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What is Middle of the Funnel (MOFU) marketing?
"Middle of the Funnel" is the stage in the marketing funnel where potential customers have already shown some level of interest in your product. They have moved beyond the initial ‘awareness stage, and are looking to learn more about your product 💪🏼.
What are the other two stages in the marketing funnel?
TOFU 🚀
Before MOFU, you have the Top of the Funnel where you build brand awareness and help potential customers discover your brand in the first place.
BOFU 🏦
After you nurture your potential customers, you try to convert them into customers in the Bottom Of The Funnel BOFU stage. This is also where you run various experiments to increase LTV and retention of the customer.
Btw we also write breakdown business models and create growth strategies for them. Our most famous ones are the Zepto Business Model & Meesho Business Model breakdowns.
We also create loaded templates 💪🏼 to make your life as a growth operator easier.
What is the goal of Middle of the Funnel marketing?
- At this stage, your goal is to build relationships, nurture leads and move them closer to making a purchase.
- You also need to double down on building trust and providing value to potential customers.
- This will help you differentiate your brand from competitors and drive revenue growth over the long term.
How is MOFU different from TOFU & BOFU?
Factors | MOFU | TOFU | BOFU |
What does it stand for? | Middle of the Funnel | Top of the Funnel | Bottom of the Funnel |
Buying stage of the customer | Customers at this stage
→ Have heard about your product
→ Understand what your product does
→ But don’t have a lot of trust in your brand
→ Looking for options to buy a product like yours | Customers at this stage
→ Have not heard about your product
→ Might be looking for your product
→ Have the pain points that your product solves | Customers at this stage
→ Know about your product, and → Understand the difference between your competition
→ Have some level of trust in your brand
→ Very close to making a buying decision |
Goals of the marketing team | → Build a relationship with your customer
→ Build trust in the brand
→ Send personalized content to solve for trust & authority | → Create brand awareness
→ Capture the attention of your potential customers
→ Create the first touchpoint for all potential customers | → Close the sale and convert them into a customer
→ Solve the common objections they might have before buying
→ Build retention & word of mouth with support and feedback loops |
Type of channels used | → Personalised channels
→ Retention channels | → Customer acquisition channels
→ Brand awareness channels | → Conversion channels
→ Deeply personalized channels |
Examples of frequently used channels | → Email marketing
→ Chatbot marketing
→ Webinars
→ Retargeting ads
→ Case studies delivered via chat & email | → Content marketing
→ Social media marketing
→ Display advertising
→ Search engine marketing
→ Influencer marketing
→ Events
→ Sponsorships | → Email Marketing
→ 1:1 calls
→ 1:many calls
→ Webinars
→ Product DEMO |
What are some common principles used in Middle of the Funnel (MOFU) marketing?
The goal of all MOFU (Middle of the Funnel) strategies is to nurture leads and move them closer to making a purchase. With that in mind, here are some common principles applied in this part of the funnel
Lead nurturing 🟢
The idea here is to provide potential customers with valuable content and resources that
- Directly address their pain points,
- Answers their questions
- Build trust with the brand.
This is usually done through the following channels 👇🏼
- Email marketing,
- Retargeting ads,
- Webinars
etc.
Segmenting ✂️
Potential customers are also segmented into different groups based on their behavior, demographics, pain points, ability to spend, etc.
You can use everything from CRM products to in-built user segmentation models to segment your potential customers. The deeper the level of segmentation, the easier it is to improve the relevance and effectiveness of your MOFU marketing efforts.
Personalization ✋🏼
Since you’ve already segmented the data and have some sort of unique identifier for each customer, personalization is the next natural step. Everything from custom email sequences, and sales follow-ups to product tours are part of the MOFU personalization efforts.
It helps you build stronger relationships with your potential customers and increases the likelihood of conversion.
Remarketing 🏃🏼
It involves showing ads to people who have already engaged with your brand in some way. Usually, the action is something as simple as visiting your website to something complex as adding products to the cart.
Remarketing can help you keep your brand top-of-mind and also drop off to make the buying decision.
Doubling down on customer education 📚
Customer education involves everything from whitepapers, case studies, and product demos to ebooks. The idea is to dig into the customer’s pain point and show examples of how your product can solve it.
Adding tons of social proof 🫂
Building trust is one of the core goals of MOFU and social proof is the best way to build trust. Everything from customer reviews, and case studies, to testimonials, can help you build trust and credibility with potential customers.
P.S: If you loved reading about this growth metric, you will find this list of 23 growth metrics incredibly helpful 💪🏼
Written by
GrowthX Editorial Team
Growth can be achieved in a profitable, scalable & sustainable way. That’s what we write here, one blog at a time 🚀
