Impact of Tofu, Mofu and Bofu Funnel Strategy in Digital Marketing

Impact of Tofu, Mofu and Bofu Funnel Strategy in Digital Marketing

The marketing or sales funnel concept has existed since 1898. It was developed by Elias St. Elmo Lewis, an American advertising expert, who created a model that describes the stages a customer goes through before making a purchase. This model, known as the AIDA marketing model, is what we now refer to as the sales or marketing funnel.

Before buying something, a person goes through four steps: Awareness (they realize they have a problem), Interest (they look at products or services that can solve the problem), Desire (they decide on a specific product or service), and finally Action (they make the purchase). These four steps can be shown as a funnel, which is how AIDA became a marketing funnel.

What specific metrics can businesses use to measure the effectiveness of TOFU, MOFU, and BOFU content strategies? How can companies optimize content for different audience segments at each funnel stage? What common mistakes should businesses avoid when implementing a marketing funnel strategy?  

How Well Do You Understand the 3 Stages of the Marketing Funnel?

Businesses use various content to engage with potential customers at different stages of the buying process. We'll explain each stage and how your strategy for top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) content can affect your business. We'll also discuss the impact of using a complete marketing funnel strategy.

TOFU: top of the funnel

The buyer is in the Awareness phase of our AIDA model and is at the beginning of the decision-making process. The buyer recognizes a problem and seeks a solution, but they don't know about your brand yet. The buyer is actively searching for information. This is a stage where research is key, and the buyer is looking for details and answers.

Your TOFU Content Strategy

Objective: to get a buyer’s attention.

• Boost website traffic with helpful SEO content that includes educational blogs in your field (e.g., how-tos and best practices).
• Post material from your website and other sources on social media to increase traffic. Use social media to advertise your blogs and website.
• Use lead-capture forms on your social media accounts and the website's most popular pages. Try to get 2% of your visitors to provide their contact details.
• Well-crafted call-to-action (CTA) buttons are crucial for website and social media pages.
• Blog entries, research reports, e-books, and white papers are a few examples.

MOFU: Middle of the funnel

At this stage, a buyer evaluates various options, and if your brand becomes visible, your product or service might be included in the consideration list.  

Your MOFU Content Strategy

Objective: educating and trust building.

*Offer useful, educational content that speaks to the buyer's particular issue or pain point.

Content that is pushy or salesy is strictly prohibited.

You are in the relationship-building or lead-nurturing stage; ensure your content is relevant.

In-depth blog entries, whitepapers, e-books, webinars, videos, and case studies are a few examples. Case studies aid in establishing trust by providing practical examples and actionable insights.

BOFU: bottom of the funnel

This is the final step in a buyer's (called a qualified lead) journey through the sales process, where they are ready to buy from you if you've successfully guided them to this point. At this stage, the lead only needs a small nudge to purchase, like extra confidence, an incentive, or a sense of urgency (such as a limited-time discount).

Your BOFU Content Strategy

Objective: Project your brand’s unique selling propositions, that set you apart from others.

*Offer insightful, helpful information that touches on the buyer's particular issue or pain point.

• Salesy and pushy content is strictly prohibited.
• Present relevant material; you are in the relationship-building or lead-nurturing stage.

Whitepapers, case studies, webinars, films, ebooks, and in-depth blog entries are a few examples. Case studies contribute practical ideas and real-world experiences while fostering confidence.

BOFU: bottom of the funnel

This is the final step in a buyer's (called a qualified lead) journey through the sales process, where they are ready to buy from you if you've successfully guided them to this point. At this stage, the lead only needs a small nudge to purchase, like extra confidence, an incentive, or a sense of urgency (for example, a limited-time discount).

Your BOFU Content Strategy

Objective: Project your brand’s unique selling propositions, that set you apart from others.

• At this point, the interested customer wants to be sure that your solution will work as promised or provide the expected return on investment (ROI). They need complete confidence that buying from you is the best choice.
• While direct selling might seem right at this stage, it's better to be cautious and let the customer decide.
• Create personalized content that directly addresses the customer's concerns, as if you're certain they will buy from you.
• Content that reassures the customer that your product or service is a safe choice can be helpful. For example, highlighting additional warranties, 24/7 customer support, etc.
• Examples of such content include case studies, vendor comparisons, live demonstrations, free trials, and free consultations.

The Business Impact: How Strong Is Your Tofu, Mofu, Bofu Approach?

A comprehensive marketing strategy that addresses all stages—from attracting potential buyers to converting them into leads, nurturing those leads, and eventually turning them into customers— is an effective approach. Focus on nurturing leads by building relationships and providing value in a positive and subtly persuasive way, rather than pushing for an immediate sale. This method helps establish trust in your brand. Over time, your audience will view you as an expert in your field and develop confidence that your brand can meet their needs. A comprehensive marketing strategy that addresses all stages—from attracting potential buyers to converting them into leads, nurturing those leads, and eventually turning them into customers— is an effective approach. Focus on nurturing leads by building relationships and providing value in a positive and subtly persuasive way, rather than pushing for an immediate sale. This method helps establish trust in your brand. Over time, your audience will view you as an expert in your field and develop confidence that your brand can meet their needs.

The benefits you'll get from this are huge. A survey showed these results:

95% of customers wanted to buy from a brand that provided enough information to help them through every step of the buying process, from start to finish.

68% of customers felt more confident and positive about a brand after reading its content.

82% of customers looked at at least 5 pieces of content from a brand before making a decision.

Plus, a full-funnel marketing strategy increases the customer lifetime value (CLV). CLV is the total amount of money you can earn from a customer throughout your relationship with them.

What Should Be Your Tofu Mofu Bofu Strategy for Full-Funnel SEO Marketing?

The marketing funnel is all about a buyer’s, visitor’s, or audience’s journey, But your buyer’s search behaviour changes throughout this journey. Hence your SEO strategy must align with it. You can use a three-pronged approach:

1. Keyword research

2. Content  

3. Website architecture

1. Keyword research

Your keyword research needs to be different for each stage.

1.Tofu Keyword Research

• Look for general search queries related to the pain points your brand addresses.
• Also, consider the broader interest-based searches your prospective buyer would make.
• Look for keywords with Who, What, When, Where, Why and How.
• Examples are “How to”, “tips”, “what is”, “strategies”, “where to”

2. Mofu Keyword Research

• At this evaluation stage, use keywords that relate to the solution your brand provides.
• Also, use evaluative or comparative keywords such as “best”, “maximum”, “only” etc.
• Examples: reviews, compare, benefits, why choose

3. Bofu Keyword Research

Since your nurtured lead is at the final stage of their decision-making process, you can use conversion-driven keywords.

Examples: Buy now, pricing, deals, get a quote, talk to, free trial, sign up, etc.

2. Content  

1. TOFU content (demand generation)

Here is a list of tofu content you can use:

• Blog posts
• Videos
• Podcasts
• Guides
• Ebooks
• Infographics
• Webinars
• Templates
• Checklists
• social media 

2. MOFU content (lead generation)

The list includes:

• Blog posts
• Videos
• White papers
• Original research and reports
• Case studies
• Product tips and tutorials
• Webinars
• Event

3. BOFU content (sales)

Use these types of content:

• Product demos
• Product tutorials
• Video product walk-throughs
• Product webinars
• Detailed case studies
• Customer features
• Calculators
• Tools
• Comparison charts
• Email marketing

3. Website architecture

Plan to bring visitors from your website to your marketing funnel. Have a site architecture that has a clear path from the home page to each funnel stage. Internal links will help to move your visitor through the funnel. Your home page can have different sections with internal links that can lead the visitor through.

• Tofu – a tofu visitor can be led to the Resources section to read more about your solutions.
• Mofu- a mofu visitor can be led to hover over the Solutions category and click on the industry for more personalized content. The visitor can also be encouraged to sign up for a webinar or explore Research & Reports.
• Bofu- a bofu visitor can be encouraged to watch video demos, read testimonials, go through a case study, or click the prominently-placed “schedule a free demo” button.

Conclusion

Incorporating a full-funnel tofu mofu bofu strategy can transform how your brand nurtures leads and builds lasting relationships, turns them into buyers, and increases CLV. By using tailored content and SEO approaches at each stage, you create trust and guide potential buyers through their journey seamlessly. The result? Higher conversions, deeper loyalty, and a brand that stands out.