In today’s fast-paced digital world, marketing funnels are necessary tools for guiding potential customers through the process of discovering, considering, and ultimately purchasing your product or service.
Whether you’re a seasoned marketer or just starting, understanding the stages of the funnel—TOFU, MOFU, and BOFU—is a great way to wrap your head around making your own!
Funnels are a great way to attract people, convert them into loyal fans - and drive some sales to boot! In this blog post, we’ll break down the three stages of a marketing funnel, explore how each one works, and provide you with actionable steps to create your own funnel.
Don’t have the bandwidth to do so?
Stick with us here! For those of you who are new to marketing your new holistic health business, let’s explain the funnel process.
A marketing funnel is the journey potential customers go through before purchasing. With anything you do for your audience or potential customers, think of this process just like welcoming a new guest to your house.
► Where do you want your guest to enter?
► How do you want to take them through your house and show off your decor?
► How will you give them a glimpse of who you are?
► How will you make them comfortable?
► What can you do to show them they are in the right place?
► What is your unique *value* as a friend and host?
► Why should they continue the relationship?
As we move back to the marketing funnel, it’s typically broken down into three stages:
TOFU (Top of Funnel) – Awareness Stage
MOFU (Middle of Funnel) – Consideration Stage
BOFU (Bottom of Funnel) – Decision Stage
Each stage represents where a customer is in their decision-making journey, and understanding how to create content and engage them at each stage is important for closing sales and creating fans that refer you!
At the Top of Funnel (TOFU), the goal is to attract as many people as possible to your brand. These are individuals who may not know about your business yet, but they have a problem or need that your product or service can solve.
Key Goals at TOFU:
► Generate awareness of your brand and offerings.
► Educate potential customers without being overly promotional.
► Create content that draws in a wide audience.
Content Ideas for TOFU:
► Blog posts that answer common questions in your industry.
► Social media posts with engaging visuals and useful tips.
► Free downloadable guides or ebooks to help visitors understand a topic related to your product.
► Webinars or videos offering valuable insights or how-tos.
At this stage, your guest has arrived at your door. How will you invite them in?
Now, you’ve just opened the door to say hello! You’re not sitting down to the main course right away - you’re not selling directly to them. Instead, you want to capture leads.
This fancy term means you want to connect with your ideal person. A great way to do this is to offer them a little taste of what’s to come. An appetizer, so to speak. Something you know they can’t resist!
You can do this by offering a valuable lead magnet, like a free guide or a checklist, in exchange for an email address. This allows you to nurture the relationship further in the next stages.
Make sure this lead magnet is tailored to your potential client’s needs. If you work with hormone imbalances, give them a checklist of the top 5 things they may now know about what sets their hormones awry!
Once they have grabbed your wonderful appetizer, they will move to the next stage.
Once your ideal person or audience is more comfy with you, it’s time to move to a different part of the house or show them a little more of you. Nurture trust in your relationship and help them consider you as an option to solve their problem.
This is the Middle of Funnel (MOFU) stage, where your people research and evaluate different options.
Key Goals at MOFU:
► Nurture your new guests and guide them toward understanding your unique value. In turn, understand theirs as well.
► Provide more detailed content that dives into the benefits of your product or service.
► Build trust and credibility with your audience. Have conversations, get real with them, and keep giving them valuable tips. One person may not buy from you, but they may know a friend who might be interested.
Content Ideas for MOFU:
► Case studies that show how your product has solved specific problems for people just like the guests you have right now.
► Customer testimonials that build social proof and trust in you.
► Product demos or explainer videos that show how your product works in real life.
► Comparison guides to help prospects evaluate your product against competitors.
The appetizer has been consumed, and the conversation has deepened. Perhaps it’s time for the main course!
At this stage, your guests are looking for a solution, and you want to present your product as the best fit. Offer them more value by providing a free trial, consultation, or access to a webinar that directly addresses their concerns.
This is where you begin to ensure that you and your guest are the right fit and can become longtime friends.
This is where the dinner or main course blossoms into a relationship, or you part ways. It’s ok if some guests decide to leave, even before the appetizer! We can’t match with everyone, and that is ok!
But. what if they stay for dinner? What happens next?
The Bottom of Funnel (BOFU) is the final step in which your guest decides whether to pursue this friendship - or not. They are ready to make a decision. At this point, they are well-informed and are now evaluating whether or not to purchase your product or service.
Key Goals at BOFU:
► Convert leads into paying customers.
► Overcome final objections and reassure leads about their decision.
► Create urgency to prompt immediate action.
Content Ideas for BOFU:
► Discount offers or limited-time promotions to encourage quick action.
► Free consultations or product demos to help your guests feel confident in their purchase. Hmm, is this like sending them home with extras for another meal or dessert? Maybe!
► Detailed product pages or pricing breakdowns that make the decision more manageable.
► Trial extensions or success stories from current customers.
This is the point in your guest's stay where it’s time to cement the friendship!
How to Close the Sale:
A strong call to action (CTA) is key at this stage. This could be a prompt to purchase, sign up, or schedule a call. Your CTA should be clear, direct, and value-driven, such as “Sign up for your free consultation today” or “Get started with a 30-day free trial”.
Your CTA can be any number of things! The sky is the limit!
Now that you understand the marketing funnel stages, it’s time to build your own. Here’s how you can get started:
1. Identify Your Audience: Define your ideal customers and understand their needs, pain points, and where they are in the buying journey.
2. Create Targeted Content: Develop content tailored to each funnel stage (TOFU, MOFU, BOFU). For TOFU, create awareness content. For MOFU, offer solutions and case studies. For BOFU, present your offer with urgency.
3. Set Up Lead Magnets: Create compelling offers (free guides, consultations, trials) to capture leads at the TOFU and MOFU stages.
4. Use Marketing Automation Tools: Automate your email sequences, retargeting ads, and nurturing processes to stay engaged with leads as they move through the funnel.
5. Track and Optimize: Use analytics to track how leads move through your funnel. Make adjustments to your content, CTAs, and offers to maximize conversions.
If you’re eager to dive deeper into building effective marketing funnels but don’t have the time, we offer a simple funnel structure inside our CBH Energetics Certification Course.
It’s just one of the many bonuses we have waiting for you, including:
► Social media marketing images in bioenergetics. These are ready for you when you become an affiliate!
► A customizable "Drainage and Detox Guide" to use in your TOFU stage as a lead generation tool.
► A webinar slide deck explaining bioenergetics to your new guests
► Email copy to welcome your guest on a deeper level.
We also provide a slide deck on mold illness and digestive support so you can go beyond the basics of bioenergetics and support your guests with testing and education!
Get started today and amplify your client’s wellness with bioenergetic testing!
By understanding and leveraging the power of TOFU, MOFU, and BOFU, you can guide your guests seamlessly from room to room or from awareness to decision-making, ultimately increasing your sales and building long-term customer relationships.
After all, relationships are what sales are based on! JOIN OUR COURSE TO GET YOUR HIGH CONVERTING FUNNEL STARTED!
