A repository of acronyms, jargon, and useful definitions perfect for eCommerce founders & marketers like yourself.
The middle of the funnel includes marketing activities midway through the funnel that supports customer research and evaluation. The middle funnel content is solution-focused that helps to solve the problems of the buyer and make their experience better. For example, if you saw an ad on your Instagram for software(Top of the funnel) and after taking a trial for a week(Bottom of the funnel), you decided to signup for the subscription. You got a solution for your problem through the Instagram feed which acts as the Middle of the Funnel strategy.
Another great example of middle-of-the-funnel content is when you offer a real-world customer experience and tell your audience about how your product has helped other brands to solve their problem, then this customer validation supports the buyer’s research and evaluation process.
While the top of the funnel acts as a wide net to get more leads, the middle of the funnel focuses more on getting the relevant prospects. The relevant leads are quite ready to make a purchase, they are just looking for the best solution. So, we need middle-of-the-funnel marketing to create content and tactics that target the research goal of the buyers.