What are the objectives of optimizing this methodology?

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The ultimate goal of marketing is to increase your revenue return, and a key way to achieve this is to optimize all stages (TOFU, MOFU, BOFU) of the sales funnel.

Sales funnel optimization is a must for all of your company’s products and services. Plus, it can help you attract qualified leads, convert them into opportunities, and consequently increase sales for each of the products and services you offer.

Additionally, optimization will help you list of timeshare owners define a solid digital strategy that focuses on driving your key business goals. Raising your profile, increasing your revenue, increasing efficiency, reducing lead loss, empowering your staff, and communicating better with your customers. And these are just a few of the business priorities vital to your company’s success.

Ultimately, to avoid spending extra money for poor performance, you need a smart but effective strategy and you will achieve this by optimizing your sales funnel.

What should you optimize?
Top of the funnel: traffic generation
The top of the funnel is where your traffic comes from. If you think there’s nothing you can do to optimize that, think again.

Of course, you need good quality content that is optimized for search, but where visitors are engaged in the conversion game.

And according to a study conducted by the Content Marketing Institute , content production remains the best option.

[Tweet “Content is still king. It’s the best option to attract users to your website and increase your sales opportunities”]

Furthermore, the study results indicate that 70% of marketers publish new content. But, only 21% of them are successful in tracking their ROI:

Success ROI TOFU, MOFU, BOFU

What's the problem? Most marketers track their ROI in terms of the amount of traffic they receive, but that only tells them part of the story. More traffic doesn't automatically mean more conversions. You'll need to look beyond the raw numbers to determine how many people are actually engaging with your content.

What should you do? Identify where your traffic is coming from. Focus on the areas most conducive to generating conversions. What type of content seems to resonate best with them?

Don't try to create content that appeals to everyone and ends up being just another bland, uninspiring piece relegated to the catacombs of the blog archives.

Measure engagement through other means, such as comments, shares, time on site, and number of pages viewed. This will help you know if your content is being found and read.

Take a look at the main areas where traffic is generated. According to the Content Marketing Institute study , most B2B marketers get their traffic from social media, newsletters, blogs, articles, and events.

TOFU, MOFU, BOFU

Of course, once users enter the top of the funnel, the work is not yet complete. Those who are interested will move on to the second stage, the actual conversion process.

Middle of the funnel: conversion
This is where the real work begins. You've got their attention. Now you need to keep it.

Creating content isn't a big deal at this point. You're making the content engaging and your marketing team is struggling with it.

As you can see, figuring out what that content is and how it converts are two things that the vast majority of marketers struggle with. But you're not going to be one of them.

What's the problem? You have a lot of content that is being read and shared but not converted. By conversion, we mean subscriptions, downloads, orders, or whatever else you've set as a conversion goal.

What should you do? There are several reasons why people choose not to take action at the moment, most of which can be distilled into three main points: