Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: We use bottom-of-the-funnel marketing to convert people who are not ready to buy into paying customers.
It is not magic. It’s marketing. It may sometimes feel magical.
Let’s put aside the wands and explain what bottom-of-a-funnel (or BOFU) marketing is.
Bottom-of-the-funnel marketing: How to Make Convert in the bottom of the funnel: What is the bottom line of funnel marketing?
With a funnel, we can visualize the customer journey. It’s a typical kitchen funnel. Although the journey to purchase a product isn’t always as straightforward, it is easy to group them into three categories.
- Top funnel
- Middle funnel
- Bottom funnel
Bottom of the funnel marketing: How to Make Convert at the bottom of the funnel: Because many people will learn about your company and look at their options, the middle and top of the funnel is quite wide. They might have a problem and need to find a solution. They might search for the lowest price, the most efficient people to work with, and the highest quality investment.
People know what they want, have done their research and are ready to make a decision. However, at the bottom of the funnel, people may still need that final push to choose your company as the solution.
BOFU marketing should be the last push to inform people how they will benefit from partnering with you over competitors. It is important to assure them they will be able to return their investment and trust in your business.
Bottom-of-the-funnel marketing: How to Make Convert at the bottom of the funnel: Content is the most critical asset to reach bottom-of-funnel shoppers. You can do many things that will highlight your company’s worth. However, I do want to point out that content that is too focused on your praises and not on how customers benefit from partnering with you can scare people away.
It’s not worth it to work for a company that is only in business to look good. It’s all about the customer and not you.
7 examples of bottom-of-funnel content
Bottom-of-the-funnel marketing: How to Make Convert in the bottom of the funnel: Your happy customers can share their stories. This information can increase your customer satisfaction, whether you interview them via video or ask for their feedback via a survey.
You can post testimonials to your website, share them via social media, use them as ads, or add them to business proposals. You must have permission.
Your results should speak for themselves. Share the data if you have a client who achieved extraordinary success due to your partnership with their permission.
Send emails to leads who are nearing a purchase. Perhaps they have already contacted you or placed an order online. Perhaps they spoke with your sales team.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: You can use an email automation program to place these people in different buckets according to their actions and then send them emails tailored to their needs. This is the perfect place to add your case studies, testimonials and special coupons or any other content from the bottom of your funnel. Make the deal sweeter by sending things.
There was probably a time when you couldn’t choose between two products, and you chose the cheaper deal.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: Your business can make the difference between a sale or a loss by being transparent with pricing and highlighting your offer’s value.
Let people know how much your products and services cost. Also, what they get in return. Use your advantage if your price point is lower or higher than the industry average. If you don’t, I will emphasize the importance of communicating your value.
You may need to explain why you think cheaper is not always better.
I am assuming you have competition. I also assume you believe that you are superior to your competitors.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: Make content that highlights your company’s strengths and ties with the competition. This extends beyond pricing. What can you do that is unique for your business?
Are you able to offer 24/7 service?
Offer unique features in your pricing plans. A 10-year warranty is available? Garantie a specific outcome from your product
These unique selling points (USPs) can be highlighted in pages, graphics, videos, or other content. Your content can be used to help people compare it.
Our digital marketing campaigns impact the metrics that increase your bottom line.
Service or product videos
People may feel more confident investing in your company if they better understand your products and how you work. Video is an excellent way to communicate this information.
Video can be used to demonstrate a product or share the steps required to complete a service. It also allows you to communicate the value proposition to your audience.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: There’s a good possibility that you have their contact information if they are at the bottom end of your marketing funnel. You can use your contact list to create an audience for ad retargeting. This may not be possible for everyone as some ad platforms restrict the audience size.
Similar to email personalization, you can add someone to an audience bucket if they have taken a specific action on your website and reach them with relevant ads.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: Perhaps you have a list of people who added a specific item to their cart but never made a purchase. Remind them about the product they nearly bought through an ad. Use your existing content from the bottom of your funnel in your ads. It’s why it exists!
Launching a targeted campaign on search engines, social media, and even ad-supported video streaming platforms is possible.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: Conclusion
As I have mentioned throughout the video, reuse your content. You may be able to use a video product tour on your website. It may also work well as an advertisement. While comparison content can be helpful in a proposal, it could also be very effective in an email campaign.
Bottom of the funnel marketing: How to Make Convert in the bottom of the funnel: BOFU marketing should not be limited to customers. What can you do to convince someone you are the right choice for them?
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Until next time, revenue drivers!