TOFU
MOFU
BOFU
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Content Marketing &Its Place inYour SalesFunnel
Ask a regular person tothink of tofu and they'llimagine something like this:
But ask a salesperson andthey'll probably think ofsomething like this:
Funnel Image: The Leverage Lifestyle
A salesperson hears tofuand thinks ToFu
ToFu = Top of Funnel
And of course there's alsoMoFu...
MoFu = Middle of Funnel
And there's BoFu, too...
BoFu = Bottom of Funnel
So what's this funnel?
Simple.
It's the sales funnel.
And what's a sales funnel?
The sales funnel visuallydescribes the sales processfrom initial contact to finalsale.
Definition: MaRS DD
The role of the salespersonis to remove barriers andhelp the customer descendthrough the sales funnel.
What about the role of thecontent marketer?
Believe it or not, contentmarketing is essential atevery pointin the sales funnel.
Let's take them one at atime and explain how andwhy content marketing canhelp your sales.
What is the goal of contentmarketing at the ToFu stageof the sales funnel?
At the ToFu stage you wantto attract as many potentialclients as you can.
And if they are qualifiedprospects (people who fityour buyer profile) that'seven better.
TIP:Make your content fun,shareable, interesting,informative, and useful.
What is the goal of contentmarketing at the MoFustage of the sales funnel?
Education and Positioning.
Content here shouldeducate the prospect aboutthe product or service.
It also needs to position the
business as the best placed
to deliver for the buyer.
TIP:
Consider longform content
like eBooks and white
papers to educate and
position effectively.
What is the goal of content
marketing at the BoFu
stage of the sales funnel?
Content here has to convert
the prospect into a client.
A fully-paid up client?
Not necessarily.
Clients could be converted
to trial programs that will
eventually lead to full sales.
TIP:
Consider promotional
content, discount codes,
and content giveaways for
trial signups.
In other words, no matter
where you are in the sales
funnel...
...content marketing can
help you win sales.
DOZ’s innovative platform helps brands to
connect with a network of marketing
experts around the world and draw on the
local knowledge of professionals to run
effective & profitable campaigns.
More than 300 brands around the world
have connected with experts through the
DOZ platform & worked with the DOZ team
to manage their campaigns.
DOZ
www.DOZ.com