No two sales funnel will look exactly the same as every company’s business model and target audience are different. However, every sales funnel can be divided into three phases: top of the funnel (ToFu), middle of the funnel (MoFu) and bottom of the funnel (BoFu).
Top of the funnel (ToFu)
The top of the funnel is also known as the awareness phase. In this stage, you cast a wide net and aim to gain attention from potential customers while making them aware of the fact that they have a need. This can be achieved via traditional advertising or using organic content such as blogs, social media posts, landing pages, introductory videos and podcasts.
While striving to be top of mind, it’s important not to overwhelm users with information. Companies are still far from making a purchase decision. So don’t sell. Instead, use content and messaging to position yourself as an expert in your field.
Middle of the funnel (MoFu)
Your target audience is aware of your company, recognises that they face a challenge, and are now looking at their options. This is the consideration phase, also known as the middle of the funnel.
Your focus now is finding the perfect balance between information and persuasion. In-depth content that’s also educational such as whitepapers, webinars or market research, are perfect for this. In addition to retargeting campaigns to keep you top of mind. This content further positions you as an expert that is also aware and empathetic to your audience’s struggles.
Bottom of the funnel (BoFu)
The bottom of the funnel is also the most important phase as it’s time to convert undecided prospects into paying customers. These companies are well aware of their problem and are informed about the various solutions on the market. So now it’s time to pull out the big guns and demonstrate why you’re the best company to solve their challenge. Client success stories, product facts and pricing information or free trials help prospects make an informed purchase decision while convincing them to buy from you.