Conversion Funnel: What is TOFU, MOFU, BOFU and what are they for

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Conversion Funnel: What is TOFU, MOFU, BOFU and what are they for


What if they told you that understanding these acronyms is one of the keys to selling online ?

Surely the concept of a conversion funnel sounds a bit more familiar to you.

If a business does not have a funnel, it is very difficult for it to be profitable.

Because a funnel does not consist only in hiring a Digital Trafficker to buy traffic and take it to subscription or sale pages.

A funnel is made up of different stages and in each of them you have to offer the potential customer the content they need 玻利维亚电话号码列表.

Neither more nor less, only what they need to move to the next stage.

This is exactly where these acronyms come into play.

TOFU, MOFU and BOFU will represent the type of content you need in each of the stages.

The key to creating a funnel that sells is to move the potential customer from one stage to another to try to increase our authority .

I am going to teach you the EXACT type of content you need in each of the stages, but first I want to explain well what TOFU, MOFU and BOFU are.

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Table of Contents
What is TOFU, MOFU and BOFU?
Why you should apply TOFU, MOFU and BOFU content in your conversion funnel
Content for each stage of the conversion funnel: TOFU, MOFU and BOFU
TOFU – Top of the funnel
MOFU – Middle of the funnel
BOFU – Botton of the funnel
The new conversion funnel: TOFU, MOFU and BOFU
What is TOFU, MOFU and BOFU?
TOFU, MOFU and BOFU are short for Top, Middle and Botton of the funnel and represent the different stages of the conversion funnel.

That is, they will reflect the journey that a person makes from the moment they recognize that they have a need until they end up buying (buyer journey).

This is directly related to a client’s level of consciousness and is based on delivering the right message at the right time to the right person .

TOFU: Top of the Funnel
TOFU represents the upper stage of the funnel and is made up of people who don’t know you at all.

That is, they do not know you or your solution and sometimes they do not know until they have a problem.

The goal of content for TOFU is to educate your audience on a specific problem, need or pain point, but without selling.

MOFU: Middle of the Funnel
In this phase the potential customer is already more predisposed to buy from you but still needs more information.

Now the person is aware that they have a problem or a need and they already know you.

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The key will be to increase your interest in us and above all to convert strangers into potential customers 优酷用户.

BOFU: Botton of the Funnel
BOFU is the decision stage, the moment of truth.

Here a person decides if he is going to buy from you, your competition or not directly make the purchase.

Therefore, the potential customer will seek more specific information about the products to resolve their doubts and possible objections.

The key is to show that you are the best option they can choose, which is why testimonials and success stories work so well.

Do not worry because later we will enter fully in each of the stages and I will tell you the type of content you need.

Why you should apply TOFU, MOFU and BOFU content in your conversion funnel
Would you tell a person you just met to marry you?

Or rather, if you go down the street, would you ask the first person you come across if they would marry you?

(I think not, but everything can be).

But if you start talking to a person little by little and tell them to meet for a drink, they are more likely to say yes.

After the first date, if the two of you want to meet the other person, it is even more likely that you will meet again.

After meeting up a few times, you are sure to introduce yourself to your friends.

Later he will meet the parents, relatives, etc.

The safest thing is that you will end up living together and you will probably get married to start a family.

This same example that they tell you in this Digitalmarketer post is the key to selling online .

Before they buy from you, people have to become familiar with your brand and your products.

The key to selling online is based on trust.
At each stage of the conversion funnel, potential customers will ask a series of questions as they go through each phase.

Knowing what kind of information to provide them at the right time will be the key to eliminating objections and moving them from one stage to another.

Now, what kind of content do you have to create?

Content to awaken consciousness.
Content that allows evaluation.
Conversion-oriented content.
Each phase will have a series of characteristics and peculiarities but they will be directly related to two elements:

The level of awareness of the customer.
The temperature of the traffic.
Understanding these concepts is essential, otherwise I assure you that you are going to waste money on any marketing action.

Content for each stage of the conversion funnel: TOFU, MOFU and BOFU
There is a belief that to do content marketing you only have to write articles on the blog.

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Blogs are only one part of content marketing.

The social ads are also content.
The testimonials and success stories are also content.
Informational videos or nuggets are also content.
The FAQs are also content.
TOFU, MOFU and BOFU content

But the key is based on creating three types of content:

Content to awaken consciousness.
Content that facilitates the evaluation.
Content focused on conversion.
And like I said, you have to be able to move people from one stage to another.

To do this, you will have to create specific content for each of the three stages.

Let’s see what content and types of ads on social networks to create in the TOFU, MOFU and BOFU and what type of ads

TOFU – Top of the funnel
The TOFU part is the first impression you are going to have with your target audience, so don’t screw it up.

It’s your first date, so selling directly to them can be a “bit pushy.”

A phrase that I really like about this post on Ron Willingham’s Shopify is:

You are not selling products or services, you are selling solutions, gamifications, rewards and fun. in other words, the end result.

Therefore, at this stage we do not have to offer our products directly, but to show solutions to the problems of our target audience.

Knowing the pain points of our ideal client will be essential.

What content to create in TOFU
You have to create a content strategy that contains content to educate, inspire or entertain

The contents that can work well are:

Blog articles.
Social media posts.
Videos and nuggets.
The main objective of this stage has to be to increase a client’s level of awareness about their problem and the possible solution.

What I recommend is to advertise on Facebook and Instagram to reach the public that does not know you and thus start feeding your funnel.

MOFU – Middle of the funnel
Depending on the type of product and its price, the time they will spend in this stage will be more or less.

If the price is high, the middle stage will be longer and therefore the potential customer will need more content.

What content to create in MOFU
The contents that can work well are:

Study cases.
Resource listings.
Tools kit.
Software downloads (free trial 14/30 days)
Discount coupons for first purchases.
Educational or paid webinars (at low cost)
Events (edit)
Regardless of how you do it, the goal is to get the email or WhatsApp number of your potential customer.

It is very important that you pay attention to the following metrics:

No. of potential customers.
Cost potential customers.
Conversion rate.
Lead magnet delivery email opening percentage.
Welcome mail opening percentage.
This data will tell you the health level of your funnel at this stage.

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Another thing that I recommend is to do remarketing campaigns on Facebook and Instagram to attract those people who saw the landing, but did not subscribe.

BOFU – Botton of the funnel
In the BOFU we will have to show the type of content that customers need to finish making the purchase.

Remember that here, the potential customer is where they decide if they buy from you, or your competition.

So the type of content has to be oriented to show us as the best possible alternative.

What content to create in BOFU
The contents that can work well are:

Demonstrations and tests.
Customer stories.
Success stories.
Events or workshops.
Contents that can work well in an online store:

Discounts on the first order.
Free delivery.
Product free sample.
Discount for annual payment.
As in MOFU, there are a series of metrics that you have to pay attention to yes or yes:

No. of sales to leads.
Lead value.
Cost per purchase.
Sales page conversion rate.
Mail opening rate.
Click-through rate for emails.
With this, now if you would be in a position to make a content strategy focused on each of the TOFU, MOFU, and BOFU stages.

The new conversion funnel: TOFU, MOFU and BOFU
If you Google “conversion funnel examples” you will see the typical image of a funnel that ends when a purchase is made.

That is the classic funnel.

The purchase process of a customer does not end when they have already made the purchase.

The key to making a business profitable is converting that first buyer into a repeat customer.

funnel example

The first offer is only the entry to increase the purchase value of a customer.

It is not enough that they buy from us once.

We have to be able to push the customer to the back end , which is where the profitability really is.

So you can see it with a real example.

According to this post, most of the profits from the sale of a Barbie doll did not come from the doll itself.

The profitability was in the sale of the accessories that can be bought separately.

In other words, the Barbie doll is the beginning of the conversion funnel.

So I recommend that you not only dedicate yourself to creating content for the three stages that we have seen, but also define the back end of your business.

Content so that your customers are loyal to your brand, even become your ambassadors.

I hope you liked the article and are more clear about how to create a conversion funnel focused on the TOFU, MOFU and BOFU stages.

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