This article was originally posted on March 23rd, 2017.
To the uninformed, a great portion of a modern-day marketing department’s activities might seem unchanged from the practices of the past fifty or so years. Yes, it’s true that we continue to solidify our brand in the marketplace and, yes, it’s also true that we still have a large focus on producing eye-catching and wow-inducing content. All of this helps to raise awareness of our brand and to increase sales.
So, what’s changed?
Marketing is no longer looked at as an expense in most organizations. In fact, marketing departments now have a seat at the revenue generating table and work in conjunction with their sales teams to drive measurable results and impact to the business. With this new responsibility comes a need for standardization and measurement. This is where content meets the funnel.
This brings us to today’s installment of our acronym-busting blog series What’s Up With That? : TOFU, MOFU, BOFU.
No matter the situation, it is incumbent upon a marketing department to attract new prospects, educate them on the space, and to guide prospects to their respective products and solutions. What’s changed is how marketing departments now produce and align content with the sales and marketing funnels. So here’s an explainer for those less familiar with the marketing strategies of today…
Nope, not the food! TOFU, or top of the funnel, is used to describe content that helps to generate awareness to a problem or product. In most organizations, this content is going to be a variety of blog posts, infographics, social media updates, and thought leadership articles. In a retail brand, this could take the form of advertisements designed at attracting previously unknown consumers to the brand.
In addition to aligning content to this stage, marketers can and also should be tracking their prospects in a similar fashion. In doing so, you can follow the prospect journey and most closely align your sales follow-up process with the education and insight that your marketing content is providing.
Not a food! MOFU, or middle of the funnel, is where we turn those content grazers into real consumers. The focus during this stage is to convert your myriad website visitors into real and identified leads by familiarizing them with your product and brand, and why it is better than the rest. This is where your heavy marketing content comes into the mix. A healthy mix of case studies about your products’ impact, whitepapers about industry problems and proper solutions, and more fun to read eBooks about your product or solution are very helpful here.
By offering this content, you get actionable behavior and interest data from your consumers as a result of their interaction with it.
Again, not a food! BOFU, or bottom of the funnel, refers to content and a funnel stage that is focused on differentiation of your product and brand in the marketplace. Moreover, BOFU content is ultimately proving why your brand is the best in the marketplace. Through customer stories, competitive comparisons, and even free trials, you can show your potential customers why they should choose you.
There are also great examples of this approach in retail, as well. Warby Parker lets potential consumers try 5 different pairs of glasses at their home before deciding on an ultimate purchase. What better way the convert people into customers than to let them try the product themselves?
That’s it for the latest dispatch of Magnetic’s What’s Up With That. Tune in next time as we break down more of our industry’s strangest acronyms.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.