ToFu, MoFu and BoFu may sound like the names of cartoon characters or even snacks to you, but they are actually extremely important steps in the marketing and sales process. If you have a vegan business website, in order to boost sales and make the most of your business, we recommend using the marketing/sales funnel technique.
What is a Marketing/Sales Funnel?
A sales or marketing funnel is a way to break down the customer’s journey all the way from the awareness stage (when they are simply a lead) to the purchase stage when they are ready to buy your product or service.
ToFu, MoFu and BoFu Explained
These three words are actually shorthand for the stages of the inbound marketing sales funnel.
ToFu: Top of the Funnel
The top of the sales funnel is where you are seeking to attract a very large audience of potential customers for your vegan business. This is because you are working to attract relevant customers without any filtering or conversions. Perhaps the most common form of ToFu content is blog articles on a company’s website. The goal of ToFu is to educate the audience on something that they are questioning or looking to address, but without a direct sales tie-in.
MoFu: Middle of the Funnel
After a business lead converts on a ToFu content offer, they then enter the MoFu stage. MoFu is considered the most complicated stage of the funnel because there is a lot of diversity in the leads who have not yet been fully qualified. During MoFu, you want your content to continue educating but also begin the process of setting your company as the solution for the lead’s challenges, desires and needs. In MoFu, we recommend eBooks, case studies, white papers, videos and quizzes to help build your credibility.
BoFu: Bottom of the Funnel
After you’ve used ToFu to attract a good amount of leads and MoFu has engaged the leads, now it’s time for BoFu. This stage is the most important stage in order to close the deal. In some industries, BoFu does not contain any content. By this point in the sales funnel, leads know who you are, what you represent and are comfortable engaging with you one-on-one. During this stage, free assessments, free trials and evaluations work best to begin the dialogue and qualify your leads that are the most interested in doing business with you. If you are selling a product via e-Commerce, like a vegan protein powder or meat alternative or vegan cookbook, this is the time to give your leads a discount code in order to speed up the purchase process.
It’s important that ToFu, MoFu and BoFu are used correctly in order to get the most leads converted into sales for your vegan website. Make sure you take some time to learn and research about the sales funnel in order to implement in properly and see your business boom.
It will be well worth the investment as research shows that companies that excel at nurturing their leads generate 50 percent more sales-ready leads and those leads make purchases that are 47 percent higher than leads that are not nurtured properly. So, enjoy the process and your bottom line will thank you.
It’s not just a coincidence that a way to nurture your sales for your vegan business is called ToFu!