In the course of the initial purchase interest to the actual purchase decision, a customer goes through different phases.
As a result, a potential customer who is not yet familiar with your brand needs a completely different approach than a user who has already dealt intensively with your product or service.
This is also referred to as behavioral targeting, according to businesspally media.
With behavioral targeting, the interests and settings of the user form the basis for showing him advertising that suits his profile.
For this reason, it is continuously analyzed which advertising offers consumers are on, which information they call up and which advertising they click on.
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Getting it Right with potential Customers
The question arises as to how you can best deal with these different requirements.
We have compiled for you what makes up the individual phases of the sales funnel and which goals you should pursue in each case.
We will also show you how you can successfully use the model for your advertising strategy in social media marketing and SEA.
WHAT ARE TOFU, MOFU & BOFU AND WHAT DOES THE CONTENT STRATEGY HAVE TO DO WITH IT?
ToFu , MoFu, and BoFu are not about delicious dishes in the next vegetarian restaurant around the corner.
On the contrary: ToFu, MoFu, and BoFu are the three relevant phases of the sales funnel in marketing that every potential customer goes through – from the first perception, information about the brand and product or service to the final purchase.
Depending on how strong the user’s interest is, different and individually adapted content is required, chatty advised.
In this way, decision-relevant questions can be answered and purchase obstacles removed in order to ultimately bring about a purchase decision.
A successful content strategy helps to meet users correctly at every stage of the marketing funnel and to generate leads.
ToFu (Top of the Funnel)
In the first step of the sales funnel, the so-called top of the funnel (ToFu), the user’s attention should be drawn to your product, your service, or your brand.
Generating traffic is the keyword here, as suggested by Techpally boss.
Users have specific needs and are looking for a suitable solution to their problems.
Consequently, the focus in ToFu is on providing potential customers with useful information and making a first impression.
Because the sales funnel is still very wide in the first phase of the marketing funnel, a large audience can be addressed. The sales process is still in the background at this point.
MoFu (Middle of the Funnel)
Did you manage to lure users to your website with informative content in ToFu? Then you are in the middle of the funnel – or in short: MoFu.
Useful information, helpful recommendations and trustworthy references on your website convey to potential buyers that they are making the right purchase decision with your products or your service.
It is already much more likely that a purchase will be made at this point in the sales funnel when it was still in the ToFu.
BoFu (Bottom of the Funnel)
Convince is the keyword in the last phase of the sales funnel, says business pally editor.
In the so-called bottom of the funnel (BoFu), potential customers are already very well informed about your company and your products and only need one last small nudge to confirm their purchase decision.
These impulses can be given, for example, in the form of positive feedback from other customers, discount offers or success stories.