WHAT IS THE MIDDLE OF THE FUNNEL (MOFU)?

Middle of the Funnel (MOFU)

We know there is a conversion funnel in digital marketing, with three stages to achieve the approach we propose with each brand. These three stages are known as: TOFU – MOFU – BOFU.

Today we will discuss stage two, MOFU, bearing in mind that the first one: TOFU (Top of the Funnel) is about the content created to attract users, even without knowing their needs in detail, only via the content offered by the brand or product. This is the first stage and the highest part of the conversion funnel.

Then there is the MOFU (Middle of the Funnel) stage, stage two of the conversion funnel; this is where we are aware of the user’s need, we know what they want, what they are looking for and we can get to them with a more direct message. “Bear in mind now the lead is in consideration stage, where they will assess the potential alternatives that will answer to their requirements”.

We know it is not the same to create a global message to attract customers, then to arrive with a customize message, especially if we already know what this customer wants and is looking for; this stage is where we entered into attracting retargeting, social remarketing, social Ads Acquisition, social Ads Leagen, social Ads prospecting, attracting Emailing and affiliate marketing.

This could be the most appropriate actions when implementing the second stage of the conversion funnel or MOFU, then we can take the opportunity to impact users that have already had some kind of contact with the brand, reach users that have signed up for data bases, etc.

Can we measure whether the content has been effective and how?

“At this point, you should consider the following KPIs:

• New and recurrent visitants
• Referral percentage
• Clicks or CTR percentage
• Emails opening rate.”

In conclusion, we can say that without the three conversion stages we cannot establish a good strategy; this funnel is highly important for Inbound Marketing; therefore, it is important to always go through the 3 stages guide our work so that we can carry out conversions from our content offered in social networks and the web.