Did you know that 81% of buyers conduct research before making a purchase and 67% of the buyer’s journey is now done digitally. Consumers are spending more time than ever considering the purchases they are making. They are evaluating alternatives, reading reviews, and looking for proof that your product or service is the best fit for their needs. It is essential that you are providing the information and resources that make their decision easy. So ultimately, they choose to become your customer not your competitions.
The middle of the sales funnel is where this all takes place within the customer journey. It is also known as the consideration phase. Here your potential customers move from just being aware of your brand, products or services to actively deciding whether they want to make a purchase.
It can be a tricky part of the sales journey to navigate because not all viewers of your marketing will be ready to make a purchase at the time they see it. Understanding who your customers are and tailoring your messages to them means they are more likely to purchase from you when they are. As an award-winning digital marketing agency, LOCALiQ has extensive experience helping businesses from all industries navigate the crucial middle funnel. We’ve put together our guide to winning the consideration phase and helping your business grow.
What is the sales funnel?
The sales funnel is a model that shows the journey customers take towards making a purchase from your business. It is broken down into the key steps which they will go through before deciding to buy your product or service:
- Top of Funnel (Awareness Phase) = “Now I know you exist”
- Middle of Funnel (Consideration Phase) = “Now I’m interested”
- Bottom of Funnel (Conversion Phase) = “Now I’m ready to buy”
Understanding this journey can set you up for success. Having a steady flow of potential customers coming through your sales funnel is essential for maintaining a healthy business and staying profitable.
Why does the middle of the funnel matter?
It’s easy to pour resources into the top of the funnel to build awareness of your brand or bottom of the funnel to encourage sales, but the middle of the funnel is where decisions are shaped. At this point, potential customers are actively comparing options, researching solutions, and building their shortlist. Get this stage right, and you’ll see a measurable growth in your business.
For many SMEs, the mid-funnel is the hardest to influence as they may have limited marketing content, a smaller brand presence, and it may find it harder to stand out against bigger competitors. That’s where a strong marketing strategy comes in and LOCALiQ can help with this.
The role of the consideration phase within the sales funnel
The middle of the funnel bridges the gap between initial awareness and the final decision. Potential customers are evaluating options, comparing solutions, and looking for credibility. What you do at this stage determines whether they continue to move through the customer journey and down to the conversion phase of the sales funnel model. A strong middle funnel strategy can lead to higher-quality leads, better customer relationships, and long-term business growth.
What happens in the consideration phase?
During the middle of the funnel or the consideration phase, potential customers will already be familiar with your brand, products and services. They might have shown an interest already, but they need more information before making the decision to purchase.
The middle is where you should focus on:
- Nurturing trust
- Answering any doubts
- Showing what makes your products or services different
- Prove value over time
Skip this step, and your potential customers are forced to decide without enough information. This means they are less likely to progress along the sales funnel and might drop out altogether.
Stay front of mind to win the sale
The middle of the funnel is all about clearing the obstacles preventing customers making a sale and building upon the brand awareness you already have. Staying memorable for when your customers are ready to buy.
Being front of mind doesn’t close the sale immediately but it does make the sales journey shorter and smoother. If someone already knows you, already trusts you, and already connects you with the product or service they need, then you’re already on the way to closing the deal and making that sale. Once someone becomes familiar with your product, this is the sweet spot where middle of the funnel marketing shines.
The aim with the consideration phase is to create engagements with existing and potential customers which are meaningful to them. Ensuring your brand stays at the front of their mind by offering value, answering questions and addressing any hesitations.
It’s important to remember:
- Awareness fuels preference, people remember brands that show up consistently.
- Most people aren’t in market today, but when they are, being front of mind wins the first shot at the sale.
- Awareness makes the funnel easier.Brands who invest in being known now will move prospects faster when the time is right.
How to create a strong middle of the funnel marketing strategy
Effectively grabbing the attention of potential customers during the consideration stage requires a strategic approach that builds trust and moves them closer to making a purchase. Middle of the funnel marketing should speak directly to them, giving detailed information about your brand, products and services. The best marketing is often educational rather than pushing sales at this stage. Your potential customers are still considering their options and looking to understand how your brand best meets their needs. Most consumers will respond well to content that is genuinely helpful and assists them in making the right purchase decision.
Consider including the following in your middle of the funnel marketing strategy:
Tailored content
Create a range of resources that are educational and personalized to your potential customers. It must answer their questions, remove barriers preventing them from purchasing and builds trust. Examples of tailored content you could produce is case studies, product comparisons, webinars and video tutorials.
Audience segmentation
Separating your sales leads into groups helps to ensure you are tailoring the marketing and messages you send them, meaning they are more likely to engage with and remember the information. The more engaged potential customers are with your brand, the higher the chances they will make a purchase from you in the future. Some of the segments you can group customers into includes behaviour, demographics, engagement levels, and interests.
Social media engagement
Social media is one of the easiest places to build and maintain a relationship with your existing and future customers. Regular touch points across platforms allows you to be consistent with your messaging and marketing, helping to keep your brand, product or services front of your audience’s mind. Alongside sharing educational and helpful content, you can also harness the power of user-generated content and customer testimonials to build trust and credibility.
Make your customer journey easy to navigate
77% of B2B buyers state that their latest purchase was very complex or difficult. Whichever middle of the funnel marketing strategy you decide to use, it’s important to ensure it lands with the people you want it to. Complexity kills momentum.
The more friction your potential customers encounter along the sales journey, the more likely they are to stall or drop off the sales funnel. Keep the journey simple and easy to navigate by providing clear, structured content, anticipate questions, and make the next steps obvious. When you remove the barriers, it transforms the sales process into a smooth path towards making a purchase.
Gain a middle of the funnel advantage with LOCALiQ
It’s not always easy to know where to begin with middle of the funnel marketing, but LOCALiQ makes it simple with strategic campaigns designed to drive results. We’ve helped countless businesses like yours, whether you’re a sole trader, a growing small business, or part of a marketing team, achieve their sales and growth goals with confidence.
As part of Newsquest Media Group, one of the UK’s largest local news publishers, we offer a unique advantage. Our online news environments are built for engagement. Visits to our news sites are longer and more intentional. This means we can turn readers into customers for our advertisers, by blending trusted content with smart digital tools. Helping you reach the people who matter most and grow your business effectively.
Contact us today to discover how you can attract more customers, win the middle of the funnel and grow your business through trusted local news partnerships as part of your marketing strategy.
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