Type of content for this stage

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TOFU content

In the TOFU phase, your buyer is typically trying to solve a problem or fulfill a need. As a result, they seek to educate themselves and find information that will help them find the best solution. What can you do?

Provide answers to their questions and leads for commercial real estate solutions to their needs or problems. Because most people begin their purchasing process online, one of the strategies you can use is to create keyword-rich content in the form of blogs.

The idea is that when a user is searching on Google, for example, to learn more about a topic related to your products or services, they will find you. Think of your blog as the fuel that runs the engine of your Inbound Marketing strategy.

[Tweet “Your blog is the fuel that makes your Inbound Marketing strategy run.”]

Below we will give you some recommendations to help your blog succeed in the TOFU stage:

Be easily accessible: It is essential that the text of your blog or the information you offer is clear and objective. The audience that reaches the TOFU stage is discovering their problems and becoming aware that they need to solve them. It is your duty to help them.
Be clear and objective: At this stage, you should avoid selling your services and products; simply create clear content and objectives to attract and guide your audience to the next steps of the funnel.
Don't mention your company: Don't talk directly about your business, your potential customers may think you are advertising and will most likely lose interest in reading your content.
Regarding your website visitors. TOFU users typically visit your website on a daily basis. Now your job is to convert that visit into a potential lead. The easiest way to do this is to give them informative and educational content.
Here are 6 content ideas you can offer in the TOFU stage:

Free Whitepapers: Provide useful content that your consumers will want in the early stages of the sales or purchasing cycle.

Free Tip Sheets or Guides: Provide information that your prospects should pay attention to when purchasing. For example, if you run an online clothing store you could provide a Tip Sheet titled: “9 Ways to Make Sure You’re Buying the Right Size”

Free eBooks: eBooks are very similar to whitepapers, but are usually a bit longer. You can find eBooks ranging from 7 to 50 pages depending on the content. Some examples of topics could be: “How to use social media to attract customers” or “10 steps to design a successful blog.”

Free Checklists – Checklists are a great way to simplify and inform your prospect of your process before they come on board as a client. For example: a law firm can provide a checklist to explain the process of applying for a permit to be signed. By providing the checklist, prospects will look for that information before they need a sign.

Free videos: It's clear that video has become a part of internet marketing. While you can hire a professional video production company, with the latest mobile devices, creating a video is easier than ever. Make sure you share relevant information.

Free Kits (a combination of the above information): If you have some content that on its own isn't converting visitors, try combining it and creating a kit. Then measure whether your conversion rates improve.

Now that you know what content to create for TOFU, how do you make sure your blog gets found? The first step is to properly optimize your posts for search engines. Are you using relevant, long-tail keywords in your blog title? Do you have good meta titles and descriptions that include your keywords and fit within the character limits imposed by search engines (typically 60 characters for titles and 160 characters for meta descriptions)?

Take advantage of these tips and adjust your content to attract more visitors to your company!

Resources and tools to apply in the conversion funnel
Below we leave you some online tools that facilitate the implementation of your sales funnel.



HubSpot


TOFU content

HubSpot is a very powerful and intuitive tool that will allow you to create all the stages of your conversion funnel. You will also be able to see all the analytics behind your objectives.

It has a marketing panel, where you can see the evolution of your actions both in terms of attraction and conversion.