Between SEO, SEM, and SERPS, we’re always finding clever ways to break down concepts into four letters or less.
Utter a phrase like “Tofu MoFu BoFu” anywhere else and you’re likely to raise more than a few eyebrows. But members of the average sales marketing agency will instantly recognize such language as the song of their people. Read on to unlock the mysteries of Tofu MoFu BoFu, what it means, and how it relates to the sales and marketing funnel.
Tofu, MoFu, and BoFu are actually three separate acronyms that refer to different parts of the marketing funnel, including how we think about content marketing funnel stages. The marketing funnel is sort of like a V-shaped map of the buyer’s journey, the steps prospects go through on their way to becoming paying customers. With that in mind, let’s reveal what each acronym of the Tofu, MoFu, and BoFu funnel stands for:
But knowing the stages of Tofu, MoFu, BoFu marketing isn’t quite the same as understanding them. In the next few sections, we’ll take a closer look at each and how it fits into a well-rounded marketing strategy.
Let’s start at the top of the funnel, home to the awareness stage. This is where potential customers meet your brand for the first time, whether they come upon your website through a search engine result or encounter one of your digital ads on social media.
A ToFu sales marketer has several different goals at this stage. The first is to understand their target audience, the people most likely to be interested in their product or service. From there, it’s all about finding ways to reach that audience, shine a light on their pain points, and assure them that you have a solution.
Common ToFu content strategies include: