Mid Funnel Marketing: it’s the most neglected part of the process

Mid Funnel Marketing is the part of the sales process that everybody ignores.  Everybody tries to feed the top of the funnel, searching for prospects wherever they can, with wild “shotgun” advertising.  It’s the Wild West, trying to “lasso” anybody “with a pulse” who could be talked into buying from you.  The top of the funnel is where the money is spent, and that’s exciting.  In fact, businesses spend 94-96% of their marketing budget just trying to attract potential customers, and load them into the funnel.  That doesn’t leave much for the rest of the process.

The Bottom of the Funnel is where all the fun is: that’s where the money is made.  A few of the prospects who got shoveled into the top of the funnel are still there, and they’re ready to buy.  That’s when the cash register rings.

Mid Funnel Marketing is where the work is done.

Once a prospect shows any interest in your business, it’s time to show them how you can help them.  They’ve visited your website and they might be interested.  But shoppers are better prepared than ever, and will do their research online.  Once they have they’ll want more.  Many will pick up the phone and call you.

You need to be ready.  This is the crucial point of the sale where you can win.  Customers want answers that they didn’t get from your website.  Every time your phone rings, it’s a potential sale.  Are you ready?

You can be.  This isn’t “your first rodeo.”  You know your products and services, and you know what your customers need.  So be prepared with

• inside sales reps (or CSR’s) who know what to expect, and have the answers
• a strong knowledge of your products
• specific information that they can point callers to on your website, and
• testimonials from satisfied customer
• marketing messages on hold

Marketing Messages on hold

What are they?  They’re the informative messages that your callers can listen to when they wait for “the next available customer service representative” (while they wait in the “queue”), or while on hold when waiting for your salesperson.

Marketing Messages on hold are custom written and recorded to provide the key information that your prospects want when they’re in the middle of the sales funnel.  They have a specific job to do, and will make your CSR’s job easier.  Well written messages prompt the right questions, and start the right conversations that lead to sales.

Affordable marketing tool

Your business spends almost 96% of your marketing budget trying to attract prospects.  But what do you do to move them through the middle of the marketing funnel?

Find out more

Find out more about the affordable marketing messages that help your prospects become customers.  Click here for more information.

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