What is the Bottom of The Funnel?

This guide quickly explains Bottom Of The Funnel along with the goal and mindset for BOFU. We’ve also created a structured table to help you understand the difference between BOFU, MOFU & TOFU

What is the Bottom of The Funnel?
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What is Bottom of the Funnel (BOFU) marketing? 🤔

The Bottom Of The Funnel (BOFU) is the stage in the marketing funnel where your leads are incredibly close to making a purchase decision. At this stage, your only goal is to convert leads into paying customers and also to increase the LTV of each transacted customer.

What are the other two stages before BOFU? 🏁

✅ Top Of The Funnel (TOFU)

Top Of The Funnel" is the first stage of the marketing funnel, where users learn about your product. This stage is also called the "awareness stage" 👀 or the "discovery stage" 😮 of your customer.

✅ Middle Of The Funnel (MOFU)

"Middle Of The Funnel" is where users have already shown some level of interest in your product. At this stage they have moved beyond the discovery and are looking to learn more about your product 💪🏼 and the problem it solves.

What are the goals of BOFU marketing? 🏁

  • The primary goal of Bottom of the Funnel (BOFU) marketing is to convert leads into paying customers. At this stage, your leads have already been introduced to your brand, warmed up to it, and have expressed genuine interest by taking some sort of action.
  • In addition to driving conversions, BOFU is also about maximizing the value of each customer. This may involve cross-selling similar products or upselling premium versions of the same product.
  • The finer goals of BOFU are improving customer retention & customer loyalty and reducing churn.
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How is BOFU different from MOFU & TOFU?

✅ What does it stand for? 🧍🏼

  • BOFU - Bottom Of The Funnel
  • TOFU - Top Of The Funnel
  • MOFU - Middle Of The Funnel

✅ Buying stage of the customer 🛍️

BOFU 👇🏼
  • Knows about your product
  • Understand the difference between your competition
  • Have some level of trust in your brand
  • Very close to making a buying decision
TOFU 👇🏼
  • Have not heard about your product
  • Might be looking for your product
  • Have the pain points that your product solves
MOFU 👇🏼
  • Have heard about your product
  • Understand what your product does
  • But don’t have a lot of trust in your brand
  • Looking for options to buy a product like yours

✅ Goals of the marketing team 🎯

BOFU 👇🏼
  • Close the sale and convert them into a customer
  • Solve the common objections they might have before buying
  • Build retention & word of mouth with support and feedback loops
TOFU 👇🏼
  • Create brand awareness
  • Capture the attention of your potential customers
  • Create the first touchpoint for all potential customers
MOFU 👇🏼
  • Build a relationship with your customer
  • Build trust in the brand
  • Send personalized content to solve for trust & authority

✅ Type of channels used 👀

BOFU 👇🏼
  • Conversion channels
  • Deeply personalized channels
TOFU 👇🏼
  • Customer acquisition channels
  • Brand awareness channels
MOFU 👇🏼
  • Personalized channels
  • Retention channels

✅ Examples of frequently used channels 💪🏼

BOFU 👇🏼
  • Email Marketing
  • 1:1 calls
  • 1:many calls
  • Webinars
  • Product DEMO
TOFU 👇🏼
  • Content marketing
  • Social media marketing
  • Display advertising
  • Search engine marketing
  • Influencer marketing
  • Events & Sponsorships
MOFU 👇🏼
  • Email marketing
  • Chatbot marketing
  • Webinars
  • Retargeting ads
  • Case studies delivered via chat & email
 
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P.S: If you loved reading about this growth metric, you will find this list of 23 growth metrics incredibly helpful 💪🏼
 
 

Written by

GrowthX Editorial Team
GrowthX Editorial Team

Growth can be achieved in a profitable, scalable & sustainable way. That’s what we write here, one blog at a time 🚀

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