The ultimate goal of any marketing funnel is to convert leads into customers. And to do so, you have to plan strategic content so that you can give enough information and the right reasons for a prospect to take action and spend money on your products/services. These contents are part of the Middle of the Funnel (MOFU).
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.
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 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 may 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, including software development, web design, and IT support. And suppose you already have TOFU content in place to attract traffic.
Following are the type of content you may work on to bring the traffic into the MOFU stage and set them up for the next stage, BOFU.
- ‘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 will help position your business as an expert in the field and give you a chance to showcase your possible solutions, emphasizing your collaboration with a top software development company.
- Product/Service Comparison Posts
Many prospects often want to research many available solutions for the same issue. If you can prepare proper comparison articles to show what people can get from you, or maybe from a similar service as yours, it will help in the decision-making process. For example, if you offer WordPress website solutions for e-commerce, you can create a comparison between WordPress & Wiz to show why WordPress is the better solution.
- Case Studies
Many confuse case studies with testimonials. Hence, a lot of case studies you see online are not so convincing. The true purpose of a case study is to show how the main pain points of a prospect were solved with proper solutions. If you can create case studies of how you helped to solve major pain points of some of your past clients, it will be a great asset to influencing prospects to seek help from you.
- Email Newsletters
Start sending regular newsletters to your subscribers, sharing industry insights, success stories, and upcoming events. Plus, you may also send a series of valuable content. These will act as nurturing steps to keep the leads warm and gain authority for future promotional campaigns that you will run (at the BOFU stage).
- Downloadable value-added resources
A smart marketing strategy is to giveaway free download resources such as ebooks, pdf guides, or infographics. While you offer free value there, you can promote your solution as part of the resource.
- Product Demos & Sneak Peeks
Video demos of products and sneak peek sessions can be a great way to attract the right prospects and pull them into the consideration stage.
- 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 and encourage them to re-engage with your business.
- Share Valuable Resources on Social Media
You may work on growing your social followers and even create a community such as a Facebook Group to have like-minded people in the same place. Then, you may share your “How to” guides and case studies to get many of them curious about further promotions.
These are the most commonly used as middle of the funnel marketing content. You may 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 may 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 may 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 may create a product demo environment to allow potential buyers to get a glimpse of what they may 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 may 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.
Final thoughts
Now that you have learned what your middle of the funnel marketing strategy should look like, it’s time to plan the content that aligns with your TOFU content so that you can easily transition your potential leads into this stage and work on getting them ready to take action.
If you need help understanding TOFU, you may read this guide.
Once you are ready with TOFU and MOFU, next it’s time to prepare for BOFU.
Read our guide on Bottom Of The Funnel Marketing.
Meanwhile, if you are looking for a reliable funnel builder and email automation tool that work together, you may try using WPFunnels & Mail Mint which allows you to plan your whole funnel journey (both pages & email automation flows) on a visual canvas.
~ Try WPFunnels+ Mail Mint today!
