Part 3 of our series on ways that marketing a CPA firm becomes more effective using an online sales funnel.
In the past few blog posts, we’ve tackled the idea of how an online sales funnel applies to CPA firm marketing, as well as for other professional service firms. In Part 1, we introduced the concept of the sales funnel, in Part 2 we discussed TOFU – the Top of the Funnel; and today in Part 3, we’re going to add another term to your growing marketing lexicon: MOFU, or Middle of the funnel marketing.
The concept behind using a sales funnel to build your digital marketing strategy is fairly simple: you start by using educational, non-advertorial offers for thought leadership to fill the top of the sales pipeline.
Then over time using lead nurturing strategies and tactics delivered though marketing automation, you deliver increasingly advertorial content to strengthen the relationship until the point in time when the prospect is not so much thinking about how to solve a problem as they thinking about whether or not you’re the right firm to solve that problem.