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Breaking Down the Funnel: TOFU, MOFU, BOFU Explained

A group of team members discussing their TOFU, MOFU and BOFU strategies.

I'm sure you've come across the terms TOFU, MOFU, and BOFU countless times. But, what exactly do they mean?

These aren't just fancy jargon created by marketers to sound impressive. They play an important role in marketing strategies.


Because at the end of the day, the primary goal for businesses is to convert. Whether it's making a sale, gaining a new subscriber, or acquiring a lead, conversion is key.

However, achieving conversion requires understanding the conversion funnel, along with the basics of TOFU, MOFU, and BOFU. And that's where we come in to lend a hand. So, grab your favorite drink, take a seat, and let's dive into it. 

What Is a Conversion Funnel? 

Think of a conversion funnel as a journey for customers, starting from recognizing a problem, doing research, learning about a brand, comparing options, and finally making a decision to buy.

But, what does this conversion funnel look like?

Now, I want you to imagine an upside-down triangle. Divide this triangle into three different parts, with the top being TOFU, the middle being MOFU, and the bottom being BOFU.

As you can see, the top of a funnel is where the crowd is largest. This is where people first learn about a business or product.

As they learn more and consider buying, some people drop out for various reasons like not being interested or finding a better deal elsewhere. So, as they move down the funnel, fewer and fewer people remain until only those who actually make a purchase or sign up are left at the bottom. 

It's called a funnel because it's wide at the top and narrow at the bottom, just like a kitchen funnel.

So, your goal as a marketer is to nurture these people from TOFU to BOFU. But, how are you going to do that? Easy! Work on your marketing content. 

Still unsure? Don't worry, we'll break it down for you in the next part.

TOFU (Top Of The Funnel)

A woman working on a TOFU strategy blog on her computer

TOFU is like the first step in introducing yourself to a big crowd. You want to grab the attention of as many people as possible who have discovered their pain points and are actively looking for answers.

Since most people check online before buying anything, you want to be the one they turn to for information. Your job at this stage is to appear as a hero. Like ‘Hey we know you’re going through insert pain point and we have the solution for you. 

Use tools to find out what topics and keywords people are searching for, so your content pops up when they're looking.

Now, this is where I see most marketers make mistakes. As a brand, you need to put your customers needs before your own.

What I mean by this is that, when creating TOFU content, forget about selling! Just focus on helping out. 

People at this stage are still trying to figure out what their problem is, so keep it purely educational. Don't mention your product or company yet. Just give them useful info about their issue.

Here are some ideas for TOFU content:

Social Media: Find out where your audience spends time online, like Instagram or Twitter, and share helpful posts there. For example, if you're into fitness, you can share workout tips and healthy recipes on Instagram.

Infographic: Make a simple graphic showing common problems people face when finding a job. Include things like resume mistakes, interview questions, and job search frustrations to help job seekers understand what they're up against.

Blog: Write a blog post called "How to Save Money on Groceries" that gives practical tips for cutting down grocery expenses. Use easy-to-understand language and include advice like meal planning and shopping with a list to help readers save money on their food bills.

Video: Create a short video discussing the challenges of finding a reliable car mechanic. Share stories of common car repair nightmares and offer tips on how to avoid them. Keep the focus on the problems people face, rather than promoting your services.

Quiz: Make a fun quiz titled "What's Your Dream Vacation Style?" for travel enthusiasts. Ask questions about their travel preferences and budget, and give personalized recommendations for their next getaway based on their answers.

E-book/White Paper: Offer a free guide called "The Beginner's Guide to Home Gardening" for people interested in starting a garden. Include practical advice on choosing plants, preparing the soil, and maintaining a garden, all in easy-to-understand language.

PRO TIP: The more you delve into understanding your customers' pain points, the better your chances of winning them over. Put yourself in their shoes – wouldn't you prefer a brand that truly grasps your problems? 

MOFU (Middle Of The Funnel)

MOFU, or the Middle of the Funnel, is where things start getting serious. At this stage, you've got a bunch of people who are seriously interested in what you're offering. They've realized they have a problem and are actively searching for ways to fix it. So, congratulations! You've got yourself a targeted audience.

Now's the time to start talking about your product or service. Your MOFU content should still educate, but it's also your chance to show why you're the best solution out there. These leads are warm, so make sure to highlight how you can help them. It's also a good idea to offer some exclusive content in exchange for their contact info.

So, let’s say you’re a digital marketing agency, here are some ideas for MOFU content:

Blog: Write a post answering a common question like "How to Boost Your Website Traffic with SEO?".

Case Study: Share a story about how your agency helped a local business increase its online sales through targeted advertising campaigns.

Whitepaper: Create a detailed guide explaining why your social media management services are the best choice for growing businesses.

Webinar: Host an online workshop teaching small business owners how to use Instagram to reach more potential customers, and make sure to leave time for questions.

Emails: Send a series of emails with tips on improving website traffic and conversions.

Guides/How-to's: Provide a step-by-step guide on setting up and managing Google My Business for local businesses.

Template: Offer a free template showing how to create a content calendar for consistent posting on social media platforms.

Comparisons: Compare different email marketing platforms to help businesses find the right fit for their marketing needs.

BOFU (Bottom Of The Funnel)

BOFU, or the Bottom of the Funnel, is where the magic happens. At this stage, you've got a small group of really interested leads who are just about ready to make a purchase. They've done their homework and are considering your product along with a few others.

Now's the time to really show off what you've got. Your BOFU content should highlight your product, showing how it solves their problem and beats the competition.

Here are some ideas for BOFU content:

Product Demo: Show potential customers how your new app works by giving them a quick tour in a video or during a live session. For example, if you're selling a recipe app, demonstrate how easy it is to find and save recipes, create shopping lists, and cook delicious meals.

Product Comparisons: Help buyers understand why your smartphone is the best choice by showing them how it stacks up against others. Highlight features like camera quality, battery life, and price to show why yours is the superior option.

Free Trial: Let people try out your streaming service for a week at no cost. This way, they can binge-watch their favorite shows and see if they like the platform before deciding whether to subscribe.

Testimonials and Case Studies: Share stories from happy users of your fitness program. Share quotes from customers who have seen real results, like losing weight or feeling more energized. At this stage, you can even share detailed stories about how your program has helped specific people achieve their fitness goals.

Final Words

In summary, understanding how customers move through the conversion funnel, from first hearing about a product to making a purchase decision, is essential for marketers. 

When you provide helpful content at each stage – from introducing the product to demonstrating its benefits and encouraging action – businesses can guide potential customers toward conversion.

So, by adjusting content to meet customers' needs at every stage, businesses can successfully lead them from awareness to conversion, driving growth and success.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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