10 Mid Funnel Marketing Tactics To Drive Consideration

Driving consideration is crucial in converting prospects to customers. Mid funnel marketing focuses on nurturing leads and building stronger connections.

This article explores ten effective mid funnel marketing tactics to help you enhance your strategy and drive consideration.

What Is Mid Funnel Marketing?

Mid funnel marketing targets prospects who are aware of your brand but need further nurturing before making a purchase decision.

It involves tactics designed to educate, engage, and build trust with these potential customers. The goal is to move them closer to conversion by addressing their concerns and providing value.

Mid Funnel vs Upper Funnel Marketing

Upper funnel marketing focuses on creating brand awareness and attracting a wide audience without a specific focus on conversions.

In contrast, mid funnel marketing aims to engage and nurture these prospects, driving them towards consideration and conversion.

Mid Funnel vs Lower Funnel Marketing

Lower funnel marketing is centered on converting leads into paying customers through strong calls to action and finalizing sales.

Again, mid funnel marketing is the preceding step that attempts to move prospects to the bottom of the funnel.

• Learn more about the sales funnel stages.

Now, let’s get into our list of the best mid funnel marketing tactics and strategies to keep your sales funnel full and enhance demand generation efforts.

1. Email Newsletters

Email newsletters are an effective mid funnel marketing tactic that keeps leads engaged by providing them with valuable content and updates. They help nurture relationships by regularly delivering relevant information directly to prospects’ inboxes.

Example: A software company sends out a monthly newsletter featuring product updates, tips, and success stories to keep their leads informed and engaged.

2. Webinars and Live Demos

Webinars and live demos offer an interactive way to educate and engage mid funnel leads, showcasing the value of your products or services in real time. These sessions allow potential customers to ask questions and see firsthand how your solution can address their needs.

Example: A cybersecurity firm hosts a live demo showing how their software detects and prevents cyber threats, answering attendee questions throughout the session.

3. Case Studies

Case studies provide in-depth examples of how your product or service has successfully solved problems for other customers, helping to build trust and credibility. They offer concrete evidence of your value proposition and can persuade leads that you can deliver similar results for them.

Example: A digital marketing agency publishes a case study highlighting how they increased a client’s website traffic by 150% in six months.

4. Ebooks and Whitepapers

Ebooks and whitepapers are comprehensive resources that offer valuable insights and detailed information on topics relevant to your audience. They serve as educational tools that can position your brand as an industry thought leader.

Example: A B2B SaaS company offers a whitepaper on the latest trends in cloud computing, providing in-depth analysis and solutions to common challenges.

5. Retargeting Campaigns

Retargeting campaigns involve serving targeted ads to users who have previously interacted with your website or content, reminding them of your offerings and encouraging them to take the next step. This tactic helps keep your brand top-of-mind and drives consideration by re-engaging interested prospects.

Example: An online retailer runs retargeting ads showcasing products that visitors viewed but didn’t purchase, enticing them to return and complete the transaction.

6. Comparison Guides

Comparison guides help mid funnel leads by providing detailed comparisons between your product and competitors, highlighting your unique selling points. They assist potential customers in making informed decisions by clearly presenting the advantages of your offerings.

Example: A tech company creates a comparison guide that outlines the features and benefits of their software against three main competitors, showcasing their superior functionality.

7. Customer Reviews and Testimonials

Customer reviews and testimonials offer social proof by showcasing real-life experiences and satisfaction from existing customers. They build trust and credibility, helping to convince mid funnel leads of the value and reliability of your product or service.

Example: A fitness equipment brand features testimonials from satisfied customers who have achieved significant fitness goals using their products.

8. In-Depth Product Videos

In-depth product videos provide detailed demonstrations and explanations of how your product works, addressing potential questions and concerns. These videos help mid funnel leads visualize the benefits and usability of your offerings.

Example: An electronics company produces a series of videos demonstrating the setup and advanced features of their latest smart home device.

9. Interactive Content

Interactive content such as quizzes and assessments engage mid funnel leads by offering personalized insights and recommendations based on their responses. This tactic not only entertains but also educates prospects about how your product or service can meet their specific needs.

Example: A skincare brand offers an online skin assessment quiz that provides tailored product recommendations based on users’ skin types and concerns.

10. Social Proof Campaigns

Social proof campaigns leverage user-generated content to show authentic endorsements from real customers, enhancing credibility and trust. Encouraging customers to share their experiences and stories creates a community around your brand and influences mid funnel leads.

Example: A travel company runs a social media marketing campaign where customers share photos and stories from their trips, tagged with the company’s hashtag, showcasing real-life adventures and positive experiences.

• Ready to get started? Learn about the proven step-by-step funnel building process.

Mid Funnel Metrics to Measure Success

To gauge the effectiveness of your mid funnel marketing tactics, it’s crucial to track the right metrics. Here are five key funnel metrics to measure mid funnel success:

• Lead Nurture Rate: The percentage of leads that move from initial engagement to deeper stages of the funnel.
• Content Engagement: Measures how prospects interact with mid funnel content, such as time spent on webinars or whitepaper downloads.
• Email Open and Click Rates: Tracks the performance of email newsletters and campaigns in engaging and converting leads.
• Lead Scoring: Assigns value to leads based on their behavior and engagement level, helping prioritize follow-ups.
• Conversion Rate to MQLs: The rate at which leads are deemed qualified and ready for sales engagement.

Mid Funnel Marketing: Final Thoughts

Mid funnel marketing is essential for nurturing leads and driving them towards conversion. By implementing effective tactics like email newsletters, webinars, and customer reviews, you can build stronger connections with your prospects. Focus on these strategies to enhance your mid funnel efforts and ultimately boost your overall marketing success.