Have you tried sending mass emails, but found it to lack the payoff of customer interest? Or maybe you are a newer business, trying to find the most effective way to reach potential clients. We have good news! MOFU and the sales funnel could be the solution you’re searching for! But, wait….what’s MOFU? Read on to find out!
Remember Us? Inbound Marketing And The Sales Funnel
If you read our previous blog on TOFU, the top of the sales funnel, you are already familiar with inbound marketing. Remember, inbound marketing is a type of marketing that focuses on bringing consumers to you, rather than flinging your message out into the world like a baby bird leaving the nest for the first time.
Today’s focus is MOFU–the middle-of-the-funnel. TOFU and MOFU (along with BOFU) are both pieces of the sales funnel and they work together in the awareness, consideration, and decision sales process. While TOFU focuses on drawing the attention of those potential customers, the awareness piece, MOFU is about beginning to convert potential customers to actual customers, the consideration piece.
MOFU Defined
The middle-of-the-funnel (MOFU) targets strategies to convert leads to customers and move from consideration to decision. The goals of MOFU are:
Show leads the value of your brand
Build long-term relationships
Convert interest to sales
MOFU is about that consideration step–leads know they have a need, and are now looking for the best way to get their needs met. TOFU has helped you gain the leads’ attention, now is the time to say “we know why you’re here. Let us help.” MOFU allows you to show your brand’s worth without wasting time on demographics that do not need your services.
A successful MOFU will show leads how and why your business is the right choice for them, as well as begin to convert interest into sales.
MOFU Examples
One of the most versatile ways to use the MOFU is to gather information. At this point in the sales funnel, the leads have come to you and are paying attention. You’ve set the bait. The next step (the bottom-of-the-funnel, or BOFU) will reel them in, but MOFU is the hook.
Examples of MOFU content include:
Landing pages
Opt-in forms
Calls-to-action
Email marketing
How To Use MOFU Marketing
Whether you realize it or not, you have likely already seen MOFU in action. Those “subscribe now!” and “join our email list!” buttons on the pages you visit each day are MOFU in the wild.
Because turning leads into customers is not always a short process, it may take follow up. Those “subscribe” buttons are one MOFU method that can help you to stay in communication with your leads. No matter what you do, the next stage of the funnel will be decision, where the lead chooses to become your customer–or not. MOFU strategies should demonstrate why your business is the right choice. If you are successful in the MOFU stage, the next stage–BOFU–will be quick and easy.
To ensure your MOFU is impactful, try strategies that allow you to connect with your leads frequently and long-term. Consider using a customer relationship manager (CRM) to keep up-to-date with where your leads are in the sales funnel and help you continue moving them from TOFU to MOFU to BOFU.
Now you have taken an in-depth look at the first two sections of the sales funnel. From bringing in leads and garnering attention to gathering contact information and staying relevant. Does it all seem like a bit too much? We can help!
We Can Help!
Remember, your 30-minute discovery call with The Marketing Dept. is free! And it’s the first step toward your most successful marketing.
