What is TOFU?
TOFU is the acronym for Top of the funnel. It refers to the highest part of the sales funnel or funnel.
At the Top of the Funnel (TOFU) are your prospects. The users who are looking for information about the product, solution or service that your company offers. In this phase, you must design digital marketing strategies and relevant content to attract interested parties. The more prospects in this stage of the funnel, the more likely you will increase your sales at the bottom of the funnel.
In this sense, you must create engaging content, which attracts as many visitors as possible. Remember that you should not give them an offer because they are not yet clear about their needs. So what should you do? In the TOFU stage, it is best to disseminate content in post format; thus, you can help them clarify their doubts and identify what they need.
Importance of TOFU content in your sales strategy
TOFU content aims to attract more visitors to your website or blog. Consequently, if you integrate it into your sales strategy, you will have a better chance of attracting more leads, which can later be converted into customers. There are some points at the Top of the sales funnel that you should consider in your sales strategy. Let’s see.
First contact: In this phase, the initial contact with your users is given, so it is the ideal time to arouse their curiosity, publicize your company and the solutions it offers.
Make the discovery: customers become aware of their problems or needs previously ignored; now they want to find solutions.
So, your content should be oriented to educate your customers or potential customers about your products or services and offer solutions to their needs. If you do this, your sales are likely to increase.
How it integrates into Inbound Marketing
As we have mentioned before, there are many potential, unqualified customers in the TOFU stage or Top of the funnel. The objective of your Inbound Marketing strategy should be aimed at ordering those potential customers. Those users who need your product or service must qualify and convert them into customers. To achieve this, Inbound Marketing relies on valuable content.
Remember, this is the first of the user buying process phases; therefore, your potential customers have difficulty and are looking for a solution that suits their needs. Here, your company should not try to sell any product; on the contrary, you should offer them help and support. If you try to sell them a product, they will most likely leave your site.
Here are some recommendations for your blog to be successful in the TOFU stage:
Be easily accessible: your blog’s text or the information you offer must be clear and objective. The public that reaches the TOFU stage is discovering their problems and becoming aware that they must solve them. You must help them.
Be clear and objective: in this first moment, you should avoid selling your services and products; create straightforward content and objectives to attract and guide your audience to the next steps of the funnel.
Do not cite your company: Do not speak directly about your business; your potential customers may think that you are advertising, and most likely, they will lose interest in reading your content.
Regarding your website visitors: TOFU users typically visit your website daily. Now your job is to turn that visit into a possible advantage. The easiest way to do this is to give them informative and educational content.
