For many companies, the marketing funnel is an endless black hole of unpredictable behaviors, failed attempts at engagement and major drop off at critical stages of the funnel. Content is responsible for catching the attention of the audience at the top of the funnel, while bottom of the funnel content seals the deal. But content at the middle of the funnel has a tall order to fill. First, it must educate the consumer and address issues such as differentiation and meaningful connection, second it must actually nurture the leads into a conversion. The middle-of-the-funnel is complex. Where are the leads coming from and how do they want to interact with content? What type of content do they prefer to consume and is it relevant enough to move them along to the buying stage?
The modern digital marketer has come to rely heavily on technology to answer these questions and develop strategies that are in line with the various customer profiles and behaviors. Most importantly, as data is aggregated, analyzed, implemented and optimized, content gaps between the three stages are minimized. So, for example, higher level content consumed too soon in the funnel, might detract a lead from moving into the middle stage where a personalization and higher level engagement can take place. Technology solves problems like this in a couple of ways.
Break Them Up!
Mistargeted messaging can easily dissuade a lead from moving through middle-of-the-funnel and loses a lead by being untimed, irrelevant or lacking specific value . Middle of the funnel content has to be targeted and segmentation in order to be consumed. Segmenting by demographic features and behaviors such as how customers engage and with what types of content they consume, sets the stage for identifying and plugging leaks in the funnel and ultimately leads to automation.
Nurture With Content
Content at this stage of the funnel has to be tailored specifically to the group. This means that it must solve specific problems and dive into complex issues, educate, inform and empower the lead, offer value, jam packed and detailed information and prove that the company is worth engaging with. Good middle of the funnel content includes blogs that go beyond intro level content, case studies, Ebooks and White Papers.
Personalize The Experience
Personalization is also a big part of middle-of-the-funnel content and can be implemented dynamically and in real time with contextual content. As prospects have a much higher level of interest in this phase of the relationship, content has to speak directly to the individual. By now the needs and wants of a user are clear, so using personalization in emails, landing pages, mobile marketing and social content delivers an experience that the prospect is expecting. Higher response and engagement rates are a result of using testing and feedback loops to deliver relevance, value and timeliness.
Join BlueHornet for this special event “Middle-of-the-Funnel Marketing Innovations: Nurture and Convert More Qualified Leads” On Tuesday Sept 27 with the San Diego AMA from 8:00am-9:30am at UCSD Ext.
Learn how content marketing, email, technology and digital strategies speed up the prospects journey through the funnel. Top marketing tech experts, including Sean Shoffstall, VP of Marketing at BlueHornet, and Katie Fellenz, VP at NextLeft offer a deep dive into the strategy and technology landscape for “middle of the funnel” marketing activities.
Register Here: http://sdama.org/events/middle-funnel-marketing-technology/