Small Business Marketing Tips: Middle of Funnel
Quick Summary: Middle-of-funnel (MOFU) marketing targets people who are interested but still comparing options and looking for proof before they decide. Unlike awareness (TOFU) or hard-sell decision tactics (BOFU), MOFU focuses on building trust with helpful content and smart retargeting to guide warm prospects toward a confident “yes.”
Most small businesses know they need more visibility. And they definitely want more sales. But there’s a messy, often-overlooked space between those two goals—where people are interested but not yet convinced.
That’s the middle of the funnel (MOFU): the stage where potential customers compare options, look for proof, and try to decide if you’re “the one.” If your marketing jumps from “Hi, we exist!” straight to “Buy now!”, you’ll lose the people who would have purchased… if you had answered their questions sooner.
The good news is that MOFU isn’t about loud ads or complicated funnels. It’s about being helpful at the exact moment someone is evaluating. With the right content, smart audience targeting, and a simple retargeting plan, you can guide warm prospects toward a confident decision—without sounding pushy. Let’s break down what middle-of-funnel marketing is, why it works, and how to apply it (with a practical Airbnb example you can adapt to almost any business).
What Middle of Funnel Marketing Is (and How It Differs from Top and Bottom)
Think of your funnel as a customer’s decision timeline:
Top of Funnel (TOFU): Awareness
People are discovering a problem (or a desire). They’re not searching for you yet—they’re searching for answers.
Examples: blog posts, short educational videos, social content, local SEO discovery.
Middle of Funnel (MOFU): Consideration
People know what they want and are comparing options. This is where trust, clarity, and relevance win.
Examples: comparison pages, FAQs, testimonials, case studies, email nurturing, guides, webinars.
Bottom of Funnel (BOFU): Decision
People are ready to take action, but they may need one last push—pricing clarity, proof, reassurance, urgency, or ease.
Examples: demos, consultations, booking pages, free trials, coupons, retargeting with specific offers.
MOFU is different because it’s not about broad reach (TOFU) or closing fast (BOFU). It’s about helping someone feel confident choosing you—by giving them the exact information they’d ask if you were standing in front of them.
Why MOFU Is Where Small Businesses Win (Even with Smaller Budgets)
If you’re a small business, you don’t always have the budget to outspend competitors at the top of the funnel. But MOFU is more efficient because you’re focusing on people who already showed interest.
Here’s why that matters in plain terms:
At any given time, only a small slice of your market is ready to buy; a larger portion is “warming up” and gathering info. (This is why follow-up and nurturing matters, not just first-touch discovery.)
Strong lead nurturing is consistently linked to better lead quality and lower cost per sales-ready lead—because you’re guiding decisions instead of chasing cold traffic. Adobe/Marketo cites that companies excelling at lead nurturing generate 50% more sales-ready leads at a 33% lower cost per lead. (Source: Adobe Marketo lead nurturing cheat sheet: marketo
MOFU is where you “earn the yes” before you ask for it.
The MOFU Content That Actually Moves People Forward
Middle-of-funnel content works best when it reduces uncertainty. Your goal is to answer:
“Is this right for me?” and “Why should I trust this?”
Here are practical MOFU content formats that work across industries:
“How it works” pages (simple, visual, step-by-step)
Comparison content
“Option A vs Option B”
“What to look for when choosing ___”
Proof content
testimonials with specifics
short case studies
before/after or outcome snapshots
Objection-killer FAQs
pricing questions
timelines
what’s included / not included
policies (returns, cancellations, guarantees)
Email nurturing sequences (3–7 emails)
Use benchmarks to set realistic expectations and improve performance over time. Mailchimp regularly publishes email benchmark guidance you can reference: mailchimp A simple rule: If someone asked it on a call, it belongs in your MOFU content.
How to Find the “Most Likely MOFU” Audience (Using Real Customer Conversations)
One of the fastest ways to improve MOFU targeting is to stop guessing—and start listening to people who already said yes.
If you run an Airbnb (or any service business), you’re sitting on a goldmine: past tenants/customers. Build rapport and ask questions that reveal decision triggers:
Why did you choose Milwaukee for this trip?
What were you planning to do while you were here?
What made you choose our Airbnb unit over others?
What almost stopped you from booking?
What would have made the decision easier?
You can collect this casually:
a friendly post-stay message
a 3-question Google Form
quick DMs for repeat guests
review mining (look for repeated phrases)
How to “capitalize” on what you learn
Turn answers into targeting + content:
If guests chose Milwaukee for concerts or sports → create a “Best place to stay for Milwaukee concerts” guide.
If they chose your unit for free parking → make “free parking” a headline on the landing page and in ads.
If they chose you for walkability → build a neighborhood map section with drive times and walk times.
Now you’re not targeting “everyone traveling.” You’re targeting people who match proven buying motivations—the heart of MOFU.
Retargeting: The Bridge From MOFU to BOFU (Without Feeling Pushy)
Retargeting (also called remarketing) lets you show ads to people who already visited your site or interacted with your content. It’s one of the cleanest ways to guide MOFU prospects toward a decision because the audience is already warm.
Google explains remarketing and dynamic remarketing (showing tailored ads based on what someone viewed) here: Google
For a plain-language overview of how retargeting works across platforms, Search Engine Land has a strong guide: Search Engine Land
Bottom-of-funnel retargeting hooks (Airbnb example)
Let’s say someone:
visited your Airbnb listing page (or direct booking page),
checked photos,
looked at availability,
then left.
That person is BOFU-ready—but needs a nudge. Effective BOFU hooks usually fall into five buckets:
Reassurance (risk reversal)
“Free cancellation within 48 hours.”
“Self check-in, super easy arrival.”Specific proof (social validation)
“4.9★ average rating—guests mention cleanliness + walkability.”Urgency (real, not fake)
“Popular weekends book first—Summerfest dates are filling.”Clarity (remove friction)
“Sleeps 6, dedicated workspace, fast Wi-Fi—ideal for remote work.”Value add (not always a discount)
“Free parking + stocked coffee bar.”
“Pet-friendly with fenced yard.”
A simple BOFU retargeting sequence for an Airbnb
Ad 1 (Day 1–2 after visit): Proof + fit
Hook: “Coming to Milwaukee? Stay walkable to the best spots.”
Creative: 3 photos + “Free parking / Fast Wi-Fi / Self check-in”
Ad 2 (Day 3–5): Objection killer
Hook: “Worried about plans changing? Flexible cancellation options.”
Creative: policy snapshot + guest quote
Ad 3 (Day 6–10): Urgency + dates
Hook: “Your weekend is still open—book before it’s gone.”
Creative: calendar-style visual + key feature
This works beyond Airbnb too. Replace “weekend booking” with:
“consultation slot”
“quote request”
“trial start”
“menu order”
“service package”
Simple Stats That Show Why MOFU Targeting Pays Off
If MOFU feels “extra,” these numbers make it easier to justify:
Lead nurturing efficiency: Adobe/Marketo reports that strong lead nurturing is associated with 50% more sales-ready leads at a 33% lower cost per lead—a clear argument for focusing on warm audiences instead of only chasing new ones. Marketo
Bigger outcomes from nurtured prospects: HubSpot’s compiled sales/marketing stats cite research commonly attributed to Annuitas Group that nurtured leads can make larger purchases than non-nurtured leads—meaning MOFU doesn’t just increase conversions, it can increase value. Hubspot
Benchmarking paid performance: To set realistic expectations for clicks and conversions (so you can tell if your MOFU and BOFU ads are improving), WordStream’s PPC benchmarks are a helpful reference point: WordStream
The takeaway: MOFU marketing typically improves efficiency because it focuses spend and effort on people already leaning in.
Affordable yet Effective Web design for Wisconsin businesses
Middle-of-funnel marketing can’t do its job if your website doesn’t support it. When someone is comparing options, your site becomes the “silent salesperson”—answering questions, showing proof, and making the next step easy.
If you’re marketing to Wisconsin audiences (Milwaukee included), practical website upgrades that support MOFU include:
A clear services (or listing) page with who it’s for and who it’s not for
Trust builders: reviews, local photos, real FAQs, and transparent policies
Fast-loading pages and mobile-first layouts (most research + browsing happens on phones)
Location credibility: embedded map, neighborhood highlights, local terms people actually search
Landing pages that match your ads (one message, one goal, one next step)
Credible sources you can reference (and link out to):
Google Ads remarketing overview: Google
Retargeting guide (Search Engine Land)
Lead nurturing benchmarks (Adobe Marketo PDF)
PPC benchmarks (WordStream)
Email benchmark guidance (Mailchimp)
Marketing is often the difference between businesses with great offers that struggle—and businesses with great offers that grow. If you want help tightening your middle-of-funnel strategy (content, retargeting, and the website pages that make it all work), explore more resources.
What to learn more about Sales Funnels to increase your sales through proper targeting of audiences?
Small Business Marketing Tips: Top of Funnel
Small Business Marketing Tip: Bottom of Funnel
