Another model refers to the levels of the funnel, namely TOFU (Top Of the Funnel), MOFU (Middle Of the Funnel) and BOFU (Bottom Of the Funnel).
Content at the TOFU level will have the objective of generating leads (customers potentially interested in purchasing), using general in-depth content; subsequently at the MOFU level the objective will be to generate prospects (customers interested in purchasing), and this will be done through videos, e-books or more in-depth content. Finally, at the BOFU level the objective is to generate customers , customers who make a purchase, using textual and multimedia content that encourage the user to convert.
Funnel: a practical example
Let's imagine that we need to increase conversions for an e-commerce that sells pet products. In particular, the goal is to promote sales of dry dog food and biscuits.
At the highest level of the funnel (TOFU or bangladesh phone number Awareness, depending on the reference model), you will need to drive traffic to the website. This can be done, for example, through a pay-per-click advertising campaign created with Google AdWords . Using the most appropriate keywords , you will prepare specific ads related to dry dog food, which will have as a landing page a landing page carefully optimized exclusively on the product you want to push.
The landing page , for example, could provide specific information on dry dog food, through text content, videos and images . The call to action could aim to collect the email addresses of users interested in the product and receiving more information.
Now we have our leads. The next step in the funnel is to generate prospects. We could, therefore, decide to send a periodic newsletter to the users mentioned above. The newsletter will contain even more specific and in-depth information, for example a focus on the different lines of dog food (puppy, adult, senior and so on) and the ingredients used. We could propose interviews with veterinarians or infographics that show the importance of a varied and healthy diet.