MOFU

The consideration stage, content and campaigns targeting people who already know your brand and are evaluating whether to buy.

MOFU is where trust is built. People at this stage need social proof, detailed information, and reasons to choose you over alternatives. Ignoring MOFU wastes TOFU investment.

MOFU content: case studies, product comparisons, FAQ emails, webinars, retargeting ads showing testimonials. The goal is to move a warm lead toward a purchase decision.