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BOFU, or Bottom of the Funnel, refers to the final stage in the customer journey where potential customers are ready to make a purchase decision.

BOFU, or Bottom of the Funnel, represents the last stage in the marketing and sales funnel, where potential customers have gone through TOFU and MOFU, already recognized their problem, considered various solutions, and are now ready to make a purchase decision. This phase is critical for businesses, as the strategies employed here are designed to convert leads into customers.

Marketing efforts in the BOFU stage are highly targeted and personalized, focusing on demonstrating value, overcoming any last objections, and encouraging a commitment. Tactics often include free trials, live demos, detailed consultations, and special discount offers aimed at closing the sale. It’s where the effectiveness of the entire funnel is tested, as the goal is to convert interested prospects into paying customers.

AbbreviationMeaningUsing byYear coined
BOFUBottom of the funnelAdvertisersLate 2000’s

Example 1:

Free Trial for a Software Product: A company offering project management software may provide a 30-day free trial to users who have attended webinars, read case studies, and interacted with the product’s features page. This free trial serves as a BOFU strategy, aiming to convert these engaged leads into paying customers by giving them a hands-on experience with the full version of the software.

Example 2:

Consultation Offer for a Service: A digital marketing agency targeting businesses looking to improve their online presence might offer a free, personalized marketing consultation as a BOFU tactic. This consultation, tailored to the potential client’s specific needs and challenges identified through previous interactions, aims to demonstrate the agency’s expertise and directly address how they can help, encouraging the lead to sign a contract.

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Matt McAuliffe

Matt McAuliffe

Co-Founder of Hyper Digital

As the co-founder of Hyper Digital, a leading digital marketing agency in New Zealand, Matt McAuliffe has established himself as a prominent digital marketing analyst and consultant. With years experience and thorough knowledge of the digital marketing industry, Matt is the driving force behind Hyper Digital’s ongoing success. Matt’s innovative marketing tactics and creative concepts is the reason why so many businesses across New Zealand have achieve success in the online space.

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