What is middle-of-funnel (MoFu) marketing?
Middle-of-funnel marketing is a strategy that aligns with the “consideration” stage of the buyer’s journey. In the MOFU stage, marketing efforts focus on nurturing leads generated during the TOFU stage and moving them closer to conversion.
The key objectives of MOFU marketing are:
- Provide valuable content that helps potential customers understand their pain points
- Establish your brand as a reliable and trustworthy
- Segment your leads based on their interests, behavior, and preferences
The middle-of-the-funnel stage is a crucial point to differentiate yourself from the competition. Your tactics should focus on solution-based content. Your marketing goal should be to help mid-funnel buyers solve their problems and address their concerns.
At this point in the buyer’s journey, customers seek information to help them decide. Effectively nurturing leads in the middle of the funnel increases the chance of conversion at the bottom, which can lead to more sales and revenue.
Why you need middle-of-the-funnel marketing
While top-of-the-funnel marketing is excellent for casting a wide net, it doesn’t always deliver quality leads for your sales team. MOFU marketing enables you to nurture leads that are already interested. Engaging customers at the MOFU stage:
- Shortens the sales cycle
- Builds trust and brand loyalty
- Increases conversion rates by providing valuable content
- Optimizes marketing ROI
- Segments your leads for more personalized strategies
- Increases Customer Lifetime Value (CLV)
Common middle-of-funnel marketing tactics
Middle-of-funnel marketing tactics should focus on presenting solutions. At this point, you’re no longer talking to visitors at the top of the funnel. You’re talking to leads, prospects, and future customers who have a particular problem.
And all of these people know their problems well. And they’re searching for the perfect solution that addresses their needs. Being fully aware of their challenges, they want a straightforward buying experience.
Engaging with the MoFu audience is a delicate matter. These prospects are window-shopping between you and your closest competitors. Be mindful of coaxing your leads towards a decision without pushing them over the edge.
MoFu marketing ideas
- Email (nurture campaign with testimonials or product/service content)
- Case study
- Customer story
- Customer interview
- Customer video
- Product review
- Expert guide
- Solution comparison
- In-depth webinar
- In-depth podcast
- In-depth video
- In-depth courses (longer length)
Middle-of-funnel marketing do’s and don’ts
At this crucial stage in the funnel, your buyer is searching for a solution. And you have it. Follow these do’s and don’ts to help you stay on track and keep them hooked.
Do create solution-oriented content
The MoFu audience commands content that answers their questions while they’re searching for a solution. Focus on testimonials, customer success stories, and any research you have that sets your brand apart from the rest. That allows your audience to differentiate their options.
Do lean heavily on customer validation
Lean on your customers and let them do the talking. Customer validation helps buyers validate their decision during this consideration stage.
Do factor in more time for content production
Unlike ToFu how-to’s and listicles, MoFu content requires more production time. It must be full of rich information and frequently involves multiple subject matter experts (SMEs) and customers. Your mid-funnel audience expects the very best information you offer and expects it to be personalized to them specifically.
Don’t just focus on pain points
Frequently, middle-of-the-funnel marketing tactics focus too much on challenges. Yes, you need to address pain points and how you can help. But your MoFu audience has goals and aspirations as well. Feel free to take a different angle by focusing on how you will support your audience to achieve (not just overcome).
Don’t fall into the Ambiguity Effect
Buyers refrain from products or services they feel are ambiguous or missing information they need. This Ambiguity Effect is extremely common in marketing. Ensure the shared mid-funnel content is:
Don’t forget to bring in external content support
Some marketers get stingy and stubborn about middle-of-the-funnel content. They think their internal team knows the customer best when in fact, an outside perspective can be enlightening.
Freelancers bring fresh perspectives, skills, and talents you may not have in-house. MOFU is also a great stage in your marketing efforts to incorporate guest blogging.
Ready to start your Middle-of-funnel journey?
The buyer’s journey continues to shift and evolve with the times. Middle-of-funnel marketing must balance a solid foundation with flexible strategies.
Mid-funnel buyers are more research than ever before they buy. They listen closely to their peers and require additional validation before doing business with any brand.
How you communicate with buyers at this stage is all about being in step with their specific needs at this particular moment. Proceed with empathy, and buyers will take notice.
If you want to get content tailored to the middle-of-funnel journey and move your target audience toward conversion, we’re here to help. Talk to a content specialist at ClearVoice today to get started.