ToFu, MoFu, and BoFu: What Do These Marketing Terms Mean?


Even marketing professionals get confused when it comes to the following terms: “ToFu”, “MoFu”, and “BoFu”. They all concern the inbound marketing. In fact, they represent the essential stages of the consumers’ journeys. They mean the following: 

  • ToFu – top of funnel;
  • MoFu – middle of funnel;
  • BoFu – bottom of funnel. 

Every stage requires different content, which you must deliver at the right moment to move the brand through the funnel. 

Did you know that around 50% of consumers never make a purchase during the 1st brand inquiry? You should forget about old-school types of selling. You’d better focus on ToFu MoFu BoFu, which are efficient marketing tactics.

ToFu, MoFu and BoFu: The Definition of These Marketing Tactics

ToFu, MoFu and BoFu are essential stages of the brand’s inbound marketing campaign. They represent sales funnels and ask for specific strategies.

1. ToFu (Top of Funnel)

When you are at the ToFu, you are interested in attracting as many potential clients as possible. Gaining potential leads, you increase organic traffic to your website without filtering unwanted conversions. The best form of content at this stage is articles in relevant blogs. You need to focus on encouraging your clients to exchange contact details. 

The Best Samples of the Top of Funnel Content:

  • Engaging articles for relevant blogs;
  • Posts with active links for social media channels;
  • Details introductory videos with a call-to-action;
  • Checklists;
  • Simple infographics with guidance.

2. MoFu (Middle of Funnel)

As soon as you succeed in converting a lead on a primary ToFu offer, it is time to move to the so-called “Middle of Funnel” stage. Many marketers can tell you that MoFu is one of the most challenging stages. The explanation is the diversity of leads is so huge, but not all of them have been properly qualified.

It is the stage of consideration. Your content will continue to educate your target audience. The process of positioning your brand has just started. You have to satisfy a lot of the needs of your clients. You have to use smart and creative content in order to tailor essential information to your customers’ interests. This is how you build your brand credibility.

The Best Samples of Middle of Funnel Content:

  • Detailed eBooks;
  • Professional case studies;
  • Tutorials and long videos;
  • The comparison of different solutions;
  • Fun quizzes.

3. BoFu (Bottom of Funnel)

At this stage, you have a pretty big collection of leads, right? You could attract the leads thanks to ToFu content and engage them to take actions thanks to MoFu content. What should we do now? It is the final turn of the BoFu stage. Take it seriously, as it leads directly to sales and your profit.

The BoFu stage does not necessarily contain content generation. Your clients know your company and your products. They are happy to cooperate with you. We recommend you initiate a dialogue to qualify the most essential leads and create the effect of urgency for purchasing.

The Best Samples of Bottom of Funnel Content:

  • Customized evaluation/assessment;
  • Discounts for online shopping;
  • Interesting trial offers or samples to try;
  • Genuine references from other clients;
  • Demonstrations of products/services.

Building Your Lead Strategy 

When you read about marketing stages and the content for each stage it sounds clear and simple. Once you start applying it in practice, things get more complicated. That is why we recommend you take enough time to build a lead strategy, compose relevant content, and convert the leads to sales.



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