10
Module 10 of 10
Industry-Specific Strategies
E-commerce, real estate, local, coaching — sabka alag game.
10.1TOFU · MOFU · BOFU
| Stage | Who | Content | Metric |
|---|---|---|---|
| TOFU | Cold — never heard of you | Reels, problem awareness, broad reach | CPM, hook rate |
| MOFU | Warm — engaged/visited | Reviews, demos, comparisons | CTR, CPL |
| BOFU | Hot — cart / lead / repeat | Offers, urgency, guarantees | CPA, ROAS |
10.2Industry playbooks
D2C E-commerce
- • Sales objective + catalog ads
- • Track Purchase with value
- • Watch RTO by pincode, push prepaid
- • Retarget cart abandoners
Real estate
- • Leads objective, higher-intent form
- • Qualify: budget, location, timeline
- • Call within minutes
- • Use sales remarks to fix targeting
Local cafe / clinic
- • 4–5 km radius
- • Offer-led creative
- • Calls, directions, WhatsApp
- • Google Business Profile + Search
Coaching / EdTech
- • Free webinar or demo class
- • Reminders on WhatsApp
- • Retarget attendees with offer
- • Track cost per enrolment
B2B / SaaS
- • Google Search for intent
- • LinkedIn for job titles
- • Lead magnet → demo call
- • Long cycle: measure CAC vs LTV
10.3Which funnel when?
- Low price, impulse buy (₹299 tee) → short funnel, mostly BOFU-style direct sale.
- High price, thought-through (₹70L flat) → longer funnel, nurture with MOFU content.
- New brand → spend more on TOFU; established brand → more on BOFU + retention.
Samjho aise: Funnel product ki price aur customer ke sochne ke time se decide hota hai.
Revision notes
- 1. Match content to funnel stage.
- 2. Each industry has a different conversion event.
- 3. Price & decision time decide funnel length.
Quick quiz
Score: 0/3
Q1.Reviews and demo videos fit best in…
Q2.Real estate lead quality issue — first step?
Q3.₹70 lakh flat needs…