Embrace the BOFU
What happens at the bottom of funnel stays at the bottom of funnel...
There are a couple of acronyms floating around the influencer sphere that I really enjoy. TOFU and BOFU. Top of Funnel and Bottom of Funnel.
If you’re not familiar with the concept of the “funnel” in marketing, it’s a system of channels, experiences, or offers that create engagement with your business, designed to get ever and ever closer to brand recognition and loyalty. Top of funnel (TOFU) is “discovery” and the farther people get toward the bottom of the funnel, the more engaged they are.
If you read my Lady Gaga book discussion a few months ago, you will have seen me talking about the One Percenters. The most engaged part of a fandom. For Lady Gaga’s team, they wanted 500,000 people in their intimate fan group community, because that would mean they had a potential reach of 50 million fans. And Lady Gaga specifically made efforts to be the most connected with and meet the music needs of that bottom of funnel group.
I’m not saying any of us should have an intimate fan group of 500,000 people. Some of y’all Relators just thought about closing the browser at those numbers. I’m not even suggesting 5000. And I’m not suggesting everyone has an intimate fan community.
What I am saying is: there’s an invested fan group at the bottom of your funnel, and they are the ones who need to be driving more of your business decisions.
Let’s dig into the BOFU.
