Your brand is the exact resource someone needs, and odds are you could list off many compelling reasons why. Maybe you solve problems that your competitors don’t. Maybe your product quality is the best on the market today.
You believe in your brand’s mission and see the value in what your team is providing to customers. And you’re also directly involved in making your brand even better quarter-after-quarter.
Even still, prospects with a mid-funnel mindset aren’t always so quick to choose your brand over a competitor. You have to show them — not just tell them — why it’s in their best interest to invest in your business instead of someone else’s.
To help you do that, we’ve put together this guide which outlines five marketing strategies you can use to incentivize prospects to make that final leap and convert. Specifically, we’ll be focusing on your social media and blog platforms.
5 Strategies for Mid-funnel Marketing
Prospects with a mid-funnel mindset have three key things in common: 1) They have purchase intent, 2) they know about your brand, and 3) they are research- and data-driven. At this stage in the sales funnel, they’re comparing all of their options until they find the best one.
When it comes to your copy, this audience probably won’t be as responsive to the hard sell pitch to “Buy now!” or messaging that focuses solely on brand awareness. This would work at the bottom-funnel and top-funnel levels, respectively, but not necessarily for the folks in the middle of the funnel.
To reach this particular audience, you need to personalize your social media and blog copy so that it appeals to them. You can do this through mid-funnel copywriting and content strategies, but how?
Well, here are five key ways you can reinforce your brand’s value and drive more mid-funnel prospects to the bottom of the funnel via your social media and blog.
1. Give UGC & social proof more visibility
When someone engages with your brand, they expect you as the marketer to be incredibly positive and promotional about your own products. (It’s in your best interest to present your brand in a good way, right?)
The downside, however, is that prospects might think your social media ads and blog content are overly-promotional, biased, and inauthentic if the messaging is only coming from your team.
One of the best ways to prevent or alter this perception is to share user-generated content (UGC) and social proof (like testimonials) on your social media and blog. For example, if a new customer recommends your product on Instagram and tags your brand, you can turn around and repurpose this content as your own.
When a mid-funnel prospect sees UGC and social proof that promotes your brand, this can reaffirm their belief that your business is worth their investment. And it could even be what ultimately influences them to convert.
2. Write mid-funnel SEO-driven blog content
Mid-funnel prospects love data. They want to know as much as they can about your business and its competitors by researching your products, reading case studies, and looking at UGC and social proof.
For that reason, it’s likely that many of your prospects are searching on platforms like Google for articles that compare your brand with a competitor. To give even more SEO context, there’s usually a high search volume for “versus” keywords (i.e., “Soundstripe vs. Artlist,” “T-Mobile vs. Verizon,” “Sephora vs. Ulta,” etc.).
“Versus” keywords and other mid-funnel search terms are great to use for blog content because they are data-driven and filled with information these prospects are looking for.
When you write these types of articles, your blog will get more organic search traffic, and you’ll also eliminate some of the friction a prospect might feel when doing market research. Instead of sifting through dozens of search results, they can find the answers they need in your blog.
3. Embed MoF CTAs in the blog
By writing a competitor comparison article for your blog, you’re able to hook your mid-funnel readers’ attention and give them all the information they’re looking for. The article might even be compelling enough to incentivize them to convert.
One way that you can make it easier for readers to keep engaging with your content and eventually make a purchase is to embed CTAs into your blog posts.
While there are many different types of CTAs you could create, here are a few of the ways that your CTAs could incentivize mid-funnel audiences to take action:
Encourage sign-ups for an upcoming webinar
Provide free e-books or downloadable resources
Offer exclusive access to white papers and infographics
Reveal the findings from case studies
The takeaway here is you’ve got plenty of options. Just keep in mind that it’s best to add CTAs sparingly to avoid overwhelming readers and also choose a CTA that is relevant to the article topic. (For example, if you wrote a blog about filmmaking shot lists, you could give readers the option to download a shot list template — exactly like this.)
4. Run social media ads aimed toward MoF users
It’s a good idea to create content that caters to each stage of the sales funnel, especially when it comes to social media ads. With some strategic targeting, you can reach different segments of your audience and put the most relevant resources in front of them.
Like blog CTAs, your social media ads don’t always have to drive people to the checkout page. And if it does encourage users to sign up, maybe you reduce friction by offering a deal like Peloton did in this Instagram ad:
Think of mid-funnel social media ads as another opportunity to give your prospects information, exclusive assets, insider deals, and a reason to take the next step with your brand.
5. Promote your blogs on social media
If you publish a “versus” article on your blog, you could reap a ton of benefits from promoting this resource on social media as well. Not only would you increase engagement on social media, but you’d also drive traffic to your blog and then — in turn — your embedded CTAs.
Ultimately, the goal of mid-funnel marketing is to lead prospects further down the funnel until they convert. To do this effectively, you really need to chart out a friction-less course that makes it easy for prospects to take action.
As you apply the strategies in this guide to your own marketing efforts, remember to always keep the needs and interests of your mid-funnel audience in mind. It’s only then that you can create blog posts and social media content that they will respond to.
Mackenzie Scott is a copywriter at Soundstripe, a stock music company that provides filmmakers, creators, and advertisers with royalty free classical music and royalty free country music (among many more genres).