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Your Website is Missing Opportunities if it doesn’t have TOFU (Top-of-the-funnel) Offers

Posted by Dean Moothart

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July 13, 2016


Just about every website I visit gives me an option to learn more about the company and their solutions. Unfortunately, that option is usually limited to calling an 800-number to talk to a salesperson or to send an email to schedule a time for a sales consultation call. More progressive companies will even provide a form for me to complete that will signal a sales rep to call me.

Uhg! What if I don’t want to talk to a salesperson? What if I just want some of my basic questions answered? What if I’d rather read to find answers instead of scheduling a 30-minute sales appointment? If I was close to making a decision, then I’d love to talk to a salesperson. But I’m not there yet. It’s too soon. I’m just not ready. If I agree to talk to a salesperson now, then I'll continue to get calls for the next several weeks and they’ll fill up my inbox up with marketing fluff. I don’t want that, and believe me—neither does the salesperson.    

Prospects at the Top of the Funnel are Still Good Prospects

Does this sound familiar? The fact that I don’t want to talk to a salesperson doesn’t mean I’m not a good prospect. It just means that I’m not ready to buy today. However, many companies miss out on earning my business because they’ve limited the options for me to learn about their solutions online. They try to rush the process of these early-stage prospects. These prospects are referred to as TOFU leads because they are still at the top-of-the-funnel (TOFU). They’re just beginning to explore their problem and potential solution. Unfortunately, many websites only have bottom-of-the-funnel (BOFU) offers as a call-to-action to take the next step. When there isn’t an appropriate offer/call-to-action that matches the prospect’s buying stage, the prospect is likely to move on to another resource to continue their exploration/education process.   

What to Offer When

The goal of the offers/call-to-actions on your website and blog is to get the prospect to continue exploring your solution and to take another step in the buying process. If they’re at the top-of-the-funnel (TOFU), then provide a path to the middle-of-the-funnel (MOFU). If they’re at the middle-of-the-funnel (MOFU), then provide a path to the bottom-of-the-funnel (BOFU).  

Top-of-the-Funnel (TOFU) offers include:

  • Newsletters
  • eBooks
  • Whitepapers
  • Video tips

Middle-of-the-Funnel (MOFU) offers include:

  • Case Studies
  • Webinars
  • FAQs
  • Buyer Guides

Bottom-of-the-Funnel (BOFU) offers include:

  • Schedule a demo
  • Schedule a consultation call
  • Request a quote

Your prospect’s journey is rarely a straight line through the paths of offers and calls-to-action that you’ve mapped out for them on your website/blog. Often, your best prospects will bounce around to multiple offer types throughout their buying journey. They may go from TOFU to MOFU and back again several times before they are ready for a BOFU offer. It’s not an exact science. But the more call-to-action options that you can offer your prospects, the more likely it will be that they’ll stay engaged with your content, view your website as a valuable resource, and eventually seek your thought leadership to help them solve their business problem.  

LeadG2 Resources

Topics: inbound marketing, media, deanmoothart, marketing strategy, professional services

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