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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 if you like what you see there consider subscribing to get even more you