Mid-Funnel Marketing is a sales and marketing strategy that focuses on optimizing the middle of your sales funnel, which is where you have the highest probability of converting prospects to customers. It typically targets leads that are three or more stages into your marketing funnel.
As part of this process, marketers consider how many leads they receive each month, what percentage of those leads become customers, how long it takes to become customers, and their lifetime value (LTV). Using these metrics can implement strategies to optimize their entire customer lifecycle.
Why Does Mid-Funnel Marketing Matter?
Mid-funnel marketing is important because it allows you to home in on the right leads at the right time with the right message. This will help your company maximize its acquisition efforts, increase sales, and build a larger customer base.
When executed properly, mid-funnel marketing can increase your business’s revenue. It helps optimize your entire customer lifecycle by focusing on people who are most likely to buy from your business. By crafting targeted outreach campaigns relevant to specific points in their buyer’s journey, marketers can drive conversions throughout the funnel.
How to Implement a Successful Mid-funnel Marketing Strategy in Your Business
To have a successful mid-funnel marketing strategy, you need to collect as much information about your customer’s buying process as possible. Many tools can help you accomplish this goal, but it all comes down to knowing what to do with that data once collected.
This means implementing systems and tracking every stage of the sales funnel and where each lead ends up, no matter how small or large. Gathering this data will allow you to create buyer personas that will help inform moving campaigns and give marketers insights into where their messaging is resonating.
Once you have collected all of this data, the next step is to segment your list according to where each lead falls in the buying process. You can do this by formulating buyer personas that reflect their stage in their customer journey and then crafting messages that resonate with them specifically. This will help marketers reduce friction during key points throughout the sales cycle and increase conversions overall.
Mid-Funnel Marketing Strategies
Several mid-funnel marketing strategies are available for marketers who want to optimize their acquisition efforts, including
Custom Nurturing Campaigns
Nurturing campaigns focus on:
Providing content or offers that appeal to specific segments of people within your target audience based on their location in your sales funnel.
For example, someone three stages into the process will get a different marketing message than someone one stage in).
Inbound Lead Scoring
Another mid-funnel marketing strategy involves using inbound lead scoring. This is essentially assigning points to leads based on their activity in your sales funnel. For instance, if they download an ebook, they will get 10 points. If they sign up for a free trial or webinar, they will get 50 points; and so on). This information allows marketers to prioritize, which leads to nurture first by looking at how many points each lead has collected. The person with the most points should be nurtured first because they are most likely to become customers.
How to Measure The Success of Your Mid Funnel Marketing Implementation
Once you have implemented these strategies, the next step is to measure their success. One way to do this is by using conversion rates as a metric because they will show you which messages resonate most with your audience and allow you to home in on key messaging. Another way to measure the success of your mid-funnel marketing campaign is through increasing revenue numbers because it shows that more customers are converting after seeing these messages. This means that marketers should focus specifically on campaigns that increase conversion rates or revenue growth for maximum results.
Other Tips For Implementing a Successful Mid-funnel Marketing Strategy in Your Business
Where Does your Lead fall?
The first thing you should do is identify where each lead falls on their buying journey. After you rank them according to this information, it is recommended that you create a separate list for leads who are at the top of your sales funnel and those who are closer to the bottom. You can then determine which leads to target first based on this data.
Test Different Messaging Options
Another tip for implementing mid-funnel marketing strategies in your business is to test different messaging options against one another because some prospects may respond better to certain messages than others. This allows marketers to collect more data about what content resonates with customers and tailor future efforts accordingly. It also helps marketers fine-tune their strategy so they don’t waste time creating content that doesn’t convey a sound message or spend money on ads that won’t convert.
Conduct Experiment with Lead Scoring
Marketers should also remember to experiment with lead scoring because there is no set formula for determining where each lead falls in the funnel. It is important to track everything they do within your sales platform and assign points based on their behavior, even below certain levels. This ensures that you get enough data about someone’s score at a specific stage of the process to understand where they fall out of the buying cycle. With this information, you can determine whether prospects are dropping off because of poor messaging, nuclear call-to-action, or something else entirely.
Keep Up With Technology
As more marketers adopt mid-funnel strategies, there are bound to be advancements in technology that will make this process easier. For example, marketing automation software can create custom audiences so you can map all of your leads together regardless of where they are in their buying journey. This is incredibly beneficial because it allows companies to send relevant content to each person within a specific group and ensures that they don’t overlook important prospects further along the process.
Where Do Your Customer fall?
Mid-funnel marketing is all about understanding where people fall on their buying journey, creating marketing campaigns tailored for them, and following up with them at the right time with the best solutions to meet their needs as customers. By implementing mid-funnel strategies into your business, marketers can improve customer acquisition rates, maximize revenue potential, and create long-lasting customer relationships.
The Mid Funnel Marketing Takeaway
Mid-Funnel Marketing helps marketers improve their marketing strategies by targeting people early in the buying process. To do this, you need to gather as much information about your customers’ behavior and preferences as possible and use that data to create buyer personas based on where they are in the buying process. Once you have built these personas, you can craft marketing messages and execute nurturing campaigns that resonate with them specifically. By implementing mid-funnel marketing strategies, marketers can optimize their customer acquisition efforts and build a larger customer base for their business. If you’re looking to have help in mid-funnel marketing, contact us today for a deal worth your investment.