TOFU, MOFU and BOFU. A simple funnel for successful online sales
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Technologies similar to Cookies
Similar technologies are technics or tools, using certain characteristics to identify devices so that visits to a website can be analyzed. It includes, for example, HTML5 local storage, local Shared objects, fingerprinting techniques, tracking pixels and plugins.
For ease of reference, cookies and similar technologies are referred as "Cookies".
Usage of Cookies
Cookies enable us to provide users with certain features and supply us with information about website visits.
We also make use of cookies to make our site more user-friendly, to better understand our existing and prospective customers, including associating a user with different devices and browsers that they may use for online targeting and advertising purposes.
- What do you care about?
- Sales. I want to build a process.
- What do your customers want? Have you asked them?
- Why should I? I know everything.
(From a conversation with a dropshipper)
Product or audience? Which comes first? Does the customer need what you sell? What do they want? The basis of all your offers, creative, lead magnets and content is always the interests and needs of the target audience. The person and their problems. Only in this way, not otherwise.
The axiom of successful marketing: you sell a product that is relevant, needed, affordable and meets your customer's expectations.
Whether you are building a new business from scratch or have been working to grow your business for many years, you are probably familiar with the concept of the sales funnel. Unfortunately, most businesses, large and small, either ignore their sales funnel altogether or remember it on an ad hoc basis. Most often with the sadness of declining or non-existent sales. Today, with Fincraft Capital, let's take a look at a simple and visual funnel consisting of three stages: TOFU, MOFU and BOFU.
Linear and not so linear
There are many variations of the sales funnel. Despite the variety of shapes and names, they are all constructed in the same way and have the same meaning.
A sales funnel is a visual and effective diagram that allows you to visualise and track the path of a potential customer from the moment of awareness (top of the funnel) to the moment of closing the deal (bottom of the funnel). The movement along the funnel can be linear: a customer sees an ad, goes to a website, reads reviews and buys a product. This is the ideal case. Unfortunately, such customers are in the minority.
In most cases, the customer's behaviour is non-linear: they do not make an immediate decision, they study the product, read reviews, watch YouTube videos, go to social networks. They may look for alternatives, compare prices, wait for discounts, abandon their basket and come back. A well-designed sales funnel allows companies to more effectively plan and optimise their marketing and sales efforts at every stage.
- Sales. I want to build a process.
- What do your customers want? Have you asked them?
- Why should I? I know everything.
(From a conversation with a dropshipper)
Product or audience? Which comes first? Does the customer need what you sell? What do they want? The basis of all your offers, creative, lead magnets and content is always the interests and needs of the target audience. The person and their problems. Only in this way, not otherwise.
The axiom of successful marketing: you sell a product that is relevant, needed, affordable and meets your customer's expectations.
Whether you are building a new business from scratch or have been working to grow your business for many years, you are probably familiar with the concept of the sales funnel. Unfortunately, most businesses, large and small, either ignore their sales funnel altogether or remember it on an ad hoc basis. Most often with the sadness of declining or non-existent sales. Today, with Fincraft Capital, let's take a look at a simple and visual funnel consisting of three stages: TOFU, MOFU and BOFU.
Linear and not so linear
There are many variations of the sales funnel. Despite the variety of shapes and names, they are all constructed in the same way and have the same meaning.
A sales funnel is a visual and effective diagram that allows you to visualise and track the path of a potential customer from the moment of awareness (top of the funnel) to the moment of closing the deal (bottom of the funnel). The movement along the funnel can be linear: a customer sees an ad, goes to a website, reads reviews and buys a product. This is the ideal case. Unfortunately, such customers are in the minority.
In most cases, the customer's behaviour is non-linear: they do not make an immediate decision, they study the product, read reviews, watch YouTube videos, go to social networks. They may look for alternatives, compare prices, wait for discounts, abandon their basket and come back. A well-designed sales funnel allows companies to more effectively plan and optimise their marketing and sales efforts at every stage.
Top of the funnel
The top of the funnel is where the attention is. When potential customers enter your funnel, you need to raise their awareness, encourage them to buy and remind them of their problem. Therefore, TOFU marketing tactics should focus on education and engagement rather than direct sales. Your job is to interest as many potential customers as possible. How do you do this effectively?
Content marketing: articles, blogs, videos, infographics and other content formats. What kind of information will your prospects be interested in? What problems can you write about to help solve?
Social media marketing. To increase your visibility and reach, post your content on social media. Write short articles and posts. Describe the problem and offer solutions.
Search engine optimisation (SEO). This includes optimising your website and content to rank higher on search engine results pages.
Online advertising. Online advertising campaigns on platforms where your target audience spends more time should attract attention and lead to your website or social media page.
Contact details. Offer something of value (such as a free e-course or information brochure) in exchange for the customer's contact details.
Middle of the funnel
At this stage, customers have already shown interest in your company or product, but are not yet ready to buy. MOFU marketing tactics should focus on encouraging and retaining potential customers.
Content marketing. Help potential customers better understand their problems and show them how to solve them. This can be any relevant content: case studies, articles, testimonials, reports.
Email marketing. Once you've collected data at the top of the funnel, send personalised promotional and informational emails.
Webinars and online seminars. Announce and host free webinars to educate and engage prospects.
Personalise content. Consider the characteristics of your target audience and publish content relevant to their interests.
The top of the funnel is where the attention is. When potential customers enter your funnel, you need to raise their awareness, encourage them to buy and remind them of their problem. Therefore, TOFU marketing tactics should focus on education and engagement rather than direct sales. Your job is to interest as many potential customers as possible. How do you do this effectively?
Content marketing: articles, blogs, videos, infographics and other content formats. What kind of information will your prospects be interested in? What problems can you write about to help solve?
Social media marketing. To increase your visibility and reach, post your content on social media. Write short articles and posts. Describe the problem and offer solutions.
Search engine optimisation (SEO). This includes optimising your website and content to rank higher on search engine results pages.
Online advertising. Online advertising campaigns on platforms where your target audience spends more time should attract attention and lead to your website or social media page.
Contact details. Offer something of value (such as a free e-course or information brochure) in exchange for the customer's contact details.
Middle of the funnel
At this stage, customers have already shown interest in your company or product, but are not yet ready to buy. MOFU marketing tactics should focus on encouraging and retaining potential customers.
Content marketing. Help potential customers better understand their problems and show them how to solve them. This can be any relevant content: case studies, articles, testimonials, reports.
Email marketing. Once you've collected data at the top of the funnel, send personalised promotional and informational emails.
Webinars and online seminars. Announce and host free webinars to educate and engage prospects.
Personalise content. Consider the characteristics of your target audience and publish content relevant to their interests.
Bottom of the funnel
At this stage of the sales funnel, the prospect is almost ready to make a decision. Your job is to convince them that your product or service is the best choice. BOFU marketing tactics should be designed to close the deal. How to do this.
Demonstrate value. Share customer testimonials that describe how the product solves their problems.
Offer benefits. Offer discounts, promotions and bonuses to convince customers that the deal is good for them.
Free trials. Give them a taste of your product by offering a free version for review and testing.
Expiration date. Set an expiry date for offers to create a sense of urgency.
Purchase process. Simplify the buying process, make it as easy and convenient as possible for customers.
The sales funnel (TOFU, MOFU and BOFU) helps to structure and optimise customer acquisition and retention processes. Fincraft Capital s.r.o. sets up efficient sales funnels for business partners and dropshippers of an online marketplace. We analyse metrics, adjust and improve customer acquisition strategies at each stage of the funnel.
At this stage of the sales funnel, the prospect is almost ready to make a decision. Your job is to convince them that your product or service is the best choice. BOFU marketing tactics should be designed to close the deal. How to do this.
Demonstrate value. Share customer testimonials that describe how the product solves their problems.
Offer benefits. Offer discounts, promotions and bonuses to convince customers that the deal is good for them.
Free trials. Give them a taste of your product by offering a free version for review and testing.
Expiration date. Set an expiry date for offers to create a sense of urgency.
Purchase process. Simplify the buying process, make it as easy and convenient as possible for customers.
The sales funnel (TOFU, MOFU and BOFU) helps to structure and optimise customer acquisition and retention processes. Fincraft Capital s.r.o. sets up efficient sales funnels for business partners and dropshippers of an online marketplace. We analyse metrics, adjust and improve customer acquisition strategies at each stage of the funnel.