Bottom of the Funnel (Bofu)

These are the pain points of your audience. You have just identified the issues that make your audience unhappy, anxious, or nervous. Now provide solutions to these problems. Specific issues will dictate different types of content, but the main idea is to help your target audience make their pain points disappear. The role of marketers here is to educate website/business owners on the importance of removing friction through the sales funnel. This can only be done if you guide your first-time visitor through the funnel correctly by providing content that matches your knowledge of the problem that you may not even know you have at this level. Therefore, content at this stage should be freely available and should be aimed at educating, entertaining, or inspiring.

ToFU content type: Blog social media updates infographics Photographs digital magazines Books audio/video podcast microsites Print magazine/newsletter Objectives: Raise awareness about the solution to your problem. Identify Jordan WhatsApp Number List your target audience and the specific pain points they have, check out where they hang out, and start giving them answers. Be subtle with promotions at this stage. Instead, be helpful, use actionable content to get in front of people who might need what you’re selling. Grow retargeting lists. People are much more likely to become paying customers after multiple “touches” and interactions with your brand. Increase engagement. More retweets, shares on LinkedIn, Facebook, Instagram and other social networks means more pageviews and lower bounce rates.

Mofu Content-Type

Increase traffic to your site. Metrics: Rate of knowledge about the product or service.  Retargeting list growth rate Site Engagement Rate Number of incoming links traffic per channel.  Unfortunately, brands often start and stop their marketing efforts by only producing content for the first stage of the marketing funnel. As a result, they are missing out on higher conversion rates that can be achieved further down the funnel. This involves attracting more visitors and driving them to a purchase decision through a series of well-researched and well-combined pieces of content in various ways with the goal of moving up from one stage to another. Step #2: Create content for the middle of the funnel (MOFU) At this stage, your visitors are generally aware of your brand and what you have to offer.


Now it’s time to take them further down the funnel and ‘make them want’ to sign up with their email address. The best way to keep them interested is by trying to build a long-term relationship with them. But how? content marketing funnel: magnet What about lead magnets? Yes, those amazing pieces of content that will draw your visitor to the MoFU. Don’t miss out on setting a catchy CTA (call to action) and invite your visitors to join your email list. They are already interested in what you have to offer, remember? Otherwise, they wouldn’t be on your site, reading your content. If you followed all the steps, you did your research and you know the pain points of your target audience.

Wrapping It Up

Now is the time to put that information to use by creating amazing-looking.  Compelling content and offering it ‘for free’, or to be more specific, for an email address. Email addresses, especially relevant ones, are one of the most powerful resources in digital marketing. Not only do you know what your target audience is interested in, you now have a way to follow up with whatever content works best with your audience: newsletters, special offers, educational pieces, or whatever else. The sky is the limit. The most important thing to remember here is that you now have a way to directly build trust with your visitors, demonstrate your expertise to them, and thus “force” them back to your website and slowly build that purchase decision. They are already half way there.

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