A Guide to Content Ideas for Trade Businesses at TOFU, MOFU, and BOFU Stages
Executive Summary
Modern buyers conduct significant research before making contact. Educational content helps answer questions, overcome objections and establish credibility long before a sales conversation begins. Businesses that publish useful articles, videos and case studies can shorten the sales cycle, improve trust and increase conversion rates by positioning themselves as experts in their field.
Understand Your Buyer Journey
Up to half the people who first contact your business aren’t ready to buy yet. And by contact it could mean just a visit to your website without your knowledge. This is especially true if it is a discretionary spend project they have in mind or a large ticket item. Understanding the buyer’s journey is essential and creating an effective content strategy can keep the potential buyer closer to you and more likely to buy.
The buyer’s journey is often segmented into three stages: Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU). For trades businesses—such as plumbing, electrical, HVAC, or building services—tailoring content to these stages can significantly enhance the conversion rates for any leads. This guide outlines some content category ideas for each stage of the funnel to help you attract, engage, and convert prospects. For examples of what specific content material might suit your company at each of the customer journey stages, email me at andy@tradescoach.co.nz and I will help.
Top of the Funnel Content Strategy (TOFU): Awareness Stage
Objective: Attract and educate potential customers who are just beginning to recognize a problem/need or act on a desire.
- Educational Blog Posts.
Purpose: Provide valuable information that addresses common issues and questions related to your trade, positioning your business as a knowledgeable and helpful resource.
- How-To Guides and Tutorials.
Purpose: Offer practical advice and tips that homeowners can use, building trust and demonstrating your expertise.
- Infographics.
Purpose: Visually appealing and easy-to-digest content that can be shared on social media, helping to increase your reach and brand awareness.
- Video Content
Purpose: Engage a broader audience through visual and auditory learning, making complex topics more understandable.
- Checklists and Templates
Purpose: Provide useful tools that help potential customers organize and manage their home maintenance or building tasks, reinforcing your role as a trusted advisor.
Middle of the Funnel Content Strategy (MOFU): Consideration Stage
Objective: Nurture leads by providing more in-depth information and demonstrating why your business is the best choice.
- Case Studies
Purpose: Showcase real-life examples of how your services have benefited clients, highlighting your expertise and the value you provide.
- Customer Testimonials and Reviews
Purpose: Build credibility and trust by sharing positive experiences from past clients, which can be particularly persuasive for potential customers in the consideration stage.
- Comparison Guides
Purpose: Help prospects make informed decisions by comparing different products or services, positioning your business as a knowledgeable and unbiased advisor.
- Webinars and Live Demos
Purpose: Engage directly with potential customers, answer their questions in real-time, and demonstrate your expertise and willingness to help.
- E-books and Whitepapers
Purpose: Provide in-depth, valuable content that prospects can download and reference, positioning your business as an authority in your field.
Bottom of the Funnel Content Strategy (BOFU): Decision Stage
Objective: Convert prospects into customers by providing content that makes the decision-making process easier.
- Free Consultations or Assessments
Purpose: Offer a risk-free way for prospects to engage with your business and experience your services firsthand, increasing the likelihood of conversion.
- Detailed Service Descriptions
Purpose: Provide clear and detailed descriptions of the services you offer, including benefits, pricing, and what to expect, helping prospects make informed decisions.
- Special Offers and Discounts
Purpose: Provide financial incentives to encourage prospects to choose your business over competitors, emphasizing the value they’ll receive.
- Success Metrics and Proof Points
Purpose: Highlight your achievements, certifications, and proven track record to reassure prospects of your reliability and expertise.
- Personalised Quotes and Proposals
Purpose: Offer customised solutions based on the specific needs of the prospect, demonstrating your commitment to providing tailored and attentive service.
Key Takeaways
- Buyers research before contacting suppliers.
- Content builds trust at scale.
- Educational content reduces sales resistance.
- Case studies provide social proof.
- Good content improves lead quality.
Frequently Asked Questions
What is content marketing?
Content marketing involves creating valuable information that helps potential customers solve problems and make informed decisions.
Why does content improve sales conversion?
Content builds trust and answers questions before prospects speak with your business.
What content works best for builders?
Educational articles, project case studies, videos, guides and frequently asked questions often perform well.
How often should builders publish content?
Consistency matters more than frequency. Publishing one high-quality article each month is often enough to build authority.
Does content marketing improve SEO?
Yes. Useful content helps search engines understand your expertise and increases visibility for relevant searches.
There are a lot more strategies that can be implemented to improve your sales performance in your business. For a discussion on what additional strategies might be applicable in your situation book a free strategy session here and we can put a plan together.
About Andy Burrows
Andy Burrows is the founder of Trades Coach and has spent more than a decade helping owners of residential construction and trades businesses improve profitability, cash flow, leadership and business performance. He has worked with over 100 construction business owners across New Zealand and specialises in practical strategies that deliver measurable results.