How to Close the Gap in B2B Growth with Mid-Funnel Marketing

Have you ever been researching a product and can’t find the information you are looking for to make a purchase confidently?

This is probably because the company lacks a mid-funnel marketing strategy. Each stage of the buyer’s journey needs customized content that easily guides buyers along their way to make a purchase. 

Read more about creating a successful mid-funnel marketing strategy below. 

What is The Content Marketing Funnel? 

Before we talk more about a mid-funnel marketing strategy, let’s start with the basics. 

Three parts make up the content marketing funnel: 

  • Top-of-funnel (ToFu): this is the awareness stage of the buyer’s journey where a visitor has initial contact with your brand. 
  • Middle-of-funnel (MoFu): this is the consideration stage of the buyer’s journey when the lead researches alternatives to make the best purchasing decision.
  • Bottom-of-funnel (BoFu): this is the decision stage of the buyer’s journey when the customer has made a purchasing decision. 

It is essential to your strategy that you create content that fills each part of the marketing funnel, making the buyer’s journey as easy and straightforward as possible. Marketers who struggle to capture and maintain quality leads can typically find it is due to the absence of mid-funnel marketing. 

Mid-Funnel Marketing Strategies in B2B 

The focus of your mid-funnel marketing strategy should be to educate your visitors on how your product or service is the best option to solve their needs. 

Below are five mid-funnel marketing strategies that can help close the B2B funnel’s gap between the top and bottom. Employing these strategies can boost the quality of your leads, giving them an increased potential to convert. 

1. Case Studies 

Have you already created value for a customer because they purchased your product or service? You should display case studies of your success stories that detail exactly how your product has solved your customers’ needs. 

Often people have similar experiences, so when a visitor can picture themselves as the customer in your case study, they become more inclined to purchase from you. The goal is to nudge your leads toward a purchase decision; typically, a case study will help leads self-qualify.

2. Customer Testimonials & Reviews 

Your customers likely have something to say about your product or service. Allow customers to leave honest reviews about your product. Then, highlight some of these reviews on your website as customer testimonials. This provides future visitors with information from the real experiences your customers had with your product. When leads evaluate alternatives, most will want to read reviews from your customers about how well the product works. 

3. Retargeting Ads 

If you are utilizing google ads, maybe by creating awareness for your brand or targeting specific audiences, you should also be using retargeting ads. People have busy lives; sometimes, when they search for a product, they get caught up in something else and abandon their search. This is where retargeting ads can help; they will remind your visitors of the product they were browsing for in hopes of them returning to your site and converting. 

4. Blogs

Hopefully, part of your mid-funnel marketing strategy includes posting blogs with content related to your target audience. One step further is to have blogs on how your product can satisfy a specific consumer’s need. Explain the consumer’s pain points and how your product aims to fulfill and solve their problem. 

Additionally, include comparisons on exactly how your product beats your competitors and the unique attributes your product has. This combination can aid visitors in better understanding the ins and outs of what your product has to offer.

5. Segmented Audiences 

When consumers have initial contact with your brand, do they use the same marketing funnel to purchase every other visitor? If your marketing funnel does not provide customized content to different visitors, you are losing conversions. 

Create segmented audiences based on your different buyer personas. Then, create a different email campaign for each audience segment. The customized content you provide for each audience can enhance the quality of your leads. 

Your Custom Mid-Funnel Marketing with Lake One 

In sum, it’s vital to have a mid-funnel marketing strategy to capture quality leads. 

If your competitors lack a mid-funnel marketing strategy, this allows you to capture their leads that are standing by. You are already a step behind if you are not utilizing and optimizing your mid-funnel market. 

Position your brand with a solid mid-funnel marketing strategy and continuously evolve it. This will garner more conversions and close the gap between the top and bottom of your marketing funnel. 
To start your custom inbound marketing strategy, reach out to our experts today.