A Guide to Content Ideas for Trade Businesses at TOFU, MOFU, and BOFU Stages
Up to half the people who first contact your business aren’t ready to buy yet. And by contact it could mean just a visit to your website without your knowledge. This is especially true if it is a discretionary spend project they have in mind or a large ticket item. Understanding the buyer’s journey is essential and creating an effective content strategy can keep the potential buyer closer to you and more likely to buy.
The buyer’s journey is often segmented into three stages: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). For trades businesses—such as plumbing, electrical, HVAC, or building services—tailoring content to these stages can significantly enhance the conversion rates for any leads. This guide outlines some content category ideas for each stage of the funnel to help you attract, engage, and convert prospects. For examples of what specific content material might suit your company at each of the customer journey stages, email me at andy@tradescoach.co.nz and I will help.
Top of the Funnel Content Strategy (TOFU): Awareness Stage
Objective: Attract and educate potential customers who are just beginning to recognize a problem/need or act on a desire.
- Educational Blog Posts.
Purpose: Provide valuable information that addresses common issues and questions related to your trade, positioning your business as a knowledgeable and helpful resource.
- How-To Guides and Tutorials.
Purpose: Offer practical advice and tips that homeowners can use, building trust and demonstrating your expertise.
- Infographics.
Purpose: Visually appealing and easy-to-digest content that can be shared on social media, helping to increase your reach and brand awareness.
- Video Content
Purpose: Engage a broader audience through visual and auditory learning, making complex topics more understandable.
- Checklists and Templates
Purpose: Provide useful tools that help potential customers organize and manage their home maintenance or building tasks, reinforcing your role as a trusted advisor.
Middle of the Funnel Content Strategy (MOFU): Consideration Stage
Objective: Nurture leads by providing more in-depth information and demonstrating why your business is the best choice.
- Case Studies
Purpose: Showcase real-life examples of how your services have benefited clients, highlighting your expertise and the value you provide.
- Customer Testimonials and Reviews
Purpose: Build credibility and trust by sharing positive experiences from past clients, which can be particularly persuasive for potential customers in the consideration stage.
- Comparison Guides
Purpose: Help prospects make informed decisions by comparing different products or services, positioning your business as a knowledgeable and unbiased advisor.
- Webinars and Live Demos
Purpose: Engage directly with potential customers, answer their questions in real-time, and demonstrate your expertise and willingness to help.
- E-books and Whitepapers
Purpose: Provide in-depth, valuable content that prospects can download and reference, positioning your business as an authority in your field.
Bottom of the Funnel Content Strategy (BOFU): Decision Stage
Objective: Convert prospects into customers by providing content that makes the decision-making process easier.
- Free Consultations or Assessments
Purpose: Offer a risk-free way for prospects to engage with your business and experience your services firsthand, increasing the likelihood of conversion.
- Detailed Service Descriptions
Purpose: Provide clear and detailed descriptions of the services you offer, including benefits, pricing, and what to expect, helping prospects make informed decisions.
- Special Offers and Discounts
Purpose: Provide financial incentives to encourage prospects to choose your business over competitors, emphasizing the value they’ll receive.
- Success Metrics and Proof Points
Purpose: Highlight your achievements, certifications, and proven track record to reassure prospects of your reliability and expertise.
- Personalised Quotes and Proposals
Purpose: Offer customised solutions based on the specific needs of the prospect, demonstrating your commitment to providing tailored and attentive service.
Summary
Creating an effective content strategy for each stage of the marketing and sales funnel is crucial for businesses looking to attract, nurture, and convert leads, especially in these more competitive times. At the TOFU stage, focus on educational and engaging content to raise awareness. During the MOFU stage, provide in-depth information and demonstrate your expertise to set you apart from your competitors. Finally, at the BOFU stage, offer compelling incentives and clear service descriptions to facilitate conversions.
By tailoring your content strategy to each stage of the funnel, you can effectively guide prospects through their buyer’s journey and drive growth for your business.