If you’re running a marketing services business, you might create content about how to choose a marketing agency, pricing guides, whether a company should go contract or hire in-house, etc. The above examples are non-promotional, educational content resources we’ve created for our readers who are considering hiring marketing agencies – i.e. in the middle of the funnel (MOFU).
The idea is to condition your users. Don’t push towards selling only your products, make it a point to create comfortability with users thus allowing a relationship to form. Make contents that are relevant, timely, and tends to help users. Or engage in creating games or mini games so your site or page could be deemed as not only informative but also engaging in a good way.
Audible is an Amazon-owned producer of audiobooks and spoken-word entertainment. This platform builds awareness and brings potential subscribers into their sales funnel by partnering with authors of books featured on the platform to promote their audiobook using a free one-month trial for the service. When users sign up for the free trial, they are given 30 days to use the service before being automatically enrolled in a monthly subscription.
Customers move on to Stage 5 when the sale is complete. Try sitting with your team and brainstorming upon the kinds of information these customers are going to need, as well as how you’ll provide it as part of a cohesive onboarding process. Although at this stage you don’t really need to worry about customers finding you or moving on to the next option, it’s still vital to address their needs so that they walk away feeling good about their purchase decisions.
Through developing your online course, you should have the basis for some initial content to promote. Certainly, if you are just starting to create a course, then now’s the time to think about repurposing some of the content you will create. This would be blogs, guides, checklists, review articles, videos, webinars, podcasts, opinion pieces on Medium and LinkedIn and so forth. Make sure in this phase to create one or more lead magnets, such as guides, checklists, diagrams, etc. that you can leverage to collect emails later on.
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In our Teachinguide survey, online instructors ranked marketing courses as one of the top challenges they face.  In previous articles we’ve begun addressing this issue by providing some tips on various marketing tactics.  That said, apart from creating great course content, the # 1 marketing activity that you should spend your time on is creating your online course sales funnel.  Course coupons and/or a blog alone won’t drive people to enroll in your course in droves. 
You can also promote your leads magnets on social media to generate leads or include a link to the landing page to your email signature. According to a recent Newoldstamp report, 34% of businesses that use email signatures for marketing generate leads by adding CTAs or clickable banners to their sign-offs. Email signature marketing platforms like Newoldstamp or MySignature allow us to automate the process.

When these would-be buyers become interested enough in her products, they request an online demonstration by filling out the form on her landing pages. These requests are routed directly to her salespeople, who, because they’re dealing with warm leads, close roughly 50% of the customers to whom they demo. Molly’s company closes more sales than Norman’s, with fewer salespeople and no time spent on cold calling.
You need to understand your audience like you do your very own yourself. You are aware of your dislikes and likes, you know what problems you face and you know the sort of people you will let help with those problems. If you learn to know your audience in the same manner, the chances of you establishing a genuine connection increase vastly. You will also be able to guide more people through your sales funnel and get those coveted ‘closed-wons’.
Now, you don’t need a massive advertising budget or a product that targets a basic human need to use this approach. Whether its a paid search ad that addresses the main reason behind someone’s search or a paid social ad that connects your target audience’s need to what you sell, good Stage 2 marketing helps people connect the dots between their pain and your solution.
Here’s where you can position yourself as the industry expert they’re seeking with content that helps them. Try doing some keyword research to figure out what types of content you should be creating for the middle of the funnel (MOFU) audiences — you can find out which search terms in your niche attract high volumes of traffic and create content around those queries later.
Eric Siu is the CEO of digital marketing agency Single Grain, which has helped companies such as Amazon, Uber and Salesforce acquire more customers, and co-founder of ClickFlow, an SEO experimentation tool that helps you increase your Google ranking. He also hosts two podcasts: Marketing School with Neil Patel and Growth Everywhere, an entrepreneurial podcast where he dissects growth levers that help businesses scale. Follow him on Twitter @ericosiu
Of course, implementing this isn't easy. You need to first develop your stories, then decide on how you're going to convey those stories and at what drip-rate. For example, your first email or two might go out on the day they first signup, then one email per day might go out afterwards. How much of that will be story-based and how much will be pitches?
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