A Guide to Winning in Mid-Funnel Marketing in eCommerce

A Guide to Winning in Mid-Funnel Marketing for eCommerce Businesses


The mid funnel marketing is crucial as it helps brands build strong connections with their audience, moving them from casual visitors to potential buyers.

Yet, many overlook this stage, focusing instead on generating leads and making sales.

This guide shows why this middle phase is vital for building lasting customer relationships and long-term success. 

What is Mid Funnel Marketing?

Mid-funnel refers to the stage in the customer journey where potential customers have moved beyond initial awareness of a product or service but have not yet reached the decision-making phase. This stage serves as a bridge between the top of the funnel (TOF), which focuses on creating awareness, and the bottom of the funnel (BOF), which is geared towards converting leads into customers.

The main aim of mid-funnel marketing is to deepen people’s understanding of the product or service, address any concerns they may have, and ultimately guide them towards making a purchase decision. It’s all about keeping potential customers interested and helping them feel confident about choosing your product or service.

full sales funnel
Full funnel marketing integrates touchpoints for a cohesive customer journey, emphasizing continuity and personalization for success.

The Importance of Mid-Funnel in the Customer Journey

As mentioned above, the mid-funnel is pivotal in the customer journey, serving as a bridge between awareness and conversion. It nurtures leads, addresses their needs, and guides them towards a purchase. This may involve tactics such as personalized communication, email campaigns, webinars, interactive content, and more. Neglecting the mid funnel marketing can lead to missed opportunities and disrupt the seamless progression of individuals through the customer journey.

Winning Mid Funnel Marketing Tactics

Here are some winning marketing tactics that can elevate your mid-funnel efforts and enhance engagement.

Educational Webinars and Workshops

Educational webinars and workshops in the mid-funnel serve as powerful tools for nurturing leads. These live or on-demand sessions provide an opportunity to share valuable insights, industry knowledge, and solutions relevant to prospects’ pain points. To maximize engagement, encourage active participation through Q&A sessions, polls, and group discussions. This not only imparts knowledge but also fosters a sense of community among attendees. 

After the event, follow up with personalized emails, sharing additional resources and reinforcing your brand’s expertise. Educational webinars establish your company as an authoritative source, making prospects more receptive to further interactions and conversions.

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Interactive Product Demos

Interactive demos during the mid-funnel stage offer prospects a hands-on experience with your offerings. Tailor these demos to showcase personalized features and benefits, while incorporating interactive elements like Q&A sessions to address any concerns.

Furthermore, ensure seamless access to resources that reinforce the value of your product, boost engagement, instill confidence, and guide leads towards conversion.

ChopValue excels in using interactive demos to spotlight sustainable products.

ChopValue, as a successful Shopify store, adeptly leverages interactive product demo strategies to highlight its sustainable products.

Through a well-crafted video, the brand seamlessly combines detailed showcases with hotspots, directing viewers to product specifics and purchase processes. This approach offers a compelling model for other eCommerce brands to showcase their products effectively.

Customer Testimonials and Case Studies

In the middle stages of the sales process, integrating testimonials and case studies is essential for nurturing trust among potential customers. These authentic accounts of past successes provide concrete evidence of your product or service’s efficacy, directly addressing the concerns and uncertainties of your audience.

By tailoring the content of testimonials and case studies to highlight specific solutions and outcomes, you can effectively demonstrate how your offering can meet the unique needs of individual prospects. This personalized approach resonates deeply with potential customers, helping them envision the potential benefits of choosing your product or service.

Lotus Belle uses testimonials to address customer concerns and build trust.

Lotus Belle, a tent shop on Shopify, uses customer reviews to address common concerns and boost sales. 

They have a special page that organizes reviews by issues people might worry about, like how the tents do in the wind or how big they are. This direct way of addressing concerns builds trust. They also get celebrities and businesses to say good things about them, adding an extra thumbs-up. All this together makes Lotus Belle seem really reliable, making it easier for people to decide to buy from them

Personalized Email Campaigns

Mid-funnel email marketing places a strong emphasis on personalization. It’s crucial to utilize data-driven insights to tailor your email content to each recipient’s specific needs and preferences, highlighting solutions that are most relevant to them.

Crafting attention-grabbing subject lines is just the beginning. By incorporating dynamic content that adjusts based on user behavior, you can ensure that your emails remain engaging and compelling throughout the customer journey. This personalized approach not only captures recipients’ interest but also encourages ongoing interaction with your brand.

Implementing automated workflows is essential for seamless communication. These workflows ensure that your emails are delivered at the right time, with clear calls-to-action (CTAs) that guide recipients towards conversion.

Poppy Barley Email Campaigns for Mid funnel Marketing
Ethical shoe store Poppy Barley uses a playful welcome email to highlight its unique brand identity.

Poppy Barley, an online store on Shopify specializing in shoes and accessories, distinguishes itself through its personalized email approach. Their welcoming email, titled “Hello, new friend!”, warmly emphasizes their friendly approach. By replacing “New York” with “Edmonton” for design and “Italy” with “Mexico” for manufacturing, they subtly highlight their unique positioning compared to luxury competitors. This email swiftly establishes their brand identity and encourages customers to explore their values further.

Retargeting and Remarketing Strategies

Retargeting and remarketing tactics are instrumental in re-engaging potential customers who have previously shown interest in your offerings. By strategically deploying targeted ads across various channels, you can reinforce your brand’s value proposition and address any hesitations that may be holding prospects back from making a purchase.

One of the key advantages of retargeting and remarketing is their ability to maintain a consistent brand presence throughout the customer journey. By strategically placing ads at different touchpoints, you can stay top-of-mind and gently guide prospects towards conversion.

Lexi’s Remarketing Strategies for Mid-funnel Marketing
Lexi's uses remarketing to win back visitors with personalized product discounts.
Shopify store Lexi’s has mastered the art of winning back website visitors with dynamic remarketing ads. These personalized ads showcase the exact products a customer browsed earlier, presented alongside an enticing discount. This strategic one-two punch reminds potential customers of their interest while offering an added incentive to complete the purchase.

Content Segmentation and Personalization

Content segmentation and personalization are pivotal in the mid-funnel, elevating relevance and deepening engagement. Conduct a thorough analysis of prospect data to craft segmented content tailored to distinct demographics, behaviors, or interests. Leverage dynamic content that adapts based on individual user preferences, ensuring a personalized and resonant experience throughout their journey. 

Align messaging with the prospect’s stage in the buying process, addressing evolving needs and concerns. This strategic approach fosters a deeper connection, demonstrating a nuanced understanding of individual requirements, and significantly increases the likelihood of successful conversions in the mid-funnel.

ThirdLove Content Segmentation and Personalization for Mid-funnel Marketing
ThirdLove tailors content and discounts based on fit assessments to drive conversions.

Shopify lingerie brand ThirdLove understands the power of personalized content in the mid-funnel. Following a customer’s fit assessment, ThirdLove leverages that data to send targeted emails packed with relevant content.

Imagine a customer discovering the perfect bra after completing the assessment. ThirdLove’s email might showcase complementary lingerie pieces or highlight customer reviews praising the bra’s fit and comfort. This personalized approach goes beyond just product recommendations. ThirdLove also offers targeted discounts or early access to new arrivals, further incentivizing the customer to complete a purchase.

Combining Mid-Funnel Marketing Approaches with Other Marketing Strategies

Alignment with Top and Bottom Funnel Strategies

Integrating mid funnel marketing tactics with top and bottom-funnel strategies is crucial for a comprehensive and effective marketing approach. Begin by aligning content themes across the entire funnel to create a cohesive narrative. Use mid-funnel content to seamlessly bridge the gap between initial awareness and conversion intent. Employ strategies like creating targeted blog content that introduces mid-funnel topics while linking back to top-funnel content. 

Hiya Health aligns its mid-funnel with top-funnel by using its story page to connect with health-conscious parents.

Hiya Health store masters mid-funnel marketing alignment. Their story page, typically a top-of-funnel tool for awareness, acts as a bridge.  By detailing the founders’ shock at children’s vitamin ingredients, the story resonates with health-conscious parents, nudging them further down the funnel. This strategic bridge seamlessly connects awareness with deeper product exploration.

Collaboration between Marketing and Sales Teams

Making the mid-funnel work well relies on how marketing and sales teams cooperate. Encourage open communication and shared goals between the two teams. Provide sales with helpful mid-funnel materials, like detailed product guides, so they can address customer questions and close deals better.

Set up a feedback system where insights from sales guide ongoing content creation for the mid-funnel. This teamwork ensures that marketing efforts match overall business goals and improve based on actual sales experiences, speeding up the conversion process.

Consistency across the Entire Customer Journey

Consistency is crucial throughout the entire customer journey to solidify brand identity and foster trust. To integrate mid-funnel marketing seamlessly with the overarching brand strategy, maintain uniform brand messaging, visual elements, and tone across all mid-funnel content.

Consider implementing additional tactics such as creating a detailed content style guide to standardize the use of brand language and visuals. Regularly review and assess mid-funnel content to ensure its alignment with the broader brand narrative. This approach guarantees that every interaction, whether on social media or via email, contributes to a cohesive customer experience, enhancing brand loyalty and maximizing the impact of mid-funnel marketing efforts.

Mid Funnel Marketing Metrics and Measurement

Lead-to-opportunity Conversion Rate

    1. This metric measures the percentage of leads that successfully transition into sales opportunities. It provides insights into the quality of leads generated during the mid-funnel stage and indicates how effectively these leads are being nurtured towards conversion. A high conversion rate signifies that mid-funnel strategies are effectively engaging and qualifying leads, ultimately driving revenue growth.

Leads in Nurture Campaigns

Tracking the number of leads enrolled in nurture campaigns provides visibility into the progression of prospects through the mid-funnel stage. These campaigns aim to educate and nurture leads, moving them closer to conversion. By monitoring the quantity and engagement levels of leads in nurture sequences, marketers can evaluate the effectiveness of content and messaging in guiding prospects through the consideration phase.

Email Engagement Metrics

Email engagement metrics, including open rates and click-through rates (CTRs), provide insights into how effectively mid-funnel emails are resonating with recipients. A high open rate indicates strong interest and curiosity, while a high CTR demonstrates that recipients are actively engaging with the content and taking desired actions. Monitoring these metrics helps optimize email content, subject lines, and CTAs to maximize engagement and drive prospects further down the funnel.

Website User Retention

Website/Landing page user retention measures the ability of mid funnel marketing efforts to keep prospects engaged and returning to the page for additional information or interactions. A high retention rate indicates that mid-funnel content is relevant, engaging, and valuable to prospects, fostering ongoing interest and interaction with the brand. It also reflects positively on the overall user experience provided by the website/landing page.

Page builders empower businesses to build stunning landing pages for the mid-funnel, where engagement thrives. Tools like GemPages, designed for Shopify stores, offer a no-code solution for crafting beautiful landing pages.

From product showcases to FAQs, GemPages provides a variety of templates. The user-friendly drag-and-drop interface lets anyone design layouts effortlessly, while over 100 customizable elements ensure brand-specific designs. 

GemPages revolutionizes mid-funnel marketing on Shopify, enabling easy page building for visually stunning, customized stores without coding.
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Transform Your Mid-Funnel Success Now

In the dynamic landscape of mid funnel marketing, achieving success goes beyond mere ambition – it’s a strategic necessity. Strategic deployment of captivating content, meticulous optimization of user experiences, and the savvy use of data-driven insights form the bedrock of building meaningful connections with prospects navigating the critical consideration phase.

The mid-funnel represents the crucible where leads evolve into informed, engaged customers. A well-crafted mid-funnel strategy acts as the driving force, empowering businesses to enhance their marketing efforts. It not only guides leads towards conversion but also establishes the groundwork for lasting brand loyalty, positioning businesses for success in the ever-changing realm of digital marketing.

About GemPages Academy

GemPages Academy is a knowledge hub for storefront optimization and achieving overall eCommerce success. In collaboration with industry experts and leveraging cutting-edge Shopify applications, GemPages Academy offers a diverse array of content in various formats, including insightful blogs, intuitive tutorials, comprehensive webinars, and educational courses.

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