Audience First Digital Marketing Marketing Strategy

Nurturing your Customers

This is the second of three blogs in our Funnel series, where we talk about nurturing your customers in the middle of the marketing funnel.

Now that you’ve built some awareness for your brand at the top of the funnel through your awareness campaign, you should have been able to attract some potential customers. Your job now is to move them down to the middle of the funnel, which we mentioned briefly in the previous blog.

In this second part of the funnel series, we’ll be talking about the “middle of the funnel” (or MOF), in more detail, and share some tips and tricks you can use for your own business or brand. 

“The mid-funnel is the area of your sales process where leads have been generated, identified with means of contact, and qualified as worth chasing. The content in the mid-funnel is what bridges the gap between the top-funnel introductions and intrigue and the conversion at the bottom of the funnel.” – Chief Marketer Magazine

The middle of the funnel (or MOF) is the stage right after awareness. Your customers now have an idea of your brand or product but haven’t decided whether or not they want to purchase from you. So now you have to do the work in order to convince them why they should.

Looking at it from the perspective of the consumer, this is the evaluation stage. At this point they are most likely doing their research and weighing out their options, making them the perfect candidates for targeted marketing campaigns. 

From your point of view as a marketer, on the other hand, the middle of the funnel is your conversion stage where you’ll have to find ways to directly convince your potential market why they should choose you over your competitors.

How to nurture customers online

The wonderful thing about the digital age is that there are so many different ways and platforms you can use to reach your potential customers. And with the tools available to you, you can even be more specific about the audience you want to reach so that you can generate higher quality prospects who will be likely to convert. Now that you’ve attracted some prospective customers, let’s talk about how to reel them in further.

Here are 4 quick tips on how you can nurture those customers online:

1. Use retargeting techniques to continue communicating with customers you’ve advertised to.

Retargeting is an online advertising technique that helps you re-market your brand or product to people who have already visited your website or page. 

They may have been interested in your product or service at one point which is what brought them to your site in the first place. Your goal is to capture their attention again. There are many ways you can go about doing this, but here are our three favorite examples:

  • Retarget your audience by specific URL visits – This means serving them relevant content depending on the specific actions taken on your website.
  • Retarget existing customers – At one point, even your existing customers may become unresponsive — it may be because they feel like they’ve already gotten everything they needed from you, or because they forget that you’re there. Whatever the reason, retargeting is a great way to upsell new products or try to convert them to another existing product. And what’s even greater is that you’re already talking to an audience who you know is interested in your product. 
  • Create ads based on how they engage on your page – Another option is to use Facebook’s “Lead Ads” tool. These form-based ads offer your audience lead magnets such as promos or exclusive offers in exchange for their information like an email address or phone number. 

2. Sweeten the deal by developing engaging content and see how potential customers react.

Developing content that specifically seeks to engage the audience and get a reaction from them helps you connect with them. Get a pulse of your audience’s interests by going ahead and introducing engaging content in the form of tips, funny videos, quotes, and maybe even offers to test the waters. From there you can study how they react, engage, and even participate depending on the type of content you publish.

3. Identify hesitations potential customers may have about your product. 

One reason why your potential customers may not have converted yet is that they may have some hesitations about your product or service. Another wonderful thing about marketing online is you can directly connect with your customers, which means you can investigate what hesitations they may have about your product. 

Part of learning about their behaviors involves scrolling through the comments section to find out what they’re saying, and analyzing ad performance to see which messages are performing well, which helps you see what they are connecting with. Doing these things allows you to understand your audience even better to inform your future campaigns.

You can do these yourself, or you can hire a marketing professional to help you sift through the information (FYI – we do this for clients!). Professional marketers will most likely have the tools and technology to do this more efficiently.

4. Continue creating and sharing content that can motivate them to buy.

Knowing what your customer’s pain points are, and listening to what they say can inform your content and make it more relevant. You could even provide them with content that helps them make a decision whether they should buy your product or service.

 Other prime examples of content you can develop to help you market to customers include:

  • Product comparisons
  • A guide to using your product
  • Testimonials from others

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

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