marketing
Marketing Funnel Stages
The discrete stages from stranger to customer: TOFU, MOFU, BOFU.
Definition
The marketing funnel is typically split into three stages: TOFU (Top of Funnel, awareness - they just learned the problem exists), MOFU (Middle of Funnel, consideration - they're comparing solutions), and BOFU (Bottom of Funnel, decision - they're ready to buy). Each stage needs different content types and CTAs. TOFU: educational blog posts, social content, podcasts. MOFU: guides, webinars, comparison content. BOFU: case studies, demos, pricing pages. Most businesses are starved at MOFU - they have lots of TOFU traffic and BOFU sales pages but no bridge between.
In your business
- →Map your content library to TOFU/MOFU/BOFU - find the gap (usually MOFU)
- →Match CTA to stage - don't ask a TOFU visitor to book a demo, ask them to subscribe
- →Track conversion rate between stages, not just total