BOFU Content Guide: Convert More Bottom-of-the-Funnel Leads

Getting your CTAs, or calls to action, wrong is another easy mistake. They want a specific list of grinders, with prices, pros, cons, and clear recommendations. The answer lies in making something that’s more helpful, comprehensive, and trustworthy than what’s already out there. It means you can be as targeted as you want with your content, still have some reach with your search volume, and maintain a higher conversion rate than your TOFU content. Feature-specific searches are another sign of high intent. You’re not fighting with a mass of competitors to get a conversion here over users that aren’t as ready to make a decision, which means you don’t have to pay top dollar for visibility.

You’re targeting someone who has already narrowed down the entire internet to two specific solutions. MOFU bofu keywords are so important for SEO because they help you to actively target users who are looking for the solutions you offer. It includes five different search intents (informational, navigational, transactional, commercial, and local). It needs a plan for telling stories – offer the right message at the right time to lead potential customers on their journey.

Then follow the step-by-step process for how to build a sales funnel from scratch. To see how these three stages come together into a working system, start with the sales funnel definition. The sales funnel is the architecture, the pages, sequences, and offers. MOFU shows proof and builds specificity. A mature brand with an established email list can shift more effort toward MOFU optimization and BOFU offer testing. That means BOFU page quality and offer clarity are critical.

What is TOFU, MOFU, and BOFU?

• Building a strong funnel starts with understanding each stage.
• A marketing funnel is a model that visualizes the customer journey, from the moment someone first encounters your brand to the point they buy and ideally refer others.
• The most widespread funnel mistake is building the funnel around the sales team's preferred process rather than the buyer's actual decision journey.
• In the following sections, we’ll dive into specific strategies and tactics for optimizing your TOFU, MOFU, and BOFU campaigns.

You can also compare services or products you offer, as we see in this article. A key benefit of creating “vs.” articles that feature your business name, is your brand will show up in searches for your competitors. The keyword will be a comparison of 2 brands or types of product, like “Geico vs. Progressive” or “PandaDoc vs. DocuSign.” Remember, searchers using Commercial (MOFU) or Transactional (BOFU) keywords vary in buying intent.

Build Awesome Landing Pages

Welcome to my personal site where I blog about the latest developments in digital business to help students, professionals or lecturers using my books in their studies or careers. You can use with separate rows for the content type and format you use for each part and separate rows for competitors. I think these are useful abbreviations since they provide a way of simplifying discussion of content strategy and content mapping when benchmarking the content assets you use against competitors. In recent years, you hear content marketers talking a lot about ToFu, MoFu and MoFu content. If you have a blog, then I highly recommend you start using OptinMonster. My only regret is that I didn’t start using OptinMonster sooner.

Step #3: Choose the Right BoFu Format

For this reason, I leverage management tools and plan ahead before starting a campaign— Plus, you need to keep optimizing, so make sure to organize well in advance. SendinBlue has a very clear pricing page, showing you what each plan is targeted to. That’s why it is essential to include a table that compares each plan. Great pricing pages show different plans for different types of customers, different types of budget, and so on… And judging by their webinar library (which is huge), they certainly know how to use webinars as BoFu content. If you’d like to learn how to approach webinars, you can check GatherContent’s webinars and see how they do it.

Find more keywords by looking at what your competitors rank for. You need to understand search intent (i.e., the motivation behind a search) to rank well on Google. Then, target those keywords with valuable content that naturally draws potential customers to your business.

For example, after downloading an ebook (TOFU), the user automatically receives an invitation to a webinar (MOFU), and later an exclusive offer (BOFU). For example, you could have differentiated segments for users who downloaded an ebook (TOFU), users who attended a webinar (MOFU), and users who visited your pricing page (BOFU). Properly integrating the TOFU, MOFU, and BOFU stages into your email marketing strategy involves understanding your users’ behavior and delivering relevant messages at the right time. The goal at this last stage is to facilitate the purchase decision through compelling content and concrete offers. For example, if you offer financial advisory services, you could host a webinar titled “5 proven strategies to improve your personal finances.” Imagine a campaign that invites users to download a free ebook on “Practical tips for starting an urban garden” in exchange for their email.