In the marketing landscape, MOFU is an opportunity to build meaningful relationships, increasing lead conversion. How can you make the most of this phase?
With the ongoing digitization, the buyer’s journey continues to shift and evolve. When you are at the MOFU phase, your customers have gone past the initial awareness stage. They are now at a point where they are seriously considering purchasing your offerings. In this middle stage between TOFU and BOFU, potential prospects know your brand and have shown interest in your product or service. But they are looking at various options to make the best purchase. It is also the phase where they perform a comparative analysis with the competitors. For this reason, MOFU is known as the consideration phase of the sales funnel.
At this point, supplying some information that will help them make an informed decision. Your marketing strategy targeting the mid-funnel must balance a solid foundation with flexible strategies.
Utilizing the potential of middle-of-the-funnel
The key ingredient of acing MOFU marketing comprises delivering content that conveys the right solution to your prospects. You need to provide them with detailed information about your offerings, or some added value to engage them. Amplify your content by making it more helpful and informative, without being too sales-y. Your target audience must feel like your offerings are providing some value. And it’s not some aggressive sales pitch. When you launch relevant and value-rich content, prospects are likely to respond positively to them.
While providing useful data, focus on building relationships with customers. You can achieve this through personalized emails or social media messages. Using these initiatives, you want your prospects to become excited or motivated to read the messages or posts. Building strong relationships with your prospects cultivates trust in your brand, making them more likely to purchase your offerings.
Mid-funnel buyers involve more thorough research from the prospects’ end before they go ahead and leap into that final decision to buy. Utilize this crucial point to stand out from the other brands, so the prospects choose you over the competitors. The content should revolve around delivering solutions that address the audience’s pain points. You should be able to help the MOFU buyers find the right solution through your content.
MOFU Marketing Tactics
Prospects entering the middle-of-the-funnel may not be familiar with your products or services. So, your main objective here is to enhance customer-brand relationships. By implementing this approach, your team can establish its authority in the market. The mid-funnel phase is also the perfect time for you to start nurturing leads who may not be ready for a sales discussion yet. Implementing a robust content marketing strategy can be a great tool to showcase the value of your brand. To accomplish this, your marketing strategy should be research-based and involve educational content, thought leadership, and case studies.
An effective MOFU content marketing helps you close the gap between the initial curiosity the audience feels when they engage with a brand’s content and the final sale. The leads you have at this stage are in the consideration phase of the customer journey. Produce educational content that engages the audience to your brand, increasing the lead conversion.
Key Elements of Successful Mid-Funnel Content
An effective mid-funnel content must be educational and highly persuasive while being target-specific. When you create materials with all these components, there is a better chance that your customers will resonate with your brand, causing them to convert into leads. Let’s look at each of these elements more closely.
Educational and brand-specific
Considering the prospects in your MOFU, they already have a solid understanding of your brand and its offerings. But what they need to dive into is how your company is different from the competitors and why they should go for your product/service. That is why, when creating content, make sure it is more sophisticated and informative, discussing your USPs.
Highly-Targeted Content
At its core, middle-of-the-funnel is your chance to add prospects in your sales cycle who are already interested in your offerings. Use this as an opportunity to drive more organic traffic to your site through engaging content. However, there is a stark difference between actionable insights and consumers casually seeking a solution. To garner customers likely to convert into paying accounts, you will want to create targeted content, supplying them with specific information that adds value and addresses a problem faced.
Engaging Content
In the MOFU phase, your content needs to hook prospects for the long haul, inviting them to explore more about your company and its products or services. When developing your content plan for the mid-funnel phase, ensure that you provide enough data that gives them confidence in your brand to solve their problems. Showcase your unique capabilities and publish various forms of content demonstrating your expertise. A gentle push is all you need at this stage to convert into leads.
Types of content for effective MOFU marketing
Middle-of-the-funnel marketing requires certain forms of content to create an impact. These are some examples to educate your audience with the resources they need.
Case Studies
Through case studies, you can offer insightful explanations of how your offerings will make a difference and what new it is providing that other brands are now. You can highlight success stories or discuss applications of your products or services. This will let potential customers understand how you helped their existing clients achieve business goals. When creating case studies, demonstrate data such that your customers feel connected. They will want to see how the success of other brands can relate to them.
White Papers
The core mission of launching whitepapers is to draw light on a specific pain point and promote an approach you used to overcome the hurdle. As a brand that wants to stand out, you must publish white papers on your website and share them in your email campaigns. You must ensure they contain valuable, concrete facts, and statistical data that give your offerings a steady skeleton. If engrained with the right ingredients, white papers allow your prospects to grasp first-hand the benefits of your solutions.
Email Campaigns
Target-specific email campaigns provide an easy and effective route to reach many prospects. For instance, if you can garner more email open rates, it implies that your email campaigns are making an impression to lead to actions. You can also look into email newsletters to compile value-added information to provide details about your brand. These campaigns can be curated to provide insights to move leads further into the funnel. The standout feature of emailers is they allow you to send multiple messages in one go.
Blog Posts
Whether you are a new brand or have established your brand voice strongly in the market, blogs are a useful catalyst to amp up your sales funnel. You can curate articles as per your audience, trying out different lengths and formats while you do so. Each blog is customizable plus easy to consume. The best part of blogs is updating informational content that your prospects will consume. If your blogs have unique insights, they also give you a cutting edge. Enrich your blogs by adding more SEO keywords and relevant links to increase search rates.
News Articles
Publishing curated news pieces could open another doorway of communication with your target audience. While launching this content form, obtain a content license from a trusted source that helps you share timely and reliable updates. In this way, you can enhance brand credibility among your prospects.
Summing up,
The middle-of-the-funnel is one step ahead in the sales funnel. Your prospects have surpassed the getting-acquainted-with-your-brand phase and are seriously considering choosing your brand. This phase is all about them researching and comparing across competitors to decipher which brand makes the best fit for them. The way for your brand to shine in this stage is to provide content that enlightens them on how your brand’s offerings will solve their pain point. You can retain more leads past the MOFU phase by launching value-rich content that highlights your services and offerings. It is a great stage in the funnel to increase lead conversion by planning and delivering content that matters.