l , Marketing Director at InboundCycle.

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Once we're clear on what we can do to build loyalty, let's focus on what we're really interested in: acquiring users and new customers. To do this, we'll use two closely related variables: the sales funnel and the user purchase cycle (AIDA).

Sales funnel
The sales funnel is like a funnel through which a user passes from the moment a company identifies them as a potential customer until they finally make a purchase. It consists of three phases:

TOFU (Top of the funnel): is the top of the funnel.
MOFU (Middle of the funnel): is located in the middle of the funnel.
BOFU (Bottom of the funnel): This is the lowest and narrowest part of the funnel and, therefore, the closest to the final purchase.
tofumofubofuThese three phases are what a user goes through from the moment they show interest to the moment they make a purchase, and content can influence each of them. How? Here's how:

TOFU : In this first phase, the user realizes they have a need and begins searching to gather information about it.
The company must appear in their searches.
To do so, it must develop content aligned with the user's initial searches. This content is most commonly developed through a blog. Blogs offer broad content, and their goal is to answer users' questions in usa student data this first phase of the buying cycle.
Thanks to the SEO positioning of this content and its dissemination on social media or with online advertising techniques, the content's audience will expand, reaching users with the information needs they have.
MOFU : In this phase, we work on content that's more closely related to the business. At InboundCycle, we call this "cornerstone content." These are typically created from the 10 keywords most closely related to the company's product or service. However, these keywords shouldn't be confused with transactional keywords, as these are developed in the next phase.
BOFU : This is the stage of the funnel where you begin to work on transactional content, i.e., content prior to hiring. It's worth mentioning that this content is often difficult to rank for because it uses highly competitive keywords. It's also recommended to work on it both in blog content and on static website pages.