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ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel


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No matter where a salesperson finds themselves in the sales funnel there is a role for content marketing. Whether it's attracting qualified prospects with fun, interesting, and shareable content at the ToFu stage, educating and informing prospects with longform content at the MoFu stage, or converting those prospects at the BoFu stage, content marketing can deliver for salespeople. This SlideShare not only explains how the funnel works, but what content should do and even what content to employ at each stage.

Published in: Sales
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ToFu, MoFu, BoFu: Content Marketing and Its Role in the Sales Funnel

  1. 1. TOFU MOFU BOFU Content Marketing & Its Place in Your Sales Funnel
  2. 2. Ask a regular person to think of tofu and they'll imagine something like this:
  3. 3. But ask a salesperson and they'll probably think of something like this:
  4. 4. Funnel Image: The Leverage Lifestyle
  5. 5. A salesperson hears tofu and thinks ToFu
  6. 6. ToFu = Top of Funnel
  7. 7. And of course there's also MoFu...
  8. 8. MoFu = Middle of Funnel
  9. 9. And there's BoFu, too...
  10. 10. BoFu = Bottom of Funnel
  11. 11. So what's this funnel? Simple.
  12. 12. It's the sales funnel.
  13. 13. And what's a sales funnel?
  14. 14. The sales funnel visually describes the sales process from initial contact to final sale. Definition: MaRS DD
  15. 15. The role of the salesperson is to remove barriers and help the customer descend through the sales funnel.
  16. 16. Prospects Sales
  17. 17. What about the role of the content marketer?
  18. 18. Believe it or not, content marketing is essential at every point in the sales funnel.
  19. 19. Let's take them one at a time and explain how and why content marketing can help your sales.
  20. 20. ToFu
  21. 21. What is the goal of content marketing at the ToFu stage of the sales funnel?
  22. 22. Attraction.
  23. 23. At the ToFu stage you want to attract as many potential clients as you can.
  24. 24. And if they are qualified prospects (people who fit your buyer profile) that's even better.
  25. 25. TIP: Make your content fun, shareable, interesting, informative, and useful.
  26. 26. MoFu
  27. 27. What is the goal of content marketing at the MoFu stage of the sales funnel?
  28. 28. Education and Positioning.
  29. 29. Content here should educate the prospect about the product or service.
  30. 30. It also needs to position the business as the best placed to deliver for the buyer.
  31. 31. TIP: Consider longform content like eBooks and white papers to educate and position effectively.
  32. 32. BoFu
  33. 33. What is the goal of content marketing at the BoFu stage of the sales funnel?
  34. 34. Conversion.
  35. 35. Content here has to convert the prospect into a client.
  36. 36. A fully-paid up client? Not necessarily.
  37. 37. Clients could be converted to trial programs that will eventually lead to full sales.
  38. 38. TIP: Consider promotional content, discount codes, and content giveaways for trial signups.
  39. 39. In other words, no matter where you are in the sales funnel...
  40. 40. ...content marketing can help you win sales.
  41. 41. DOZ’s innovative platform helps brands to connect with a network of marketing experts around the world and draw on the local knowledge of professionals to run effective & profitable campaigns. More than 300 brands around the world have connected with experts through the DOZ platform & worked with the DOZ team to manage their campaigns. DOZ