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  • Writer's pictureClaire

Bottom of the Funnel (BOFU) Defined


What does bottom of the funnel (BOFU) mean?

BOFU refers to the stage in the buyer's journey where the customer is ready to make a purchase. In other words, they are at the bottom of the funnel, closer to making a decision than those who are still in the awareness or consideration stages.


The Basics of BOFU

The marketing strategies used during the BOFU stage focus on providing the necessary information to convince the customer to make a purchase. This is done through targeted campaigns, personalized content, and promotional offers.


Examples of BOFU

So how does BOFU work in practice? Let's look at a couple of examples:


Example 1: Retargeting Ads

This strategy targets people who have previously interacted with your brand.

By using cookies, you can track their online activity and show them ads related to the products they have already shown an interest in.
Think about when you visit Amazon and look at a few products; not too long later you will probably see an advert promoting those products on another website
These ads are designed to remind the customer of their interest and to encourage them to make a purchase.

Example 2: Email Marketing

Email marketing is a popular BOFU strategy that allows you to connect with potential customers who have already expressed interest in your brand.

By sending targeted emails with personalized content and promotions, you can encourage the customer to make a purchase.
For example, you can send an email with a limited-time discount code to incentivize the customer to make a purchase.
This is a particularly strong tactic for abandoned carts, where a user has added something to their shopping basket - but not completed the purchase.

Bottom of the Funnel (BOFU) : The Final Word

The BOFU stage is an essential part of the buyer's journey, where customers are ready to make a purchase. By using targeted campaigns, personalized content, and promotional offers, businesses can convert leads into sales.


For more Customer Journey lingo please visit our dedicated Marketing Glossary section.


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