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BoFu (bottom of funnel) content marketing

BoFu (bottom of funnel) content marketing
Photo by Etienne Girardet / Unsplash

So you have a good number of prospects exchange their contact details for more information, and some of them even stayed to watch it. Now what?

At the bottom of your funnel, some will be ready to buy before they’ve hit the ground - and they’ll seek you out. They’ll find your Buy button and hammer it into submission.

And some will stay in their seats, ready for a little extra convincing. That’s why you state your case, plain and clear, and ask for the sale.

Your Bofu stage might not have any further content apart from a features table and Buy button - after all, you’ve spent the last two stages A. telling your audience about their problem, and B. convincing them you have the solution.

A “pull” strategy like a surprise discount code, or a “push” strategy such as strategic urgency - a countdown timer, for example - will work wonders for someone who isn’t quite sure.

And just like that, you’ve served a three course meal.

What now?

After your funnel, of course, you’ve made a few sales - but if you want to see them again, you don’t want to wave your customers off into the cold night.

To really grapple with the metaphor, a good restaurant will thank you for coming and remind you of the opening hours so you can pop back soon. So, always include a thank you page and instructions for what to do next and how to buy again, if necessary.

From there, it’s just a matter of distributing more Tofu content to stay relevant to repeat buyers and nab new ones.

Did you find this article useful? How do Tofu, Mofu and Bofu apply to your sales funnel? Leave a comment below!

This post is one I wrote several years ago, so it may not be the same kind of content you experience on the rest of this site. I'm posting it here as an archive, and to refer back to if I need.