[Video] The 3 stages of the sales funnel: TOFU, MOFU & BOFU (Ep3)
Many businesses are focused on entirely the wrong part of the marketing funnel with damaging consequences
Explore the power of top of funnel (TOFU), middle of funnel (MOFU), and bottom of funnel (BOFU) in guiding prospects through the buying journey. Learn how to create compelling content that resonates with your audience at each stage, leading to stronger client relationships and increased success.
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Video Version
Timecodes
| Timecode | Description |
|---|---|
| 00:00 | Introduction to the problem of lead conversion |
| 00:52 | Explanation of BOFU (bottom of funnel) |
| 02:28 | Illustrative example of TOFU (top of funnel) |
| 06:58 | Detailed explanation of MOFU (middle of funnel) |
| 09:46 | Discussion on creating content for different funnel stages |
| 11:30 | Recommended books for further reading |
Questions for you to consider
- How can businesses successfully identify and target leads at different stages of the marketing funnel?
- What are the potential consequences of focusing marketing efforts solely on the bottom of the funnel?
- In what ways can businesses create content that resonates with leads at the top, middle, and bottom of the funnel?
- What are some common mistakes businesses make when trying to convert leads into clients at the bottom of the funnel?
- How does meeting prospects where they are in their discovery phase contribute to building trust and strengthening client relationships?
- What are the key differences between the top, middle, and bottom of the marketing funnel, and why is it important to understand these distinctions?
- How might businesses overcome the challenge of not converting enough leads into clients or not attracting leads at all?
- What actionable steps can businesses take to align their content with the needs and awareness levels of leads at different stages of the funnel?
- How does the concept of blue ocean strategy relate to meeting prospects at different stages of the marketing funnel?
- What are some recommended resources for further understanding and implementing marketing strategies tailored to the various stages of the funnel?
Take aways to action
- Understand the three stages of the marketing funnel: TOFU (top of funnel), MOFU (middle of funnel), and BOFU (bottom of funnel) to meet prospects at different awareness and decision-making phases in their buying cycle.
- Create content that addresses the specific challenges and symptoms that prospects are facing at each stage of the funnel, and guide them with insights and actions relevant to their level of awareness.
- Use a content plan to populate your website with content tailored to each stage of the funnel, building trust, increasing conversions, and ultimately leading to stronger client relationships and potential referrals.
Books and resources mentioned
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About
Gareth Everson
Gareth's the founder of this community, Soloprenyear, Lemonade Plan (a small business marketing software) and Clients for Life (a business that provides software and training / mentoring for marketing agencies). He's a business systemiser who helps small business owners who aren't always natural "software people" to systemise their processes, understand marketing technology, improve client experiences, launch new services, get paid their true worth, and increase the value of their business. Gareth's businesses are self-funded and serve other small businesses. You can connect with Gareth here.
