The middle of the funnel is made up of potential customers who have shown interest in your business and are now discovering whether you're the right solution for them. MoFu is about creating and sharing content that moves people from being aware of your business to considering your products or services. There are two key areas you need to consider at this stage:
- Deciding how you want people to go through this part of the travel. Do you want them to consume content that educates and teaches them more about the issues they're having, or do you want to send out promotional offers? It's not necessary to pick one single approach; rather think about what pieces of content will have the most impact during this stage in a buyer's journey.
- Figuring out how best to nurture leads so they're ready and engaged enough when they reach the bottom of the funnel (BoFu). That way, when they're ready for an offer, your team can deliver what matters most at each moment.
10 Middle of the Funnel Marketing Tactics
Targeted Email Marketing
Targeted email marketing is one of the most effective middle-of-the-funnel tactics because it allows you to send highly relevant content to leads who have already demonstrated interest in your company or product. In order for this tactic to be effective, you need to segment your leads according to their industry, business size, and other factors, and then send content that is relevant and valuable to each specific audience. For example, if you sell a software product designed for small businesses with fewer than 100 employees but one of your prospects works at a larger enterprise, then an email related to privacy protocols may not be as relevant compared to an email about using the software on mobile devices. By sending more personalized emails based on where they currently are in the sales cycle and what they've expressed interest in, you can help push them further down the funnel.
Interact with your leads on social media
Interacting with leads on social media is often a good way of keeping their attention, especially if you’re sharing content that they’ll find valuable. Sometimes just being active on social media will make people remember your brand and keep it top-of-mind when they are ready to make a purchase decision.
But after you share a couple pieces of content, don't let the conversation stop there. Interact with your followers and answer any questions about your product or industry that come up. This gives you an easy opportunity to showcase how knowledgeable you are about your field, which helps build trust with potential customers.
Finally, use the platform to learn what matters most to potential customers and what information they're looking for in order to make purchasing decisions. You can also gather intel on competitors by reading through their posts and comments as well as seeing how other companies choose to interact with them. You could even use social media to meet reporters or influencers who cover similar topics; take some time every day (or at least once a week) to read through their feeds so that you can join their conversations online.
Offer eBooks and white papers
eBooks and white papers are a great way to establish your company as an authority in your industry. They also provide in-depth information about your product or service, which is helpful for prospects who have narrowed their options but aren't quite ready to buy.
One of the best things about eBooks and white papers is that you can use them as lead generation tools. Here's how: First, create a landing page where visitors can download the eBook or white paper. Then, ask for contact information such as an email address before downloading it. This will allow you to stay in touch with them until they're ready to purchase from you.
- Keep these tips in mind when creating your next eBook or white paper:
- Clearly state what problem it will solve for readers
- Include step-by-step instructions so prospects can replicate the process on their own
- Give real-life examples of businesses that have successfully used your method
Run a webinar
In the spirit of the upcoming holiday season, we've put together a list of ten funnels to help you get started today. Whether you have a big company or are just starting out, these strategies will help you get from zero to running your very own webinar workshop in no time flat. Instead of stressing over how to sell something on your landing page or launch an email campaign, try one or more of these tactics to see what works best for you and your audience.
Build Your Audience: IEM offers some great templates that can make it easy to set up a workshop or live event quickly and efficiently. You'll be able use their site's analytics tools and event trackers to see traffic patterns and optimize sales pitches along the way; it's even possible for attendees to buy tickets after the event is finished!
Get Social: Social media automation is key for many webinar businesses these days, but if social media isn't your expertise, IEM has resources that can make it easy for you too. Their workshops include automated bulk posting so all attendees can share their experience with friends after the event—this way you build awareness without having to do much legwork yourself (although if you do have time, feel free!).
Recruit Your Team: The biggest challenge most individuals face in setting up their own business is recruiting staff members; however, one way around this problem is through webinars and group training events. Business Insider contributor Michael Stelzner explains how webinars can even help recruiters by giving them the opportunity they need while meeting people at trade shows or online events like IEM already do!
Sell Something That's Already Sold: Selling products that customers already love can be a great way to build credibility with them before they even know what your product could do for them. My favorite example of this tactic would be when Seth Godin joined forces with Suede Magazine and helped promote their new release using only Amazon searches
Create video content about your product or service
A picture is worth a thousand words, but how much is a video worth? The truth is that videos are not just for the top of the funnel. Here are some ways you can make sure you’re using video content to its fullest potential throughout your whole sales funnel:
- Use video to show how your product or service works and why people should buy it.
- Use video to show your passion for what you do and what you offer through behind-the-scenes footage.
- Use customer testimonial videos to increase conversion rates. Customers will trust other customers more than they’ll trust your marketing team.
When it comes time to create your own middle of the funnel videos, don't forget each stage of the buyer's journey requires different content types! Check out our helpful guide here!
Optimize for SEO
SEO is still a very effective way to reach your target audience. It’s a long-term strategy, and it takes work, but the payoff can be huge. Search engine optimization (SEO) will help you build trust and credibility with prospects by answering their questions at the top of the funnel, and providing helpful information along their journey to the bottom of the funnel.
You can either do SEO yourself (if you have time), or you can hire an expert to help you out.
Creation of case studies and testimonials
Creation of case studies and testimonials. Another persuasive way to convince prospects into becoming customers is by showing your current customers’ success stories.
If you want to use this tactic, make sure that you choose the right kind of story for the right stage of your sales funnel. For example, you can use a testimonial from an enthusiastic client in your early stages and then move on to a case study for your later stages (which shows how your clients benefited from using your product).
Blog about industry-related topics
Blogging is a way to showcase your knowledge of your industry and provide value to your audience. Blogging is not selling; it's educating. Your blog should be a resource that people can turn to when they have questions or want to learn more about topics related to yours. For example, if you're in the beauty business, consider writing about skincare tips for people with sensitive skin; if you're in the construction business, write about how homeowners can get their homes ready for winter weather. In addition to adding value for potential customers by sharing your expertise, blogging also helps improve the ranking of your website on search engines like Google!
Host a lunch or learn for your prospects to meet the team behind your product or service
You can host a lunch and learn at your prospect's office or invite your prospects to your office, whatever works best for them. Be sure to choose an employee that knows the product or service well to present at the event. During their presentation, they should explain how your company got started, what you do and how it helps people like them in their position. For example, if you were marketing for a real estate agency the sales rep would talk about the success stories of other real estate agents using their services.
The reps should then be available to answer any questions from the audience. If you want this event to be successful, make sure that you have a strong introduction before turning it over to the presenter and a strong closing statement at the end of the presentation
Use retargeting ads to bring back visitors from the top of the funnel to the middle of the funnel
Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. By using retargeting tactics, you can gauge the interest in products or services by those who have recently visited your website. This information can be used to promote certain products or services to this audience via display ads across the web, or even on social media platforms like Facebook or Instagram.
Tailored ads to people who've previously viewed specific pages will increase the likelihood of conversion, as it shows them products and pricing that they have already expressed interest in. In addition to introducing more targeted offers and content, retargeting ads help drive more sales and build trust with consumers who are still at an early stage in their buyer's journey. Retargeted ads give you an opportunity to stay top-of-mind and capture their attention when they’re ready to make a purchase!
The main purpose of middle funnel marketing is to keep prospects engaged through valuable content that keeps them wanting more information, which is why you should use a combination of tactics to create a robust experience for leads in the middle of the funnel.
Middle of the funnel activities are crucial to nurturing leads throughout the buyer's journey, so it's important to use a variety of tactics to keep prospects engaged. It's also worth keeping in mind that your bottom-of-the-funnel content will likely be more valuable to users who were nurtured by your middle-of-the-funnel content.
Keep in mind that not all leads are going to be ready for your bottom of the funnel offers, so it’s important that you don’t expect them all to convert into sales right away. Instead, nurture them by providing resources and information suited to their level of understanding. If a lead isn't quite ready for a demo or trial at this point, keep giving them content that helps guide them closer towards a purchasing decision down the road.