At the bottom of a marketing funnel, the goal changes from introducing people to your company and teaching them about what you have to offer, to convincing them to buy something.
The bottom of the funnel is one of the most critical stages in your marketing funnel, as good bottom-of-funnel marketing tactics can mean the difference between a customer conversion and not receiving any ROI for getting a lead this far.
What is Bottom of Funnel (BoFu) Marketing?
This is the last stage of the marketing funnel, where leads are considering a purchase decision. This stage is commonly referred to as BOFU. Leads have already passed through the earlier stages of the marketing funnel, where they became aware of your company and its products (through social media and PR), and the middle stage of the funnel, where they were educated about your industry and products (through content like blogs and whitepapers).
Bottom-of-funnel marketing focuses on the value of your products and how they compare to competitor’s products. Marketing at this stage should be focused on convincing buyers to make their decision and providing relevant information about purchasing your product, how it works, and what value it will provide. This type of marketing may seem like sales at other stages of the marketing funnel, but it is appropriate at this stage because leads have already passed through less patient content.
What Is BoFu Content?
Content at the bottom of the marketing funnel, where conversions happen and optimization is essential.
Whereas the top of the funnel is focused on solving audience queries and problems, the bottom of the funnel is centered around showing the target customer why your product is the best solution.
Your product can do more than just solving a single problem.
If you want to reduce your churn rates, you should focus on creating a trust-based sale, where your customers feel confident about their purchase.
Content that is aimed at the bottom of the sales funnel (BoFu) comes in different formats, depending on the context. For example, case studies, customer reviews, and use cases. Make sure to choose the right format for your business model.
How to Think About Bofu Content
Let’s get into your prospect’s shoes for a second.
Before making a purchase, you typically compare one or more similar products for a specific purpose.
So when you’re doing the research, you usually want to know if the product:
- Can help you do what you want/need to do.
- Has worked for someone in the same situation as you.
- Has better features for your specific use case.
- Is built to help people like you.
- Has better pricing than the rest.
What kind of content should you read at this stage? Content that answers all of your questions and helps you make a decision – whether or not that decision involves buying the competitor’s product.
The author walks through seven content formats that work for boosting conversions at the bottom of the sales funnel.
BoFu Content Formats
You will find answers to questions you may have about Bofu content and how to create it below.
Some people think that case studies are a valuable way to learn more about a potential customer’s situation.
You can only generate leads from your case studies if potential customers are already interested in your product and are actively considering making a purchase. Therefore, case studies should be considered part of the bottom of the funnel marketing strategy.
What’s great about case studies is that you can take a customer who is similar to one of your buyer personas and interview them to not only construct their success story, but also to obtain a profound understanding of what motivated them to purchase, and why they believe your product met their needs. The life improvements they experienced after buying.
You could work on a case study which would kill two birds if you had customer research on your to-do list.
Brand Alternative Pages
This format is great for SEO.
People who want to buy something will often google things like ” Salesforce alternatives” or “GPU alternatives for gaming laptops.” This is a good opportunity to create content that shows why your product is the best alternative to other similar products.
The goal is to make it clear to your potential customers why your product is better than your competitor’s. Emphasize the features that your competitor’s product is lacking, but that your product excels at.
If you do this, it will be simpler for individuals who desire to try a different product to try yours out. Consequently, they may develop into customers of your brand.
How to create a product alternatives page:
Identify a popular competitor product.
What features or results does this product lack that yours provides?
Make a list of products that may be a fit for customers who are not ideal, and review them.
Gather reviews for your product and those of your competitors. Write the content for your review, making sure to be fair in your comparisons.
Be sure to market your product as the best option for your target audience.
Product Features/Use Cases
Your prospects want to buy a product for a specific purpose, so it is important that your use case pages reflect this.
If you do not take this action, the features of your product will be ignored and will not attract anyone who is not willing to spend their money.
When creating a use case page, it is essential to focus on where your ideal customer is looking for information. This is why customer research is so important.
How to write a use case page:
- Ask yourself: What are the benefits that your ideal customer needs the most, and why?
- What are the product’s features that provide such benefits? And what’s unique about it?
- For each benefit, write down a use case your ideal customer can identify with. And show how your product can help.
- Don’t tell, show.
Product vs Competitor comparison
People also search for keywords that compare McDonald to Burger King or Uber to Lyft.
The best way to ensure that your product is found by people who are looking for it is to make it stand out from the competition and make it clear to your target customer that your product is the best option for them.
The goal of this text is to communicate your Unique Value Proposition (UVP).
Your readers will understand your product’s value proposition once they see it, and if it is what they are looking for, they will take the desired action.
This also positions your brand as a specialist instead of a generalist, which makes your product seem more valuable.
How to write a product comparison page:
- Choose a popular competitor product.
- Choose the points of comparison (features, performance, use cases…) based on what your ideal customer needs the most.
- Fairly review the competitor’s product.
- Create a comparison table to make it easy to go through. And take the rest of the post to argue about each point.
- Write a conclusion. If your product is genuinely great and you chose the right comparison points, your product should win the match.
Some prospective customers are simpler and just want to compare prices. Great pricing pages show different plans for different types of customers with different types of budgets, etc.
What people usually want to know on the pricing page is what they will receive for their money.
People don’t want to spend too much money on a plan they don’t need.
A table that compares the different plans is essential.
How to build a pricing page:
- Highlighting the most popular (and expensive) option with markers and decorations
- Making it simple and easy to understand
- Showing what’s the best option for each kind of customer (for freelancers, agencies, enterprises)
- Focusing on the price. Don’t sneak your prices, or your customers won’t trust you enough for the rest of the buying process (which can make them leave)
- Including a clear next action
Best Bottom of Funnel Marketing Tactics
To improve your conversions from your marketing funnel, build your bottom-of-the-funnel content and tools following these steps.
Use a CRM
A CRM (customer relationship management) system is a centralised platform where marketing and sales teams can work together to engage with leads (prospective customers). Popular CRM platforms such as HubSpot and Salesforce make it easy to manage every interaction a lead has with your company and its content. This ensures a coherent, joined-up approach to delivering content to leads.
Your CRM should be thought of as a collection of sales leads and a way to keep them organized. Most CRMs have sales stages that go beyond the basic three stages of the marketing funnel (top, middle, and bottom). Each stage should have its own tactics, content, and playbooks.
A lead nurturing campaign that auto enrolls inbound leads and has established sales enablement materials can help a company’s sales reps engage new leads and progress them through the funnel.
Setup an eCommerce Store
For brands that sell to consumers, an online store is where potential customers can learn about products in detail and make purchases. Just as a customer relationship management (CRM) system is important for brands that sell to businesses, an eCommerce store should be designed to provide information about a brand’s products that will convince customers to make purchase decisions.
B2C companies should think of their eCommerce store as the last step in the customer’s journey, and use social media and other marketing tools to funnel customers back to the store. For example, a social media campaign or paid social media ad can be used to drive customers to a product landing page on the eCommerce store. Similarly, blog posts can include links and ‘buy now’ buttons that lead to the product landing page. In this way, leads are funneled toward the product landing page, where a customer can make a purchase.
Build Lead Nurturing Campaigns
The sales team needs help convincing leads that your company’s products are the ones to go with. Lead nurturing campaigns that share engaging content with leads who might be on the fence about a purchase can help to increase purchase intent and provide valuable information at a critical decision-making point.
The best way to nurture leads is to create email campaigns that deliver a sequence of emails based on certain actions. These emails can contain links to various assets like whitepapers, videos, PR articles, and blog posts. The best lead nurturing campaigns compliment the sales team’s direct product sales efforts by continuing to expose leads to content that demonstrates credibility for your organization and creates FOMO based on showcasing the success of your products and the customers who use them.
Lead nurturing campaigns can be either simple or complex, depending on the actions and characteristics of the leads. These campaigns typically involve a series of emails, designed to build upon each other in terms of the information they share.
Build Community Around Your Company and Products
When you build a community around your company and its products, you open the door for current customers to market your products to each other through word of mouth. This is much more powerful than promoting your products yourself, as it creates a sense of trust and credibility in your brand.
An engaged community can help to attract new customers and encourage repeat purchases from loyal community members who are already customers. Engaged community members can help to create brand advocates, which can help to attract new customers. Additionally, repeat purchases from loyal community members can help to encourage engaged community members.
Community building is about getting people to talk to each other about your industry, company, and products. As a community thought leader and guide, you should create places for this conversation to take place and share content that encourages discussion and sharing.
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