The types of content in the marketing funnel - part 3
The types of content in the marketing funnel
The contents of the marketing funnel are thus divided: TOFU, MOFU, and BOFU. Depending on your prospect's position in the process, the content you offer them will have to be different, in order to move them forward in your marketing funnel.
TOFU (Top of the Funnel): from visitor to lead
During this step, the Internet user becomes aware of his problem, it is the “ Discovery ” phase. He learns about his sector and the problems he thinks he is encountering. At this stage, his research is rather generic, it is therefore up to you to provide a response that is both generalists and with high added value, thanks to your expertise, to help him understand precisely his problem.
Content: blog articles, web stories, statistical reports, infographics, white papers, etc.
MOFU (Middle of the Funnel): from lead to MQL
The second step corresponds to the so-called “ Consideration ” phase. The Internet user has identified his problem and tries to find what solutions could answer his problem.
Unlike the TOFU stage, his research is more precise. If some of the solutions appeal to him more than others, he will then get in touch with the company which, according to him, could solve his problem, in order to have more information.
This is when you will be able to convert your visitors into leads thanks to their identifications.
Contents: landing page, ebook, white papers, checklists, templates, webinars, simulators, case studies, etc.
BOFU (Bottom of the funnel): from MQL to SQL
This third step corresponds to the “ Decision ” phase. It is crucial because this is when the visitor will complete the purchase.
After the MOFU stage, the Internet user can make a list and select the companies which appear to him to be the most willing to respond to his request. He will assess the proposals, formulate requests, in order to clarify his request and make his final decision. So you have to convince him that you are the right person.
The end goal is for them to make their decision based on the goal you have set for yourself: buy a product, subscribe to a subscription, make an appointment, etc.
Contents: demo request, customer cases, the free audit.
Recent Comments
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The power of blogging is being able to target people at all phases of the buying process or marketing funnel but having the choice to target specific portions as well.
What I also love is that once you know how to attack the phase of a marketing funnel you desire you can also scale up operations not only in terms of the number of products you promote but also the value of products as well. I know people make $2,000+ commissions because they use the same funnel attack methods they used to make $1 commissions from Amazon.
You can achieve everything from knowing the client and knowing the buying stage they are in when they reach your blog.
This is the power of funnel marketing, once you know how to manage the different phases of your audience, you will be able to optimize your business performance in terms of maximizing the conversion rate of your traffic and the amount of your revenue.
Abdenbi
One thing that I am stumbling would be all of the terms and acronyms but I am learning.
Thank you for being descriptive, it helps!
Stephen
We are all here to help each other and learn from each other. By the time, difficult things become more and more easier through our learning.
Thank so much for your comment Stephen.
Abdenbi
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Very nice, indeed, Abdenbi! This clarifies a lot of things!
Jeff
Thank you so much Jeff for your stopping by.
Abdenbi
You're very welcome, Abdenbi! Thanks for the valuable info!
Jeff