WTH is TOFU?
Govind Davis
Your Trusted Independent Sales Agent ? I represent Entrepreneurial business products & services that deliver exceptional value.
You might have heard about TOFU, MOFU and BOFU.
A newbie on the Marketing subreddit asked for some advice the other day and I wrote this up, as the simplest way I could imagine getting to the meat of modern marketing. Hopefully this is useful if you're looking at where to dive into the latest marketing concepts or stirs up some ideas for experienced marketers.
The classical concept of Awareness-Intent-Desire-Action (AIDA) never really connected the dots for me when it came to conceptualizing marketing strategy and as a result I've been focused on TOFU, MOFU and BOFU.
So, what are these strange sounding concepts all about?
Top of Funnel (TOFU)
This represents how your organization first brings people into their experience with your brand, how to they become aware of your existence and take a related action. For example, someone new may see a post on Social Media about an event and decide to register. You need to make sure there's a constant effort put into TOFU or your leads, prospects and eventually client base will dry up.
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Middle of Funnel (MOFU)
This relates to how you engage people who are part of your active audience. Events, parties, newsletters, informative information, project updates ... all of these build a positive impression and create the conditions for someone to enter your selling processes. You need to have a regular cadence of value adding activities in order to nurture your base audience and generate sales opportunities consistently.
Bottom of Funnel (BOFU)
Here you're focused on getting people who enter your selling process to complete a transaction. You need to think about how people move from be interested in buying to completing the sale. This can include contracts, references and even the steps involved in transferring money. When you make your closing process easy for people, you'll get better outcomes.
Happy Hunting
It may take some time to understand what's going on in each of these stages in your prospect experience, though as you do, you'll gain important insights into building an effective marketing & sales engine or find ways to solve issues where your funnel may be sluggish or totally broken.