Welcome back for Part 2 of the Deploying Marketing Strategies at Each Stage of the Sales Funnel series. If you haven’t read the first part of the series yet, check it out here.
Now that you have a better understanding of different marketing strategies you can use for the top of the sales funnel, let’s take a look at what you can use for those who move down to the middle.
Middle of Sales Funnel Strategies
The middle of the sales funnel is a whole different beast when it comes to marketing strategies and what you should use to get people wanting more. This is where you go from making people aware of who you are and what you do, to convincing them they need your service. Here are some strategies to consider:
The content you will use in your marketing efforts for the middle of the sales funnel is going to differ from what you used for the top. This content needs to be more informative in nature and help the client understand how to solve the problem they are experiencing.
Good examples of content to use here:
- Case Studies
A word of caution – make sure to not talk about yourself directly too much. We want to make sure you are teaching them and not necessarily just trying to sell them.
Require a Little Something in Return
Although the middle of the funnel may require a good amount of informative content on your end, you’ll want to make sure you aren’t necessarily giving away all your knowledge for free. Offer your piece of content on a landing page but require a form to be filled out for it. This requires a little commitment on their end and shows that they are interested in what you are offering. Just be careful that your form isn’t asking for too much though, or else you risk the chance of losing them. Ask for their email at least, and then you can add on from there.
A very important marketing strategy to use in this section is email nurture campaigns. If they’ve showed that commitment and filled out the form, don’t let their information go to waste. Put together email campaigns that will incorporate your good content and continue to offer them the information they are looking for. This will build your thought leadership and help convince them to make a purchasing decision.
Just a note – to make this technique work 100 times easier and smarter, incorporate a marketing automation tool that will do all the work for you. I recommend taking a look HubSpot, it’s my favorite to use.
I know I mentioned this in part 1 of the series but it’s important enough to mention again. You need to continuously be running remarketing campaigns through your social networks and Adwords in order to keep your message top of mind. This will help bring them back and fill in any holes in your funnel.
Now that you have more marketing strategies in your bag of tricks, stay tuned for the third and final part of the series to see what you can do for the bottom of your funnel.
- Part 1: Top of Funnel Strategies
- Part 2: Middle of Funnel Strategies
- Part 3: Bottom of Funnel Strategies