MOFU Content: Middle of the Sales Funnel
Posted: Wed Jan 29, 2025 8:12 am
At this stage, we find the so-called prospects and leads. These customers already perceived their problem in the previous step and are now looking for possible solutions. They have already been identified by your company through lead capture techniques and it is time to arouse their trust and preference.
The ideal materials for these individuals are more in-depth, as they already have a basic understanding of what they are looking to buy. It is best to offer them more practical content, showing list of timeshare owners how your products or services can solve their problems.
For example, newsletters, email marketing messages containing educational material are good options for this phase. Here you can also use landing pages so they can download ebooks, webinars and other materials.
BOFU Content: Bottom of the Sales Funnel
At this stage, the customer has already identified what he or she wants to acquire and is in the process of completing the purchase. It is a real opportunity and all that remains is to close the deal.
For this type of customer, it would be interesting to send them more direct information about the products and services themselves. The price, payment methods, institutional material containing product data, in short, here you can offer all the information that can help this customer complete their purchase.
But remember that in all stages: TOFU, MOFU, BOFU, before you start sending the content, you need to do a prior study of what will be used in each one, to nurture your leads with higher quality content and increase conversion into sales. And, of course, associate the lead strategy with the other digital marketing actions you are developing, such as automation, for example.
Conclusion
The TOFU, MOFU, and BOFU stages bring many benefits to your marketing strategy: they help you monitor your sales process, so you know if your strategy is working or not; they can help you create valuable content that differentiates you from your competitors; they will increase visits to your site and interaction with your target audience, in the different communication channels in which you have a presence.
In this sense, it is important that you optimize your sales funnel. However, you must remember that even with a well-defined sales funnel, some prospects will go unnoticed.
However, as you continue to test and measure your strategy, you will be more likely to succeed. Remember that conversion rates are just a number – another goal metric in the grand journey of knowing what your customers want and giving it to them.
Your conversion rates may go down, but your revenue may go up. That's not a funnel failure!
Resist the urge to aim for an “ideal conversion rate.” There is no typical number to aim for, even for businesses in the same industry. Your ideal conversion rate is the one where your sales funnel brings you more sales, higher customer loyalty, and repeat visitors. Those are the metrics and results your business should support.
The ideal materials for these individuals are more in-depth, as they already have a basic understanding of what they are looking to buy. It is best to offer them more practical content, showing list of timeshare owners how your products or services can solve their problems.
For example, newsletters, email marketing messages containing educational material are good options for this phase. Here you can also use landing pages so they can download ebooks, webinars and other materials.
BOFU Content: Bottom of the Sales Funnel
At this stage, the customer has already identified what he or she wants to acquire and is in the process of completing the purchase. It is a real opportunity and all that remains is to close the deal.
For this type of customer, it would be interesting to send them more direct information about the products and services themselves. The price, payment methods, institutional material containing product data, in short, here you can offer all the information that can help this customer complete their purchase.
But remember that in all stages: TOFU, MOFU, BOFU, before you start sending the content, you need to do a prior study of what will be used in each one, to nurture your leads with higher quality content and increase conversion into sales. And, of course, associate the lead strategy with the other digital marketing actions you are developing, such as automation, for example.
Conclusion
The TOFU, MOFU, and BOFU stages bring many benefits to your marketing strategy: they help you monitor your sales process, so you know if your strategy is working or not; they can help you create valuable content that differentiates you from your competitors; they will increase visits to your site and interaction with your target audience, in the different communication channels in which you have a presence.
In this sense, it is important that you optimize your sales funnel. However, you must remember that even with a well-defined sales funnel, some prospects will go unnoticed.
However, as you continue to test and measure your strategy, you will be more likely to succeed. Remember that conversion rates are just a number – another goal metric in the grand journey of knowing what your customers want and giving it to them.
Your conversion rates may go down, but your revenue may go up. That's not a funnel failure!
Resist the urge to aim for an “ideal conversion rate.” There is no typical number to aim for, even for businesses in the same industry. Your ideal conversion rate is the one where your sales funnel brings you more sales, higher customer loyalty, and repeat visitors. Those are the metrics and results your business should support.