What is Middle-of-the-funnel?
Middle-of-the-funnel, or MoFu, refers to the content provided for prospects that passed the top stage of the sales funnel and are in the middle of their sales journey. Middle stage of the sales funnel is also called the “interest and engagement” stage because prospects are familiar with the company and what it’s offering and now want to find out more about it. This stage doesn’t necessarily mean that the company has acquired a new client, but now the client understands that the company can potentially help to solve his problems.
The strategy for the middle stage of the sales funnel is to nurture leads that have moved from the stage of awareness and to bring value to them so that they can move from the stage of interest to the bottom-of-the-funnel.
A middle-of-the-funnel stage aims to monitor the prospect’s behavior – what interests him, which pages he had visited, etc. Understanding of buyer’s interests allows creating content that will be more engaging and also make changes to the product itself and bring even more value to customers. Prospects at the middle stage of the sales funnel can also help determine a target audience and enhance the company’s buyer persona.
Here are some of the best practices on how the company can make its MoFu content better:
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