In marketing, a funnel means that only a few will remain by the end (as the rest will be filtered out) from a large group of potential customers. So, the end flow of final conversions will be narrow and smaller than what we started with.
When marketers talk about the top, middle, or bottom of a marketing or sales funnel, they mean the stage of the buying journey a potential customer might be in.
The middle of the funnel refers to the leads already in your business’s database.
Marketers create and publish content at this stage to align a buyer’s needs with their products or features. In other words, this is the time to show your audience that your brand could make a positive difference in their lives or enhance it in some way.
It’s also an excellent time to analyze a prospect’s willingness to invest in the brand and help push the right people a bit closer to making a purchase.
The kind of content you put out for the middle of the funnel can mean the difference between a person who loses interest and a lead turned into a sale.
There’s a concept in marketing known as “nurturing leads,” and it means not letting people interested or engaged in your brand become disconnected from it.
In other words, the middle of the funnel is a deal-breaking stage of a buyer’s journey, and unless you keep their interest piqued, you run the risk of losing potential clients.
So, this is the perfect time to communicate with prospects, create engaging content, run attractive ads, and pull in your customers.
Moreover, by monitoring people’s behavior mid-funnel - such as what content topics they view or engage most with or how often they take action such as clicking on a site - marketers can determine whether someone is interested in a product. And if they’re not, then they can decide what they may need to do to secure the lead.
Here are some great ways to reach potential buyers who are in the middle of the funnel:
Creating a sense of urgency around ads is crucial if you want to grab the attention of your potential customers and keep them excited about your brand.
You can do this by adding CTAs (calls to action) in your ads, such as “Buy Now!” or “Click Here!” It’s also an excellent time to offer reasonable discounts to people or deploy other strategies that will lure them in.
MOFU is the stage when buyers still want to learn more about why they should invest in a product or service and how it will improve their life. They need information about things. And that’s what you should give to them if you want to show your expertise in the industry and establish brand dominance.
You can also offer long-form free content such as E-books and downloadable PDFs that may help give deeper insights into a topic.
Lastly, don’t ignore the potential of your social media profiles. Assuming that you have a strong following (or even if you don’t), using social media channels is a brilliant way to keep prospects engaged in the middle of the funnel. It’s also a community-building tool that’ll help ensure your audience has a reason to stick around.
Overall, the middle of the funnel in marketing is the stage of a potential buyer’s journey that can make or break the deal. So, it’s crucial to provide suitable value material to people and engage with them appropriately.
Learning how to impact MOFU the most can make an unbelievable difference in final conversions or sales!