Nurturing leads in the middle of the funnel (MOFU) means finding clear, consistent ways to communicate the value of your product. Luckily, you’ve already got your audience’s attention and they’re now considering purchasing from you — they just need some more info. That’s where smart content comes in. Let’s check out a common marketing struggle:
Dear Matter,
I’m the owner of a custom dog food service that caters to pups used to a certain standard of living. We’re doing a lot of lead nurturing and I’m still never sure people get what we do. If I have to answer another question about customizable kibble, I’m going to roll over and play dead. How do I take this dog food dilemma off my plate?
Sincerely,
Batty About Rich K-9s
Dear BARK,
We might suggest skipping the dog park for your next lunch break. But before lunchtime rolls around:
If you’ve been spending way too much time going over the basics of your business with leads in the middle of your sales funnel, let us show you what an explainer video, an infographic or an email workflow can do for your business.
Yours,
Matter MKTG
MOFU is the time when your audience is hungriest for information about your product. Still, very few people have an appetite for long, dry lists of tech specs — your content should always tie any product features back to a unique value proposition (sure, you might use only the highest-grade ingredients in your custom kibble, but the important thing is what that means for your furry friend’s quality of life). This way, your prospects can justify choosing you over the competition.
Explainer videos, infographics, and email workflows all help educate your audience on your business’s differentiators and can be used on their own or in conjunction with each other to guide your prospects further along the sales funnel.
Explainer Videos: Build Confidence and Break Down Complexity
78% of us prefer to learn about a product by watching a video, which makes explainer videos the perfect way to introduce new tech or break down a complex challenge your product is solving. Not only that, but they look great while doing it (convincing your audience that your business is capable, polished and maybe even kind of cool).
These are typically 2-3 minute videos that make the most of your audience’s limited attention span. Ideally, they live on your website or somewhere your audience can easily find longer, more in-depth content that backs up the storytelling with the really nitty gritty details (like an ecommerce site).
Infographics: Make Key Info Scannable and Visually Impactful
Some things are easier to understand when you see them mapped out for you. Infographics take advantage of our brain’s naturally high capacity for visual processing and help you get your message out to a 30% larger audience than written content alone. They’re ideal for things like comparisons, processes, timelines, stats – all the kinds of information that get lost in a wall of text.
A thoughtfully designed infographic can answer five FAQs in one glance, helping a hesitant lead get the clarity they need to move forward. It can be used to help your customers understand complex processes in a few short steps, supporting written content in a blog or an email, backing you up in a presentation or speaking for itself on social.
Email Workflows: Help a Busy Lead Stay on Track
Selling to your local pet store or handling other B2B transactions? An email workflow may be the best way to connect with busy prospects that would appreciate you taking the follow-up off their plates (77% of B2B buyers prefer that you get in touch via email).
Unlike the mass of spam we’ve all gotten used to deleting each time we open up our inbox, emails originating from a workflow are personalized to touch on pain points and themes specific to the recipient. This series of messages is automatically sent out to leads based on their behavior, creating an ongoing sequence of relevant education and outreach.
You can use a workflow to introduce your company, answer common questions, share testimonials and say everything you need your audience to know, without trying to cram it all into one piece of content. It gives you a chance to create the ideal buyer’s journey by introducing new information to your leads in digestible amounts at a rhythm that builds curiosity without overwhelming.
The Takeaway
In the middle of the funnel, you should focus on delivering a concise, straightforward message about what buyers can expect from your product, how this makes you different from every other business out there and why that makes you a good choice for them. Clear, reusable content will help you stay top of mind with that messaging, so that your already-interested leads don’t fall through the cracks. In other words: nail your MOFU message once and your content can take it from there.
Spending too much time crafting that perfect message? We’ll help you find the right words and turn them into content that keeps the momentum going. Let’s make it happen.