Middle of the funnel (MOFU) lead nurturing
In the middle of the funnel, also called the consideration stage, prospects are becoming increasingly interested and showing definite interest in your product or services. They may have read your blog or follow you on social media, but are not yet showing enough interest to make a purchase.
The content in this phase is aimed
at educating the lead about your product or service and showing them that they need your solution. You also want to build trust, so don’t focus on your sales pitch for now and don’t overdo it.
Content that is effective in the qatar mobile database middle of the funnel includes:
Case studies or customer testimonials.
Downloadable content, such as eBooks or white papers, that encourage visitors to leave you their email address so you can stay in touch with them more easily.
Webinars or YouTube lead nurturing from cold to hot tutorials.
Persona or industry-specific landing pages that address a potential customer and their pain point directly.
Use the following digital channels to promote your content:
Organic posts on social networks.
LinkedIn InMails to leads who have already interacted with you.
Email marketing or newsletter.
Paid campaigns on social media or Google.
Bottom of the funnel (BOFU) lead nurturing
At the end of the sales funnel is the taiwan lists decision phase. This is where cold leads have turned into warm leads. They know your company, know what you have to offer and are ready to buy. All that’s missing is a little more motivation to actually close the deal.
They are likely comparing you to your competitors at this stage to see which company best fits their needs. That’s why it’s important to target these people at this stage. Your contact shouldn’t be primarily about selling something, but about maintaining a dialogue. Provide valuable resources that demonstrate your qualifications.
BOFU contents include:
A clear pricing page.
customer references
Free assessment or examination.
Product demos or free consultation.
Discount code for e-commerce products or a free trial for SaaS companies.
An FAQ page where you can find answers to frequently asked questions.
A comparison table that highlights your USPs compared to the competition.
While much of the above content is likely found directly on your company website, you can also leverage the following channels to further support prospects at the bottom of the funnel:
email marketing.
LinkedIn InMails if you are already connected.
Paid retargeting ads on social media or Google to keep you top of mind and promote your USPs.
Ads on peer-to-peer review sites like G2 or a comparable site for your industry.
Last but not least …
Once you’ve converted a lead into a customer, don’t stop trying to keep the relationship going. Continue using sales and marketing tactics for upselling, retention, and referrals. But you’ve overcome the biggest hurdle.
This whole process may seem complicated at first, but it quickly pays off. Companies that strive for optimal lead nurturing generate up to 50% more sales-ready leads, and nurtured leads even make up to 47% more purchases.
So start creating relevant content and distribute it on the channels preferred by your target audience.
