Connect with us

How To

MOFU (Middle of the Funnel): What it is and How to Create Relevant Content

As technology advances, so are new ways to promote your business. That is why it is necessary that you adopt new ways of impacting the public efficiently. Relevant content in the Middle of the Tunnel (MOFU) stage of the sales funnel can help you promote your brand or business. How to ensure that your audience will continue to advance in their buyer journey  and that you can turn them into a real customer? To solve this problem, you need to know how to create valuable content in the middle stage of the funnel. In this way, you will be able to direct your communication precisely, speaking with your potential client in the appropriate way. In the end, it doesn’t make sense to treat your entire audience as being made up of equal people. There are those willing to buy what you offer, those who have never heard of your brand, those who need more information before making a decision, among others. In order for you to properly reach your audience, in this article, we will explain everything you need to know about MOFU, how to create an effective content strategy at this stage of the funnel and we will give you some examples of how the strategies work. By now you must be curious what we are talking about, let’s see

What is MOFU

MOFU represents the middle of the funnel. This phase is used to bridge the gap between the top and bottom of the funnel. After the TOFU or attraction stage, where the intention is to draw the attention of the visitors, taking advantage of the problems or needs they have, in the middle of the funnel the intention is to start presenting feasible solutions. The middle stage of the funnel helps customers move from the initial stage of interest, to the final stage of conversion or sale. It is considered the most complicated phase of the sales funnel because customers have different levels of interest and have not yet become fully qualified leads. It is up to marketers to assess the willingness of each visitor to educate them and slowly move them towards a purchase. In short, the phase mofu the funnel is critical to generating leads: do not want to simply increase your visits, but rather to identify who these visitors. Origin of the funnel The sales funnel model is credited to Elmo Lewis (1898), who developed the sales tool using the latest knowledge in Scientific Management. It was initially called the AIDA funnel and is based on customer studies in the U.S. life insurance market.To explain personal selling mechanisms, Lewis argued that the most successful sellers followed a four-layer hierarchical process using all four Cognitive phases that buyers follow when accepting a new idea or buying a new product. The AIDA model describes the basic process by which people are motivated to act on a purchase and is based on external input from sales representatives. This motivation to make a purchase depends on:
  • Knowledge of the existence of a product or service;
  • Interest in paying attention to the benefits of the product;
  • Desire for the product.
Lewis further argues that the fourth stage or state of mind, Action, was a natural result of going through the first three stages: that desire leads to action, that is:
  • You’re talking to me?
  • Why are you talking to me?
  • Good idea, but do I really need it?
  • What will I have to do to get it?
In 1911, Sheldon expanded the model with a fifth phase, ‘Permanent Satisfaction’ to emphasize the importance of repeat sales. In the following decades, the AIDA model served to study how advertising affects consumers and was the basis for numerous motivational models of consumer behavior research. The AIDA funnel model is used as the backbone for structuring an organization’s sales. Additionally, it helps sales people better target a customer by basing their actions on the customer’s position in the funnel. Salespeople must look for different sales goals for their suspects, their prospects, and their customers. The aggregated information from the sales funnel enables a company to build an overview of sales representatives and departments and provide better structured sales forecasts.

Other phases of the funnel

When working with marketing strategies, all types of companies need to communicate properly with their audience. This means using the ideal speech for each situation. That is, differentiate who is ready to buy what you offer from those who are about to. To help organize this process, the concept of the sales funnel was created. For the idea to work, just think of a funnel literally. At the top of it are those people who have never had a contact with your brand. In the middle, there are those that have the potential to become your customers if they find enough information. In the third stage, the bottom of the funnel, is where those with the best conversion possibilities are concentrated. The sales funnel aims to take the audience to the next stage. Not everyone qualifies, so it is normal that it starts with a large number at the top, which then decreases. The most important point is that, in the final stage, you can be sure that these people are ready to buy. Below we will briefly explain the initial and final stages of the funnel.
  • Up funnel (top)
This is where you will begin to reach an audience interested in finding a solution to their problems or needs. With quality content you can help him understand a problem. In general, it is at this stage that blog posts and email marketing streams are started to lead people to the next step. Whoever goes through this process becomes a lead.
  • Funnel bottom
In this stage are your potential customers, those who have already gone through all the stages and think that what you offer will solve their problems. They are completely ready to do business, so here you should start offering your services openly, citing your brand and the advantages of your products. The strategies you use to guide your customers through each stage of the funnel are related to inbound marketing. How?

How it integrates into Inbound Marketing

Inbound Marketing  is a technique or, rather, a set of techniques that are mainly based on the  creation of a website or blog with quality content and of value  for the user. Your goal is to attract an audience to the website, but this is only the beginning of the complex process of Inbound Marketing. In the MOFU stage, Inbound helps the Accompaniment, monitoring and classification of these contacts (lead nurturing process). The lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and at each step of the journey of the buyer. Focus your marketing and communication efforts on listening to potential customers’ needs and providing the information and answers they need.

MOFU content type

In the MOFU stage, your Leads already know the area in which your business operates, now they are more interested in what you can offer. Your content should show, in a practical way, how your business can help them solve their problems. This content is aimed mainly at the Leads who already relate to your company, that is, they already trust the company more, have already learned more about the business topic and may have a greater interest in your product or service. It is that content that should lead to the decision to try the product or even to buy it. The MOFU content is a bit to sell, but it does not stop generating value for the Leads, it must be more in-depth and give details about the topic they are looking for. Your needs can be better understood by using, for example, more specific fields on your landing pages. In addition, it is important that the content you deliver in the middle of the funnel removes the doubts of your future customers, to break their objections. You can achieve this through well-founded content and tools that arouse interest in your product and your company. Some examples of content aimed at the MOFU stage are: checklists, guides on how to buy or choose the product or service that your company sells, among others. Next we will give you more detail of the content for the middle stage of the funnel:
  • Templates
Templates are ready-made templates to use in various contexts, such as spreadsheets, presentations, or anything that makes it easier to complete a task. In general, the investment of time to make a template is minimal, since most companies already have models that they use internally – just offer them to your audience by making some adaptations, such as adding a text with instructions to use the template. Templates work well to nurture MOFU Leads- at the top, you’ve already received general information about the area your business operates in, and now you can help it in a more practical way. If you share creative ideas that you use in your day to day, you will gain authority by helping other companies
  • Tools
The tools are more complex to produce than the templates, however they will help your potential clients to solve more complex problems. They can be part of the solution you offer in your business – which is good because it gives a feeling of “I want more”, increasing the interest in knowing the complete product – as well as something totally new. The production of a tool often requires the work of a programmer, which makes it more accessible to technology companies. At the same time, the tools are more difficult to copy, which creates a differentiating element in relation to your competitors.
  • Whitepapers
The whitepaper is nothing more than an intermediary between post and eBook. It is not as short as the first, nor as long and deep as the second. You can focus on a single topic and provide mostly data, which makes sense for the middle of the funnel.
  • Check list
A checklist is a list that, like the template, helps to perform a specific task. The idea behind the checklist is that your audience can solve their problems through the organization and planning of their tasks visually. Once again, like the template, the checklist can be used to help the Lead in an infinite number of tasks and can also be recycled from one that you already use internally in your company.
  • Curriculum
The objective of the study plan is to define what the daily readings will be, encouraging the student to finish a goal. This type of content is interesting if your business is related to education or you need to deliver planned content in sequential stages. They are content with titles such as “review the content of your online marketing course”, for example. When creating content for the middle of your sales funnel, you should also consider content creation best practices:
  • Always include a call to action. Guide potential customers to the next step in the funnel by ending the MOFU content with a call to action that tells them what to do next.
  • Divide your MOFU content into smaller funnels organized by lead data.
  • Use segmented lists to deliver only relevant content that matches the needs and wants of your potential customer.
  • Use the best keywords to attract your audience through search.
  • Perform keyword searches to find terms that are popular with your target audience, and then optimize your content for those keywords to help engage your audience through search.
Now that you know how to create content, for the middle part of the funnel, let’s see how it works.

MOFU examples

The following brands have done a great job of using content as a means to nurture and / or qualify their leads in the middle stage of the funnel. Let’s see.
  • HubSpot
HubSpot is a content marketing company and software provider, so it should come as no surprise that their website includes a comprehensive library of downloadable MOFU marketing materials. An example of one of their resources is the free e-book ” The Essential Guide To Internet Marketing .” The guide is aimed at Hubspot’s ideal audience and requires users to enter information before accessing the free resource. Its form collects a variety of data, which the company shares with its sales team so they can target the best and most qualified potential customers.
  • T. Rowe Price Microsite
To promote its college savings plan, investment management firm T. Rowe Price developed the College Savings Chillout microsite. This site includes a detailed six-step guide and a video library. Both the guide and videos are freely viewable, they do not require users to enter their information. T. Rowe uses this resource page as an initial way to educate prospects on saving for college. They then guide audiences to the next step, through calls to action that instruct them to get a downloadable guide, call to speak with a representative, or click to start an account.
  • Betterment
It is an online investment website, it uses interactive tools as part of its MOFU content. An example is her Retirement Savings Calculator, which is part of her publication “How Much Social Security Income Can You Expect?” The calculator collects financial data from the user and creates a picture of their financial future. Depending on the results, the calculator also provides additional Betterment resources that tell the public what to do based on their financial situation. This naturally guides them to the next phase of the buying funnel. As you can see, this content strategy brings advantages to companies. Which ones?

Advantages of a sales funnel

In addition to making the consumer have more information about your company and the area where it operates, the sales funnel will place your brand as a great specialist on the subject. But these are not the only advantages. In addition, you will have other benefits of applying the sales funnel in the development of your content:
  • To promote teamwork
Before the customer reaches the bottom of the funnel, the step in which he is ready to make the purchase, you must be aligned with your sales team so that together, they achieve that conversion. This will allow you to work together to increase the sales of your company, and it will also help you understand the team’s process, thereby identifying weaknesses.
  • Increase the productivity of your team
The tendency of most workers is to increase their productivity when they know that they are watching. By working in conjunction with marketing and having well-defined goals per account in the sales funnel, the sales team will have more results. In addition, the funnel saves time and effort for the sales team, since it will only target users who really have a need that the company can meet.
  • Take advantage of business opportunities
With the sales funnel in place, the process of identifying the stage of each business and applying the appropriate techniques to achieve them becomes much simpler. You will have greater contact with each client, and that way you will also have access to opinions that can result in new products and solutions.
  • Increase conversions.
Thanks to the detailed process that it implies, the contacts that are obtained are the most appropriate and related to your interests as a company. Getting potential users on MOFU is much easier and faster, because the flow of contacts is constant. With this you will have more opportunities to convert them into real customers.

conclusion

Using content marketing is a good option for targeting the middle section of a sales funnel and working to nurture and qualify potential customers. But as you develop this content, keep something in mind: MOFU content is an important part of the funnel, but it is not the only part. For a sales funnel to work, you need content and strategy at every stage of the shopping journey. Don’t just focus on the middle. Fill the top and bottom of the funnel with strategic content for the best results. Also, use best practices to create and optimize your content. Identify buyer keywords to create engaging content that targets every stage of the buyer’s journey. And you, what content do you use in MOFU? Share in the comments with us in the comments.

Leave your vote

Continue Reading
Advertisement
Click to comment

Leave a Reply

Il tuo indirizzo email non sarà pubblicato.

Crypto

How to Create Account in EXMO step by step

In this article you will learn how to register in EXMO in 2022, as you well know it is a cryptocurrency platform to trade, as well as buy and sell digital currencies. Next, we are going to make you a quick and easy guide to create your account.

How to open an account in Exmo.com step by step

Access the official website of EXMO to be able to register for free.

Select “Registration”

At the top right you will have a Registration button, click on it and there you will open a form to place basic data such as username, email, telephone, password and its confirmation, as well as the acceptance of terms and conditions of the platform.

Likewise, if you want you can subscribe to receive news you just have to activate the option. then activate the captcha and click on “Registration”

Phone and email verification

They will send you an SMS to the registered phone to place the verification code and give it confirmation. The same will happen with the email, in which they will send you an email with a link to confirm the account and activate it.

Account Verification

Once you have completed all the registration, you must verify your account, this is quite important that you do it so that you do not have limitations, it is a financial platform and as such, by regulation you must verify your identity and address.

  • For identity, you can do it through your ID, passport or other identity document, also a selfie with the document, you can support yourself by linking the mobile if you do not have a webcam.
  • In the case of the address, it would be verified with a bill for services such as electricity, water or other document where they can verify your location or residence, this is to raise the limits further.
  • For the card, you need to enter your card details and even take a photo and attach it.

Ideally, you should verify everything, but the first thing is the identity, in which you will be required name, surname, middle name in the case you have. Secondly, you will be asked to identify what type of document you are going to use to identify yourself, for example, the DNI.

After that, you must upload a photo of the front and back of the identity document, if you do not have them at hand, you can do it with your mobile and send it to you by mail or web whapsapp or another application, and then upload it from the computer.

Once this is done, it will request a selfie with specific details, where you must write down on a paper the word EXMO, followed by the date of the day of the photo and hold the DNI without covering anything, there you capture the photo and attach it, with these steps you will already be in the process of verifying the identity.

Likewise, you can do it to verify the address with a receipt and in the case of the card you must do the same, they are similar processes quite simple, the idea is that you complete the entire registration process.

Configuration

Another important point regarding registration is the security configuration in which you can add extra protection and have two-step authentication. Likewise, you can observe other options such as personal information, which you can review carefully.

Leave your vote

Continue Reading

Crypto

How to create an account on Poloniex step by step

In this article you will learn how to register with Poloniex in 2022, it is a cryptocurrency trading platform, where you can trade with margin or leverage and you can also do hodl. Here’s a step-by-step way to create an account on Poloniex.

Go to the official website of Poloniex

Access the Poloniex registration page to later follow the step by step that we will give you to register for free.

Select “Sing Up”

Once you are on the platform you must select in the left menu “Sing Up”, where you must enter the email and password, the latter you must confirm it. Additionally, you must place the referral code (optional), as well as accept the terms and policies that govern this page.

Verify your email

Once the previous form has been completed, you must check the email where a link will be sent for the purposes of verifying the email, in order to continue with the account registration process.

Account access

With the email and password data entered, we select “Log In” and access. Among the important things that there are is the “profile”, where you will have to verify your account.

If you want to apply margin for trading or leverage you must verify your profile in “Upgrade” you will be able to select other aspects that will help you verify your identity, you will probably be asked to upload a file, such as a photo of the DNI or an invoice to verify the address.

Then, in the event that you want to use the future option that allows margin up to one hundred leverage, you have to have verified these things.

This request is totally normal, since it is required by all financial platforms by legal issue, with this you would already have verified level 2 and with it you would not have any type of limit.

Right now, you could make all kinds of deposits, normal purchases with certain fairly high limits.

Two-factor authentication verification

To protect your account you can activate 2FA this is double authentication code, so you must enter a code apart from the password to be able to log in.

Leave your vote

Continue Reading

Crypto

How to Invest in Cryptocurrencies on Skrill

If you are one of those investors who do not like to deal with many complicated orders, but prefer to hold long-term, then Skrill is an excellent alternative for you. With the simplicity that characterizes it.

But the question is, how to invest in cryptocurrencies within Skrill? The answer will be shown in this article.

But first log in to your Skrill account, then you could already start the step by step that will be shown below.

Access Skrill’s Cryptocurrency Investment Options

Like any financial platform, Skrill puts at your disposal tools so that you can invest in cryptocurrencies within yourself, doing so in a simple and comfortable way. To access these tools, below, we will describe the following procedure:

  1. Within the home screen of your account, in the left sidebar, find and tap on Cryptocurrencies.

Important: It is likely that when you enter this section, you will be asked to accept some terms or similar.

  1. Once there, you are presented with different options in terms of cryptocurrencies. From among these, you will select Invest now, clicking on this option.

  1. Once you access that section, you will be shown an extensive list of existing cryptos in Skrill. In each of which, you are given a Trade option. If you click on any of these, you would enter their trading options.

  1. When you have entered the crypto you chose, you will see a Buy – Sell panel.

Ways to trade cryptocurrencies in Skrill.com

In this buy-sell panel or trading box, you will have some options that will allow you to perform these operations:

Steps to buy cryptocurrencies within Skrill

First of all, talking about the purchase of cryptocurrencies in the Instant mode (which is the usual one), you will be able to do the following:

  • Select the currency in which you want to buy cryptos.

  • Set the amount to spend that, for its purposes, must be a minimum of 10 EUR (You are also shown the balance you have available).

  • Select the cryptocurrency in which you are going to invest.

  • See what you are going to receive in cryptos in equivalence for what you have invested.

  • See the commission you will be charged for that transaction.

When you have everything ready, then you can click Next.

After this, you will be able to see the summary of the entire operation; you will be told everything you have added, such as the amount and what you would receive, and also the commission charge, which will be added to the total amount to be spent. If you agree with everything, you can click on Confirm.

Steps to Sell Cryptocurrencies within Skrill

There is not much to comment on in the case of selling your cryptos within Skrill, as they are basically the same steps as in the case of the purchase:

  • You establish the type of crypto that you are going to sell (and that logically, you should own).

  • You indicate the amount of cryptocurrencies to sell directly or, if you prefer, using the percentage indicators.

  • Select the currency in which you want to receive the funds in equivalence.

  • See how much you will receive, in the same way as the previous case.

Having this ready too, you would click Next.

Following this, you must also click on Confirm in a summary similar to that of the case of the purchase, where you will see important data with which, if you agree, you can proceed to the respective confirmation.

Some other options that Skrill gives you to trade

The options you have in Skrill to trade are very practical and easy to use. And for your convenience, they are not numerous. Here’s what you can find on Skrill for when you want to trade on it:

The Portfolio section

In this section you have at hand some useful things for your negotiations, such as:

  • The Watchlist, with which you can keep abreast of the indices of your cryptos in the market.

  • Alerts and orders. With these options you are given the possibility to mark an index within the cryptocurrency, which, if the price reaches it, this will be notified to your email or mobile, as you have it configured.

  • Recent activity. It is the section where you will get your last financial movements, when it comes to purchases and sales, as is logical.

The Trade section

Within this section, you can do what you are told below:

  • Visualization of Graphs. This will allow you to take a look at the stock market movement in a not at all complex interface (you can also see the current trend that the market has in terms of sellers and buyers).

As you can see, the trading system within Skrill is not complicated. They are few and simple options, but with the same utility for people like you who do not want to get too entangled in the stock market issue, but to play it safe, but in a simple way.

This tutorial summarizes it this way so that you have a general idea when investing in cryptocurrencies within Skrill.

Leave your vote

Continue Reading

Trending

Log In

Forgot password?

Forgot password?

Enter your account data and we will send you a link to reset your password.

Your password reset link appears to be invalid or expired.

Log in

Privacy Policy

Add to Collection

No Collections

Here you'll find all collections you've created before.