Marketers always strive to improve their strategies for attracting and retaining customers in the face of the rapid development of digital technologies and increased competition. One of the critical aspects of this process is working in the “middle of the funnel” or MoFu (Middle of Funnel), where potential customers are already interested in your product and actively exploring it. This article will examine what marketing strategies can be applied at this stage and how they can affect the final result.
What is the “middle of the funnel”?
In the classic sales funnel model, the customer goes through three main stages: top (ToFu), middle (MoFu), and bottom (BoFu). The top of the funnel is associated with attracting the attention of potential customers, the base is turning them into actual buyers, and the middle is the stage at which they are already familiar with your brand and study your products or services.
Why is the middle of the funnel important?
Many companies focus on the initial stage of customer acquisition and the final stage of sales. Still, in the middle of the funnel, critical work takes place to convince potential customers of the value of the product or service offered.
According to a study by Demand Gen Report, 47% of buyers view 3-5 of the company’s content materials before agreeing to contact a sales manager. This highlights the importance of meaningful and compelling content during the MoFu stage.
Strategies for working in the middle of the funnel
Creating value content: at this stage, your potential client actively seeks information to help him choose. One report found that 68% of all online interactions start with a search engine. According to the report, search is so popular that SEO usually attracts 1000% more traffic than regular social networks. Creating and distributing high-quality content that helps the customer better understand your product and its benefits is critical to MoFu’s strategy.
Confirmation of social proof: Feedback and recommendations can significantly influence the client’s decision-making process. Use these tools to demonstrate the effectiveness of your product and increase trust.
Personalization and Segmentation: Use customer data to provide them with content that matches their interests and needs. An Epsilon study found that 80% of consumers are more likely to purchase if offered a personalized experience.
Marketing Automation: Using automation tools can help you manage customer interactions more effectively at the MoFu stage, track their behavior, and offer the right content at the right time.
Working in the middle of the funnel requires a deep understanding of the needs and interests of customers and the competent use of content to convince them of the benefits of your product. Using the strategies described in this article can help you improve conversion during the MoFu stage and eventually lead to increased sales.