So what is Tofu Mofu Bofu other than some surprisingly fun words to say?
Well, they are shorthand terms meaning:
They describe the customer journey and recognising the difference between them is key to a good marketing strategy.
So let’s break it down.
This is the first step of the journey and, in terms of the funnel structure, the widest part.
At this point, the consumer is unaware of your brand and is doing general research to find a solution to their problem.
‘Problem’ is a very broad term as it can be described as just anything they are lacking. It can be an immediate vacancy they need to address or just something they saw passively in an advert that unlocked a faint desire in them.
Either way, your role as the company is to present your product/service as the answer to their problem and put yourself at the forefront of their searches.
This means you are framing your company as the ideal answer to their problems, providing information about them and answering questions they never even thought of.
Your goal here is awareness – to get on as many people’s radar as possible, get your name out there and build trust.
Now we’re narrowing in on the funnel.
The customer now knows what their problem is when they need it and have shortlisted a few options with your brand as one of the potential choices.
It’s more concentrated than Tofu, but there are still several competitors to worry about.
The general idea of this stage is consideration – customers are very evaluative of the options they have.
They want to weigh the pros and cons, the differentiating factors, what they can and can’t compromise, what is an absolute must etc.
At this point, your influence as a company on their decision is quite limited, and the most you can do is just give them as much information as possible to make their decision.
You should use less hyperbolic language and just focus on the positive facts of your brand.
This way, they will arrive at their own conclusion using the prompts you have given them, which will have a much more powerful effect than you force-feeding tag lines down their throat.
This is the smallest part of the funnel, and the gist of it is that this is the deciding stage.
The consumer has enough confidence in your brand that they are very likely to use it, thus why this section has the highest conversion rate of the 3.
Your main contributions here will be reaffirming their decision, for example, through extra incentives, warranties, reviews etc. Essentially you are making the choice as risk-free as possible for them.
The perceived risk as a consumer will practically never be 0, but the goal is to get it as close as possible.
At this moment, It is safe to treat the customer as if they have already bought into your brand, so all you’re really doing is suiting it to them and their individual needs.
Now that you know the process, you have to be methodical in how you target the consumer at each part of the process.
The differences in the stages is reflected in how we target it; for example, Tofu is trying to reach as many people as possible, especially those that don’t know your brand.
Therefore they are more likely to find you with generic and shorter searches. In contrast, Mofu is more likely to utilise long-tailed keywords as now people will be more concerned with your brand specifically and comparing it to others.
Similarly, Mofu and Bofu are more likely to use evaluative searches with key terms like ‘benefits’ or ‘disadvantages’, which you should consider for your SEO keywords.
Furthermore, you need to consider the different platforms and ways people can find you at each level.
For example, Tofu’s broader targeting goals means it is likely to be found on more blogs and videos about the service or product you provide, e.g. ‘top 10….’
Mofu is similar because it can be featured on blogs and videos, but these are most likely to be focused on just your brand, your services or at worse will be a blog comparing you to someone else, e.g. ‘… Vs … – Which Should You Use?’
Bofu, on the other hand, is less generic. It could be a more detailed walkthrough on what you offer, the benefits, how to use etc. It could also be a page dedicated to reviews of your brand solely.
As you can see, the differences depend on the stage and therefore affect how your business is marketed, where it is featured, where you are targeting, etc.
In conclusion, Tofu Mofu Bofu is more than just a cartoonish string of words. It is a marketing concept that every company should be aware of and therefore adapt their strategy accordingly.
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