{"id":8124,"date":"2019-05-30T16:38:43","date_gmt":"2019-05-30T16:38:43","guid":{"rendered":"https:\/\/www.gosquared.com\/blog\/?p=8124"},"modified":"2019-11-28T10:32:59","modified_gmt":"2019-11-28T10:32:59","slug":"middle-of-the-funnel-metrics","status":"publish","type":"post","link":"https:\/\/www.gosquared.com\/blog\/middle-of-the-funnel-metrics","title":{"rendered":"Do you know your middle-of-the-funnel metrics?"},"content":{"rendered":"

\"middle<\/p>\n

The middle of the funnel often goes forgotten at even the smartest companies. Well, not today.<\/p>\n

In this blog post, we\u2019ll be going over why it\u2019s paramount that you optimise the middle of your funnel. If you’ve always focused on the top of your funnel (as most marketers do), then hopefully this post will help you think deeper.<\/p>\n

We\u2019ll share examples and strategies so you can get a clear picture of how the middle of your funnel should look. Then we\u2019ll move on to the metrics that will help you measure and optimise the middle of your funnel over time. <\/p>\n

We make our own analytics tool that can help you to track these metrics and implement the changes you need to optimise your funnel. It’s simple to use, tells exactly what you need to know – and it’s free<\/a>! <\/p>\n

Why it\u2019s time to prioritise the middle of your funnel<\/h2>\n

\"middle<\/p>\n

Did you know that 79% of marketing leads are never converted into sales<\/a>?<\/p>\n

Improving the middle of your funnel can greatly reduce that number. For companies where customers self-serve (ecommerce, lower-priced SaaS subscriptions), the middle of the funnel is usually handled by marketing. This is the bridge between the top of the funnel and the bottom of the funnel. Seems obvious, but the bridge gets broken a lot.<\/p>\n

Why the top of your funnel gets all the attention<\/h3>\n

At the top of the funnel, there\u2019s social media, blogging, podcasting and other forms of content \u2013\u00a0all created with the intention of building brand awareness and bringing more ideal customers into our web.<\/p>\n

We attract customers with a variety of intent and awareness levels. Whether they\u2019re just getting started looking for a solution, or don\u2019t know that such a solution even exists<\/em> yet, we want to bring them into the top of our funnel either way, so long as they match our ideal customer.<\/p>\n

It’s time to build a bridge to the bottom of your funnel<\/h3>\n

Then at the bottom of the funnel we focus on conversions<\/a> and sales<\/a>. But without the bridge to the bottom of the funnel, the best potential customers stay at the top, checking out social media content, reading your blog, and then navigating away.<\/p>\n

Not building that bridge, to begin with, is a really common problem. There will be social media marketers focused on content promotion. There will be CRO geeks testing landing pages. But what about the in-between? What about bringing more potential customers to those bottom-of-funnel actions? How do we do that?<\/p>\n

It\u2019s time to start focusing on the middle of the funnel and capturing more of that hard-earned top-of-funnel traffic. <\/p>\n

Determining your best-fit mid-funnel channel<\/h2>\n

\"the<\/p>\n

At every company, the best mid-funnel channels will be different. But there\u2019s one channel that consistently dominates the middle of the funnel: email marketing. <\/p>\n

We’d love you to try out our new automation tool<\/a> to make these middle of the funnel changes quick and easy to implement. <\/p><\/blockquote>\n

90% of consumers check their email at least once every day<\/a>. Building a strong email list can serve as the foundation for the middle of your funnel. At the top, you\u2019ll be attracting people into that list. In the middle, you nurture them. At the bottom, you\u2019ll be sending them promotions and offers.<\/p>\n

For nearly every business, email marketing is the perfect mid-funnel channel. <\/p>\n

There are other related channels as well.<\/p>\n