One of the most common causes for confusion for my clients, when trying to convert leads into sales, is figuring out how TOFU, MOFU and BOFU content should differ within the inbound marketing scheme of things.

Out of the three, BOFU is by far the hardest content to create well, it is also, arguably, the most important content.

This is because BOFU content needs to be crafted to push a prospect from consideration to decision of the marketing funnel. At the very least, they should be eager to know more about buying.

In addition, your sales team need to feel confident that contacting prospects that convert on your BOFU content, can lead to a sale.

Elfie Tan

A marketing and PR strategist dedicated to helping companies leverage greater customer engagement, brand visibility and profits through tried and tested digital methodologies.

What is the aim of your homepage?

Conversion and education are key points to optimise your homepage in B2B marketing. But you need to be realistic and think about why people may visit it. The most likely reason is to gain a better understanding of what your business is about.

So, make your business, and its products and services, easy to understand with as few words as possible. That is why concise copy is so important for a homepage. Too many words will lead to higher bounce rates and make leading them down a path more difficult.

Elfie Tan

A marketing and PR strategist dedicated to helping companies leverage greater customer engagement, brand visibility and profits through tried and tested digital methodologies.