This 3-minute read brought to you by the team at Rogue Pine
In this issue, you'll learn:
Nikki and I broke down an important (but often ignored) marketing concept on this week’s Grow Rogue Podcast.
Most business owners focus on the top and bottom of the funnel: getting new leads and closing sales.
But there’s a whole section in between—the middle of the funnel—that many overlook.
If you’re not nurturing leads in that middle stage, you’re losing them without realizing it.
What is the “middle of the funnel”?
Picture your funnel like an upside-down pyramid.
🔺 Top of the Funnel: You’re making people aware that you exist.
🟠 Middle of the Funnel: Prospects know they have a problem and are evaluating you.
🔻 Bottom of the Funnel: They’re making a final buying decision.
Here’s the issue: people spend a lot of time and money generating awareness.
Then, they rush to close the sale.
The leads stuck in the middle? They disappear.
Why the middle matters most
At this stage, prospects need more than sales pitches. They want proof.
They’re asking themselves:
Does this business understand my problem?
Can they actually help me?
I explained it like this on the podcast:]
"The right message matters, but only if it’s delivered consistently over time."
If you don’t nurture these leads, they’ll forget you and move on to someone else who does.
The middle is where you build trust, credibility, and relationships—so when they’re ready to make a decision, they choose you.
Consistency is everything
You can’t rush this part.
You have to show up regularly with useful, relevant content. Think newsletters, case studies, and long form podcasts.
The goal isn’t to be flashy. It’s to be dependable.
Nikki put it perfectly:
"Trust is built by showing you get the problem. You can have the best systems in the world, but if it doesn’t solve the customer’s pain, you’ve lost them."
How email helps you stay top-of-mind
Let’s be real—social media reach isn’t reliable.
Algorithms change. Content gets buried.
Email, on the other hand, is a direct line to your audience.
You don’t have to fight for attention the way you do on LinkedIn or Instagram.
If you land in their inbox regularly, you stay on their radar.
This is why we’re such a fan of using newsletters to nurture leads in the middle of the funnel.
Make small changes, not drastic overhauls
Here’s a common mistake I see: businesses change their entire strategy when they don’t see results right away.
But marketing success is about making incremental improvements over time.
If you’re just starting with a newsletter, don’t promise to send one every week if you’ve never done it before.
Try starting with every two weeks (or even once a month).
Get four newsletters done in advance. Prove to yourself you can stay ahead of schedule.
Then, increase your frequency.
As I said on the podcast:
"No one has ever complained because you started delivering more content they like."
Quick action steps to strengthen your funnel
📝 Plan ahead: We plan our content 30-60 days out to stay consistent. Need help? Use our free content calendar template.
📩 Commit to email: Start sending regular emails that educate and build trust with your audience.
🔄 Test and tweak: Pay attention to data like open rates and engagement. Use it to refine your strategy.
Final thoughts
If your leads aren’t moving down the funnel, it’s not just a product issue.
It’s likely a middle-of-the-funnel problem.
Consistency builds trust. Trust builds relationships. And that’s what drives long-term growth.
🎧 For more on this, check out the latest episode of The Grow Rogue Podcast here: Watch on YouTube.
P.S. Next week’s newsletter is going behind the scenes of our podcast process. You’ll learn how we turn one conversation into 20+ pieces of content. Stay tuned!
