Hey everybody, I’m Andrew Farquer and in this episode, I’ll be discussing how to create the middle of your marketing funnel or MOFU (Middle of Funnel) and how to optimize it to generate more leads for your business.
In the last episode, I discussed the top of a marketing funnel, how to build it and set it up.
If you missed that episode you should definitely go check it out first so you’re familiar with the top of the funnel and how it relates to the other levels.
Middle of Funnel Basics
The middle of your marketing funnel is all about nurturing your prospects, building a relationship with them, and allowing them to evaluate their choice—including your competitors.
When someone moves into the middle of a funnel it means they’re interested in your solutions and have given you their email address in exchange for something valuable like an ebook.
Now that they’re interested and you have a way to contact them, it’s time to start sending them emails that will nurture them and build a relationship of trust.
More content is used for this level of your funnel but the content you use will be different than what was used for the top of the funnel.
Middle of Funnel: Content to Use
You’ll want to use content that further educates the lead and helps them evaluate your product or service.
Case studies, demo videos, and product/service descriptions are perfect for this level.
Plus, you can also add links to more articles to help nurture your audience and further establish you as an authority.
Once you’ve got your content created, its time to set up your email campaign and sending your new leads the content.
Middle of Funnel: The Email Connection
Email is often an integral part of the middle of your funnel and the good news is that much of this can be automated.
Once someone converts to a lead and gives you their email address via a lead generation form.
It’s then automatically added to a string of emails you’ve already set up in an email marketing service like MailChimp.
And if you’re using a Content Management System like WordPress, this pretty is easy to do.
Now let the automation send out the emails to your leads and nurture them with the additional content.
Remember not to push sales too hard.
This is all about providing them the info they need to they can evaluate you while building a relationship — sales will come next.
Middle of Funnel: Optimize this Level
To optimize this level, you’ll want to make sure you automate the email campaigns and show why your solutions are the best fit.
Use clean designs and copy that is clear and to the point.
State exactly what how people will benefit by choosing your product/service over someone else’s.
But, try not to be too dry with your copy.
Often a conversational style is helpful in building trust and a relationship, however, this largely depends on your niche and industry.
For the best results, you might want to hire professionals to help with this stage.
And, the best part is that you can reuse it over and over again for each new lead.
At this point, your leads are interested in your business and what you have to offer.
Now it’s time to build a relationship with them, nurture them with more content, and help them evaluate why you’re the best fit for them.
That’s a lot of work, but the good news is you can make it once and then let automation software work for you.
Remember that this level is all about giving your leads more info and establishing trust so they’re ready to buy when you send them an offer.
Thanks for listening and I hope you found this episode helpful. If you did, please share it with your network and definitely connect with me on LinkedIn and Twitter and let me know what you thought of this episode or any questions you might have.
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