If you’re a fan of any kind of storytelling, you are familiar with the three-act structure. In the first act, you meet your heroes, establish the world, and set up a conflict. By the third act, the characters have overcome challenges, saved the world, and live happily ever after. It is the second act, though, where the real struggles lie. Things often look bleakest in the second act. Heroes attempt to resolve their problems as the situation deteriorates. The same can often hold true when you try to convince prospects to trust your managed services company. You pour everything you can into making that sale. With creative IT marketing in the middle of the funnel (MoFU) stage, you can rise to the occasion.
What Does MoFu Content Do?
The purpose of any IT marketing is to inform prospects. No matter what step of the sales funnel you’re in, the content you make available to future clients makes a difference. Though it is important to tailor your approach according to the needs of each client, all the materials you craft should accomplish a few basic things. Content in the MoFu stage needs to build your business, your solutions, and your brand.
Start by acknowledging a specific problem. Identify the pain points leading a company to seek outside support services. Describe the consequences of leaving that problem unsolved. Give examples of products and services you offer that directly address these pain points.
MoFu content should emphasize the reasons your managed IT services stand out. Paint your brand as the superior, practical choice. Side-by-side comparisons draw a clear distinction between you and your competitors. This is also a good time to provide things such as independent study results, demonstrations, customer testimonials, and case studies. Tangible evidence of your hard work and professionalism help clients make the choice that’s right for them.
What MoFu content should not do is sound like a sales pitch. Prospects know where they are in the sales funnel process. They don’t need a reminder that you have a product to sell. Coming on too strong with your content threatens to drive potential customers away.
Good Examples of MoFu Content
Unlike inbound content at the top of the sales funnel (ToFu), that which is found in the MoFu stage requires a much more detail. The most basic of these is a data sheet. Datasheets quickly deliver the key elements of your product. They inform customers about costs, size, energy usage, and prerequisites to implementation.
You may also consider using a checklist. This could be as simple as posting a blog. List and detail things that prospects should look for when they’re looking to outsource. Once they find that they meet a number of criteria, they recognize the appeal in choosing your company.
Prospective clients want more than just dry, written content, though. Any company can create a sheet listing the basic requirement and functions of a product. Adding a webinar-style approach in the MoFu stage actively engages customers. Webinars blend audio and visual elements to create a dynamic presentation of information. They are often more digestible than other methods. Use this tool to give a dynamic spin to content you’ve delivered elsewhere. Educate customers about your brand, compare the advantages of your service against that of competitors, and outline processes.
Effective IT marketing is crucial to take a customer from the MoFu stage into the bottom of the funnel. Without engaging content, you risk failing to convert interested parties into long-term clients. Shake up your approach to informing prospects as to why your business is the right choice for theirs. Remember that it is the second act that has the most challenges. Rise to the occasion with your marketing and you can overcome regardless of the odds.