An effective sales funnel is ultimately held together by investments in middle-funnel content. Work at the middle of the funnel is essential to advancing top-funnel leads to the next stage of their buyer journey; this calls for having established objectives and plans in place.
What is Middle-Funnel Marketing?
Middle-funnel marketing is all the things a marketer does to build trust and confidence in the product or service of your business.
It’s also called the “consideration and decision” stage, because your leads are thinking about whether or not to buy something from your business and which product would be best for them.
At the middle-funnel stage, you already have leads in your database. You have their attention, but now you want them to take action!
The Benefits of Middle-of-the-Funnel Marketing
To those unfamiliar with the marketing funnel concept, the middle of the funnel may not appear to be a beneficial place to invest time.
After all, isn’t it more important to generate new leads and close sales than it is to educate prospects and qualify leads?
No, it does not. The middle of the funnel is just as important as the previous steps.
Without a middle-of-the-funnel marketing approach, your leads may soon lose interest in your business and go on to a competitor.
It can also cause a misplaced and unclear handoff between marketing and sales.
Another way to think about middle-of-funnel marketing is that while sales teams may state they want more leads, what they truly mean is better leads.
The centre of the funnel filters through all of the interest generated by the top of the funnel marketing to locate the best, highest-quality leads to progress through the process to the bottom of the funnel.
Best Middle-Funnel Marketing Strategies
1) Create How-To Guides
Customers can better understand what your products and services perform when you provide them with comprehensive instructions, product demos, and instructive materials.
This not only offers instructional and informative content, but it also makes your clients more comfortable using your brand.
It removes pointless sources of friction or annoyance that a buyer can encounter when investigating your company.
2) Examine CTA
A call to action, or CTA, is more than just a random button or link at the bottom of a blog post or web page.
They are crucial tools that aid in giving clients clear next actions and guiding them along the right path in the customer journey.
Develop a CTA structure with a specific objective in mind.
3) Use Lead Scoring
Lead scoring is a method of improving your lead qualification efforts.
You can immediately identify a prospect’s interest in your brand and the lead’s potential win rate by assigning a numerical score to fresh leads.
You can assign points based on a website visitor’s or lead’s activity.
4) Makes Communication Easy
By facilitating leads’ conversation, you develop your engagement with customers and win their loyalty to your brand.
Leads are after all more likely to make a purchase from a company with excellent customer service.
Middle-Funnel Marketing Examples
1) Facebook FAQ
Facebook has over 2.85 billion members and is still growing — do we need to say more about the need of high-quality middle-funnel content?
Facebook has an instructive FAQ page that users can access with a single click – these queries range from privacy settings to business page settings.
Users prefer quick access to an active support page, which Facebook has accomplished.
2) Company Testimonials
Testimonials have been crucial in helping us rapidly expand our consumer base. Leads can see our track record of accomplishment by seeing testimonials, which increases their trust and eventually helps us close more sales!
3) Drip Campaign
One factor that has contributed to Amazon’s excellent ranking is its email marketing initiatives. When you sign up for an Amazon account, you will receive promotional emails on a regular basis.
This is an excellent tool that has assisted in converting many of Amazon’s leads into customers.
The middle of your funnel supports prospects’ research, educates them about your company, and nurtures leads into devoted clients.
You must know how to lay a solid foundation for your content efforts if you’re going to plan middle-of-funnel marketing techniques.