The purchase funnel is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. This staged process is summarized below: Awareness – When a prospective customer becomes aware that a seller offers a product, solution, or service that will meet their needs, they are in the awareness stage. This can happen through advertising, word of mouth, prospect research, or any of several other channels. After becoming aware, the prospect will begin to consider how they can find an appropriate solution to their problem.
The initial stage of the buyer’s journey in marketing and sales precedes the middle of the funnel (MOFU) and bottom of the funnel (BOFU). At this stage, potential customers are just becoming aware of their problems or needs and are beginning to seek information. TOFU marketing strategies aim to cast a wide net and attract a broad audience with generalized, educational content. The goal isn’t to sell directly but to build brand awareness and establish trust.
Common TOFU Tactics
TOFU tactics include blog posts, social media content, infographics, and videos that address broad industry topics or common pain points.
- Examples: Blog posts, social media content, infographics, and videos.
Metrics for TOFU Activities
Metrics for TOFU activities often focus on reach and engagement, such as website traffic, social media followers, and content views.
- Key metrics: Website traffic, social media followers, and content views.
