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MOFU, or Middle of the Funnel, refers to digital marketing strategies focused on nurturing leads who have shown interest in a product or service, aiming to educate and persuade them towards making a decision.

MOFU, standing for Middle of the Funnel, represents a critical phase in the customer journey within digital marketing, where the focus shifts towards engaging and nurturing the leads that have been generated during the TOFU stage.

At this midpoint, potential customers are aware of their problem or need and are considering various solutions, making it the perfect opportunity for marketers to provide more detailed information, comparisons, and evidence of value through targeted content like case studies, webinars, and product demos.

The MOFU stage aims to build a deeper relationship with the audience by addressing their specific questions and concerns, moving them closer to the decision-making process and preparing them for the Bottom of the Funnel (BOFU), where the final conversion actions occur.

AbbreviationMeaningUsing byYear coined
MOFUMiddle of the funnelAdvertisersLate 2000’s

Example 1:

Email Drip Campaigns: A software company uses an email drip campaign to send a series of targeted emails to leads who have downloaded a free trial of their product. These emails provide tips on how to get the most out of the trial, success stories from other users, and a comparison guide against competitors, aiming to convince the lead of the product’s value and encourage a purchase decision.

Example 2:

Educational Webinars: A financial services firm hosts monthly webinars on topics relevant to potential clients, such as “Investing for Beginners” or “How to Plan Your Retirement.” These webinars are designed to educate attendees on important financial concepts and showcase the firm’s expertise, nurturing leads by providing valuable information and engaging them further down the funnel towards considering their services.

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Matt McAuliffe

Matt McAuliffe

Co-Founder of Hyper Digital

As the co-founder of Hyper Digital, a leading digital marketing agency in New Zealand, Matt McAuliffe has established himself as a prominent digital marketing analyst and consultant. With years experience and thorough knowledge of the digital marketing industry, Matt is the driving force behind Hyper Digital’s ongoing success. Matt’s innovative marketing tactics and creative concepts is the reason why so many businesses across New Zealand have achieve success in the online space.

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