A Sales Funnel is a classic marketing model that represents the stages of a future customer's conversion journey, as we saw in the first article of this series.
In its simplified version, the conversion funnel is generally divided into three parts. The central part, commonly referred to as the Middle of Funnel (MoFu), is the focus of this article.
We're going to take a closer look at this second phase, considered to be the most important stage of the sales funnel.
While the first stage of the conversion funnel consists in capturing the user's attention and making him aware of a problem or solution, the second stage aims to establish a relationship of trust with him.
Let's take a look at how to create this bond with the reader and sway their choice in favour of your products and services.
For more information about how to create a successful content strategy, check ou this article.
From awareness to evaluation
After the awareness phase (ToFu), the user moves one step closer to the evaluation phase, also known as the consideration phase (MoFu).
At this stage, the visitor is aware of his problem (or has become aware of it thanks to your content) and knows that there are several potential solutions.
To solve his problem, he needs however to gather more information on the various options identified, in order to sort through them and define a shortlist of potential suppliers, with the ultimate aim of identifying the best solution.
The role of content in the consideration phase
Whereas in the awareness phase, content is more general, offering generic information about problems and their potential causes, in the consideration phase, content needs to be specific.
To be specific, evaluation content needs to be more detailed, describing precisely how the reader's particular problem can be solved with the company's product or service.
Unlike the awareness phase, where the aim is to highlight a problem and its consequences, the evaluation phase must enable the reader to deepen his or her understanding of the solution in order to make an informed choice.
By offering detailed content, the company builds rapport and trust with the reader by demonstrating its expertise.
This is where your company's products and services come in to solve a consumer problem.
But what content format offers this level of detail?
I'm glad you asked!
What type of content for the consideration phase?
The consideration phase can vary in length, depending on the type of product or service (Google's Messy Middle concepts explain this in greater detail). Buying a new car, for example, requires a longer consideration time, involving many sources of information.
Your content is just one source of information among many. The question for marketers is how to "keep" readers who have shown an interest in the type of solution you offer.
The most commonly used technique in digital marketing is to obtain their email address in order to develop personalized communication over time.
However, it's becoming increasingly difficult to get visitors to give their email address.
The secret is to consider this as an exchange of value.
What value can we provide the reader so that he's willing to give us his email address?
The user provides their valuable contact information in exchange for valuable content, often referred to as a Lead Magnet. This definition sometimes has a negative connotation. That's why it's also referred to as freebie or an ethical bribe.
Ultimately, what's important is to provide the interested reader with detailed content offering high added value. Here are some examples of good content for the evaluation phase:
- Guides or in-depth articles
- Checklists, toolboxes and other templates
- Free software downloads
- Free trials
- Quizzes and surveys
- Webinars
- Comparison charts
- Specific email sequences (a series of emails on a particular subject)
The content of the consideration phase is therefore more detailed, offering high added value in exchange for the reader's email address.
Thanks to modern marketing automation tools, it's possible to develop personal relationships with each reader (now a prospect) on a massive scale.
Now it's your turn
The consideration phase is crucial in the conversion journey, as it aims to sway a potential customer in your favour. However, consumers need time to form a clear idea and make a decision.
In other words, a visitor will rarely convert immediately after coming into contact with your content for the first time.
If you don't leverage this visit to obtain your readers' email addresses, you're forced to generate an endless stream of new visitors to your site, in the hope that, in the long run, this will result in a conversion.
The problem is, hope is not a viable marketing strategy!
So take matters into your own hands and develop valuable content, while putting in place the mechanisms to capture your visitors' email addresses in return.
Need help setting up a high-performance content strategy or implementing a marketing automation solution? Contact us for a consultation with no obligation.
This is an expanded version of the original text written in German by the author and published in the book "Marketing Buzzwords Debunked" available on Amazon.de.