Customers usually weigh several factors before they make a buying decision. It’s not like they’ll see your advertising and instantly make a purchase. To have them make the jump from initial interest to purchase, you’ll need to understand the three stages of the sales funnel (ToFu, BoFu and MoFu).
Let’s learn how to create content for these inbound marketing stages and optimize the conversion rate.
ToFu (Top of the Funnel)
At the top of your sales funnel, attracting many visitors should be your primary objective. You need industry relevant traffic and to remove barriers to conversions. The best way to do this, is by helping your target audience with useful information.
Therefore, focus on producing high quality blogs and articles. By providing industry relevant material, you’ll gain the trust of visitors. This’ll encourage them to explore further at your products or services the materials mention.
eBooks are also effective at this stage as they can bring more leads while helping your users learn about your business. Writing FAQs on different areas related to your industry is also useful. It’ll not only address common questions that your audience may have, but will also improve the trustworthiness of your brand.
MoFu (Middle of the Funnel)
After being converted through ToFu content, a lead enters the Middle of the Funnel. This is where you must provide him/her with MoFu content. This can be the most complex stage as leads spend a lot of time deciding whether to go with your brand. This is where you get the chance to introduce yourself.
The leads need to understand and be informed how your company’s products or services are the solution to their problem.
Advanced eBooks should be published for this stage, but case studies, white papers and video tutorials can also work wonders if done well.
BoFu (Bottom of the Funnel)
Once you’ve attracted a large number of leads with ToFu and MoFu content, then its time for the crucial BoFu stage.
For most businesses, this stage will focus on providing a free evaluation, trial or some other way for leads to engage with your product or service. If your company runs an eCommerce store, then a coupon code can be used in order to create urgency among the leads to try your services. At this stage, your business has established itself as a trusted source of information, meaning leads are more willing to engage with you.
To sum up, ToFu content should primarily focus on common issues that your potential customers face. MoFu content should explore your business practices and how it provides solutions. And finally, BoFu content should define how your solution can benefit the buyers (along with urgency to try it). Just keep these three factors in mind and you will be right on your way to building the perfect inbound marketing sales funnel.