As someone who’s passionate about helping auto brands thrive in the digital space, I’ve seen firsthand how middle-of-funnel (MOFU) marketing can be a game-changer. While awareness gets potential customers interested and the bottom of the funnel closes the deal, the middle is where the magic happens. See our article about Top of Funnel Marketing in 2025. It’s where you nurture leads, build trust, and guide your audience closer to conversion.

Here are five easy ways auto brands can use middle-of-funnel marketing to increase conversions:

Leverage Retargeting Ads to Reignite Interest

Have you ever noticed how you’ll browse a car model on a website, then see ads for that exact model while scrolling social media? That’s retargeting in action, and it’s a powerhouse for MOFU marketing. For auto brands, retargeting allows you to stay top-of-mind for potential customers who’ve already shown interest in your vehicles.

Use dynamic retargeting ads to show the exact models or offers your leads viewed previously. Pair these with testimonials or financing options to make the deal even more enticing. The goal here is to remind them why they’re interested and push them closer to taking action.

Offer Gated (Not Paid) Content That Provides Value

Middle-of-funnel prospects are actively researching and evaluating options. This is the perfect time to offer valuable content in exchange for their contact information. Think downloadable guides like “The Ultimate Guide to Choosing Your Next SUV” or an eBook on “Electric Cars: What You Need to Know Before Buying.” Here are 7 Ways Content Can Help Your Auto Brand Sell Products.

For auto brands, gated content allows you to position yourself as an authority while collecting leads you can nurture further. Just make sure the content addresses their pain points and offers actionable insights that help them feel informed and empowered.

Build Trust with Case Studies and Customer Stories

Buying a car is a big decision, and potential customers want to know they’re making the right choice. Sharing case studies and real customer stories can be incredibly persuasive. Highlight how someone found their dream car, overcame a challenge (like financing concerns), or discovered features they couldn’t live without.

You can showcase these stories through blog posts, video testimonials, or even carousel posts on Instagram. Authenticity is key here—your audience will connect with real experiences far more than polished sales pitches.

Use Email Marketing for Personalized Nurturing

Email is still one of the most effective tools for middle-of-funnel marketing. Once you’ve captured a lead’s email (maybe through gated content or a test drive inquiry), it’s time to nurture that relationship.

Send personalized email sequences that align with their interests. For example, if someone is interested in electric vehicles, create a series that highlights eco-friendly benefits, available models, and financing options. Include clear calls-to-action like “Schedule a Test Drive” or “Explore Our EV Lineup.”

The more tailored the experience, the more likely they’ll move further down the funnel.

Showcase Your Unique Value Proposition

What sets your auto brand apart? Are you a performance auto shop for specific types of vehicles? Do you have an exceptional warranty? Your unique value proposition is what makes you stand out.

Use MOFU content to communicate this value clearly. Create comparison charts, explainer videos, or blog articles that highlight why your vehicles are the best choice. For instance, if you offer extended warranties or complimentary maintenance, emphasize how this provides peace of mind for buyers. Make it easy for potential customers to see why choosing you is a no-brainer.

Middle-of-funnel marketing is all about building trust, providing value, and helping your audience make informed decisions. By leveraging strategies like retargeting, gated content, and email nurturing, auto brands can guide potential customers seamlessly from interest to action. See our Top 5 Email Mistakes to Avoid. Remember, it’s not just about selling cars—it’s about building relationships and delivering an exceptional experience.

Ready to elevate your Middle of Funnel game? Contact us today to get your FREE Must-do Marketing Checklist and then schedule a FREE Digital Marketing Audit!