What does “Middle of Funnel” mean?

Middle of funnel (MOFU) is the second stage in the marketing funnel, where potential customers are already aware of your brand and are now evaluating their options. This is the nurturing phase, where trust is built through deeper engagement and more detailed content.

The goal is to provide value, answer common questions, and guide leads toward taking the next step, such as booking a call, downloading a guide, or joining a waitlist.

Example

“Our in-depth Instagram carousel explained how our software works, perfect for the middle of funnel stage.”

What are ways to use “Middle of Funnel” on social media?

Create social media content that helps your audience solve specific problems or understand your product better. This might include tutorials, testimonials, FAQs, product comparisons, case studies, or behind-the-scenes content.

Leverage social proof and build authority to show why your offer is the right fit.

Use lead magnets like free trials, eBooks, webinars, or quizzes to keep users engaged and move them further down the funnel.

Pro Tip

Focus on educating your audience and building trust—don’t rush the sale. Give users the confidence they need to make an informed decision.

Related Terms

Top of Funnel (TOFU), Bottom of Funnel (BOFU), Lead Nurturing, Conversion Rate, Email Marketing