If you’re here because you thought this was a mouth-watering walk into tofu, I’m sorry to disappoint—although a food blog sounds like fun, we’re going to talk about a different kind of funnel today. And no, it’s not for pouring syrup on your pancakes either.

This is the marketing funnel, where TOFU, MOFU, and BOFU are the keys to turning random internet visitors into loyal customers.

Confused? Don’t worry—we’re about to break it down, step by step, what it means in the world of digital marketing and healthy dose of actionable advice.

Let’s start at the top.

TOFU (Top of the Funnel)

At the top of the funnel, also known as TOFU, the magic begins. This is where your potential customers don’t know who you are, what you do, or why they should care—but that’s about to change!

They’re out there Googling questions like, “Why does my cat hate me?” and this is your chance to gently tap them on the shoulder and say, “Hey, I’ve got answers for that.”

At this point, the idea is to educate, entertain, and engage. You’re providing something useful or interesting that grabs their attention and leaves them thinking, “Hmm, that was helpful. I wonder what else they’ve got.”

TOFU Content That Works

• Blog posts: Think “Top 10 Tips for…” or “How to Solve [Insert Problem Here].” Educational but fun, like you’re talking to a friend who just asked for advice over coffee.
• Infographics: Because who doesn’t love a good visual? Take something complex and break it down into bite-sized, shareable bits of wisdom.
• Social Media: Memes? Check. Tips and tricks? Absolutely. Polls? Why not! Make your brand fun, approachable, and worth a follow.

The key here? Don’t sell. Save the hard pitch for later.

MOFU (Middle of the Funnel)

Now we’re in MOFU territory—Middle of the Funnel. At this point, your audience knows you exist, and they’re interested in learning more. They might not be ready to whip out their credit card just yet, but hey, we’re making progress.

This is where you move from casual conversation to a little more depth, like when you ask someone about their favourite TV show on a second date.

Your audience is evaluating their options. They’ve got a problem or need, and they’re trying to figure out the best solution. Your job here? Show them why you’re the one.

MOFU Content That Wins Heart

• Case Studies: Real-world examples of how you’ve helped others show potential customers that you’re not all talk.
• Ebooks & Guides: An ebook or in-depth guide shows you’re knowledgeable and willing to share that wisdom for free (or in exchange for their email, of course).
• Webinars or Videos: If your content is like a good Netflix show, they’ll binge it. Demos, tutorials, and expert advice videos can help nudge them closer to conversion.

At this stage, you’re building trust. Give them content that says, we are the one that you need.

BOFU: Bottom of the Funnel

We’ve reached the BOFU—Bottom of the Funnel. This is where things get really serious. You’ve managed to win over your audience through TOFU and MOFU, and now they’re at the edge, just needing a gentle push.

BOFU is like the proposal stage. You’re metaphorically down on one knee, asking them to take the leap and commit.

At this point, your content should be all about sealing the deal.

BOFU Content That Closes:

• Free Trials or Demos: It’s like trying on clothes before you buy. Let them test out your product or service with no risk attached. If they love it (and they will), they’ll be ready to buy.
• Testimonials and Reviews: Got happy customers? Let them do the talking for you. Nothing seals the deal like social proof.
• Discounts or Special Offers: Everyone loves a deal, right? A well-timed discount or offer can be the final push they need to say “yes.”

This is where you ask for the sale. It’s time to be confident, clear, and compelling. They’ve made it this far because they’re interested—now show them why they shouldn’t look anywhere else.

TOFU Vs MOFU Vs BOFU

There you have it! TOFU, MOFU, and BOFU are your new best friends in the wild world of digital marketing. Each one plays a critical role in guiding your audience from “What’s this all about?” to “I can’t live without it!”

So, whip up some fabulous content, sprinkle in a dash of personality, and let the funnel magic happen. Here’s to turning leads into loyal customers—cheers!