Introduction

Are your leads dropping mid-strategy?

Marketing is tough these days. Capturing attention is easy, but only the first part of the consumer journey. Holding it, nurturing it, and then converting it is the tricky part; you need a solid strategy for that.

The marketing funnel, “ToFu, MoFu, BoFu”, makes the job easier for budding marketers across industries. These three core stages target a broad range of consumer interests.

Read on for tips on how to get and keep your audience’s attention.

What is ToFu, MoFu, BoFu?

 

 

Marketing funnels streamline your strategies for one goal: customer satisfaction in every campaign.

This handy framework ensures a smooth shopping journey from awareness to purchase.

1. All About ToFu (Top of the Funnel)

The Awareness Stage.

In ToFu, consumers have a pain point or curiosity but aren’t sure exactly what they need. With so many options online, shoppers are spoilt for choice. They often fail to make a purchase at all from feeling overwhelmed. Use high-reach content for market visibility.

At this stage of the marketing plan, buyers explore broadly, are open to options, and generally haven’t formed brand loyalty. This is your chance to swoop in and raise awareness about what you offer. Give them general information that positions you as a reliable and approachable source for value-driven insights.

1.1 Audience Targeting Tactics

Effective audience targeting ensures that your content reaches the right people at the right time. Consider the platform, message frequency, and time of day. Audience sentiments are sensitive but not impossible to crack.

 

Segmenting customers by age, gender, and interests enables precise delivery of marketing strategies.

With ToFu, broad awareness is the goal. Your consumer group is the largest here, collectively viewing your marketing collaterals across all platforms. Brands can leverage behavioural and interest-based targeting through social media and search ads, targeting high-affinity leads in droves. It’s a great way to build your digital presence for free.

Strategy:

• • Target users based on which pages they follow, topics of interest, and general browsing behaviours
  • SEO (Search Engine Optimisation) content to boost website visitors
  • Influencer collaborations get your services out to the wider public
    

Utilise broad-range social media channels for reach across demographics.

B2C Marketing: Instagram, Facebook, TikTok

Optimise your content to suit each platform’s main user demographic. Short, snappy content works wonders on Instagram and TikTok. According to a 2025 study by SproutSocial, 90% of consumers use social media to keep up with current trends and cultural moments. Publicise your services through audience-relevant content, leveraging current music, memes, and trends for algorithm favourability.

Here, influencers are a huge market. They offer brand credibility and high affinity from the outset to an already loyal audience. Reviews, try-ons, and general lifestyle marketing are excellent influencer collaboration tactics to promote your products or services in tandem with an aspirational image.

B2B Marketing: LinkedIn

LinkedIn is an excellent resource for long-term industry connections. Mindless scrolling takes a break here for users to network and learn something new – a recreational form of upskilling. LinkedIn offers valuable nuances like contextual relevance, professional intent, and organic reach. Business people want to engage with other people, not just a brand image.

A 2024 HubSpot “State of Marketing” report states that websites, blogs, and SEO efforts were among the top marketing channels driving ROI for B2B brands.

Post articles, case studies, industry tidbits, and growth strategies for your page to be a value-add amongst other professionals.  Link articles that publicise your products and promote your brand ethos. The broader your reach, the greater your presence as a thought leader in your industry.

 

2. MoFu (Middle of the Funnel)

The Consideration Stage.

In MoFu, consumers understand their pain points better. They actively research solutions and are past seeking awareness; they want fixes. After weighing out the pros and cons, they are looking to resonate with the product through genuine value-adds. Position yourself as a trusted solutions provider.

At this stage, businesses should showcase their expertise and USPs, clarifying what puts them a class above competitors. Get into the specifics. Remember: you’re not making a sale yet, but putting that idea in your consumers’ minds with the data to back it up.

2.1 Audience Targeting Tactics

Now that you’ve gotten your name out there, show your audience why you’re better than the rest. Educational gems come in handy here. Build trust through in-depth, informational content and industry commentary.

Strategy:

• • Case studies to position you as in-the-know
  • Weekly/monthly newsletters with industry insights
  • Product comparisons highlight unique USPs
  • Answer common queries through Q&A sessions
  • Ebooks and downloadable guides for comprehensive value propositions
    

Emails are an excellent channel to nurture leads. Segment them based on interests, behaviours, and industries for targeted reach and granular audience insights. Value-driven emailers provide slow-burn relationship building between you and your audience.

Social media offers a unique opportunity to connect directly with your audience. Put a face to your brand for improved consumer resonance. Speaking with your followers is a great way to build deeper engagement towards potential buyers.

Track audience impressions easily through likes, comments, and posting insights. Platforms like Instagram now offer comprehensive analytics; bounce rates, exit rates, page visits, and more can be tracked on their “Stories” feature. Knowing what your audience likes and when they want to see it has never been easier.

 

3. BoFu (Bottom of the Funnel)

The Decision Stage.

In BoFu, your main objective is to CONVERT! Your audience is convinced; they just need a gentle nudge towards making a sale (conversion). Show consumers how your product has benefitted others and stand as value-adds for them, too. Fluff is the enemy.

Strategies culminate in sales in the BoFu stage, paving the way for loyal customers and long-term sales.

At this stage of the sales funnel, reduce friction by keeping information very insightful and sales-driven. “Bottom of Funnel” marketing should build consumer confidence in making an informed purchase and ultimately, drive meaningful action.

3.1 Audience Targeting Tactics

Target hot leads displaying high-intent actions. At this stage, your audience is already ready to buy. Clear any existing doubts that are hindering them from making a sale and offer them clear incentives that encourage their final push.

Strategy:

• • Abandoned cart retargeting
  • Product demos
  • Free consultations/trials 
  • Limited-time offers
  • Direct CTAs (Call-to-Actions) for sales

Direct CTAs on sales-optimised landing pages make it easy for consumers to “checkout” your services. Languages and links should be crafted to guide the visitor towards their “decision-making” – whether that’s booking a strategy call, requesting a quote, or checking out their cart. Cut the distractions for a frictionless path to action.

Leverage high-intent platforms to rake in conversions. Emails and one-to-one calls act as quiet closers, supporting your customers directly and offering you the opportunity to personalise your pitch and offerings to meet each client’s expectations.

Conclusion

That’s the breakdown of ToFu, MoFu, BoFu: a concise marketing blueprint to support your customers’ journeys from awareness to checkout. Optimise your strategies to advance each consumer into the next stage. For precise insights on how to market to your unique audience (and where to do it), check out our MIU Blueprint.

One-note marketing proves dire for any business. Targeted collaterals provide a comprehensive view of your brand, enabling you to address exact consumer pain points for every demographic. It’s a phenomenal way to nurture brand credibility and customer loyalty.

Our team of experts is skilled in optimising copy and collaterals that support your audience’s buyer journey.

Visit our website to discover our suite of services.

Stay winning with MIU.