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TOFU, MID, BOFU, and Advocacy are terms used in the realm of marketing and sales, specifically in the context of the sales funnel or customer journey. These terms represent different stages of a potential customer’s path toward making a purchase decision or becoming a loyal advocate for a brand. Let’s delve into each of these stages:

TOFU (Top of Funnel)

TOFU represents the initial stage of the customer journey. It’s the broadest part of the funnel and involves reaching a wide audience. At this stage, potential customers may not be aware of your brand or the problem your product or service solves.
The primary goal of TOFU marketing is to create awareness. It includes strategies like content marketing, social media, and SEO to attract and engage a broad audience.

Content at this stage should be educational and focused on addressing general issues or challenges that your target audience faces. The objective is to make potential customers aware of their pain points and your brand as a potential solution.

MID (Middle of Funnel)

In the MID stage, potential customers have moved beyond basic awareness. They now have a better understanding of their needs and may have interacted with your brand.
The focus shifts to nurturing leads. Content and marketing efforts are designed to provide more detailed information about your products or services. This stage aims to establish your brand as a credible and valuable solution.

Common strategies in the MID stage include email marketing, webinars, whitepapers, and case studies. These materials delve deeper into the benefits of your offerings and may include customer testimonials or success stories.

BOFU (Bottom of Funnel)

BOFU is the stage where potential customers are on the brink of making a purchasing decision. They are actively evaluating their options and are close to converting into actual customers.

The content and marketing tactics in the BOFU stage are highly targeted and may include product demonstrations, free trials, or detailed pricing information.

Remarketing and personalized communication become crucial at this stage. It’s about convincing potential customers that your product or service is the best choice to address their specific needs.


Advocacy is the stage that comes after a customer has made a purchase. It involves nurturing and maintaining the customer relationship.

Satisfied customers become brand advocates, promoting your products or services to others. Positive word-of-mouth and customer reviews are vital in this stage.

Post-purchase marketing efforts include seeking reviews and referrals, providing exceptional customer support, and ensuring a seamless user experience to encourage repeat business.

These stages of TOFU, MID, BOFU, and Advocacy represent the sequential phases of a customer’s journey from initial awareness to making a purchase and eventually becoming a loyal advocate for your brand. Understanding and effectively addressing the specific needs and expectations at each stage is crucial for a successful marketing and sales strategy.

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