What Is the Inbound Marketing Funnel

do you want to learn how to perfectly
personalize your marketing messages for
success
today we'll explain how to utilize the
conversion funnel for your inbound
marketing strategy the conversion funnel
is a graphic representation
of the buyer journey or the process that
the user follows in all the phases of
inbound marketing
we call it a funnel because in each
stage your audience will get smaller and
smaller but they will also be more
qualified
the conversion funnel consists of three
phases the tofu stage or the top of the
funnel
where there are thousands of users the
mofu stage or the middle of the funnel
where we have a few hundred users
and finally the bofu stage or the bottom
of the funnel
this is the part where the final
conversion is made where we have dozens
of users
the conversion funnel has been used for
many years in marketing especially in
inbound marketing
but hubspot has introduced a new concept
the flywheel
in the flywheel instead of following a
traditional conversion process
we put the customer in the center of the
process and create a momentum for the
conversion strategy
by focusing on attracting engaging and
delighting customers
this is a great model from hubspot and
we'll dig a bit deeper into it in a
future
video in this video we'll focus on a
traditional funnel
let's take a better look at the three
different stages of the conversion
funnel
[Music]
the tofu stage is the top of the funnel
and corresponds to users who begin to
have a need
but do not yet know how to solve it
they're starting to do some initial
research
in the tofu stage we want to offer
generic content that attracts users and
answers their questions
this can be ebooks videos with
information about a keyword
or a specific sector or some kind of
survey or white paper that we have
already developed at this stage we want
to pay attention to the first
interaction
for some users the best channels are
organic positioning
and for others they may be social media
videos or posts that you've made
the best way to reach out to these users
is by understanding your buyer personas
and knowing how your audience likes to
receive their content when users reach
the mofu stage
or the middle of the funnel they are now
interested in a product that are getting
closer to the purchasing process
this is the moment they are going to
investigate which means we need to
prepare content that is relevant for the
phase of the buyer journey
for example we can create case studies
product demonstrations
or comparisons it could also be a good
idea to create q a that you can share
with users
in this stage it's important that the
first interaction initiates a final
conversion
as a diffusion tool we can use social
media keywords that have to do with the
purchase or product conversion
email marketing to our database or even
retargeting actions
in which we impact users who have
already shown interest in the product
the bofu stage or the bottom of the
funnel is the end of the conversion
funnel
it is the moment of truth the time where
we try to convert a user into a customer
and bring them to make their first
transaction
in this stage we can give them some
final support whether it's a call with
your sales department
a sales visit or even offering a free
trial or discount
they already have all the necessary
information to make a decision so now
we are positioning ourselves as a
reference or as a company that is going
to provide them with the most value
the goal at the bofu stage is to
encourage that final conversion
there you have it thank you for
reviewing the conversation funnel of
inbound marketing with us
if you have enjoyed this video give us a
like and check out our other videos of
the fundamentals of inbound marketing
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