What is the Middle of the Funnel (MOFU)?
After the potential customer passes through the top of the TOFU sales funnel and continues along the desired path, he/she encounters the Middle of the Funnel or middle of the sales funnel. At this stage, leads or potential customers are found who have not yet been highly qualified.
In this part of the sales funnel, a lead nurturing strategy should be applied to continue educating and training potential customers. But you can also start positioning the company as the solution to the needs they seek to satisfy.
Objectives of the Middle of the Funnel
- Inform and educate the potential customer about your specific offering.
- Clearly show how the company’s solution solves weaknesses.
- Address potential concerns and objections that the customer may raise about an unfamiliar solution.
- Persuade and convince them to buy without saturating the customer.
Types of MOFU content
TOFU content tends more to entertain. However, in the middle of the sales funnel more solution information content enters. The following types of content would fall into this stage:
White Papers
White papers are reports on a specific topic, they show that your brand can provide a solution to a specific issue. It is a great possibility to attract potential customers and share the products you offer.
Make sure you do the right research to create an effective white paper. Don’t make any sales intentions, customers read white papers for information, not to buy.
E-mail campaigns
An email marketing campaign is a good way to attract potential customers, understand your customers’ concerns and find solutions for them. You can send them blog articles, white papers or any downloadable content that brings value.
Webinars
A webinar is a live event where subscribers sign up for specific information, usually through a 30-90 minute presentation. It’s a great way to have a live conversation with your potential customers. Let them ask you questions at the end.
