The user here is no longer a mere newcomer to your website or blog, but someone who knows they have a problem and wants to find possible solutions to it.
This is where a stranger becomes a lead and gets even closer to the decision moment.
In other words, this is the part of the sales funnel where future consumers get to know their symptoms and diagnosis, starting to look for options to solve the problem.
Potential customers will be willing to provide basic information about themselves and their company (name, email, phone, number of employees, etc.) in exchange for more specific content to their needs.
How the middle of the funnel works
Let’s go back to imagining: your Middle of the business is an e-commerce of fishing tools, and you want to create content that will point to the solution provided by your product.
An interactive ebook “Beginner Fishing Guide” or a webinar “Everything you need to know for good fishing” could reach and educate the interested consumer.
When they offer their information in exchange for these materials, you get to know more about the lead and may have more appropriate data for the next step of the sales funnel: that of evaluation and purchase.
The best content formats for the middle of the funnel
When you are in the middle of the funnel, the hungary phone number data user is already better informed, so the content should be deeper than those produced at the top of the funnel.
Therefore, it’s necessary to answer more specific questions and go even deeper into the subject.
Blog posts
Here they are again. However, as the main purpose of the funnel middle is to convert, it’s possible to create more extensive and elaborate content.
After all, the user is thirsty for knowledge, and you can satisfy them.
More complete posts are often used at this stage. The information is more advanced and unravels themes that have been superficially approached at the top of the funnel.
Interactive ebooks
It’s highly recommended that you offer the user more developed content.
Unlike blog posts, ebooks require more effort and time from the marketing team, as they require designing, manipulated images, and format conversion.
However, this model allows you to collect review what the principles of ethics in marketing are and what impact they have on strategies more specific information from the user, such as geographic, demographic, and behavioral data. To better Middle of the v explore its benefits, invest in creating interactive experiences.
Also, people who download an ebook indicate they’re interested in its content, which reveals that the lead is engaged.
Podcasts
The demand for audio media is very high in today’s world.
That’s because, unlike other formats, audio doesn’t require full user concentration and can be consumed at the same time as the user performs various activities, such as working out, driving, or walking.
Podcasts are great solutions since they work as radio programs and can have longer duration times.
Slideshows
Slideshows are also widely used in the middle business to consumer reviews of the funnel, as they allow user control over the consumed content and can present graphics, images, and various other features.
Interactive infographics
Another format quite common at this stage, but that demands some technical knowledge for production is the interactive infographic. The idea is to group text and images to make it easier for consumers to understand the subject.
Bottom of the funnel: evaluation and purchase
At this stage of the funnel, your qualified Middle of the lead is about to become a business customer.
The audience is considering your product or service as a solution for their problem, and it’s the content you produce that will convince them.
How the bottom of the funnel works
Let’s go back to our examples. The online car dealership could produce an exclusive study, or an email campaign with the addresses collected at the middle stage, with the main models sold and the needs they fulfill.
For the fishing materials, e-commerce can create a kit with the main tools and accessories to make a difference by bringing professionalism to the fishing time.
This is where the sales department also acts. If a potential consumer is close to conversion, but still has questions, a more personal contact, either by email or phone, can help you to clear up their questions and motivate them to conclude the long-awaited purchase.
The best content formats for the bottom of the funnel
Users at the bottom of the funnel are very close to closing a deal. So they’re interested in hearing about your brand.
Customer cases
As a potential buyer, users open up a dialogue about what you have to offer at this stage.
So how about showing them situations of customers who have succeeded with what you offer?
Use any of the formats to offer case studies showing that your product or service can help them.
Advanced tools
Users at the bottom of the funnel present high levels of engagement. Thus, trials, free tools, and demo versions are very welcome.
Testimonials
As we have already mentioned, the people at the bottom of the funnel are one step away from purchasing. Therefore, it’s a good idea to show testimonials from buyers who have already succeeded as your customers.
Product reviews
In our example, we used a fishing shop. So how about showing the different types of available sticks, for example? That will certainly make the purchasing decision easier.
After the sales funnel
If you think your goal was accomplished after the sale, you’re mistaken.
It’s a lot cheaper to keep a customer than to acquire new ones. So, it’s time for you to delight the consumers and turn them into frequent clients.
Brand loyalty is one of the most important factors in the Digital Marketing world. Thus, you must continue to produce content for users that you’ve already converted.
The best content formats to delight and retain clients
At this stage, you can use various content formats mentioned previously. They add to this: