MOFU
Middle of the Funnel
Description
In digital marketing, MOFU stands for Middle of the Funnel. This stage focuses on nurturing leads who have shown interest in your product or service but aren't yet ready to make a purchase. At this point, the goal is to build a relationship, provide more detailed information, and address potential objections. Content at this stage is usually more in-depth and targeted, aiming to move prospects closer to a decision. Examples of MOFU content include case studies, webinars, and detailed guides. The key is to provide value and establish trust, positioning your brand as a credible solution to their needs.
Examples
- A software company offering a free eBook on best practices for project management to users who have previously downloaded an introductory guide. This helps to further educate the lead and move them closer to making a purchase decision.
- A fitness brand hosting a live webinar where experts discuss advanced workout techniques and answer questions from attendees. The people attending have already shown interest by signing up, and the webinar aims to deepen their engagement and trust in the brand.
Additional Information
- MOFU strategies often involve segmentation to tailor content to specific audience needs.
- Metrics to track in MOFU include engagement rates, time spent on content, and conversion rates from lead magnets.