Similar to a dining experience where your meal begins with an appetizer, followed by the main entrée and dessert, your lead attraction and nurturing efforts should be organized in similar fashion to ensure you're dishing up the right content for every buying phase.
It's a fact that 50% of qualified leads are not ready to make a purchase when they first convert. So, rather than pestering them with old forms of selling, such as frequent sales calls, here's a lesson on Inbound Marketing Lead Nurturing through the use of ToFu, MoFu & BoFu content creation.
What is ToFu, MoFu & BoFu?
Sorry if I made you hungry with all the dining references but we're not talking food here, folks! ToFu, MoFu and BoFu are in reference to the stages of the Inbound Marketing sales funnel, as outlined here:
1. ToFu — Top of the Funnel
At the very top of your sales funnel you're attracting a much larger audience of prospective leads, because you're working to attract relevant traffic without deliberately filtering or discouraging conversions. The most common form of ToFu content would be your blog articles but also simple tip sheets or eBooks, all of which allow you to prompt lead conversions by placing this content behind a form on a specific landing page.
Your goal with ToFu content should be to educate your audience on a specific question, need or pain point that they're looking to address, but without a sales tie-in. You'll get the opportunity to do this with your MoFu content as explained below.
2. MoFu — Middle of the Funnel
Once a lead converts on an initial ToFu content offer, they'll progress into the MoFu stage. This is viewed as the most complicated funnel stage because of the broad diversity of interested leads who haven't been fully qualified.
Good-for-you grilling ideas — Hometownlife.com
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