Middle of the Funnel Conversion Tactics: 5 Marketing Strategies to Nurture Leads

Patrick McCarthy

As an ecommerce brand owner, understanding the digital marketing funnel is a critical part of your success. You don’t just want a lot of buyers that never return. Your ultimate goal is to build trust and brand loyalty to the point where your customers not only return to you again and again, but they also become informal ambassadors for your brand too.

What you do to nurture those customers in the middle of their journey impacts whether they will buy or bounce. As Shopify experts, we want to stress that it's extremely important to give middle of the funnel strategies as much attention––if not more––than those at the top or the bottom. 

In our experience, brand owners tend to overlook this particular phase while putting more focus on inviting new leads in and pushing through the ones close to making a purchase. Don’t neglect the middle child; hold their hand the whole way through.

In this article, we’ll briefly review the marketing funnel to sharpen your familiarity with it. Then we’ll dive into key features, goals, and strategies for nurturing those middle of the funnel leads.

The Digital Marketing Funnel Phases

The conversion funnel is a useful visual representation that demonstrates how customers navigate their buying journey. A basic funnel has three main considerations:

  1. Clarify your typical customer’s journey
  2. Determine your end goal, or what action you want your customer to take
  3. Identify strategies to improve their experience with your brand throughout their journey

Here’s a quick glance at those phases:

TOFU: Top of the funnel where customers are doing initial research on a product or service. They don’t know exactly what they need, so they explore a variety of brands.

MOFU: Middle of the funnel where customers are aware of well-known brands for the product they’re after. They may be following or have subscribed to a few brands as they seek to define their expectations. They’re quick to disregard brands they don’t believe will deliver quality or value. 

BOFU: Bottom of the funnel where customers are seeking more specific, detailed information from brands they’ve shortlisted. 

Each part of the conversion funnel relates to a particular level of the funnel: awareness, interest, desire, and action. Learn more about those stages here.

Middle of the Funnel Marketing Goals

In MOFU, customers are already familiar with your brand but they’re not yet ready to take the plunge and choose you. They still have you under consideration. Compare it to a second or third date. They’re interested but not ready for marriage. They’re still evaluating whether you are the right fit for what they want and need. 

So, what do you do as a brand owner? You nurture them. You give them what they need to make an informed decision. 

As previously mentioned, many marketers don’t exercise sufficient effort or adequate MOFU strategies for one main reason: the rewards are not immediate. They’re not gaining a new customer nor converting a nurtured one. But rest assured, an effective strategy leads to later payoffs.

Features of MOFU marketing: 

  • Persuasive and compelling
  • Information and educational
  • Targeted for specific audience segments

Goals of MOFU marketing:

  • Extend interest and engagement by nurturing TOFU leads
  • Continue to build trust and inspire an emotional connection
  • Guide customers towards a purchase

How will you accomplish all that?

By providing content that empathizes with their not-yet-readiness to buy, demonstrates how your product or service aligns with their needs, and beckons them toward a purchase.

Besides providing effective and relevant content, what other activities should you engage in?

Monitor their behaviour by analysing the metrics:

  • What form of content and topics do they engage with?
  • What pages do they visit?
  • How often do they follow CTAs?

Middle of the Funnel Marketing Strategies

Now that we’ve explored the features and goals of MOFU marketing and have a better understanding of its importance, following these five best practices to sharpen up your marketing strategy.

Email Marketing

Segmenting your audience is so important here. You have to know where your customer is at. You want to guide subscribers towards a purchase without pushing sales on them. Don’t spam them with too-frequent sales pitches. Instead, provide useful, individualised content that helps them clarify their concerns and needs. 

Links to educational blog posts, how-tos, and product launches and updates are good ways to nurture that developing relationship. If done well, they will naturally lead to a conversion and––bonus––a loyal customer.

Educational Guides

Providing a guide is an effective way to help your customer make a more informed decision about your product or service. You’re basically giving them all the specs, all the benefits, all the information they need to feel confident and at ease that your brand is the ace choice. 

You may also use these guides to hit on and eliminate all those nuanced objections they may have about your main offering. Blog posts, white papers, and gated content can help lead them in the direction you want them to go.

Efficient, Effective & Easy Customer Service

Is your customer service hitting the mark? Here’s the short answer: If there is potential for frustration or wasted time, it’s not effective. Don’t make your customers go searching for you when they have a question. In this day and age of immediate access to information, your customer service approach should support easy communication using various channels. 

Enhance Your CTA Structure

Make those CTAs clear, compelling, benefits-focused, and strategically placed. We cannot stress enough that CTAs are not an afterthought. They should exist as part of a structured journey that leads your customer further along and closer to making a purchase. By the time a customer arrives at your CTA, it should be a no-brainer what action they should (and want to) take next. If you’re not seeing customers take the action you want, examine your CTA structure.

Exercise Lead Scoring

You don’t want to put a lot of time and effort toward a customer that has low potential for ever making a purchase. So, enter lead scoring, a marketing strategy that assigns values to individual leads in order to qualify them. 

Their score is based on multiple attributes, including the information they’ve provided you through a particular lead generator and how they’ve interacted with your channels. Once you’ve acquired that information and have measured those leads against preset qualifiers, you can prioritize them appropriately to better support those high-potential customers. 

Make it Great: Middle of the Funnel Content…

Now that you have the bones for MOFU marketing, here are a few ideas for content:

  • Email nurture campaigns
  • Product reviews and stories from existing customers
  • Video demos of your product or service
  • Educational guides & reports
  • Social media posts 
  • Blog posts that examine particular problems & provide solutions
  • Webinars

Keep in mind that the rewards will come, but the work comes first. 

As ecommerce website specialists, our job is to help you get leads, nurture them, convert them, and keep them coming back for more. We’re offering you a free strategy session to help you hone in on and clarify the nuances of your brand’s particular issues and develop best marketing practices to move your customer effectively through their buying journey. Give us a call today. 

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