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Book a callThe reputation of the TOFU MOFU BOFU strategy persists in 2024, but is its effectiveness still relevant?
In this article, we first look at the essential concepts in order to give a clear definition of this marketing strategy and whether this method still works. Finally, we present SEO alternatives to improve your content strategy.
The linear approach to the TOFU MOFU BOFU strategy has long been considered a standard marketing model.
However, in 2024, it is crucial to ask whether this strategy still meets the complex and evolving needs of the customer journey. The question is: is it still as relevant as before?
The discovery stage, called “TOFU” (Top of the Funnel), represents the very beginning of the buyer persona's thinking. The prospect knows that he has a problem or a need. However, he is still looking for information to find a solution.
During the discovery phase, we give important information to the prospect to solve their problem. It's also time to convince the lead that our company is the best company to help them.
The discovery phase is characterized by several concrete elements:
The objective is to create an educational link with the prospect to convince them to take the next step in their journey.
Once the prospect has gathered all the information they need to solve their problem, they enter the Smart Selection phase. The main aim is to choose the best provider from a list that can meet the demand and share the same values.
It is crucial to note that at this precise moment, the lead also has content from your competitors. So, this stage becomes the key moment when you need to demonstrate your expertise in a convincing way.
Concretely, the Wise Selection phase is manifested by various elements:
This step is decisive, marking the moment when the prospect further narrows his list of potential partners.
At this stage, the prospect shows a clear interest in your offer and recognizes the many advantages of your business. However, he is wondering about the relevance of your services to specifically meet his needs. This is the critical moment when you need to convince them to specifically choose YOUR company.
At this point, the prospect has generally reduced his list to 2 or 3 potential service providers, depending on the sector of activity.
The pre-conversion phase is a collaboration between marketing and sales teams. The marketing department offers ideas to the prospect.
Depending on the reaction of the lead to this content, it is up to the salespeople to act quickly by offering:
These efforts aim to consolidate the relationship with the prospect, especially if until now it was exclusively digital. This is an appropriate time, if possible, to meet him in person and to establish real contact. If a physical meeting is not possible, a telephone call or a conference via Skype can also be effective alternatives.
The Gap strategy is a promising alternative that aims to maximize visibility. In 2024, it's time to explore new horizons with three key content types: Growth, Authority, and Personal.
Justin Welsh's content matrix offers a diverse approach that remains crucial in 2024. With 8 types of content, this option improves SEO by meeting different needs, from action to inspiration.
In 2024, the AAAA strategy is emerging as a comprehensive solution with an emphasis on four content dimensions - Actionable, Analytical, Anthropological, and Aspirational. This method guarantees optimal SEO to adapt to the changing expectations of the public.
The TOFU MOFU BOFU strategy may have been the norm, but in 2024, its effectiveness is in question.
Alternatives such as:
all present themselves as options that are more suited to the current complexity of the marketing landscape. Explore these alternatives to stay relevant and effective in your SEO content strategy in 2024.
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