What is BOFU and how do you make content for it?

But don’t feed the same content repeatedly; create a funnel by excluding audiences that have already hit some of these content pieces so you can plan out their journey. The value you provide needs to shine through and be the tipping point for users to convert. Here are 34 creative ways to retarget users in email campaigns.

It highlights the fact that prospects have different information needs depending on the stage they’re in. In today’s digital world, prospects rarely follow a straight line from awareness to purchasing. As your target audience gains awareness of your brand, a subset of those prospects will go on to consider what you offer.

They may not know about your brand, or even be aware of the products or solutions they need yet. Once you adopt a full-funnel enterprise SEO strategy, though, you’ll attract and retain potential customers at every step, in turn increasing your marketing ROI. So, if you don’t optimize for each stage, you can’t attracting visitors from the full funnel. She's passionate about helping businesses achieve their growth goals through inbound marketing. Educate and inform at each and every stage of the sales funnel and truly trust the process.

Understanding the Sales Funnel

Middle of funnel content focuses on nurturing leads, building relationships, and educating potential customers who have shown an initial interest. Instead of selling, demonstrate your understanding of potential customers’ pain points and your commitment to helping them using your specific expertise. ToFu content is about offering value and making a memorable first impression, as your potential customers in this stage don’t know who you are.

• Leads at this stage often seek to understand how a product works.
• A conversion-focused content strategy should include top-, middle-, and bottom-funnel content to meet your audience at every stage of the funnel.
• At this point, the reader is ready to take action and is comparing specific options.
• Additionally, at the bottom of the funnel, prospects have a clearer understanding of their needs and are actively seeking solutions.
• At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their needs.

Case Studies and Customer Stories

While you don’t have all the internal resources in order to make this happen, you’re looking at several inbound marketing agencies that can act as an extension of your team. It’s just what you were looking for at this stage of the sales funnel. Again, all helpful and all a part of your research, or the TOFU stage of the sales funnel. While your team is pulling some internal numbers, you start doing research online. They have done a significant amount of research, have defined their solution, and have probably identified several vendors that they’re comparing. You’re still working on building trust with these leads, so again, don’t go in for the sale or come on too strongly.

What Are Tofu, Mofu, and Bofu & How Do I Use Them?

It brings readers on a journey from the initial problem through the implementation of a solution and the results. The key is to be persuasive and authoritative when providing solutions to their pain points. But it’s not just a matter of saying “Our product is better than theirs.” Almost everyone in the history of sales and marketing makes this claim sooner or later.

What is BOFU content?

At this point, individuals have identified their problem or need, considered various solutions or products, and are evaluating their options closely with the intent to buy. At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their needs. Simply put, TOFU is where you peak interest, establish your presence, push your branding, and start to nudge prospects through the nurturing phase. A good marketer understands where each of these tiered prospects are in their journey through your funnel. BOFU is actually something that’s spotless because it’s been scoured by the repetitive scrape of shiny coins.

If you’d like to learn how to approach webinars, you can check GatherContent’s webinars and see how they do it. As you can see at the end of Automate.io’s case study, they asked the same successful customer for a testimonial. From the same case study example we saw earlier, you can find a great example of how building a case study helps you to get testimonials.

Video case studies can also add emotional weight and help bring abstract benefits to life. Bottom-of-funnel SEO is all about high-intent keywords, queries that signal a lead is no longer just researching, but actively evaluating solutions and preparing to buy. At the bottom of the funnel, your content strategy should shift from education to conversion enablement, and that starts with targeting the right search intent. They’ve done their research, explored the options, and now they’re deciding who to trust. In return, sales should give feedback on what content resonates and what prospects are still unsure about.

That means most of our articles and YouTube videos are based on a MOFU (Commercial) or BOFU (Transactional) keyword. You’re probably already aware that creating content based on a target keyword is a best practice in SEO. Now that we understand how to pick an effective marketing channel let’s turn our attention to choosing keywords.

For example, anyone selling a house would need the customer’s contact information or a call from the customer to further discuss the prospects of the purchase. For online retailers, the objective defined by digital marketers could be to use keywords to target customers by showing them the most accurate results based on their past searches, searched keywords, demographics, etc. The following sections describe some marketing actions applied in each stage of the funnel to help the reader understand the kind/type of actions used and their purpose. The main objective of this funnel is to model how marketing efforts attract prospects, convert them into leads, and how those leads react to marketing effort until they are converted into customers. There are also many other names given to this process such as purchase funnel, sales funnel or even conversion funnel.

Here’s what TOFU, MOFU, and BOFU really mean, how to use them strategically, and why a full-funnel content plan is still important in your current marketing toolbox, even in an AI-powered search environment. The only thing businesses now need to do is to use these tools in a smart way against verifiable, time-bound and realistic objectives to expand their outreach and build a long-term relationship with their customers. Additionally, you can use software like Google Analytics 360 or Adobe Analytics can be helpful, although their pricing can be prohibitive for small and medium businesses. Customers are likely to have a lot of questions and businesses should invest some time and money in educating their sales representatives bofu or hiring people with good knowledge regarding the product or industry. It should provide genuine insights into how similar businesses achieved success using your solution. The more detailed you are, the easier it becomes for prospects to see why your solution is the best choice.