How to Take Advantage of TOfu, MOfu and BOfu

Did you know that only 3 percent of visitors to your website are ready to make a purchase? This means that rather than having your business blog reading like a sales pitch it should be an informational guide. In other words, try to incorporate TOfu, MOfu and BOfu content in your website and watch your customer numbers swell.

What is TOfu, MOfu and BOfu content?
TOfu, MOfu and BOfu are basically stages of the inbound sales marketing funnel. TOfu refers to the top of the funnel, MOfu; the middle and BOfu is the bottom. Here is detailed description of the same.

TOfu (Top of the funnel) content
In a typically scenario, a person would visit your website as a result of doing a search on Google or any other search engine. What are they trying to find out? If, for example, you're a catering company then the person would probably be wondering how much it costs to host say, a wedding reception or birthday party. Now, back to the sales funnel; at the very top of it, businesses are trying to attract clients (possible leads) without deliberately filtering out conversions. The content used here ranges from blog articles to e-books to tip sheets. TOfu content is aimed at addressing all possible questions people might have regarding your business or industry. It should not sound salesy.

MOfu (Middle of the funnel) content
Once a lead has been converted and you have given free, high-value content in exchange for your prospect's contacts, you progress to the middle of the sales funnel. In this stage, your content should still stick to informing the client about the business but at the same time gently position your business as the solution to the lead's (new client's) needs. To do this, you'll need to make videos, white papers and provide case studies. MOfu content helps you build credibility as an industry expert.

BOfu (Bottom of the funnel) content
BOfu is arguably the most crucial stage of the sales funnel. It gets in motion the moment a sales lead returns an email, contacts your customer desk or visits your business premises. Funny enough, the BOfu stage may not necessarily be have to content at all. This is the point where you offer free evaluations, assessments, demos, trial periods, money-back guarantees, discounts and so forth.

Integrating SEO and conversion rates into TOfu, MOfu and BOfu
The concept of lead conversion though TOfu, MOfu and BOfu may sound simple but it is not. It takes a lot of time for you to come up with the appropriate strategy, content, resources and tools. This is where SEO and conversion rate optimization comes in. Your website must be aesthetically appealing, simple to navigate and contain the relevant content. It should also include a social commenting/ sharing button. In addition to this, arrange for a mobile version of the website for tablets and smartphones.

Not sure how to begin?  Contact Website Optimization for help on this… and more.

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