Middle of Funnel is the second stage of the Sales Funnel, which also consists of the Top of Funnel and Bottom of Funnel . This stage is primarily focused on capturing customer contact information and transforming it into leads, as well as generating consideration and purchase intent.
Being the second stage, the Middle of the Funnel is the central part of the Sales Funnel. In other words, it is the intermediate space where you can start a long-term relationship with consumers. And more than that, it prepares visitors who entered the funnel to feel comfortable making a purchase decision.
In general, consumers who are in the Middle of the Funnel have passed through the Top of the Funnel and therefore know that they have a problem they need to solve. Many of them are superficially familiar with most of its products and solutions. Now then, you need to turn them into leads and nurture them with educational content for their purchases.
GOALS OF THE MIDDLE OF SALES FUNNEL
Basically, the Middle of the Funnel requires:
- Provide more in-depth information and thus show that consumers need your solutions;
- Show specifically what products and services you can offer customers to solve their problems;
- Answering questions and breaking down consumer objections so that they can decide to buy your products;
- Transform consumers who went through the Top of the Funnel into subscribers or subscribers to your e-commerce, that is, into leads;
- Generate cold leads, that is, those who already know that your products exist, but are still not sure if they will buy them;
- Transform cold leads into warm leads, that is, those who already know that your products exist and have already decided to buy them;
- Collect data from consumers as they become subscribers and download your special materials like e-books and whitepapers.
Finally, the main objective of Meio de Funil is to direct consumers to the next stage, the Fundo de Funil, where purchases are closed.
HOW TO CREATE A HALF OF FUNNEL IN YOUR E-COMMERCE
Since the Middle of the Funnel is the stage in which it is necessary to transform consumers into leads and then nurture them with special content, you must then develop in-depth materials about your products and solutions.
The idea is to make consumers who have already had a first contact with your e-commerce feel certain that they really need the products you sell.
Thus, it is essential to develop persuasive content. Use sales pitches to show the details and advantages of your products, and thus create purchase expectations and desires.
In addition, the Middle of the Funnel content should clear up consumer doubts. He also needs to undo the consumer's objections and thereby point the right path to checkout.
At this stage, produce, for example, comparative guides, catalogs, e-books, checklists, whitepapers, posts and videos, among other materials to nurture and educate. Then exchange these materials for email and thus start a long-term relationship with the consumer. In this way, lead consumers to the Funnel Fund, where purchases take place.
TOOL TO MONITOR AND OPTIMIZE YOUR SALES FUNNEL
The main tool you need to create and manage a Sales Funnel in e-commerce is Customer Relationship Management (CRM) software with a Marketing automation platform. Here at the e-Plus agency, for example, we use the RD Station platform to manage our clients' Sales Funnels.
RD Station allows you to manage all your marketing from a single place. With it, you can work on the Top, Middle, and Bottom of the Funnel; manage your Relationship Management strategy ; measure Lead Scoring; create personalized buyer journeys and much more. It's worth checking out.
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