Marketing: How to Open and Close Top, Middle and Bottom of the Funnel Sales Leads

Grozina / Marketing: How to Open and Close Top, Middle and Bottom of the Funnel Sales Leads

Marketing: How to Open and Close Top, Middle and Bottom of the Funnel Sales Leads

Nurturing Your Top-of-the-Funnel Leads

At the top of the funnel, leads are at the initial phase of their purchasing journey, acknowledging their issues and seeking solutions. Your objective here is to provide them with insightful content that sheds light on their concerns.

Key strategies for targeting these customers include:

  • Conducting keyword research to identify what your target audience is searching for online
  • Leveraging social media trends to engage with potential clients and build a community around your brand
  • Gaining insights from competitors to identify what your target audience values and where there might be content gaps on your part

By driving traffic and enhancing your brand’s attractiveness to these leads, you’re setting the stage for business growth. The focus then shifts to the middle of the funnel.

Engaging Mid-Funnel Leads

Your customers are now evaluating their options, comparing different companies and solutions. This is the time to highlight why your offering is the superior choice.

To connect with customers at this stage, consider creating:

  • Detailed how-to videos and blog posts
  • Downloadable resources like PDF guides
  • Personalized outreach efforts such as emails, phone calls, or even tailored gifts to foster a relationship and encourage further engagement

These efforts aim to keep mid-funnel leads interested and guide them closer to making a purchase by offering valuable information and making them feel valued.

Converting Bottom-Funnel Leads

At the bottom of the funnel, leads are ready to make a purchasing decision but are still finalizing their choice. This phase emphasizes the importance of differentiating your offering from your competitors.

Strategies include:

  • Utilizing your sales team’s insights from interactions with the lead
  • Monitoring competitor offerings closely to ensure you can provide a more appealing deal
  • Making certain that the lead fully understands the value of your offering and has no lingering questions before finalizing their purchase

At this stage, the goal is to reassure the customer of their decision, emphasizing the benefits of choosing your solution over the competition’s.

Related: Marketing: What is a good marketing strategy?