Do your food truck’s blog post read like a sales-pitch ? If so, this shows that you have not implemented a content marketing strategy. According to a 2012 study, if someone is reading your blog, they’re not quite ready to sign a catering contract with you. Only 3 percent of first-time visitors to websites are ready to make a purchase.
Consumers are increasingly using Google and social media networks for food truck research. Because of this, your mobile food business has an opportunity to increase value and sales by creating TOFU, MOFU and BOFU posts and giving away free information to potential customers, a concept known in the marketing world as content marketing.
At the top of the funnel, a consumer is typically trying to solve a problem or meet a need. Consumers in the middle of the funnel know that they have a problem that must be solved and have moved on to determining the best solution. By the time a consumer reaches the bottom of the funnel, they are ready to buy and the only question is who they will buy from.
Getting Started With Content Marketing
One way to quickly incorporate a content marketing concept into your food truck blog is to identify articles or content you can offer that fit with each stage of the consumer funnel.
TOFU (Top of Funnel)
TOFU is the top of the funnel. These can be articles and social media updates that focus on common pain points or questions for the the hungry consumer in your market.
MOFU (Middle of Funnel)
MOFU is the middle of the funnel. These can be articles and pages that speak more specifically about your food truck brand or menu, introducing you and your food truck into the conversation.
BOFU (Bottom of Funnel)
BOFU is the bottom of funnel. This content can be cooking demonstration videos or images of your food that draws people to your food truck. The key is that this content must explain how your menu solves the need of hungry consumers.
As a result of this article, we’ll start to focus more on content marketing at Mobile Cuisine. We’re thinking about content in terms of TOFU (those articles intended to bring in a great number of new readers). We also think about MOFU (posts geared toward helping people share to social media and introducing Mobile Cuisine as a tool for new food truck owners).
This post is an example of MOFU since we have sprinkled in related Mobile Cuisine articles throughout.
Think of this content marketing strategy like a typical dining experience. It begins with an appetizer, followed by the main entree and dessert. Your food truck’s blog is in place to build your brand. The content you publish should be organized in similar fashion to ensure you’re dishing up the right content for everyone visiting your site.