TOFU

MOFU

BOFU

www.DOZ.com

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.

Prospects

Sales

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.

ToFu

What is the goal of contentmarketing at the ToFu stageof the sales funnel?

Attraction.

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.

MoFu

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.

BoFu

What is the goal of content

marketing at the BoFu

stage of the sales funnel?

Conversion.

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