5 Mid-Funnel Marketing Strategies You Can Try Today

Your potential customer is in a different state of mind at each phase in the marketing funnel, which requires unique marketing tactics. You may not know it, but the middle of the funnel is just as important as every other step in the sales funnel. You can provide them with the information they need to make their purchasing decisions. By bridging the gap between brand and performance in the mid-funnel, you can be present and helpful when consumers are exploring and evaluating their options. We prioritised value-led messaging for browsing consumers, creating urgency with offers for people who were ready to buy. We saw a 12.5% incremental increase in phone sales from people that viewed our mid-funnel display ads.3 And we saw a 31.5% incremental increase in phone sales from users who watched our mid-funnel YouTube ads.4

You can use both lead gen and demand gen at the same time, so don’t feel like you have to pick one over the other. Both should make people want to buy from you; they just use different ways to get mid funnel marketing there. Demand gen and lead gen are used interchangeably a lot, but they don’t really mean the same thing.

New LinkedIn ad formats, AI-powered targeting, server-side tracking and rising costs have shifted how smart teams plan and measure their campaigns. “Because of funnels I’ve been able to build a community of 20,000 people. Effortlessly manage your contacts, schedule appointments, track deals, stay organized, and so much more—all in one convenient platform. Build a professional store to sell physical products—whether you build from scratch or start fast with pre-built templates. The funnel builder that started it all just got better.

Build your funnel: 5 steps to get started

They start slower but keep building, well past the one-year mark. Stick with what’s working, but test new platforms where the cost-per-click or CPM creates room for profit. It’s now one of the most cost-effective platforms, often delivering better efficiency than Meta in specific segments. Mid-market brands took a more balanced full-funnel optimization approach, splitting spend roughly 50/50 between the top and bottom of the funnel. In 2024, larger companies (over $500M in revenue) dedicated up to 79% of their budgets to top-of-funnel (TOFU) marketing. The most successful brands are prioritizing high-ROI channels and setting aside budget to test what’s next.

• Then, target those keywords with valuable content that naturally draws potential customers to your business.
• But the brands that outperform are the ones using real data to guide every decision.
• Creators, depending on AI voiceovers and recycled stock footage, saw ad revenue plummet overnight.
• A content marketing funnel is a structured framework that organizes your content around the stages of the buyer journey, from first discovery to long-term loyalty.
• In the middle of the funnel, people research solutions.

Which content marketing funnel model should you use?

Industry Analysis improvements include a new User Migration Analysis for telco brands. This means a studio managing multiple active releases can track where audiences sit in the funnel for each title separately, spot momentum by release, and identify at which funnel stage a given title is losing audience before conversion. Film studios and entertainment companies can now track awareness, consideration, and ticket purchase signals at the individual movie or show level, rather than at the account or portfolio level. IP-level audience tracking for theatrical advertisers is another new addition. According to TikTok, this dual-path view allows brands to see how TikTok drives demand both in-app and off-platform at the same time, rather than alternating between two separate views. The first is Buyer Analysis, which provides a deeper breakdown of customer cohorts and purchase behavior.

Since people in the middle of the funnel have interacted with your brand before, you can create personalized ads based on their needs and preferences. This approach is most successful when your sales and marketing teams work together to create cohesive messages based on where potential customers are on their buyer journey. When you’ve identified specific leads as being in the middle of the sales funnel, you can create informative and engaging ads that entice them to interact further with your brand. Add multiple categories to your email sign-up list to best segment your audience. By segmenting your audience, you can create ads that appeal to people based on their interests.

Align Your CTAs to the Marketing Funnel

Use Semrush’s Position Tracking to group keywords into TOFU, MOFU, and BOFU lists and monitor visibility trends. Use Semrush's Social Poster to schedule and A/B test promotional posts across networks, tracking engagement by funnel stage to see which channels deliver the highest ROI. Adjust based on what your data tells you — if your TOFU is already strong, shift effort downstream to where conversion and revenue impact are easier to prove.