Importance of Inbound Marketing Funnels
What is inbound? To grow a business that builds trust and provides value, you first need to attract, engage, and delight people. Inbound is a method for achieving that, but an approach to inbound and doing business helpfully and humanly are changing along with the technology shifts.
What’s good for the customer is good for the business, which makes the inbound method a better way to market, sell to, and serve your customers. Happy customers are the fuel for your company’s growth.
Inbound Marketing and Marketing Funnel
The very process of attracting users through engaging content is called inbound marketing, and it contradicts outbound marketing (which includes traditional marketing practices, such as having trade shows, making sales calls, etc.). To attract customers, you can use social media, SEO, blogs, or websites.
The buyer’s journey goes from the time he becomes aware of the product or service to the point when he buys it. The model which describes this journey is called the marketing funnel. Let’s break down the inbound marketing funnel so you can understand how it works and why it’s so important.
- TOFU – Top of the Funnel
In inbound marketing, about 85% of your website visitors fall into the TOFU category. In this phase, they are researching while trying to find the best solution to their problems. They are not ready to purchase, so pushing them with sales information is the best way to drive them away.
At the TOFU, visitors are looking for information and being educated. What you need to do is to qualify those leads by answering their questions and offering solutions to their problems. You can do it by creating relevant and educational keyword-rich content. That way, when someone is Googling the terms you’ve used as keywords to learn more about the topic, they will find you.
To make sure that your content gets found online, you need to optimize your content for search engines with the right long-tail keywords, as well as meta titles, descriptions, image and alt-tags, and more. Publish your blogs, promote them on social media, and wait for your website traffic to start increasing.
- MOFU – Middle of the Funnel
TOFU doesn’t mean anything without a MOFU. What is a hot dog without mustard? What is increased traffic without the ability to qualify visitors into leads and gather information about them? That is the purpose of MOFU.
The 10% of your overall website traffic is made up of visitors we call “shoppers.” They have completed their research and have an idea of how their problems can be solved, so now they’re scoping the options and looking for more specific information. It still doesn’t mean that they’re ready to buy, so don’t push them to make a purchase, but give them space to make up their mind and keep in touch.
In the MOFU, you need to explain how your offerings can help solve your buyers’ problems and why they are the best choice.
Capture information about your visitors to qualify them as leads – create a great landing page with a conversion-form, where potential prospects can enter their name and email address. That can help you create an email campaign with personalized emails, which further increases the click-through rates.
When a prospect goes through the MOFU, you should know if they’re planning to purchase or not. However, that’s now the end of their journey, because you can’t convert qualified leads into customers without a good BOFU strategy in place.
- BOFU – Bottom of the Funnel
BOFU is where the magic happens. It’s the category where about 5% of your visitors fall into, the ones that become buyers. They gathered all the information they needed, they found you as a solution provider, are comfortable in their decision, and are ready to spend their money. Your job is to make signing up, contacting you, or ordering as easy as possible.
Most websites have BOFU offers, such as free assessments, free trials, coupons, and CTAs, but as we said before, 85% of your website visitors are nowhere near to making a purchase. So, it’s better to combine your MOFU with BOFU offers, to offer something to your visitors regardless of where they are in the funnel.
BOFU is about more than just closing deals. It is the closing point of your analytics loop, and you can use it to continually evaluate your campaign’s effectiveness and adjust them to improve results.
Rely on your inbound marketing funnels to convert your website visitors into buying customers. Many marketers guide their marketing strategies by relying only on their visitor numbers. They make the mistake of not taking the time to understand the effectiveness of each specific marketing channel on their conversion rates. For inbound marketing success, find a unique combination of TOFU, MOFU, and BOFU that suits your line of work. Attract the leads, move them down the funnel, and start closing deals.
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