I believe that many people, when they see the word ToFu for the first time, will think to themselves, “What’s the matter with tofu?” Definitely.
Actually, tofu has nothing to do with this article. And I’m not here to serve you food. Or take you to know a Michelin star restaurant. But the menu that I will serve is related to the “Sales Funnel”.
In addition to that I will also explain marketing terminology. and sales like ToFu, MoFu, and BoFu that marketers and salespeople should know In order to market to the right target Make sales in the right way.
I guarantee that after you finish reading this article, you will know and understand the terms Sales Funnel and ToFu, MoFu, and BoFu, which will definitely result in you being able to create content to communicate with your Leads in a more direct way.
If you’re ready… Please come taste the menu that I have served.
What is a Sales Funnel?
Not everyone who sees your product will want to buy it.
And not a person who hasPersonaMatch with the people who will be your customers Will make purchasing decisions from day one
Your potential customer must go through a series of touchpoints before they decide to purchase your product or service and become your customer.
This process is called “Sales Funnel”
Sales Funnel is divided into 3 simple steps: Top of the Funnel (ToFu), Middle of the Funnel (MoFu) & Bottom of the Funnel (BoFu). Where Sales Funnel, we will mainly look at it from our business perspective.
I like to compare the Sales Funnel with the Buyer’s Journey: ToFu = Awareness, MoFu = Consideration, and BoFu = Decision, and the Buyer’s Journey is primarily viewed from the customer’s perspective.
If you see from the picture above, you can see that the Sales Funnel is in the shape of an inverted cone. In the ToFu stage, it is the stage with the highest number of people in it. Then, when people move to the next stage of the funnel, those who aren’t included will be “filtered” out until you get people who are in BoFu, people who are interested in buying (and whose profile matches your Target’s, if your business is a B2B business) your products or services.
So at each step of the funnel, what do we have to serve to people who enter our funnel? I’ll slowly Explain each step for you to understand.
What is ToFu (Top of the Funnel)?
ToFu is the first step after Stranger Things. (Strangers) come to know you through your website or social media, whetherPaid, Owned or Earned MediaAnyway
At this stage, he might just have some things he wants to know. Some problems I want to solve But he may not have any interest in your product or service yet.
A clear example is the one you are looking at here.
This ToFu MoFu BoFu article is considered content for the ToFu stage. I wrote this article to answer your curiosity. As of right now, you may not even have the desire to buy anything from Content Shifu (and Content Shifu itself has not sold anything in this article).
What is MoFu (Middle of the Funnel)?
MoFu is a step in the middle of the Funnel, after strangers come to get to know us.
He loves what you have to offer and he wants to interact with you. For example, they interact with the content you make (like, comment, share) or agree to provide some valuable information to you. In exchange for what you will give
What you are giving can be an eBook, a video, or whatever the recipient feels like it.valuableWhat you’re asking for can be their name, email address, LINE phone number, or anything else that would allow you to stay in touch with that person (and these things are valuable to you, too).
This step is like giving something valuable to each other. And each other began to trust each other. and started becoming friends
And when they are friends with you You still need to create content that delivers value to your leads at this stage. (The English technical term is called Leads Nurturing or nurturing leads so that those leads become leads ready for sales.)
Please give an example of this content as before.
If you keep reading this content. You may see a pop-up or slide-in where Content Shifu will provide content that iseBook/Checklistto you, what we will ask for is your information
After you have downloaded content from us. We will send you periodic emails. To nurture you to be ready to buy something from us.
What is BoFu (Bottom of the Funnel)?
BoFu is the stage at the end of the sale, after the Leads know you and you consistently deliver value to them. along with providing your product information It’s time to close the sale.
Content at this stage should not be educational. Or just providing information about your products. But the content at this stage should be content that focuses on making people take action, whether it be product testing. Requesting advice or purchasing products
This step can be compared to when you’ve been friends with Leads for a while. and want to change the status to be a lover You’ll need to find the right way to tell your Leads you love them. If you’re the right person, and behave well throughout the time you’ve known each other, the chances that Leads will respond to your love will be high.
For example, Content Shifu will email you details about courses you might be interested in to convince you to click through to the landing page and make a purchase.online coursesour
Summary
It can be seen that the images of ToFu, MoFu, and BoFu are conical. This is because out of all Leads that enter ToFu, not all of them move to MoFu, and not all Leads that are at MoFu move to BoFu.
In addition, Leads that came in They may not always enter the ToFu stage first. Some leads may be at the BoFu stage and ready to try the product.
Therefore, preparing the right content for the right person at the right time in each stage of the funnel is very important.Read more: They say content is king. The king must have a queen But who is the queen?
Have you ever considered your leads? Or what stage of the funnel are you in? And do you have content prepared for Leads in all 3 phases? Let’s continue the conversation in the comments :)
