A marketing funnel is the first lesson one must learn before setting up a strategy.
It is a means through which you learn about the stage your customers are at. In this guide, we are focusing on Mid-funnel marketing strategies.
The stage where your potential customers are just your followers for now. And by the end of this article, you’ll have a clear path on how to lower them to the bottom of the funnel (BoF).
So, let’s get started with the article without wasting your time.
7 Best Mid-Funnel Marketing Strategies You Need For Sales
- What is Mid-Funnel in marketing?
- Who is your mid-funnel marketing audience?
- Best Mid Funnel Marketing Strategies you need for sales.
- Bonus Read
What is Mid-Funnel in marketing?
Mid-Funnel Marketing is the marketing strategy and tactics that are used to lower people at the bottom of the marketing funnel.
The marketing funnel can be divided into three main sections.
- Top Of Funnel (ToF)
- Middle Of Funnel (MoF)
- Bottom Of Funnel (BoF)
At the Top (ToF), the goal is to make people aware and build interest among them. In the middle, the goal is to build trust among and tell them more about the product, its use case, experience, etc.
The bottom of the funnel is to further ensure them of the product capabilities and how it is better than any other alternative and share specific details about the product.
Who is your mid-funnel marketing audience?
Before we build a mid-funnel marketing strategy, we must learn about the target audience.
People in the middle of the funnel are already aware of the problem and your brand.
What they are looking for is trust. Can they trust your brand and products to solve their problem? What are the views of your existing customers? Is the brand image aligned with what customers values?
People having such questions are just a few steps away from making a purchase. All they are looking for is some original gravity to pull them.
People who follow you on social media, read your blogs, or are part of your subscriber’s list – are all your mid-funnel marketing audience.
Best Mid Funnel Marketing Strategies you need for sales.
Have problem-solving approach
The mid-funnel marketing strategy is all about establishing yourself as an expert. And in most efficient cases, experts solve problems.
The goal of a brand selling products is not just to tell people about the problem or the product. It is about telling them the solution to the problem and how the product can help them do that smoothly.
As a content creator and marketer, the goal would be to make the audience see the product in action, as well as the outcome and the experience.
To do that in a more organized way, you have to make people experience the product even before they decide to buy it.
What kind of content does that?
Case studies, product reviews, surveys, retargeting, social media, offers, discounts, etc.
Integrate personalization in marketing
At the top of the funnel, we have already filtered out the audience. Now, your mid-funnel marketing strategies have a targeted group.
Rather than being “general” about your topic/niche/product, you should focus on personalization.
If you create content, go for the questions people are asking on social media and forums rather than sticking to high-volume keywords.
Your audience would surely have some specific questions – answer them and become a much more relatable and trustworthy brand.
In addition, if you have a list of email subscribers – that you must start working on – make sure your email marketing campaigns are highly optimized for each audience group.
Nonetheless, addressing them with their first name is the least but the most important step that you can take towards capitalizing on your email marketing.
You can learn more about it in our eCommerce email marketing guide, where we share advanced tips to help you scale your email marketing campaigns like an expert.
Focus On Conversation
While building a mid-funnel marketing strategy, one must not forget that the stakes of push marketing have reduced after the first stage of awareness.
Now, it’s time to build trust.
Do you know the best way to build the trust of your audience?
By asking them to give or share something with you. Even if it’s their time, attention, or likes, getting something from the audience means you have successfully managed to build trust.
The higher your engagement rate, the higher your brand’s trust index will grow.
So while you are curating content for the audience, you emphasize of conversation part. Make it a bilateral engagement for your brand and audience.
Once they start trusting your brand (in the form of concept, content, design, or idea), they will easily trust your product to buy them at the end of the funnel.
Inform customers about the product
Let’s focus on the content part in a more specific manner. From the above, we know the customer is aware of the product.
Now, as a brand, your goal is to tell them more about it.
Talk about product use cases, the USP that makes it stand out, comparisons, features, and product reviews from existing customers.
Share Customer Experiences
It’s not just about the product reviews; today, the customer is looking for an experience. And when experience is a KPI that we are measuring, EVERYTHING counts.
From how your website looks to how fast the shipping was.
As an eCommerce brand, you must focus on building an amazing experience – then why not share it with your audience?
Collaborate with your loyal customers, ask them to share their experiences, and let people know how satisfied they are.
Some of the most common methods are – simply requesting User-generated content, starting a referral marketing campaign, starting an affiliate marketing campaign, or running a social media contest for your customers.
When you do receive the content, don’t forget to engage with it and share it with your official handles.
Collaborate With Influencers
Influencer marketing has taken the pilot seat in most mid-funnel marketing strategies. Besides the reach and new audience, influencers also help build trust and engage people with the brand.
Earlier, we shared an in-depth guide on Influencer marketing for eCommerce, where we shared that 82% of their followers are more likely to buy a product when recommended by a micro-influencer.
With so much traction and reach, collaborating with influencers is one of the most influential mid-funnel marketing strategies that a brand can adopt, at least at the growth stage.
The mid-funnel marketing strategies are incomplete if your brand is unavailable to your customers. Not just in terms of delivering the experience and selling the products – but also in the form of support.
It is very important that your brand is visible and can be easily reached out to in case of questions or support.
It is also highly recommended to create various ways through which customers or your audience can reach you. This can be through social media support, live chat support, knowledge base, and more.
You must remember that at this marketing stage, the goal is to communicate solutions to your customers. Even after all your efforts, if your customer has a few questions – you must be available for your customers.
Creating a mid-funnel marketing strategy requires a lot of understanding of your audience. Most importantly, the questions that they are facing – consciously and unconsciously.
When dealing with such crossroads, the best to go ahead with this situation is by drawing out a complete user flow of your customers.
At the same time, tracking it through different buyer personas and all the questions they might have regarding the particular stage at which they are.
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