s issues in this sales funnel point and explain how the problem is solved.
Testimonials are essential to the development of social evidence and trust. These may be used on dedicated testimonial pages, product pages, pricing pages, or other conversion pages.
3. Demonstration Of The Product:
Demonstrate a product or a service in a short video and set the product’s sales in motion.
4. Consumer Characteristics:
Explain what your product can do and the benefit it offers, especially its competitive advantages.
5. Comparisons of Products:
Go head-to-head with your rivals and highlight your benefits. If a competitor dominates certain regions, it is okay, but your product’s benefits should be important to your persona. For goods with greater consumer resistance, these video guidance segments are suitable. Shorter (5-minute) webinars have become a standard substitute for longer ones, retaining consumer interest for 20-30 minutes or longer.
A giveaway will sway many clients who have heard about your product but may not be ready to purchase it via social media, newsletter, or a community you are a part of. So, you might give away a product for free and ask your clients to advocate your brand.
Very similar to a giveaway, a discount coupon may be the incentive why a consumer would give your product or service a try. To help this deal get heard, consider posing your discount as an invitation to first-time buyers.
8. Proof as UGC:
User-generated content (UGC) acts as social evidence, demonstrating your product’s quality by showing that other people trust it. Compile the social media, videos, blog posts, or testimonials of your current customers to generate persuasive Bofu content. Do not forget to first ask for permission.
It may sometimes be hard to know what content would work best at which stage of the funnel. However, at each stage of the buyer journey, to market to your audience effectively, you must match the correct content with your persona’s needs. To ensure this, bear in mind that:
- TOFU content should concentrate on common issues facing your persona;
- The content of MOFU should be about your company, solution, and brand; and
- BOFU content should address precisely how your product or solution meets the specific needs of the prospective buyer.