On this episode of The Agency Accelerator, host Rob Da Costa dives into the crucial topic of middle-of-funnel marketing. He explains why agencies should focus on educating potential clients and providing genuine value that helps them move closer to making a purchase decision.

Tune in to discover how to master the middle of the funnel and build customer trust, authority, and loyalty.

Time Stamp

[00:00] Introduction: In this episode of Agency Accelerator, we will discuss the importance of focusing marketing efforts on middle-of-funnel activities.

[00:42] What is the middle of the funnel? Rob explains that the middle of the funnel is where you nurture new leads, educate them, and provide genuine value to bring them closer to purchasing.

[01:15] Why is the middle of the funnel important? Rob explains that agencies tend to generate new leads coming into their business, but they are not good at the next stage, which is the middle of the funnel. He says effective middle-of-the-funnel marketing activities can help businesses build trust, establish authority, and increase customer loyalty.

[02:12] Examples of middle-of-the-funnel marketing activities. Rob explains that examples could include email nurturing campaigns, webinars, free trainings, detailed case studies, free trials, strategy calls or free consultations.

[03:30] Providing genuine value. Rob talks about how providing genuine value can help to build trust, establish authority, and increase loyalty with prospects, which may ultimately lead to a conversion.

[04:20] Starting with a clear niche and understanding the customer. Rob emphasises the importance of having a clear niche and really understanding the customer. He suggests agencies address specific challenges or concerns that potential customers may have that keep them awake at night and then start to provide solutions to those problems.

[05:22] Personalise your messaging. Rob talks about the importance of personalising messaging as much as possible to ensure relevance and effectiveness.

[06:05] Offer free trials or consultations. Rob recommends offering free trials, free demos, or free consultations to your potential customers as a way of building trust and demonstrating value.

[06:45] Engage with your audience. Rob emphasises the importance of engaging with your audience, whether it's through social media, webinars, or other channels.

[07:12] In conclusion, middle-of-the-funnel marketing activities are essential to building and scaling a successful agency. By providing genuine value to potential customers, agencies can build trust, establish authority, and increase customer loyalty, ultimately leading to more conversions and greater success.

Quotations

“The middle of the funnel is where you really build trust with your potential customers, and ultimately, that's what's going to lead to conversions." - Rob Da Costa

“Middle-of-the-funnel marketing is all about providing genuine value to potential customers, rather than just pushing sales pitches onto them.." - Rob Da Costa

“If you're only focusing on top-of-the-funnel marketing, you're missing out on a massive opportunity to really connect with your audience and build lasting relationships." - Rob Da Costa

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