Middle Funnel Marketing: All You Need to Know

If you want to bridge the gap between your initial leads and loyal customers, the middle-funnel is where all the magic happens!

Investing in middle-funnel content is the glue that ultimately binds a successful sales funnel together.

To move your top-funnel leads to the next phase of their buyer journey, putting in the work at the middle-funnel is key — this means having set goals and strategies in place.

It can be challenging to navigate the world of sales funnels — but we won’t leave you in the dark with our easy-to-follow guide!

Let’s get into what it means to quite literally, meet your leads in the middle!

The goals of your middle funnel marketing should include:

Most leads at the middle-funnel are comparing your offers to similar competitors.

It’s absolutely essential that you educate your leads on your unique selling points (USPs) — these are aspects of your offers that no other businesses are matching.

A USP should be:

Just like at the top-funnel, your middle content should have the needs and interests of your leads in mind.

Top-funnel content tends to just scrape the surface of what prospects are looking for.

Middle-funnel content gets your leads to the good stuff — here’s where you get to show leads that you’ve done your homework.

So how do you create lead-specific content?

Your leads are looking for the best value for their money and will invest in the business that offers them just that.

Let your leads know that they are getting an unmatched deal by adding some perks to your offer.

These are benefits that make people feel they’re really getting their money’s worth.

Some examples of irresistible offer benefits include:

Leads are likely to be hesitant to spend at first, show them that your business is worth every dime, without having them reach for the credit card just yet.

The middle of the funnel is where some friction may occur.

Friction is a result of a gap between top-funnel content and middle-funnel content.

This is when some marketers don’t deliver high-quality content in the middle of the funnel, and as a result, leads become disinterested.

As a marketer, you want to ensure that your leads get the best buyer experience possible.

Friction points usually occur when:

As a business owner, it’s good to focus on your successes — but most importantly on how you achieved them.

Research what middle-funnel content works best by determining what types of previous middle-funnel content propelled existing customers to the buying stage.

On the other end of the spectrum, it would also be useful to see what types of previous content didn’t bring positive outcomes to your business — this way you’ll know which mistakes to avoid in the future.

By researching previous lead behavior, you’re able to:

Keep your leads in the loop by sending out regular email newsletters — this will show your leads that you’re up to date with current trends.

Newsletters should inform your leads of what your business is up to, this means new promotions, discounts, or offers.

The best rate of frequency for sending out newsletters is at least once a week, and no more than twice a week — remember, you don’t want to come across as overbearing or your leads will lose interest.

Newsletters won’t only regularly remind leads of your business but will instill a sense that they’re valuable to you.

Whilst leads may not need your product right away, they might need it in the future, and by staying in touch, you’ll be first on their mind.

Creating a drip email campaign plays an important role in the lead nurturing process and helps to build rapport.

A drip email campaign is automated, so it saves time whilst keeping vital engagement with your leads.

Systeme.io can help you do just that, there’s no need to look too far!

Who are we? Leads. What do we want? Answers.

Many leads at the middle-funnel will have questions about your offers before deciding to go through with them.

Having a FAQ (Frequently Asked Questions) page will give your leads the answers they need at the click of a button.

This will also build leads’ confidence in your business, showing them that you’re capable and informed of their needs.

What better way to show the capabilities of your business than to give leads free access to useful and interactive tools?

An ROI calculator is a great example. This tool helps customers predict their possible returns should they buy into your product or service.

Offering free access (usually for a limited time period) to any tool that showcases your business’ expertise is a good idea — it depends entirely on what your niche is.

For example, if you’re in the online business industry, you could offer a month’s free access to sales funnel tools.

If you’re offering an e-learning service, giving your leads access to a free course would be suitable.

You can get creative — tools are specific to your industry and what your business can offer.

Though sometimes used at the top-funnel, white papers make for great middle-funnel content.

They fulfill the essential purpose of providing leads with informative content, further details, and solutions to common problems.

White papers help your leads make informed decisions and show that your business means business!

Using testimonials shows your leads how you’ve helped solve similar problems to theirs in the past.

Testimonials display that your business has a proven track record of success — because people are result-driven, this is really effective at attracting your leads’ attention.

They’re also a powerful tool for convincing your leads to make that final decision of buying into your offer.

It’s no secret that Amazon has had exponential success as a multinational technology company.

But just like any other online business, it has to deliver expert middle-funnel content.

One aspect that has propelled Amazon’s high-ranking status, is its email marketing campaigns.

When you create an account with Amazon, you receive promotional emails regularly.

This is a great tool that has helped convert many of Amazon’s leads into customers.

Social media platforms didn’t start out with billions of users, they started small, and Facebook is no exception.

Facebook currently has over 2.85 billion users, and that number continues to grow — need we say more about the importance of high-quality middle-funnel content?

Facebook has an informative FAQ page that users can access at the click of a button — these questions include everything from privacy settings to business page settings.

Users like easy access to an active help page, and Facebook has mastered just that.

If your users are struggling to find the information they need, you’ll be more likely to lose their conversions and sales.

Systeme.io is an online business launching service that provides you with all the tools you need to get started.

With over 8000 users globally, testimonials have played an important part in how we’ve grown our customer base at a fast rate.

We’ve delivered top-notch service to many satisfied customers.

Some of our stand-out features that have been highlighted by many impressed customers are our user-friendly and simple funnel-building tools.

The world of launching an online business is a whole lot simpler for systeme.io customers, and this is why they keep coming back!

By displaying our testimonials, leads can see that we have a history of success — which builds their trust and ultimately converts them into customers!