ToFu, MoFu and BoFu are concepts that are an integral part of marketing strategy. Regardless of the industry or type of business, understanding the stages of the customer’s purchase journey and adapting content, formats and distribution places to it can bring significant benefits. What do the acronyms ToFu, MoFu and BoFu mean?
ToFu, MoFu and BoFu and the stages of the customer’s purchasing path
This is the initial stage of the purchasing path. The customer at this stage is not yet a customer, they may not know about the company’s take telegram advertising service existence or the problem that the product/service solves. The goal of this stage is to attract attention, educate, and inform. You can already collect sales leads at this stage, but remember that these are not yet people who have decided to buy.
At the ToFu stage we can use a variety of content formats, such as:
- social media posts (organic)
- paid advertising campaigns,
- infographics,
- blog entries,
- short video,
- newsletter subscriptions,
- influencer marketing.
Thanks to them, you will effectively attract the attention of potential customers, interest them in your offer and show your capabilities.
MoFu (Middle of the Funnel)
At this stage, people are already interested in our offer and are starting to actively seek solutions to their problems. If sales leads were collected at an earlier stage, this stage will allow for better segmentation, if not – this is the best time to start collecting a database. This could be, for example, an email database.
As part of the MoFu stage, it is worth considering using formats such as:
- e-book,
- guide,
- marketing automation,
- webinar,
- video,
- social media group.
This allows you to build customer engagement and guide them towards completing a purchase.
BoFu (Bottom of the Funnel)
People at this stage of the customer journey are already few have thought well convinced of the value of the offer and ready to make a purchase decision. It is worth using this moment to make the purchasing process easier for them.
Within BoF it is worth using formats such as:
- portfolio, case study,
- references and opinions about the product (user generated content)
- rankings and comparisons,
- product video
How to prepare ToFu, Mofu and Bofu content?
The content we use in ToFu, MoFu, BoFu communication. They will differ not only in format but also in language and place of distribution.
Content Marketing for ToFu
Content for the upper part of the sales funnel should dating data be diverse, adapted to, among other things, the channel in which it is distributed. In this content, we do not use specialized language, we adapt it to a wide group of recipients, from which the group interested in the product/service will be clarified.
Content Marketing for MoFu
Content for the middle of the sales funnel may already include industry terms and details about products and services. These are people who are already aware of the problem and are looking for a solution.