The moment is here. You’ve made potential customers aware of your business through an awesome TOFU content campaign. You’ve built customer trust and established yourself as a contender with MOFU. And now, you’re ready to seal the deal and convert potential customers into actual customers.

It is time for BOFU.

Sales Funnel Refresher 

In case you’re new here and already asking questions – like “what is BOFU?” – then we encourage you to check out Part 1 and Part 2 of our blog series “Understanding the Sales Funnel” where we dive into the specifics of inbound marketing.

If you’re looking for the “too long, didn’t read” (TL;DR), the big thing you need to know is that every customer purchase is decided through a sales funnel that consists of awareness, consideration, and decision points. They can be short and in-the-moment or drawn out over several months depending on the complexity of the purchase decision.

To help a buyer through this journey, we recommend adjusting your content marketing strategy for when customers are at the top of the funnel (TOFU), middle of the funnel (MOFU), or bottom of the funnel (BOFU).

BOFU Defined

Decision-phobes, beware! BOFU is all about commitment.

The bottom of the funnel (BOFU) focuses on marketing activities that help qualified leads convert to customers. The goals of BOFU are:

  1. Demonstrate how your product or service works

  2. Differentiate your business from competitors

  3. Make sales

BOFU content should be specific and persuasive about why you are the best choice in the market. Subtly won’t win you any favors when you are trying to convert customers.

You’ve taken a lot of work to get your customers to this stage in the funnel; BOFU is about making sure they say “yes!” when you pop the question.

BOFU Examples

BOFU content is going to be the most salesy of all of your inbound marketing content, but it is important that it still adds value to your customer in the process. Leads that make it into this stage of the funnel know that you are selling them a product or service, and are looking to be convinced that now is the right time.

Examples of content in the BOFU stage:

  • Product demos or trial periods

  • Product and service comparison charts

  • Case studies

  • Testimonials

  • Video walk-throughs

  • Promo codes or special discounts

  • Events or webinars

  • Search engine remarketing

The type of BOFU content that you should make is unique to what you sell and the expectations that your customers have at this stage of the purchase decision.

For B2C products, testimonials or customer reviews might be the most compelling content. For technical products or services, you might send a competitor comparison chart or offer a free trial period for people to try before they buy. For highly personalized services, you could offer an in-person or virtual event to get people to interact with you face-to-face to answer their lingering questions.

Creating loyal customers through content marketing

TOFU marketing content builds awareness. MOFU creates trust and gives you authority. BOFU wows customers to make a decision.

We know this process sounds daunting and a hell of a lot more work than traditional cold-calling or advertisements offering kitschy “one time only!” deals. But customers won’t stand for the old model of selling anymore. By embracing inbound marketing strategies like TOFU MOFU and BOFU, you are nurturing the relationship with your customer so they don’t just buy from you once… they will become a loyal customer for life.

Remember that 30-minute discovery call that we offer? Not only is it an example of a BOFU tactic (we practice what we preach!), but we are genuinely excited to meet with you to discuss how The Marketing Department can help your business thrive and grow.