The ultimate goal of any marketing funnel is to convert leads into customers and to do so, you have to plan strategic content.
you can give enough information and the right reasons for a prospect to take action. Then he/she will agree to spend money on your products/services.
As prospects transition from initial awareness to a deeper consideration of solutions. The MOFU stage becomes the bridge between interest and action.
Today, you will learn why MOFU content is crucial for your business. and what type of content you need to produce during this stage.
So let’s begin.
What is the middle of the funnel Marketing
Middle of the funnel marketing (MOFU) focuses on nurturing leads. It will help those people who are aware of your brand but need more information before making a purchase decision.
It involves creating targeted content, such as case studies and how-to guides. These types of content address the specific needs and pain points of potential customers.
For Example, If you sell running shoes, you might create a guide on “How to Choose the Best Running Shoes for Your Feet.”
This helps potential customers see the value of your products and encourages them to consider making a purchase.
Difference Between TOFU, MOFU & BOFU
To clarify your understanding, let’s dig deeper into the differences between TOFU, MOFU, and BOFU marketing for your sales funnel.
TOFU (Top of the Funnel):
Top of the funnel focuses on creating awareness and attracting a broad audience. The content is designed to capture interest and educate potential customers about your brand.
For example, suppose you have a beauty brand. Now you can write a blog titled “10 Makeup Tips Every Beginner Should Know.” This article introduces makeup enthusiasts to essential tips and techniques.
MOFU (Middle of the Funnel):
At this stage, the focus shifts to nurturing leads who are already aware of your brand but need more information to make a decision. The content is targeted and addresses specific pain points or needs.
For example, you can create a detailed guide titled “How to Choose the Perfect Foundation for Your Skin Type.” This resource helps prospective buyers understand the different foundation types available. Plus, They will learn how to select one that suits their specific needs.
BOFU (Bottom of the Funnel):
Bootm of the funnel aims to convert leads into customers by presenting compelling offers and encouraging them to make a purchase. The content here is more focused on your specific solutions and can include calls to action.
For example, you can run a limited-time promotion offering a “Free Makeup Bag with Any Purchase Over $50.” This offer is highlighted alongside positive customer reviews.
It encourages potential buyers to make an immediate purchase of their favorite products. Ultimately it helps to drive sales through enticing makeup promotions.
The Purpose of Middle of The Funnel (MOFU) in Your Marketing Funnel
In your marketing funnel, once you create awareness, the prospects know about your company but have yet to make decisions.
As par statistics, 73% of your leads aren’t ready for an immediate purchase. You have to find ways to educate and prepare them for conversion them with well-planned content.
The middle of the funnel is the stage where you nurture your leads and educate them so that they can make an informed decision.
Overall, this stage is the most crucial stage of your business because your MOFU content will determine how much you spend in your acquisition cost.
If it’s done well, this could lead to higher profit, and if done wrong, your profit margin will fall significantly due to high acquisition costs.
In a sense, this is where you place the bricks and mortars that prepare your prospects for conversion.
Throughout this stage, you will
- Gain trust through sharing valuable knowledge.
- Make prospects realize the pain points they need to solve.
- Give them a glimpse of the solution you can offer that they desire.
- Influence prospects to consider making purchase decisions.
- Gather market insights to make your next business decision.
So, once someone enters any type of marketing funnel and steps into MOFU, they go through a journey that creates interest, surfaces necessities, and drives the need to convert.
Types of Middle of The Funnel Content to Prepare Prospects The Right Way
Most of your content will be informative, pain-point revealing, and solution-oriented during this stage.
You want to help your prospects learn more about your business, what you do, and what problems you can solve for them. So content such as “How to” guides or Case Studies are great pieces to work on.
According to Search Engine Journal, 44% of marketers consider “How to Guides” as the most effective content type in the MOFU stage.
Although in some cases, they can also be used for TOFU purposes. The main focus here will be “educate and influence” but not directly sell.
Let’s say you own a business called “Tech Solutions XYZ,” a tech consulting company offering a range of services. It includes software development, web design, and IT support. And suppose you already have TOFU content in place to attract traffic.
Following are the types of content you can work on to bring the traffic into the MOFU stage and set them up for the next stage, BOFU.
1. ‘How-to’ Articles
Create actionable guides on topics like “How to Choose the Right Software Development Partner” or “How to Optimize Your Website for Better User Experience.”
These articles not only help position your business as an expert in the field but also provide an opportunity to showcase your possible solutions.
By emphasizing your collaboration with a top software development company, you can enhance your credibility and build trust with your MOFU audience.
2. Product/Service Comparison Posts
Many prospects often want to research the various available solutions for their specific issues.
By preparing detailed comparison articles that highlight the features and benefits of your offerings versus similar services, you can greatly aid in their decision-making process.
For example, if you offer WordPress website solutions for e-commerce, creating a comparison between WordPress and Wiz can illustrate why WordPress is the superior choice. It influences your qualified leads to consider your services.
3. Case Studies
Many people confuse case studies with testimonials, which can lead to ineffective marketing. A well-crafted case study goes beyond mere praise; it demonstrates how your solutions have effectively addressed the main pain points of past clients.
By showcasing specific challenges and the successful outcomes you’ve achieved, you can create compelling narratives that encourage prospects to seek assistance from you. It helps to reinforce your customer relationship management efforts.
4. Email Newsletters
Start sending regular newsletters to your subscribers that share valuable industry insights, success stories, and upcoming events through your content strategy.
These newsletters serve as nurturing steps to keep leads warm and engaged. It also helps to position you as a thought leader in your field.
Additionally, incorporating a series of valuable content can prepare your audience for future promotional campaigns, effectively guiding them to the bottom of the funnel (BOFU).
5. Downloadable Value-Added Resources
A smart marketing strategy involves giving away free downloadable resources such as ebooks, PDF guides, or infographics.
While these resources provide free value to your audience, they also serve as a subtle promotion of your solutions.
By including a call-to-action within these resources, you can drive prospects toward your offerings while positioning your brand as a helpful and knowledgeable source of information.
6. Product Demos & Sneak Peeks
Utilizing video demos of your products or sneak peek sessions can be an effective way to capture the interest of the right prospects and encourage them to enter the consideration stage.
These visual insights allow potential customers to experience your offerings firsthand. It also helps to reinforce their purchase intent and drive them closer to a final decision.
7. Re-targeting Ads
Set up re-targeting advertisements on social media and other platforms to remind visitors who explored your TOFU content about your services.
By engaging these individuals with targeted ads, you can encourage them to re-engage with your business. It also ensures your brand remains top of mind as they continue customer journey.
8. Share Valuable Resources on Social Media
Work on growing your social media followers and consider creating a community, such as a Facebook Group, where like-minded individuals can connect.
By sharing your “How-to” guides and case studies within this community, you can generate curiosity about your offerings and drive engagement with your MOFU content.
This approach enhances your visibility and builds trust-based relationships with potential customers.
These are the most commonly used as middle of the funnel marketing content. You can try more creative ways, such as hosting webinars for your leads or running giveaway contests, depending on your industry.
Tools to Use in The MOFU Stage
Following are some of the tools you can use to successfully create and execute the middle of the funnel activities.
- Sales Funnels Builder: Use a funnel builder to create a tripwire funnel to offer a free trial, followed by a main offer at a discount. This will serve as both MOFU and BOFU. You can use WPFunnels to create such a funnel.
- Email Automation Tool: Use “email automation” to send out newsletters automatically when blogs are published or new products are added to your store. You can use reliable email marketing automation tools such as Mail Mint, FluentCRM, or ActiveCampagin to help with this case.
- Content Calendar: Maintain a content calendar to plan proper content publishing schedules, which can play a big part in keeping leads warm. Tools such as StoryChief or CoSchedule will be great options for this.
- Offer Product Demo (for digital products): You can create a product demo environment to allow potential buyers to get a glimpse of what they can get if they choose to buy it. It will give prospects a chance to experience your tool more closely and compare it with other available solutions. You can use InstaWP to offer such demo environments.
- Use AI Video Creators For Sneak Peeks & Pre-launch Promos: Tools such as Visla can help you generate explainer videos to help with pre-launches or teasers.
Conclusion
To summarize, mastering the Middle of the Funnel (MOFU) is vital for guiding your prospective customers toward conversion.
By focusing on middle of the funnel content like “how-to” guides, case studies, and targeted email newsletters, you can build trust and credibility with your target audience.
Remember, effective MOFU marketing prepares your leads for the final sale. It also enhances customer relationships and encourages loyalty.
Use the right tools, such as WPFunnels for creating effective sales funnels and email automation tools for consistent engagement.
** FAQs **
What is the middle of the funnel in SEO?
- The middle of the funnel (MOFU) in SEO focuses on content that helps potential customers evaluate your products or services after becoming aware of them. This includes guides and comparisons that build trust and address their specific needs.
Are case studies MOFU or BOFU?
- Case studies are typically considered MOFU content, as they showcase how your product effectively solves customer problems. They help build credibility and influence decision-making, preparing leads for the bottom of the funnel (BOFU) stage.
What is the difference between TOFU and MOFU content?
- TOFU (Top of the Funnel) content raises awareness and attracts a broad audience, while MOFU content nurtures leads already aware of your brand by providing deeper insights and solutions. This targeted approach helps guide potential customers toward making a decision.
How can I create effective MOFU content?
- To create effective MOFU content, understand your target audience’s pain points and develop resources like guides and comparison posts that address these concerns. Make sure to include clear calls-to-action (CTAs) to guide your readers toward the next steps in their buyer journey.
Why is MOFU important for my marketing strategy?
- MOFU is vital for bridging the gap between awareness and conversion by nurturing leads with valuable content that builds trust. Neglecting this stage can result in lost opportunities to convert qualified leads into loyal customers.
