The Magic In the Messy Middle

If you've known me for very long, you've heard me talk about the magic of having the right lead magnet for the stage where your ideal client enters your funnel. (If you don't have a lead magnet at all, we need to talk about that. Just skip to the end and book a coffee chat. #notkidding)

In a perfect world, you would have at least three: top, middle, and bottom of funnel. These should showcase your authority & expertise in your industry while being expressed in different formats or types of content.

The stage at which someone first interacts with you (AKA “entering your funnel”) determines what type of content will resonate with them. What are they looking for when they first find you? Do they know exactly what problem they are trying to solve? Have they seen other people getting results that they want for themselves?

There’s a ton of ways to attract people at the top-of-funnel - and most freebies/opt-ins/lead magnets that people quickly put together fall into this category. You’re throwing something generic out into a huge pond and not really caring which fish you catch at this point (or if they run off with your bait for free and you never hear from them again. Instant unsubscribes - it's okay, we’ve all been there! No judgement here.) But we can do better.

A critical part of the middle-of-funnel (MOF) is recognizing that people might stay there for quite a long time before they move forward into interacting with you further or making a purchase decision. So, it’s important to continue offering value. Put some thought into how you're going to nurture them and keep their interest! This is an opportunity.

The right lead magnet(s) can not only keep your audience engaged, but also deepen their connection with you, and grow that important Know, Like & Trust factor that you’re always hearing about.

The middle of the funnel is where potential clients are pondering their options.?

Often referred to as the "consideration stage," this is where things are getting really interesting. At this point, your potential clients are “problem-aware” and know that solutions exist (thanks to your quality top-of-funnel activities like your blogs, social media posts, and possibly other lead magnets). Now, your leads are no longer just browsing; they're considering whether your service or product is the right fit for them. This is your chance to nurture that interest into a decision.

They know they need help, and now it's about staying top of mind and proving your value. At this stage, lead magnets are not just about capturing emails; they are your chance to educate and provide solutions that resonate deeply with their needs, as well as integrate your values into what you offer - crucial for building trust and keeping them coming back.

Following up in the MOF means being proactive, yet patient. It's about guiding your leads through their decision-making process with interactions that address their specific concerns. Think of it as being a helpful friend who’s there to offer advice and answers without pushing too hard.

For example, if you notice a lead has spent time exploring your service pages but hasn’t taken the next step, you might send them a personalized email offering a consultation, or access to a webinar that explains more about what you offer. It’s all about making them feel supported and informed as they move closer to making a decision.

So, keep your communications warm, helpful, and focused on adding value. Nurturing those connections ideally leads to a lasting relationship when they see they can rely on you and what you offer.

Effective Lead Magnets for Your Middle-of-Funnel

As I mentioned at the beginning, some formats and types of content make more sense at certain points in your clients’ journey than others. Middle-of-funnel is the sweet spot for using a wide range of lead magnets - the longer someone lingers in your universe before a purchase decision, the more types of content they may want to consume.

People also have widely varying learning styles and preferences, so offering several types of content doesn't mean you’re reinventing the wheel, you’re just repurposing what you want to? communicate into different ways of interacting with it - for example, I love to read, but if I have a long drive somewhere I’m absolutely going to be listening to an audiobook or podcast. Maybe I’ll look at the accompanying workbook later when I get home, and also watch a tutorial on YouTube by the same person the next day.?

That person didn't write an e-book, then put together a completely unrelated workbook pdf, and then go on a podcast and talk about something else - it’s all part of their ecosystem of marketing assets - working together, with a cohesive overall message and end goal, and designed to drive me toward their signature service.

Here’s a few MOF lead magnet ideas and why they work:

Webinars

• Why They're Great: Webinars let you offer real-time interaction - you can chat live with your audience & answer their questions on the spot - which makes them super engaging and just right for when your leads are getting serious about finding solutions, Plus, it's a fantastic way to show you're there to help them out personally and address their specific concerns, which fosters connection and builds trust.

Mini-Courses or Challenges

• Why They Work: Mini-courses delivered via email or through a series of videos keep your leads learning from you over a period of time, which maintains engagement & helps them get to know, like & trust you bit by bit, and guides them closer to deciding you’re the right choice.? Each touchpoint they engage with is a “micro-commitment” that prepares them for more significant interactions. If they get a quick win and/or a shift in their perspective about one of their pain points, they are closer to being convinced you’re the one to take them the rest of the way to their desired outcome.

Interactive Calculators, Assessments, or Quizzes

• Why They're Great: Everyone loves a good quiz! They’re not just fun; they also give your leads insights about themselves while allowing them to discover how your offer(s) might line up with their needs. Plus, you get to learn more about them too, giving you valuable insights into their preferences and pain points (marketing research GOLD that they provide willingly by just answering the questions!)

It also provides you the opportunity to make your followup with them extra relevant and personalized, increasing the likelihood of moving them closer to a decision to work with you.

Case Studies, Testimonials, and Success Stories

• Why They're Important: There’s nothing quite like a good success story to show what you’re capable of. Sharing how you’ve helped other people just like them can reassure them that they’re in good hands. It’s a powerful way to build trust and show the real results of working with you. Bonus points if you've collected video testimonials - they’re VERY persuasive, since your potential clients get the full emotional connection of seeing and hearing someone else talk about their experience with you and your process.

E-books

• Why They Work: E-books can be your secret sauce for sharing the depth of your knowledge by thoroughly exploring your topic, providing detailed insights, and showcasing your expertise. They're perfect for this stage because they affirm your authority in your field and help your leads feel more informed and ready to make decisions.? Often, this seems like the most “boring” thing to make, but it gives people who might be hesitant to interact with you in other ways a low-barrier way to really go deep with your content and learn about what you offer on their own timeline.

While it might feel overwhelming to keep producing content, just remember repurposing is the magic element in all of this, and I keep hearing from other service businesses that they often sell high ticket packages to people who have literally never interacted with them live, just consumed their content quietly until they were ready to buy.

One of the things that makes ROI so hard to measure with marketing is that you never really know which element, at which moment in time, is going to be the tipping point in someone’s decision-making process - and it’s likely to be different for everyone!

By providing useful and impactful information on an ongoing basis, you’re not just nurturing them toward a sale; you’re genuinely helping them, which makes all the difference when they’re ready to move beyond the ‘messy middle’.

Each of these lead magnet types works to keep your leads learning and engaged, helping them move from just thinking about finding a solution to actually choosing one - hopefully, YOU!

If you'd like to talk more about creating the right lead magnet for your audience, I'm happy to chat anytime!

Grab a spot: bit.ly/CoffeeandStrategy

OR

Drop in to Tech Support Tuesday - it’s my open office hours for asking me anything. We can work on whatever you’d like - content creation, copywriting, or coding.?

First come, first served, Tuesdays 1-3 pm Central (NEW HOURS)

https://visionandmomentum.com/tech-support-tuesday

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