Article | 6 minute read

How to Process Customers in MoFu

Article | 6 minute read

How to Process Customers in MoFu

Published: 20 February 2023

In this article:

Customers are aware of your brand but often unaware of how and why.  

We've reached the middle of the sales funnel (MoFu), where it's all about information sharing and persuasive messaging.  

In this article, we share content tips that will help you lead your customers further down the sales funnel, turning them into paying customers. 

Let's get the basics down first

MoFu, is short for The Middle of the Funnel, which refers to the middle section of the sales funnel. While the first stage of the funnel is about creating brand awareness, MoFu focuses on creating engagement.  

MoFu marked on sales funnel

You can create this by sharing content that moves potential customers from being aware of your brand to considering a purchase of your products or services.  

But how does this work in practice?  

There are two key factors that you should think about before developing your MoFu strategy.   

How do you want customers to experience this phase? Think about what messages are important to highlight. These could include information sharing and offers. You don't have to choose a single starting point. Combine the directions that you think will benefit the ongoing customer journey.   

Think about how you can motivate customers to go one step further.  

  • What sparks their motivation and need to complete a purchase?  
  • What will encourage them to take them all the way to the finish line?  

Think about whether it's an actual need, or whether it's an emotion-based decision. Point out the main motivations to become a customer of yours in your messaging. 

What should I communicate in MoFu?

During MoFu, customers are open to new information and getting to know your brand better. The stage is in many cases data-driven, focusing on problem solving and results. 

Compared to the first stage of the customer journey, which is mainly about communicating what you offer, now it's time to tell how and why. It's a great time to show statistics, results and to provide detailed descriptions around your solutions.   

customer stories to mofu strategy

We recommend including references, customer cases and personal experiences of your products or services under MoFu. This is to build trust while showing what your offer can generate in practice.  

How can your brand facilitate potential customers' challenges? State this in your marketing to increase the possibility of sales. 

Strategies during MoFu

Think back to the last time you considered a purchase. You probably read up on the product, searched around for options and scrolled through references. It probably took more than one website visit to convince you to buy from a new brand.   

The same goes for the potential customers who are in MoFu. The process can take a long time and require a lot of information before the recipients are convinced.  

Therefore, it is important that you have all possible resources available, so you do not lose customers along the way.   

Content categories under MoFu

Inform and educate potential leads about your offerings. Help them understand what it means, how it works and what differentiates your products and services from those of your competitors.    

Show how your products or services solve their challenges and problems. Before and after pictures, references or customer cases can make the impact clear to potential customers.  

Answer the questions potential customers might have and remove potential concerns. For example, implementing a new solution can be perceived as both big and uncertain. Communicate guarantees, support and simplicity, to create confidence in the process.   

Work on conviction. You are not selling a product or service, but a solution to a problem. Your offer will make customers' lives better, more fun or easier. Think about the main motivation you should push for in your communication.   

Channel choice during MoFu

There are several marketing activities and channels you can work with during the MoFu stage. Webinars, whitepapers and newsletters to name a few.  

We have selected three options that capture your potential customers through different strategies and platforms.   

Blog

Blogging is not about selling, rather it's about knowledge sharing.  

A blog gives you the opportunity to provide your readers with new knowledge and clarify your expertise. Which in turn can generate in need of a solution.  

Create a platform that your potential customers can turn to for answers to questions related to your industry.   

Do you work as a broker? Then you can inform how styling affects sales prior to a showing.  

Do you work in the beauty industry? Then you can share how skin is affected by different climates.   

As well as generating value for your potential clients, the blog will help you improve your search engine rankings. This increases your organic visibility and therefore the possibility of capturing more potential customers. Win-win!  

Create video content

Although a picture is worth a thousand words, you can triple the message through video content.  

Moving content gives you the opportunity to be more informative, evoke emotions and inspire. You can build a story around your product, demonstrate how it works or what it generates.  

video content for mofu

You can even create video review where selected references talk about their experience and what they think of the product. This builds more trust than a written review, as the recipients get an idea of who the user is and have a chance to relate.  

Video footage is useful on social media, on your website, but also very much in advertising.  

Interact through social media

Social media is effective when it comes to sharing information and building relationships. Whether it's DMs, comments or questions on stories, we recommend paying attention to your notifications daily. No one feels valued by having to wait days for a response.   

We understand the challenge of making time count. And getting to a post can seem like an impossibility at times. But see the channels as an important part of your MoFu strategy.  

social media ideas

Social media helps you remind potential customers of your brand. Through a few simple lines and a picture, you can showcase products, news or introduce the team.  

They also give you the opportunity to build a deeper relationship with your potential customers through a few quick but well-thought-out messages.   

Lacking inspiration?

Look at what your competitors are doing and, most importantly, what your users are writing. Read through the comments and see if you can capture recurring questions and requests. This can give you inspiration both in terms of content but also generate ideas for future product development.   

Summary

MoFu is about informing and answering potential customers' questions in a convincing way. Through the right strategy, knowledge sharing and references, you can meet their needs and lead them further through the sales funnel. 

Published: 20 February 2023

In this article:

Customers are aware of your brand but often unaware of how and why.  

We've reached the middle of the sales funnel (MoFu), where it's all about information sharing and persuasive messaging.  

In this article, we share content tips that will help you lead your customers further down the sales funnel, turning them into paying customers. 

Let's get the basics down first

MoFu, is short for Middle of the Funnel, which refers to the middle section of the sales funnel. While the first stage of the funnel is about creating brand awareness, MoFu focuses on creating engagement.  

MoFu marked on sales funnel

You can create this by sharing content that moves potential customers from being aware of your brand to considering a purchase of your products or services.  

But how does this work in practice?  

There are two key factors that you should think about before developing your MoFu strategy.   

How do you want customers to experience this phase? Think about what messages are important to highlight. These could include information sharing and offers. You don't have to choose a single starting point. Combine the directions that you think will benefit the ongoing customer journey.   

Think about how you can motivate customers to go one step further.  

  • What sparks their motivation and need to complete a purchase?  
  • What will encourage them to take them all the way to the finish line?  

Think about whether it's an actual need, or whether it's an emotion-based decision. Point out the main motivations to become a customer of yours in your messaging. 

What should I communicate in MoFu?

During MoFu, customers are open to new information and getting to know your brand better. The stage is in many cases data-driven, focusing on problem solving and results. 

Compared to the first stage of the customer journey, which is mainly about communicating what you offer, now it's time to tell how and why. It's a great time to show statistics, results and to provide detailed descriptions around your solutions.   

customer stories to mofu strategy

An example of customer cases from Weply

We recommend including references, customer cases and personal experiences of your products or services under MoFu. This is to build trust while showing what your offer can generate in practice.  

How can your brand facilitate potential customers' challenges? State this in your marketing to increase the possibility of sales. 

Strategies during MoFu

Think back to the last time you considered a purchase. You probably read up on the product, searched around for options and scrolled through references. It probably took more than one website visit to convince you to buy from a new brand.   

The same goes for the potential customers who are in MoFu. The process can take a long time and require a lot of information before the recipients are convinced.  

Therefore, it is important that you have all possible resources available, so you do not lose customers along the way.   

Content categories under MoFu

Inform and educate potential leads about your offerings. Help them understand what it means, how it works and what differentiates your products and services from those of your competitors.    

Show how your products or services solve their challenges and problems. Before and after pictures, references or customer cases can make the impact clear to potential customers.  

Answer the questions potential customers might have and remove potential concerns. For example, implementing a new solution can be perceived as both big and uncertain. Communicate guarantees, support and simplicity, to create confidence in the process.   

Work on conviction. You are not selling a product or service, but a solution to a problem. Your offer will make customers' lives better, more fun or easier. Think about the main motivation you should push for in your communication.   

Channel choice during MoFu

There are several marketing activities and channels you can work with during the MoFu stage. Webinars, whitepapers and newsletters to name a few.  

We have selected three options that capture your potential customers through different strategies and platforms.   

Blog

Blogging is not about selling, rather it's about knowledge sharing.  

A blog gives you the opportunity to provide your readers with new knowledge and clarify your expertise. Which in turn can generate in need of a solution.  

Create a platform that your potential customers can turn to for answers to questions related to your industry.   

Do you work as a broker? Then you can inform how styling affects sales prior to a showing.  

Do you work in the beauty industry? Then you can share how skin is affected by different climates.   

As well as generating value for your potential clients, the blog will help you improve your search engine rankings. This increases your organic visibility and therefore the possibility of capturing more potential customers. Win-win!  

Create video content

Although a picture is worth a thousand words, you can triple the message through video content.  

Moving content gives you the opportunity to be more informative, evoke emotions and inspire. You can build a story around your product, demonstrate how it works or what it generates.  

video content for mofu

You can even create video review where selected references talk about their experience and what they think of the product. This builds more trust than a written review, as the recipients get an idea of who the user is and have a chance to relate.  

Video footage is useful on social media, on your website, but also very much in advertising.  

Interact through social media

Social media is effective when it comes to sharing information and building relationships. Whether it's DMs, comments or questions on stories, we recommend paying attention to your notifications daily. No one feels valued by having to wait days for a response.   

We understand the challenge of making time count. And getting to a post can seem like an impossibility at times. But see the channels as an important part of your MoFu strategy.  

social media ideas

Social media helps you remind potential customers of your brand. Through a few simple lines and a picture, you can showcase products, news or introduce the team.  

They also give you the opportunity to build a deeper relationship with your potential customers through a few quick but well-thought-out messages.   

Lacking inspiration?

Look at what your competitors are doing and, most importantly, what your users are writing. Read through the comments and see if you can capture recurring questions and requests. This can give you inspiration both in terms of content but also generate ideas for future product development.   

Summary

MoFu is about informing and answering potential customers' questions in a convincing way. Through the right strategy, knowledge sharing and references, you can meet their needs and lead them further through the sales funnel.