Middle of the Funnel Customer
A Middle of the Funnel (MOFU) Customer is a potential customer who has moved beyond the initial awareness stage and is now actively considering solutions.
Description
In the digital marketing industry, a Middle of the Funnel Customer is someone who is already familiar with your brand and has shown some interest in your products or services. At this stage, they're engaging with your content, comparing options, and evaluating whether your offering could solve their problem or meet their needs. This phase is crucial because it's the middle ground where leads are nurtured with more detailed information, case studies, testimonials, and product demonstrations. The goal is to build trust and provide value so that these potential customers are more inclined to move to the next stage of the funnel, which is the decision-making or purchasing phase.
Examples
- A software company offers a free eBook download about best practices in project management to visitors who have already interacted with their blog posts. This helps nurture interest and provides valuable information, making the lead more likely to consider their software solution.
- An online fashion retailer sends a personalized email showcasing customer testimonials and detailed product reviews to potential customers who have previously added items to their cart but did not complete the purchase.
Additional Information
- Content types that work well for MOFU customers include webinars, whitepapers, and detailed guides.
- Effective nurturing tactics involve personalized email campaigns, retargeting ads, and offering free trials or demos.