TOFU, MOFU or BOFU? Making Sense Of The Marketing Funnel.
The classic marketing funnel represents the customer journey from the moment they first learn about a product to the point where they make a purchase or take another desired action.
It has several stages, each representing a different level of engagement and intent from the customer.
Understanding the difference between these different levels will help you gauge which different marketing strategies to use in different situations, and how they fit together to become more than the sum of their parts.
Let’s start at the foundation where your leads convert into customers and your business makes the money it needs to sustain itself before exploring the journey of generating those leads in the first place.
BOFU - Bottom Of The Funnel
The bottom of the funnel is where leads are poised to make a purchase, but they need a final nudge to cross the finish line.
This stage is critical because it’s where all the efforts made in the awareness and consideration stages can culminate into conversions, driving revenue for your business.
While the top and middle stages focus on building awareness and interest, BOFU is about getting prospects to take decisive action—making a purchase, signing up, or committing to your offering.
BOFU marketing focuses on two primary goals:
- Building trust: Customers need reassurance that your product or service is the best choice.
- Encouraging action: You want to push leads over the edge by providing the right incentive and simplifying the conversion process.
This is where clear Call To Actions, Limited-Time Offers & Follow-Up emails really shine.
For example, an e-commerce clothing brand could send cart abandonment emails offering a 10% discount to users who added items to their cart but didn’t check out. Additionally, they could run a limited-time sale on their most popular items to create urgency.
At this point, leads are already familiar with your brand and have actively considered your product or service.
They’ve compared your offerings with competitors and are weighing their options.
Your job is to tip the scales in your favor by removing obstacles and making the buying decision as seamless and compelling as possible.
MOFU - Middle Of The Funnel
In the digital marketing world, the Middle of the Funnel (MOFU) plays a crucial role in nurturing leads and moving them closer to a purchasing decision.
MOFU is all about building relationships, trust, and interest.
At this stage, potential customers have already shown some level of interest, but they aren’t yet ready to make a purchase.
Your job is to give them the information and reassurance they need to move further down the funnel.
Customers typically explore their options, compare different products, and evaluate whether your solution is the right fit for their needs.
Your goal is to deepen their understanding of your product or service and gradually build the case for why they should choose you.
- Build trust and credibility: Show that your brand or product is reliable, backed by social proof, and highly recommended by others.
- Nurture and educate leads: Provide valuable, informative content that helps leads understand the benefits of your product and how it solves their specific problems.
- Guide leads toward decision-making: Use strategic messaging that helps potential customers feel more confident about moving forward with your product or service.
For example, a business selling fitness gear could offer a free eBook on workout tips to collect emails.
They could then send personalised emails highlighting how their products align with the fitness goals of those who signed up, retargeting website visitors with ads showcasing specific gear they viewed.
MOFU is the perfect stage for retargeting ads. Leads who have visited your website, consumed content, or interacted with your brand are warm prospects, but they may need more time or information before they convert.
Retargeting allows you to serve highly relevant ads to these engaged leads, nudging them toward further consideration.
Examples of MOFU Retargeting Ads:
- Ads that promote a free trial or demo for interested leads.
- Product feature highlights or customer testimonials to reinforce credibility.
- Content offers like case studies, comparison guides, or educational videos.
TOFU - Top Of The Funnel
The Top of the Funnel (TOFU) is where it all begins.
TOFU marketing is about building awareness and attracting new audiences to your brand or product.
Since the prospects at this stage are at the very beginning of their journey, your primary goal is to cast a wide net and get your name in front of as many relevant people as possible.
TOFU marketing focuses on attracting new potential customers who may not be aware of your brand or product.
These individuals aren’t yet ready to buy or make a decision—they’re just learning about what you offer.
As a result, TOFU is all about introducing your brand, educating your audience, and positioning your product as a solution to their problems.
At this stage, you’re targeting a broad audience with the goal of generating interest and engagement. Your messaging should be focused on creating value, rather than pushing for a sale.
Key Goals of TOFU Marketing
- Build brand awareness: Make sure people know your brand exists and associate it with a specific problem or solution.
- Drive traffic: Direct new prospects to your website, social media channels, or other touchpoints.
- Educate and inform: Provide useful, non-promotional content that helps your audience understand their pain points and how your product or industry can address them.
For example, a coffee shop looking to attract new customers could use Instagram ads with eye-catching visuals of their unique drinks, paired with geo-targeting to reach local audiences.
They could also create blog content about the best coffee-making techniques, subtly promoting their shop’s products.
The Top of the Funnel is where you introduce your brand to new audiences and establish your place in their minds as a helpful resource or potential solution to their needs.
By creating high-value content, leveraging social media and SEO, and collaborating with influencers, you can effectively capture attention and start nurturing leads through the funnel.
Remember, TOFU is about building awareness and generating interest—don’t push too hard for sales at this stage.
Instead, focus on providing value and setting the foundation for a lasting relationship with your audience.
Understanding these funnel stages allows you to tailor your messaging, content, and marketing efforts to match the buyer’s journey.
This improves engagement, nurtures leads effectively, and increases conversions.
It also provides clarity for strategic decision making and planning for future growth of your business.
So if you’re looking for help with your sales funnel, or digital advertising then don’t hesitate in reaching out to us.
After all, if your presence doesn’t add value, your absence won’t make a difference.
