ToFu, MoFu, BoFu: Understanding the marketing conversion funnel

You’d be forgiven if you said you’d never heard of ToFu, MoFu and BoFu, or simply thought it was marketing jargon at its worst.

However, understanding ToFu, MoFu and BoFu is incredibly important if you’re looking to create a winning conversion funnel and turn readers into buyers.

Every business ultimately wants to sell its product or service to its target market, the key is knowing how to subtly introduce customers to the top of the funnel and guide them to the bottom resulting in a conversion.

That’s exactly what ToFu, MoFu and BoFu are; the Top of the Funnel (ToFu), the Middle of the Funnel (MoFu), and the Bottom of the Funnel (BoFu).

These three concepts make up the structure of your sales funnel. Without them, your marketing efforts will undoubtedly fall short.

So, let’s start by understanding how ToFu, MoFu and BoFu marketing works and why mastering it is the key to a successful marketing strategy.

What is a marketing conversion funnel?

A marketing conversion funnel is a framework that outlines the stages a potential customer goes through before making a purchase.

A conversion is an action that a business wants a customer to take. This could be anything from hitting a subscribe button, making a purchase or completing a contact form.

There are a number of different marketing conversion ‘funnels’, but all share one thing in common: they map the customer’s buying journey. From initial contact with the business to them taking the business’s desired action (like buying their product).

It’s worth noting that not all customers make it through the funnel. This is because not everyone is guaranteed to convert, whether that’s because they lose interest in the product or service midway through, they realise it’s too expensive or they found another business that offers something better.

The funnel gets narrower (as funnels do), the further down it goes, with the remaining customers being the ones who decide to buy (or convert).

What is the Tofu, Mofu, Bofu model?

First, let’s define what ‘ToFu MoFu BoFu’ actually means.

ToFu, MoFu and BoFu are divided into three main parts:

• The top of the funnel (ToFu)
• The middle of the funnel (MoFu)
• And the bottom of the funnel (BoFu)

Image Source: Semrush

Together, this makes ToFu, MoFu and BoFu, and each stage has a specific role in helping target customers move further down the buying funnel.

At the top, the focus is on creating awareness, the middle looks at nurturing interest, and the bottom is about making the final decision.

Each stage serves a specific purpose in guiding customers towards conversion, with strategies and content tailored to address their needs at different points in the buyer’s journey.

We’ll look at each individual stage further down, but before this, let’s look at the benefits of utilising a well-considered and structured sales funnel.

5 benefits of using a sales funnel

1. Enhanced efficiency

A well-structured sales funnel helps you streamline your marketing efforts by guiding potential customers through each stage of the buyer’s journey.

By automating processes and nurturing leads with targeted content, you’ll find it easier to move leads further down the funnel and toward a conversion.

2.Personalisation opportunities

Tailoring content to each stage of the funnel allows businesses to provide personalised experiences for their audience.

By understanding the needs and preferences of potential customers, you are better equipped to deliver relevant messaging and offers, increasing engagement and driving conversions.

3.Post-purchase engagement

A solid sales funnel doesn’t end at a conversion; it extends into post-purchase engagement.

By continuing to nurture and engage with customers after the sale, you can encourage customer loyalty and repeat purchases, which turns one-time buyers into repeat business.

4.Boosts your online reputation

We can all agree that keeping up appearances by maintaining a positive online reputation is crucial for any business in today’s marketplace.

A great sales funnel enables companies to deliver exceptional customer experiences, garner positive reviews and testimonials, and build credibility in the marketplace.

5. Higher conversion rates

Guiding leads through a structured funnel increases the likelihood of conversion.

You and your business can significantly improve conversion rates by your customers’ addressing pain points, providing solutions, and building trust at each stage, ultimately driving more sales.

Top of funnel (ToFu)

ToFu, as you now know, stands for Top of the Funnel, which represents the awareness stage.

At this stage, you’ll want to cast a wide net to attract potential customers who are looking for a solution to whatever their problem is.

The mission here is to position yourself as a trusted source of information and instigate the beginning of their buying journey as you look to provide a solution to a problem they’re currently facing.

The main challenge here isn’t getting as many customers as possible, it’s about driving the right ones in. In the later funnel stages, the wrong customers (the ones who aren’t that interested in what you’re offering) will likely lose interest and look elsewhere.

So, be sure to do your audience research.

Top of funnel marketing strategies

ToFu marketing strategies primarily revolve around building awareness and attracting potential customers.

These strategies aim to cast a wide net and capture the attention of a much broader audience at the start.

There are a number of strategies that can help generate awareness, including digital PR link building, search engine optimisation (SEO), pay-per-click advertising (PPC) and influencer marketing.

The goal is to spark interest and initiate the buyer’s journey by providing helpful and relevant information without a hard sell approach.

ToFu content (building awareness stage)

We’ve briefly discussed how content creation at the top of the funnel focuses on building awareness to establish your brand as a trusted authority in your industry.

So, your ToFu content should be informative, engaging, and tailored to address the pain points and interests of your target audience.

Remember, you’re not trying to convert them into customers at this point. Instead, provide solutions to their pain points to establish you as a helpful source of information.

4 Examples of ToFu content

Here are some great examples of ToFu content:

• Social media posts: Sharing industry insights, tips, and interesting facts related to the business or industry.

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• Blog posts: Educational articles addressing common challenges, trends, or topics of interest to the target audience.

• Videos: Explainer videos, courses, tutorials, or behind-the-scenes glimpses that provide value and showcase the brand’s expertise.

Image source: Hubspot

• Infographics: Visual representations of data, statistics, or processes that simplify complex information and make it easily digestible for the audience

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Middle of funnel (MoFu)

MoFu, or Middle of the Funnel, is the consideration stage.

This is the point where customers become more invested in finding a solution to their problems. At this stage, the goal is to nurture their interest and position your business as the solution to their needs.

Middle of funnel marketing strategies

MoFu marketing strategies aim to engage with leads who are considering their options.

These strategies involve personalised communication, targeted messaging, and providing valuable information to address specific pain points or challenges faced by your potential customers.

Some examples might be:

• Targeted email marketing campaigns
• Online classes or workshops
• Free tools like Metadata checkers
• Calculators
• Quizzes

Anything that’s relevant to your brand and keeps your customer’s attention.

Additionally, you could also consider incorporating link building into your marketing strategy to help establish your brand as a credible authority in your industry through off-site content marketing.

MoFu content (consider stage)

MoFu content is designed to provide valuable information and solutions to leads who are actively considering their options.

This stage is about building trust and a relationship with your customer. No hard-selling, just providing a solution to their needs.

4 Examples of MoFu content

Here are a few examples of MoFu content that work:

• Comparison guides: Detailed comparisons between your product or service and competitors, highlighting your unique selling points.

• Case studies: Real-life examples of how your product or service has helped previous customers overcome challenges or achieve their goals.

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• Webinars: Interactive online presentations that delve deeper into specific topics or aspects related to your offering, providing in-depth knowledge and insights.

• Whitepapers: Comprehensive reports or guides that offer in-depth analysis, research findings, and solutions to industry-related issues, demonstrating your expertise and thought leadership. /li>

Bottom of funnel (BoFu)

Here we have the third and final stage, BoFu, known as the decision stage.

At this point, potential customers are close to making a purchase decision. Here you’ll be looking to seal the deal and turn your readers into buyers (or, get them to convert in some way).

Bottom of funnel marketing strategies

BoFu marketing strategies focus on facilitating the decision-making process and removing any remaining barriers to conversion.

These strategies often involve offering personalised incentives, providing reassurance, and addressing any final concerns or queries your readers may have.

BoFu Content (decision stage)

So, what is BoFu content? BoFu content is geared towards providing leads with the information and encouragement they need to make a final purchasing decision.

This content should highlight the unique value proposition of your product or service, address any remaining concerns, and provide clear calls to action to prompt conversion.

4 Examples of BoFu content

• Free trials or demos: Offering leads the opportunity to try out your product or service for free before making a commitment.

Image source: Xero

• Customer success stories: Highlight positive stories that other customers have had with your brand.

• Limited-time offers or discounts: Providing exclusive discounts or time-sensitive offers to incentivise leads to make a purchase decision.

• Product comparison charts: Creating comparison charts that highlight the superiority of your product or service over competitors, helping readers make an informed decision.

After purchase: capturing return business/purchases

Once a customer has made a purchase, it’s essential to continue engaging with them to keep them interested in your brand and returning to make more purchases. This can include:

• Sending thank you emails.
• Providing exclusive offers or discounts.
• Asking for feedback to improve your customer experience.

Let’s look at a few of these in more detail.

Exclusive discounts

One of the best ways to keep customers on your good side is by offering discounts on future purchases. They give your customers a great reason to come back and buy more of whatever it is you’re selling at a reduced rate.

Even something as simple as a 10% discount can help persuade someone to make a repeat purchase, and at a very low expense to your business.

Personalised customer service

It should come as no surprise that customers like to feel valued and appreciated, and personalisation is a great way to achieve this.

Simple things like addressing your customers by name, remembering their preferences, and offering tailored recommendations show that you genuinely care about their experience.

Things like personalised emails, a dedicated account manager and customer loyalty programs can help improve their experience. The main aim here is to leave a lasting impression and help create stronger relationships with your customers.

Creating your buyer personas

The best way to get to know your customer? Create them.

By that, we mean create a persona that represents your ideal customer.

This persona should embody your target audience’s demographic and psychographic traits, allowing you to better understand their needs, preferences, and pain points.

You should be able to get most of the core data from Google Analytics, but if you have any recent surveys or tools that dive into a little more detail, use these too.

Start by giving your personas names and personalities to humanise them and make them relatable. Then, include details about their goals, aspirations, pain points, and objections to understand their motivations and decision-making processes better.

Your audience persona might look a little something like this at the start:

Name: Margot
Age: 28
Occupation: Marketing Manager
Industry: SaaS
Location: Camden, London (near tech hubs)

Margot is tech-savvy and stays up-to-date with the latest trends and developments in software development.

• She’s single and career-oriented, with no children
• Margot values innovation, efficiency, and continuous learning
• In her spare time, she enjoys attending tech meet-ups, coding challenges, and gaming

Remember to create multiple personas if your target audience is diverse, ensuring you cover all segments.

Keep regularly updating your personas as market trends and consumer preferences change. This way, your personas remain relevant and reflective of your audience’s changing needs and behaviours.

Having a super specific persona essentially helps you tailor your marketing strategies and messages to resonate with your ideal customers – the outcome is higher audience engagement and conversion rates.

How to identify Tofu, Mofu and BoFu keywords?

Knowing how to identify ToFu, MoFu and BoFu keywords is important to make sure you’re able to accurately align your content with each stage of the marketing funnel.

So, ToFu keywords typically focus on broader topics related to the industry or problem your product solves. These keywords often include informational-based terms, such as:

• “How-to”
• “Tips”
• “Best practices”

MoFu keywords, on the other hand, target users in the consideration stage who are looking around for solutions to their problems. These keywords may include product comparisons, reviews, and terms indicating intent to purchase or further explore specific solutions.

Then there are BoFu keywords, which are highly targeted and aim to capture users ready to make a purchase decision. These keywords often include terms like:

• “Buy”
• “Pricing”
• “Free trial”
• “Demo”

To identify these keywords, use keyword research tools like Google Keyword Planner, Semrush, or Ahrefs.

Analyse search volume, competition, and user intent to choose keywords that effectively match each stage of the funnel and align with your content strategy.

Learn from your competitors’ conversion funnels

What’s the benefit of learning from your competitors’ conversion funnels? You get to see what works for them and what doesn’t, and how to apply it to your own.

A strong starting place would be to identify your main competitors and analyse their websites, landing pages, and marketing campaigns. Look for elements such as call-to-action buttons, lead capture forms, and value propositions.

You should also pay attention to the user experience and journey through their funnel as well, and jot down any friction points or areas for improvement. Then, analyse their content strategy, including the types of content they produce and how they engage their audience at each stage of the funnel.

If you’re able to, be sure to monitor their social media channels and presence, as well as email marketing campaigns, and customer reviews to understand how they interact with their audience and address their needs.

By learning from what your competitors are doing well, and where they’re falling short, you can refine your own conversion funnel and develop more effective ways to attract and keep customers.

Get started with ToFu, MoFu and BoFu

While knowing the ins and outs of ToFu, MoFu and BoFu is crucial to help you optimise your conversion funnel, that’s only half the battle.

You’ll need to keep on top of industry trends and market shifts to keep up with your customers’ demands and keep them engaged with your brand.

Monitoring key metrics and updating your processes as and when needed will help keep your content relevant and your customers engaged.

ToFu, MoFu, BoFu FAQs

Below, we’ve answered some of the most common questions associated with ToFu, MoFu and BoFu.

1: What is a marketing funnel?

A marketing funnel, often called a sales funnel, is essentially a roadmap that shows the journey a customer takes from first hearing about a product or service to actually making a purchase.

It’s divided into different stages, like awareness, consideration, and decision, and the idea is to guide people through each stage until they buy, and hopefully, become repeat customers.

2: What are examples of ToFu, MoFu, BoFu?

At the Top of the Funnel (ToFu), you might create educational blog posts, engaging social media content, and informative infographics to attract potential customers and build awareness.

In the Middle of the Funnel (MoFu), you could provide case studies, comparison guides, and webinars that offer more in-depth information to help prospects evaluate their options and consider your product or service.

For the Bottom of the Funnel (BoFu), focus on content such as product demos, free trials, and customer testimonials that help nudge leads towards making a purchasing decision and converting into customers.

3: What is the difference between MoFu and BoFu?

In the Middle of the Funnel (MoFu), the focus shifts to nurturing leads who have already identified their problem and are considering potential solutions. This stage aims to provide more detailed information about your product or service and establish trust and credibility with the leads.

On the other hand, the Bottom of the Funnel (BoFu) targets leads who are close to making a purchase decision and need that final push. Content at this stage is geared towards convincing prospects to choose your product or service over competitors.

Examples of BoFu content include product demos, free trials, and customer testimonials.

4: What is the Tofu Mofu Bofu customer journey?

The ToFu, MoFu, and BoFu customer journey outlines the progression from initial awareness to eventual purchase. It starts with the Top of the Funnel (ToFu), where customers become aware of a need or problem.

Next is the Middle of the Funnel (MoFu), where they research and evaluate potential solutions.

Finally, the Bottom of the Funnel (BoFu) is reached, where customers make their purchase decision.