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Heard good things about us or because they will urgently need one of our products and/or services; someone else, however, will be far from purchasing. In this case, we will have to make sure we provide him with all the information he needs to continue his Buyer's Journey. To consider any type of user need, in technical jargon we use the terms TOFU (Top of the Funnel), MOFU (Middle of the Funnel) and BOFU (Bottom of the Funnel). The TOFU user is experiencing a problem but does not yet know how to solve it. Probably, therefore, he will look for information in videos and/or company blogs; the MOFU user, on the other hand, already knows which solutions could help him and will evaluate among these to understand which one best meets his needs. He will probably look at the product sheets on the site for a long time. Finally, the BOFU user has reached the end of his journey and is looking for the best company to purchase. Let's cite a practical example.
We are running a travel agency. TOFU users will therefore arrive at our site, who wish to go on holiday but have uncertain ideas about the destination and what to do. They will probably be attracted by the title of a blog article similar to this: "New Year's Eve 2021: where to go?". The MOFU user has decided that he wants to go to the beach and is considering where to stay. He may find it useful to have a guide who directs him to specific villages, based on his needs. The BOFU user, on the other hand, knows exactly Agent Email List where he wants to go, where to stay and what to do and just wants to book. Here are some strategic actions that we can carry out on our site to make it "hospitable" to different types of users. TOFU Users To attract the attention of a TOFU user, we will be able to start writing targeted, very generic and non-technical articles and textual content: they will allow us to offer them a first and important response and, at the same time, to be evaluated as "professional" in his eyes.
At this stage, we can also insert in-depth videos within the site or populate our YouTube channel; infographics are also important, in an image: multimedia contents, with which you can draw on multiple pieces of information in just a few minutesmations, are highly appreciated today. MOFU Users A MOFU user seems to find himself in Dante's limbo, because he is aware of his problem and the possible solutions but he does not yet know which of these could help him solve it. In this case, it may be premature to ask him to contact our company. This is why "premium content" is born: these are guides, e-books, content that the user can download in exchange for his e-mail address. As soon as the contact is acquired, we will be able to start with the activity of: automatic emails, personalized based on your interests and needs, will bring you further closer to purchasing from our company.
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發表於 2024-3-16 11:06:31