What is middle of funnel?

When someone is in the middle of the funnel (MOFU), they have moved past just realizing they have a problem. They are now actively looking for solutions and trying to understand which options are best for them. Think of it as the 'consideration' stage in their journey to becoming a customer. At this point, they know what they need, and they are doing their homework to find out how different products or services can help.

This stage is crucial because it is where you can really show off your expertise and build trust. Instead of just trying to get their attention, you are now guiding them with helpful information that answers their specific questions. Your goal is to help them understand why your solution is better than others, without being overly pushy or salesy. It is about educating them and showing value.

Why the middle of the funnel is important

The middle of the funnel is a critical step because it bridges the gap between simply attracting attention and actually making a sale. If you do not engage potential customers effectively here, they might go to a competitor who provides better information or builds more trust. This stage is where you transform a casual browser into a serious prospect.

• Building trust and authority: By offering valuable, unbiased (or seemingly unbiased) information, you position your brand as an expert and a reliable resource.
• Differentiating from competitors: This is your chance to highlight what makes your offering unique and superior to others they might be considering.
• Qualifying leads: The content and interactions in the MOFU stage help you understand how serious a prospect is and if they are a good fit for your product or service. This helps your sales team focus their efforts.
• Nurturing relationships: It is not just about one piece of content. MOFU involves a series of interactions that slowly guide the prospect towards making a decision, building a relationship along the way.

Effective middle of funnel strategies

To succeed in the MOFU, you need to provide content and experiences that help prospects evaluate their options and understand your value proposition. Here are some key strategies:

Content marketing for consideration

• Ebooks and whitepapers: Detailed guides that explain complex topics or industry challenges and how certain solutions address them.
• Webinars and online workshops: Interactive sessions where prospects can learn more about a topic, see a product in action, and ask questions.
• Case studies and success stories: Real-world examples of how your product or service has helped other customers achieve their goals. This builds social proof.
• Comparison guides: Content that compares different solutions (including yours and competitors) to help prospects understand the pros and cons.
• Product demos and free trials: Allowing prospects to experience your product firsthand, even if it is a limited version, can be very powerful.

Email nurturing campaigns

Once you have captured a lead's contact information (perhaps from a downloaded ebook), an email nurturing sequence is vital. These emails should be designed to deliver more valuable content over time, answer common questions, and gently guide them toward the next step. Segment your lists based on their interests or actions to send more relevant messages.

Retargeting ads

For visitors who have interacted with your MOFU content (like watching a webinar or visiting a product page), retargeting ads can keep your brand top of mind. These ads can highlight specific features, offer a free trial, or share another relevant piece of content.

Key metrics to track

To know if your MOFU efforts are working, you need to measure them. Here are some important metrics:

• Content engagement: How many people are downloading your ebooks, attending webinars, or spending time on your comparison pages.
• Email open and click-through rates: These show how engaged your leads are with your nurturing campaigns.
• Lead qualification rate: The percentage of MOFU leads who become qualified for sales.
• Conversion rates for MOFU content: How many people take the desired action after consuming MOFU content (e.g., signing up for a demo after reading a case study).
• Time on page/site: Longer times on specific MOFU pages can indicate higher interest.

The middle of the funnel is where potential customers do their deep thinking and research. By providing helpful, educational, and engaging content, you can build trust, show your value, and guide them closer to becoming a loyal customer. Focus on understanding their needs and giving them the information they need to make an informed decision. Regularly review your strategies and metrics to keep improving your approach and ensure you are effectively moving prospects through this vital stage.