In marketing, you often hear talk of various stages in the buyer’s journey, including brand awareness, consideration, and the final decision. In most cases, you’ll need to give them a gentle push to keep them engaged with your company. Encouraging potential clients through their journey takes effort.
Your marketing strategies should vary according to the stage of the purchasing process that your client is in. Someone unfamiliar with your company isn’t likely to respond to your calls to buy now, and a customer making their final purchase decision will find it a turnoff if you treat them like a complete stranger.
One of the most critical stages of the buyer’s journey is the engagement stage, and that’s where your middle-of-funnel marketing strategies become crucial. During the engagement stage, people are already aware of your offerings. They want to know how purchasing from you will benefit them.
If you pull the right middle-of-funnel marketing levers, you’ll see your customer transition to the decision stage — when they purchase from you. Here are a few strategies to add to your middle-of-funnel marketing toolbox.
A Free Trial
Do you offer a service or a sample product you don’t mind giving away for free? If so, you might find that your freebies help you attract qualified customers. Many companies use free trials to help clients understand whether a product is right for them.
You’ll find free trials for many service-oriented companies where the actual product is costly, and customers aren’t sure whether it’s the right fit for them. Similarly, companies with lots of competition may provide free trials to encourage people to try their products rather than going directly to their competitors.
Ad Retargeting
Ad retargeting occurs when a customer engages with your organization in some way, like visiting your website or searching through the products you offer. Once your website or platform records their visit, you can display ads intended just for them on other sites they visit or through social media and connected TV.
Retargeted ads remind people of their interaction with your company. Rather than completely forgetting about your organization, they’ll remember why they visited and what it was that attracted their attention. Sometimes, they’ll click on the ad and continue with a purchase or take other actions, like an additional search of your store.
Email Marketing
These days, most companies have an email marketing list, and for a good reason — it’s an inexpensive and effective way to reach clients. Through email marketing, you can notify your clients of news about your company, new products or services you’ve recently added, and upcoming events and sales.
Customers who sign up for your email list are already familiar with your business. They’ve willingly provided you with their email address because they want to hear from you. When you consistently send them communications (without being overbearing), they’ll move through your marketing funnel, especially if your emails are engaging and enjoyable to read.
Free Demos
Is your product or service complex or costly? If so, potential clients likely want to learn more about it before they decide whether to purchase. You can help them through the decision-making process by offering a free demo.
Most demos are one-on-one conversations between you and the customer. You’ll invite them to a video call or schedule an in-person meeting where you can demonstrate your product or service and answer the questions they have. At the end of the demo, they’ll have a more thorough understanding of your product’s benefits, which can translate to a sale.
Client Testimonials
Few things will give your company the boost you want as much as positive customer feedback does. Client reviews and testimonials help you establish credibility in your field or niche. And they tell others that your products and services are worth purchasing. When you have lots of positive reviews, people will naturally flock to your company when they need something you offer.
If you don’t have many customer reviews, now is the time to encourage your customers to leave you feedback on your chosen site. Google, Trust Pilot, or Yelp all offer ways for your clients to leave you reviews. You should incorporate the most positive testimonials into your website, too.
A Solid Middle-of-Funnel Marketing Strategy Will Increase Conversions
Your middle-of-funnel marketing strategy can be the difference between a lost customer and one who purchases from you. Incorporate some of these strategies into your marketing toolbox, and you’ll likely see the benefits — including higher revenue.
