Types of Keywords used in Marketing Funnel
“ToFu,” “MoFu,” and “BoFu” are terms used in marketing and sales to refer to different stages of the customer journey. They stand for Top of the Funnel, Middle of the Funnel, and Bottom of the Funnel, respectively. Each stage represents a different level of engagement and readiness to make a purchase. Here are examples of content and keywords associated with each stage:
1. Top of the Funnel (ToFu):
Objective: The primary goal at the top of the funnel is to create awareness and attract a broad audience. This is the stage where potential customers are just becoming aware of a problem or need.
Content Characteristics:
Educational: ToFu content should educate and inform. It’s not about selling a specific product or service but rather providing valuable information.
Broad Audience: Target a wide audience to cast a wide net and capture as many potential leads as possible.
Problem-Focused: Content addresses the challenges or pain points that the audience may be experiencing.
Informational Keywords: Use keywords that reflect general queries or topics people might search for when they are in the early stages of research.
Examples:
Blog Post: “The Importance of Content Marketing in the Digital Age”
Infographic: “How Social Media Influences Consumer Behavior”
Video: “SEO Basics for Beginners”
2. Middle of the Funnel (MoFu):
Objective: In the middle of the funnel, the focus shifts to nurturing leads and providing more specific information. The goal is to help potential customers consider solutions and move them closer to a purchasing decision.
Content Characteristics:
Nurturing Leads: Develop content that continues to build a relationship with the audience and positions your brand as a solution provider.
More Specific: Content becomes more targeted and specific to particular challenges or needs.
Solution-Focused: Shift from discussing problems to presenting potential solutions.
Comparison Keywords: Use keywords that involve comparisons between different solutions or approaches.
Examples:
Ebook: “A Comprehensive Guide to Selecting the Right Digital Marketing Strategy”
Webinar: “Comparing the Top CRM Systems for Your Business Needs”
Case Study: “How Company X Overcame Similar Challenges with Our Solution”
3. Bottom of the Funnel (BoFu):
Objective: The bottom of the funnel is where the focus turns to conversion. At this stage, potential customers are actively considering making a purchase, and the content needs to guide them towards a decision.
Content Characteristics:
Conversion-Focused: The content aims to convert leads into customers, encouraging them to take a specific action.
Targeted Audience: Tailor the content to a more specific audience segment that is more likely to convert.
Product or Service-Specific: Provide detailed information about your product or service and how it solves the customer’s specific needs.
Action-Oriented Keywords: Use keywords that prompt action, such as “buy now,” “free trial,” or “schedule a consultation.”
Examples:
Free Trial Offer: “Start Your 14-Day Free Trial of Our Marketing Automation Platform”
Demo Video: “See How Our Product Solves Your Business Challenges”
Consultation Call: “Schedule a Personalized Solutions Consultation with Our Sales Team”
By understanding the characteristics and objectives of each funnel stage, marketers can create a more strategic and effective content marketing strategy that guides potential customers through the entire customer journey.
