Most businesses live under a rock!
Are you also living under a rock?
Believing that one strategy will suffice for every kind of customer?
Well sorry to burst your bubble but it won't.
Wondering why? Let's look at an example.
Imagine that you are the owner of a skincare brand named HONEYDEW.
On one hand, you have a customer who has never heard about you, your business, or your products.
On the other hand, you have another customer: they are religiously following HONEYDEW, your business on all social media handles, they know everything about your products, but haven't made a purchase ever.
Do you think both of these customers will be targeted the same way?
Clearly not.
Before making a purchasing decision, the customer goes through different stages. Each of these stages forms the customer’s journey. Different types of marketing strategies are needed at these stages to target the customer.
These stages can be broken down into:
- Top of the Funnel or TOFU
- Middle of the Funnel or MOFU
- Bottom of the Funnel or BOFU
Let's understand each of these stages:
TOFU CONTENT
As marketers, we often strive to catch the attention of the target audience and generate leads for our clients. TOFU strategies help you achieve just that.
Your customer is in the awareness stage, you want to provide them with information on their problems.
It makes your customer aware that you exist and you have a solution to their problem.
The main goal when creating TOFU content is to drive traffic and generate leads.
Once the leads are generated, we move forward to MOFU strategies.
MOFU CONTENT
MOFU content is the bridge between knowing and buying. Your customer is aware and considering whether you would be able to solve their problem.
Considering becomes the emphasis here because in this stage, the customer is already a lead, so they are aware of your products.
At this stage, you need to educate them on how your product can solve their problem. Provide them with educational resources, webinars, events, and other promotional material to understand the product better.
Next, we move forward to BOFU strategies.
BOFU CONTENT
BOFU strategies are the launchpad for conversion. Once the customer makes a purchase, it will determine if all your marketing efforts were successful or not. Hence it becomes crucial to be careful while creating BOFU strategies.
While crafting BOFU content, ensure that it is enriched with detail and trust-building elements. Include exclusive deals and interactive experiences so that your leads can be nurtured into conversions.
Sounding hard?
We make it easier! At MENT Internet Works, we help you ace these strategies and make the process smoother for you. We break down the customer journey and come up with strategies that would sit right with your customer in each stage of their buying journey. If this is something you are interested in, check out our page and ping us, we shall take it ahead!
Till then, Adios!