Middle of the Funnel
Middle-of-the-funnel refers to marketing activities that are carried out to align the products and services with the visitors’ problems and needs. Users who are in the MOFU are already in touch with your brand for nurturing. From the user point of view, this is basically the evaluation stage where people do research to find a good fit for their needs and interests.
The middle of the funnel is where you establish extended engagement and trust-based relationships with your already captured audience. Marketers distribute content to align their products or features with the buyer’s needs, understand their readiness to buy, and push them closer to the purchase journey.
The typical MOFU activities include advanced content marketing, case studies, eBooks, whitepapers, webinars, FAQs, datasheets, demos, and more.
Elements of Middle of the Funnel Activities:
Middle of the funnel content engages users and informs marketing teams and sales teams of the users’ interests and purchase intent. That makes mid-funnel content:
Goals of Middle of the Funnel Activities:
- Nurture leads acquired from top of the funnel activities
- Nudge and build purchase intent
- Inspire an emotional connection with your audience segments to establish brand loyalty and create brand advocates.
Most marketers want to identify:
- If the lead acquired is a good fit for the company’s products and services
- If the lead is interested in purchase
And by monitoring the behavior of your users’ mid-funnel—including the form of content and the topics they engage with, how often they take valuable action, pages they visit. Using these data, marketers can determine a user’s need for a product and deliver content that addresses them.