What They Mean and How They Can Help Your Marketing Strategy

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If you are reading this article, the acronyms TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel) have probably caught your attention, but it is not a type of cheese, far from it.

It is a way of representing the different stages of the sales funnel: TOFU or top of the funnel, MOFU or middle of the funnel and BOFU or bottom of the funnel. It is also a marketing strategy that will help you offer the right content for each phase of the buyer's journey and increase your sales opportunities.

And it's almost a fact that most of your qualified leads aren't ready to make a purchase when they first convert. So, instead of bothering them with outdated strategies like frequent calls, in this article we'll tell you how to nurture your inbound leads through TOFU, MOFU, and BOFU content and creating a sales funnel.

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What is the sales funnel
A sales funnel, also called a purchase funnel, is a visual representation of the customer journey. It shows the sales process, from awareness to action.

Also known as a marketing funnel or revenue funnel, it illustrates the idea that every sale starts with a large number of potential customers and ends with a much smaller number of people actually making a purchase.



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Parts (explanation and examples):
What is TOFU
TOFU (Top of the Funnel) is the top of the lawyer email list funnel. At this stage, users realize they need to solve a problem, and then they start looking for ways to do it.

TOFU content is about topics that are tangentially related to what your company offers. This content may not speak to the exact problems your product solves.

The idea behind TOFU content is to achieve trustworthy construction, helping the reader with questions related to the problem you can solve for them. Let's look at an example:

Imagine that you have an online store that sells electronic devices, specifically Smartphones, and your goal is to attract Leads to sell your products or build an email database. Now imagine that the user is completely unaware of the market, brands, product specifications, etc. Therefore, their searches are associated with keywords such as: mobiles, Smartphone, mobile phones…

Here you should position your content based on similar or long-tail keywords. An ideal content for the TOFU stage would be an article on your blog that talks about the best-selling smartphones in the last year, for example.

The visitor will discover a series of brands related to the product they need, where you will take the opportunity to mention the brands you offer in your online store. They will then move on to the next MOFU stage.