MOFU (Middle of the Funnel)

The MOFU stage, or middle of the conversion funnel, is the stage where users already know their needs. Here, you should provide quality information which helps to publicize that your product or service is the best option.

In the MOFU stage of the Funnel Advertising Methodologythe consumer already knows what types of products or services will satisfy their needs and has begun to browse through the available options. Our goal is to be among these options and, therefore, we should successfully communicate the company’s ‘value’ in terms of brand, product or service.

mofu EN-1


The procedures best suited for this stage are:

  • Remarketing or Retargeting of Client Acquisition (only visits, not sales). This consists of impacting users who/whom have already had previous interaction with the company.
  • Social Remarketing – non purchase (no purchase, only visit). In this stage we note that social remarketing is really for impacting those who are the earlier stages of the purchasing process.
  • Social Ads Acquisition. This strategy can be found in the middle part of the funnel according to the range with which we are working; acquisition campaigns based on rivalry, for example, can be found in the MOFU stage.
  • Social Ads LeadGen. These ads consist of generating leads via social networks in order to further grow our database.
  • Social Ads Prospecting. This action refers to the audiences which an ad platform is capable of creating. Based on data which we have previously provided, this means it is capable of finding prospects similar to clients which we already have. The percentage of similarity will greatly depend on the amount of quality data we provide. 
  • Emailing Acquisition. This consists of impacting subscribers already in a third party database, knowing that these individuals can have a high level of interest in whatever we are wanting to communicate. For example, if we advertise a tourist destination, we would, then, work with a database of people interested in the travel sector.
  • Affiliate Marketing. This is an aspect of online marketing based on getting results. Companies, advertisers, or websites, all of which are called “affiliates”, are responsible for advertising to advertisers by way of the publication of their ads or promotions.