The middle of the funnel (MOFU) refers to the stage in the customer journey when a potential customer is considering making a purchase, but has not yet committed to a specific product or brand. At this stage, the customer is gathering information and weighing their options, but is not yet ready to make a decision.
The MOFU is often referred to as the “consideration” stage of the customer journey, as it is the stage at which the customer is considering different options and evaluating their choices. This stage is typically characterized by higher levels of engagement and interest from the customer, as they are actively seeking information and evaluating their options.
Marketing efforts that are focused on the MOFU are often designed to educate the customer and help them understand the benefits and features of different products or services. These efforts may include content marketing, social media campaigns, and targeted advertising.
The goal of MOFU marketing is to guide the customer towards the next stage of the customer journey, the bottom of the funnel (BOFU), where they are ready to make a purchase decision. By effectively targeting and engaging customers in the MOFU, businesses can increase the likelihood of making a sale.