Understanding mid-funnel marketing is the element of your marketing strategy that is key to creating more conversions.
Developing a marketing strategy usually focuses on building brand awareness, but what happens when audiences are already aware of your brand?
Mid-funnel marketing tactics can make the difference between a passive marketing strategy and actively engaging viewers to become customers. If your conversion rates aren’t where you would expect them to be but you don’t have middle of funnel content, mid-funnel marketing could be the game changing step your brand needs.
What Is Mid-Funnel Marketing? How Can It Boost Sales?
A common visual used to describe marketing strategy is a funnel. Think of audiences that haven’t heard of your brand as outside of the funnel. Once they encounter an ad or other marketing collateral from your brand, they begin to travel into the marketing funnel of other touch points, such as pop-ups on your site that ask for their email address or social media groups continuing to offer informational posts. Therefore, mid-funnel marketing refers to marketing to the portion of customers that have a level of familiarity with your brand that haven’t converted yet.
Middle of Funnel Content
Continuing the connection you’ve established with your brand awareness campaign strategy is critical to seeing impressions through. There are many ways to engage audiences, be it through gamification of tasks you feel would cultivate the relationship, such as rewarding following your social media pages or by hosting giveaways and other social media-friendly offers that are super sharable, creating a sort of brand awareness echo chamber. Even integrating influencers in creative ways can help reinforce that your brand is the right choice for people sitting on the fence in the middle of the funnel.
How Do Mid-Funnel Marketing Channels Boost Sales?
Mid funnel marketing is all about helping customers find their path to purchasing your product or service. Another way to look at this dynamic is mid-funnel marketing is all about bringing ROIs to fruition. Let’s say your latest marketing campaign brought you plenty of followers and traffic without a major boost in profits? This means you need to reevaluate your mid funnel marketing tactics. If you already do have some measures in place to keep audiences engaged, the lack of conversions is a clear indication that customers aren’t connecting with the messaging you’ve provided and need a boost to boost your sales.
Don’t Leave Money on the Table
Mid funnel marketing is the most critical point for converting customers. This is the point of the marketing venture where money can easily be left on the table since you are investing so much in creating and sustaining a relationship and you may not have constructed the rest of the journey for customers.
What’s the Next Step?
If a funnel doesn’t represent your marketing strategy at this stage in your brand journey, our experts will happily help you craft the ultimate customer pathway to profits! Contact us today for a free consultation to help get your planning on the right track.
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