30 inspiring marketing and business quotes from the industry's top gurus
One of the marketing strategies that is most closely related to the funnel concept, and that even applies it to its own principles, is inbound marketing . This strategy focuses on attracting and converting people who are not part of the company, or potential customers , into active promoters, who we could call loyal customers .
This strategy has within its structure a simplified version of the conversion funnel , adapted to three different stages in which the consumer can find themselves with respect to the purchase intention. These advance in a decreasing order according to the estimate of buyers and are known as TOFU, MOFU and BOFU .
TOFU or top of the funnel : refers to the widest section of the finland number data funnel, which has a more general audience . This can lead to the interest of consumers being diluted if there is no prior connection with the product or brand. Therefore, in this first section it is crucial to generate more generic content focused on attracting the public's attention, making generic content proposals that try to respond to a need they present.
MOFU or middle of the funnel : This is the middle section of the conversion funnel for inbound marketing, and is made up of a more curated audience . These have already shown an initial interest to return to the page, but they still need to be convinced about the value and benefit of the products offered. In this case, content such as guides and comparisons could be decisive.
BOFU or bottom of the funnel : This is the base of the funnel and therefore its smallest section. This represents the part of the audience that is practically at the point of finalizing the purchase . At this point, it is necessary to offer the final push for the customer to complete their purchase, which can be done through samples, discounts, coupons and promotions.