Top of the Funnel: The TOFU Stage for Marketers
The world of marketing is a vast, ever-evolving landscape. With so many new channels available to market your product or service, it can be difficult to know where you should spend your time and budget. One way that marketers tackle this question is by dividing the buyer journey into several stages: top of the funnel (TOFu), middle of the funnel (MOFU), and bottom of the funnel (BOFU).
What is TOFU?
TOFU is the initial stage of marketing. It's where you first introduce your product or service to potential customers, often via brand awareness campaigns. At this level, the purpose is to generate leads and gauge interest in the product.
At this stage, it's important to target a narrow set of initial prospects: those who are interested in your product category but may or may not buy from some other brands.
6 Types of content in TOFU
There's a myriad of potential tools and tactics for generating leads. You just need to know how and when a tool or a content type must be applied.
- Social Media Post: Creative social media posts that resonate with your target audience
- Infographics: Infographics help visitors quickly get the information they're looking for, without reading an entire article.
- Collaborating with social media influencers: collaborations with social media influencers who resonate with your brand is a highly effective way to generate leads.
- Podcasts: podcasts provide an audio-only experience that's perfect for busy professionals and those who don't have much time but want valuable information
- Short ads and videos: short videos highlighting your brand can work wonders on platforms like Instagram and Youtube.
- Blog Posts: Blog posts are an excellent way to seek the attention of website guests. Blog posts can help generate leads through inbound links.
Objectives of TOFU Content
The two main objectives of the TOFU Content are brand awareness and leads generation:
- Brand Awareness:
TOFU content is often designed to help bring in traffic for your website, establish credibility as an expert on the topic you're focusing on, and show potential new customers how they can benefit from what you offer.
- Lead Generation:
The primary objective of these types of pieces is generating leads via email or other means. This typically involves giving your readers some call-to-action such as "sign up" or "contact me". Once someone fills out a form, they become known as a lead which will then be stored into one specific database where marketers can analyze their interests.
Tracking your TOFU goals:
Once the goals are defined are the TOFU stage, it is important to track the effectiveness of your content.
Tofu objectives can be tracked through various metrics such as website traffic, social media engagement and leads generated.
- Website traffic helps you track the number of visitors to your website which can be used as an indicator for the number of leads generated.
- Social media engagement helps track how engaging your content is and what type of posts are generating more interest.
- Leads generated can be measured by tracking form submissions, downloads, or other actions that indicate a prospect wants to learn more about you
TOFU is a marketing technique that focuses on the customer's relationship with your brand. The core idea behind TOFU is to make sure you are focusing efforts and money around those people who have already shown an interest in what you're selling, or at least not actively opposed it.
After reading through this article, readers will know what TOFU means, why we use it and how successful marketers measure its success rate