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

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

Targeting your leads at the top-of-funnel

Your top of the funnel leads are in the beginning of their buyer’s journey. They have recently discovered their pain point and want to find a solution that will solve their problem. At this stage, their priority lies in gaining a better understanding of their pain point and the potential options and companies they should investigate.

The key to nurturing these top-of-the-funnel leads, therefore, lies in creating content that explores their problem. 

Here are some main ideas for creating content that will allow you to target these customers:

  • Keyword research
  • Social media
  • Competitor insight

Keyword research. Keyword research will help you understand what customers look for online based on search volume. You will see the most popular topics that matter the most to your particular customers.

Social media trends. People turn to social media to discuss their pain points as well as the companies they have patronized and the products they have purchased.

Tracking the trends across social media gives you an opportunity to build a strong community on Facebook, helping potential top-of-the-funnel clients find you. It also allows you to get in front of the competition and reach your audience at the peak of their interest as social media is designed to be a social site.

Competitor insight. Look to your competitors to better understand what customers want to see. Look for gaps in your content, and how they rank for keywords that you do not. You should have a thorough understanding of what your customer wants and needs.

Bringing in traffic and increasing your appeal for top-of-the-funnel leads helps you grow your business. Next, is the middle-of-the funnel.

Win over your mid-funnel leads

When you want to target customers at this stage of the marketing funnel, you will need to understand their comparison process, as this is what your customer is doing. They have already researched several companies and solutions, and they want to know why they should work with you.

If you have not made direct content with your potential customer at this point, then the online strategy that engages the customer at this level would be producing quality how-to videos, downloadable PDFs, blog posts and landing pages with detailed information. 

The mid-funnel level is about conversation and making the customer feel special with personalized emails, calls or gifts to help maintain their interest and convince them to take the next step in the sales process. Gifts can be a dinner, a round of golf, or a trip to the winery with their family. These steps ensure your mid-funnel leads are engaged and managed appropriately, increasing the likelihood that they will become successful sales opportunities.

As leads progress through the top-of-the-funnel stages into the mid-funnel stages, you want to make sure you are providing helpful information, building a relationship with your potential customer and uncovering potential topic ideas and themes for content you will create to keep their interest.

Close your bottom-funnel leads

Leads at the bottom of the sales funnel have reached their destination. In other words, they are ready to buy and all they are doing at this point is double-checking that the investment they are making is for sure going to fully solve their pain point.

This stage is less about customer insight, and more about competitor insight. Your sales team will play an important role in this process as they have already been in dialogue with the lead. At the same time, you want to continue to monitor your competitors and see what they are offering their prospective customers. Most customers at this stage are comparing one or two other companies and if you truly want to close them, then you need to offer them a better deal then the one they got from your competitors. 

Once all is said and done, make sure your customer understands the details of your offer and doesn’t have any questions before signing the contract.

Related: Marketing: What is a good marketing strategy?