Mid-funnel: Nurturing customers with personalized tactics

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Traffic: The number of people who arrive at your website or landing page from a particular ad or link.

Click-through rate (CTR): The percentage of clicks your ad or link receives compared to the total number of impressions.

Evaluating the performance of your TOFU campaigns will help you understand what’s working and what’s not, so you can adjust your strategy, generate more awareness, and drive more potential customers into the mid-funnel.

When potential customers reach the mid-funnel, they are more actively considering their options to solve a particular problem or meet their needs. In an effective full-funnel strategy, efforts now need to guide this audience toward their final decision.

How? By providing valuable, relevant content and meaningful interactions that entertain, software managers email database educate or engage your target audience while helping them solve their problems or meet their needs.

Example of MOFU
Smartling is a translation tool widely used by businesses to automate multilingual websites, marketing campaigns, and user experiences. As a B2B company, Smartling offers educational and informative events and content on technologies and trends in the translation field. The company promotes its upcoming webinars on LinkedIn, targeting relevant audiences who may be interested in learning more about machine translation and learning about Smartling’s offering. By positioning itself as an expert in this field with its free webinars and content, Smartling is consolidating its brand authority and relationships with its audience, which is crucial for nurturing leads at this stage of the funnel.


MOFU Tactics
Ebooks/how-to guides: Go deeper into topics that interest your audience and highlight your company's position as an expert in the field.

Email marketing: Share relevant and informative content and encourage recipients to take the next step in the purchasing process.

Webinars: Educate your potential customers on topics related to your products or services and demonstrate your expertise in the sector.

Testimonials/reviews: A particularly popular and effective tactic for B2C companies and e-commerce, which is often complemented by influencer marketing.

At this stage, action-driven content is essential, and incorporating compelling offers and CTAs is key. This type of content should nurture potential customers and actively move them through the funnel to the next stage of the buying process.

CTAs should be tailored to the needs and interests of your target audience and provide clear, tangible benefits. Personalized CTAs have been shown to convert 202% more than non-personalized ones, so they should be clear, specific, and targeted to make them easy to click through.