Episode 2 - TOFU: Top of the Sales Funnel

What is the sales funnel? Don't you eat TOFU? How can inbound marketing and social media attract your customers?

What is the Sales Funnel?

There are 3 parts to the sales funnel:

TOFU: Top of funnel
This is the light content that you use to drive traffic back to your website. Usually, this overview-style content identifies and defines the challenges your consumers are facing.

MOFU: Middle of funnel
You will begin to show your prospect why you might be the choice for them. You start to position the solution that your company offers as the best choice for the challenges that the prospect has.

BOFU: Bottom of funnel
Deals with pricing specific questions and how the deal might look. It can be related to trials, demo software, as well as information that assists with decision-making processes.

HubnSpoke HubSpot Podcast Episode Five TOFU The Kingdom.jpg

What is TOFU?

TOFU is across the board and applies to digital marketing people and marketing people in general. TOFU focusses on not just talking about yourself, but about the brand and business and showing its personality. Here's how:

       4:1:1 rule

  • 4 pieces about yourself
  • 1 thing shared about someone else's site that's relevant
  • 1 retweet or repost something

The 4:1:1 rule is important to ensure that you’re never only talking about yourself, but instead adding to the conversation.

Use of Social Media

Social media is the channel that pushes your content out, through HubSpot. Repurpose the information you've written about on your blog or website into social media messages. Don't get too focussed on the number of likes on the platform, worry about the number of links back to your site.

Don't jump to BOFU yet. People are interested in discovery first, not converting. In context, we would rarely share a "quote now" landing page on social media. We post 4,000 social media posts a month but have never shared "buy now" information. It is too interruptive. You must build trust first and nurture your leads.

We are focusing on the TOFU steps you should follow to ensure you are attracting the right customers through the right channels. This is the stage where people are considering your business and just finding out about you. Social media is a great way to have people stumble upon your business, so always provide links back to your website.

Your Website Content

The home page must include who you are, where you come from and how you help your customers - like an introduction. You must explain how your business provides the solutions for people that they weren't aware they had. Talk more about how your developed skills will help your customers. Remember, it's not all about you. This shows personality about the brand and the business.

Team pages are the second clicked on pages after the home page. Customers want to match faces to names and know who the faces are behind the business. Separate pages are better than having everyone on one, as it's easier for the customer to digest and locate people individually. Have pages for all of your employees, not just management. If you have 10 people in your team you need 10 pages. 

App of the Week

Grammarly & Hemmingway
Grammarly was first learned of at social media marketing week last year. It finds errors as you type and suggests alternatives to overused words, like a thesaurus. Hemmingway is great to use next which allows you to see which level you're writing at. Level 7 is the level we strive to reach.

Inbound 2016

The Inbound 2016 conference, which Adam Steinhardt and Zaahn Johnson will be attending on 8th November 2016, has 14,500 people attending. If you are also attending, Adam is on the sales track on Wednesday November 9th at 4:15pm.


Do you have ideas for a new topic you would like us to podcast? Let us know on
FacebookTwitter, Google+ or LinkedIn, or simply email us.

Learn more:

The Sales Funnel: TOFU, MOFU & BOFU Explained

1 Remarkable Way to Get Sales and Marketing Unified

Why The Sales World Needs Inbound Marketing



Written by Adam Steinhardt, covering topics like Sales Funnel TOFU Social Posting

About The Author


Adam Steinhardt The Kingdom Chief Executive Officer. After 14 years as a pole vaulter, representing Australia, Adam was the founder and Managing Director of Next Byte - Australia's largest Apple Reseller back in 1995. After ten years in the business, he sold out and in 2009 founded The Kingdom. As CEO, he is the head of the HubSpot Inbound strategy, creative direction, account management and making sure that your business profits by using our services. Adam is Inbound, HubSpot and Partner Certified by HubSpot. In September 2015 The Kingdom was presented the HubSpot International Partner of the Year award, and International Rookie of the Year Award. You can find Adam Steinhardt on Facebook Twitter Google Plus LinkedIn this website

Speak to The Kingdom, today. We are a Platinum HubSpot Partner and software developers. Discover how our Inbound Marketing and Lead Generation techniques help Californian, Melbourne, Sydney, Brisbane, Gold Coast, Perth and Adelaide businesses to grow sales using the HubSpot Sales and Marketing platform. Headquartered in Irvine California, with our growth hackers located in Adelaide South Australia, we provide digital marketing and social media services for your business. We are Australia's leading Inbound Marketing Agency and the Hubspot International Partner of the Year 2015.

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