Middle of the Funnel (MOFU) is the stage where you nurture potential customers and move them closer to a buying decision. We’ve broken down MOFU with all the commonly used strategies to help you understand it in detail.
"Middle of the Funnel" is the stage in the marketing funnel where potential customers have already shown some level of interest in your product. They have moved beyond the initial ‘awareness stage, and are looking to learn more about your product 💪🏼.
What are the other two stages in the marketing funnel?
Before MOFU, you have the Top of the Funnel where you build brand awareness and help potential customers discover your brand in the first place.
After you nurture your potential customers, you try to convert them into customers in the Bottom Of The Funnel BOFU stage. This is also where you run various experiments to increase LTV and retention of the customer.
What are some common principles used in Middle of the Funnel (MOFU) marketing?
The goal of all MOFU (Middle of the Funnel) strategies is to nurture leads and move them closer to making a purchase. With that in mind, here are some common principles applied in this part of the funnel
Lead nurturing 🟢
The idea here is to provide potential customers with valuable content and resources that
Directly address their pain points,
Answers their questions
Build trust with the brand.
This is usually done through the following channels 👇🏼
Potential customers are also segmented into different groups based on their behavior, demographics, pain points, ability to spend, etc.
You can use everything from CRM products to in-built user segmentation models to segment your potential customers. The deeper the level of segmentation, the easier it is to improve the relevance and effectiveness of your MOFU marketing efforts.
Since you’ve already segmented the data and have some sort of unique identifier for each customer, personalization is the next natural step. Everything from custom email sequences, and sales follow-ups to product tours are part of the MOFU personalization efforts.
It helps you build stronger relationships with your potential customers and increases the likelihood of conversion.
It involves showing ads to people who have already engaged with your brand in some way. Usually, the action is something as simple as visiting your website to something complex as adding products to the cart.
Remarketing can help you keep your brand top-of-mind and also drop off to make the buying decision.
Doubling down on customer education 📚
Customer education involves everything from whitepapers, case studies, and product demos to ebooks. The idea is to dig into the customer’s pain point and show examples of how your product can solve it.
Adding tons of social proof 🫂
Building trust is one of the core goals of MOFU and social proof is the best way to build trust. Everything from customer reviews, and case studies, to testimonials, can help you build trust and credibility with potential customers.
P.S: If you loved reading about this growth metric, you will find this list of 23 growth metrics incredibly helpful 💪🏼