How will I know If I’m serving the right content?
Is there a way to deliver content that would really generate leads? prospects? The answer is YES.
Apparently, there is an actual framework that can guide us in serving the best type of content for every marketing objective. It’s called TOFU,MOFU,BOFU. Pretty interesting, right ? I found it while I was researching for ways to improve our content distribution and make sure we’re hitting our customers with the right content at the right moment.
With the digital platforms that are available to our prospects, its only best that we know the best approach to stand-out and get noticed!
Allow me to walk you through briefly on how I understand the concept of the framework. Let’s talk about this content marketing sales funnel and discuss the stages one by one.
TOFU-MOFU-BOFU FRAMEWORK
TOFU: Top of the Funnel
Goal — Generate leads/Create Awareness
At the very top of your sales funnel you’re looking to attract a much larger audience of leads, because you’re working to attract relevant traffic without deliberately filtering or discouraging conversions.
The most common form of TOFU content would be your blog articles. From there, calls-to-actions should lead TOFU prospects to conversion opportunities, like tip sheets or eBooks that encourage leads to trade their contact information for the helpful content inside.
Remember: Focus on educating your audience on a specific question, need or pain point that they’re looking to address, but without any sales tie-in.
MOFU: Middle of the Funnel
Goal — Convert lead to prospects/Aid in research
Once a lead converts on an initial TOFU content offer, they’ll progress into the MOFU stage. This is viewed as the most complicated funnel stage because of the broad diversity of interested leads who haven’t been fully qualified.
Advanced eBooks are a great form of content in this stage but case studies, white papers and videos will do wonders in beginning to building your credibility.
Remember: Think of ways on how you can maintain engagement where you’re nurturing a lead, building a relationship, and establishing trust between the potential buyer and your brand.
BOFU: Bottom of the Funnel
Goal — Aid in decision making/Develop buying intent/Get qualified leads
This is where where your potential customer has chosen the category of solutions to address their problem or goal — the “what”. At this moment, help them determine which one -the “who”- can best provide that solution.
A free assessment, evaluation or trial works nicely to start the dialogue and to begin to fully qualify your most interested leads.
If you have an e-Commerce-based product, you can leverage a discount code to use at the time of transaction to establish some urgency around making the purchase.
Remember: This is where people are making an actual purchase decision.
In summary:
Hope that helps! Let’s try it out and see if it works.
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