So you have connected with the prospect and you are at the point on the sales journey where they’ve confirmed they have all the information they need, they don’t need anything more from you at this time. And yet you haven’t made a sale.
At this stage, it’s not uncommon for us to step away as we believe we have done all we can, and don’t want to be seen to be pushy.
However, this is where there is a great opportunity to keep your brand top of mind. This is where the marketing effort can illustrate the brand’s authority and empathy whilst the prospect is weighing up the various options. They’re curious, possibly anxious and still trying to make a decision as to just which product will best suit their particular needs.
But the messages you communicate in the mid-funnel need to align with the prospect’s felt needs, they should build their connection to your brand by doing one of the following:
- Educating them on the broader context. This could be through sharing industry trends or discussing hot topics,
- Sharing with them how others have walked the path they are considering and the benefits they have reaped as a result, this could take the form of a customer testimonial,
- Communicating in a way that demonstrates that you understand the feelings they are experiencing, reassuring them that you are in a position to help,
- Building their trust in you by expanding their knowledge of your business as a whole, for example, by sharing details of key people and their contributions or by sharing business practices and passions.
Each of these message types increases the prospect’s depth of understanding about who you are and helps them weigh up whether your product is the one they should buy.
There are a variety of channels to choose from to communicate the above to your prospects in the middle of the sales funnel and often a mix of them is best. They can include:
- A direct mailer programme: this is an auto-generated, timed communication programme which delivers content tailored to move the prospect forward to purchase. Crafted to tackle key barriers to purchase, these mailers answer pre-purchase related questions. The timing and frequency should be set to when your prospect needs to connect with you and so varies across industries.
- A general mailer programme: this goes to a broader group which includes the mid-funnel prospects. Its content is more general and may reflect current happenings both in the industry and the brand or highlight trends and new ranges. The frequency and depth can vary greatly depending on the industry but be consistent once you begin so it’s anticipated by those who receive it.
- Social media: this high frequency, short content channel offers wonderful, organic ways to connect with prospects. You can invite prospects to become part of your brand community. It is a place where accountability is high as you are open to public feedback. As such, it builds trust as prospects feel they are seeing the authentic brand.
Mid-funnel marketing efforts are generally undervalued. They are not seen as a priority and so may only be given attention on an ad hoc basis. This means that brands that invest in nurturing prospects through this part of the sales journey are remarkable and are more likely to be the ones that are top of mind when the purchase decision is made.