Jul 15, 2022
Don’t sleep on the middle funnel
You’ve probably heard of these search queries:
Transactional — User wants to buy something, download, sign up
Informational — User wants specific information
Navigational — User wants to go
But these categories neglect something fundamental in the search process…
👇
The flip from desire to action.
And how fast we change our minds.
The informational post can quickly become transactional.
A bit of “research” turns into a buy
The user wants to go one place, but ends up somewhere else
That’s why the middle funnel is really powerful to me: the consideration stage.
It’s one of the few places where the user is looking for one thing and could end up with your product. Very quickly.
They want a new template — and your template converts them into a user.
They want an alternative — and your comparison page converts them into a user.
They want to understand a process — and your how-to guide shows how easy your product is and they become a user.
Don’t sleep on the middle.
Check out my content playbook on this below…
