MIDDLE OF FUNNEL
The oft-forgotten middle child of marketing strategy.
WHAT IS MIDDLE OF FUNNEL?
Middle of the funnel (or MoFu, if you're into that) is a bridge. It's what connects the top of the funnel (ToFu) and the bottom of the funnel (BoFu) together.
Need a quick refresher on the marketing funnel? It's a way of segmenting your audience by how close they are to buying, and, like a physical funnel, it starts wide at the top and narrows as you reach the bottom:
- At the top of the funnel, you have a high number of leads. These are potential customers who have recently become of aware of your brand.
- As leads go through the funnel, there are fewer and fewer of them. At the middle of the funnel, they're considering whether your solution is right for them and might be comparing it against other potential solutions.
- At the bottom of the funnel, you've gotten down to just a few leads, many of whom will hopefully make a decision in favor of your brand.
So MoFu, in a nutshell, is the intermediate stage in which a large audience gets whittled down to a smaller number of more qualified prospects. It closes the gap between ToFu and BoFu, and it's where marketing and sales can team up to guide more qualified leads down the funnel.
What's the Goal of MoFu?
The goal of MoFu is to nurture leads down the sales funnel. Full stop.
This means alleviating fears and removing doubt. It means educating leads about your solution. It means convincing them that they need it, and they need it now.
When people come across a business, they're not ready to make a purchase. They're not even sure they can trust you to deliver what you say you can deliver. In their minds, they're thinking, "Why should I choose this brand?" or "How is this business better than its competitors?"
Often, when new leads become aware of your business, they're looking at other brands just like yours. This prospecting can take days, months, or even longer. At this point, they're "stuck" at the middle of the funnel like a lost soul in purgatory.
Mid funnel tactics are crucial, then, because they can help convince leads to make a decision. They act as a driving force to propel leads onward, toward the decision stage at the bottom of the funnel.
What Are Mid Funnel Tactics?
By the time a prospect reaches the middle of the funnel, you've got their interest. You've got them mulling over your solutions and products. You just need them to take the final plunge and consider your brand as their first choice.
How can you help them with that? By persuading, educating, and targeting.
Your audience wants to know how your business will help them. If you're not helping their research and evaluation process, though, they'll look elsewhere for the information they need...and one of your competitors will likely be more than happy to supply it.
Win over leads in MoFu purgatory with targeted, high-value content:
Whitepapers: A whitepaper on a topic your audience cares about can help educate them and establish you as a trusted authority in their mind. By offering a deep dive on a relevant issue, you're going beyond simply building awareness of your industry and solution (ToFu), without jumping the gun on asking them to make a decision (BoFu).
In-depth webinars: Similar to whitepapers, a webinar is an opportunity for your brand to educate your audience. At this stage, your audience is still seeking information, so create webinars that educate your leads about your brand and solution. Delve deeper into the information you introduced at the top of the funnel.
Case studies: Case studies are also effective at the middle of the funnel because they offer social proof and relatable, real-world examples of how your product improved life for customers just like your audience.
The entire concept of the funnel is based on meeting your audience where they are and aligning your marketing with their specific needs at that specific moment in time. At the middle of the funnel, what your audience needs is education.
Knowledge is power. And by providing the right, relevant knowledge, you can nurture leads all the way to the bottom of the funnel—and a sale.
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