Middle-funnel marketing, sometimes called ‘consideration marketing’, is the stage in the customer journey where potential customers are considering a purchase but haven’t yet made a final decision. At this stage, they are aware of the brand and have shown some interest in the product or service, but they may still be evaluating alternatives and weighing their options.
The goal of mid-funnel marketing is to provide potential customers with the information and resources they need to make an informed decision and move toward conversion. MOFU strategies include email marketing, lead nurturing campaigns, personalized content, and retargeting ads.
The focus is on building trust and credibility with potential customers by providing them with relevant and useful information about the brand’s products or services. By addressing any questions or concerns they may have, businesses can help potential customers feel more confident in their decision to make a purchase. Leads who are successfully nurtured through the mid-funnel stage will move to the bottom-of-the-funnel, where a different set of tactics can be employed to convince them to go through with the purchase or conversion.