From the initial stages when someone learns about your business, to the purchasing stage, the probability of sales and proceeds gradually decreases at each step. Some people opt-out, some lose interest, and some choose another product. Thus, a marketing funnel is the steps that a customer goes through from when they first learn about your business, the “awareness” stage, all the way to the end, the “purchase” stage. You may have seen funnels like the one below.

ToFU MoFu BoFu marketing strategy illustration

With careful analysis, a marketing funnel lets you know what your company must do to influence consumers at certain stages. By evaluating your funnels, you can potentially drive greater sales, more loyalty, and stronger brand awareness. If most of the leads are turned into customers, then marketing funnels could distort and turn into a marketing cylinder.

The Content Strategy (ToFU / MoFU / BoFU) for the Marketing and Sales

ToFu, MoFu, and BoFu is a method used by marketing professionals to pace and different stage of the marketing funnels require specific lead nurturing strategies. ToFu, MoFu, and BoFu stand for top-of-funnel, middle-of-funnel and bottom-of-funnel, respectively which are abbreviations and refer to the marketing funnel.

  • Top of Funnel – The wide top of a funnel. This is where a large number of people might become aware of your products or services. All these people are your leads – or potential customers.
  • Middle of Funnel – As they move through your funnel towards the much narrower neck, many will drop off.
  • Bottom of Funnel – Finally, a very small number of leads will make it through to the bottom of the funnel and become a customer.

ToFu MoFu BoFu funnel template

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Put Right Contents for Different Stage of the Funnel

To achieve the right leads and serve your customers rightfully. We must plan and organize your marketing strategies properly. It’s not like they’ll see your advertising and instantly make a purchase. Customers usually weigh several factors before they make a buying decision. Thus, we need to understand the three stages of the sales funnel (ToFu, BoFu, and MoFu) to create content for these inbound marketing stages and optimize the conversion rate.

ToFu BoFu MoFu Funnel content

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More ToFu, MoFu, BoFu Templates

ToFu BoFu MoFu template

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