Compared to the top of the funnel, your pool of prospects is significantly smaller at this point, but they are also significantly more qualified to become customers. Through the earliest phases of awareness, interest, and consideration, you have led them on a journey. Now, these prospective customers will finish the journey through the intent, evaluation, and ideally, purchase stages. Â.
Botom Of Funnel Marketing Explained
Goals for the bottom of the funnel
When leads are at the bottom of the funnel, marketers have a number of objectives they want to accomplish, including:
Convert leads to customers
Converting leads into customers is the main objective at the bottom of the funnel. To accomplish this, marketers work to explain why their product is superior to competing goods. They also make an effort to describe how their product resolves a problem. Marketers accomplish this by utilizing promotions or rewards to entice leads to become customers. The company is likely to see an increase in sales by turning leads into customers.
Increase company sales
Typically, two steps are necessary for the bottom of the funnel to be effective. Converting leads is the first step, and encouraging the customer to buy the product is the second. Once the marketers succeed in this, the business might see an increase in sales. Because businesses rely on consumers to purchase their products, achieving this objective is crucial. To achieve this, marketers create materials that persuade consumers to purchase a product.
Boost confidence of leads
Another objective for the bottom of the funnel is to increase leads’ self-assurance so they feel at ease purchasing their product. Marketers may attempt to inform potential customers about their product or build credibility for their business. To demonstrate that leads can trust their company for high-quality products, they might use customer reviews or industry awards. Leads may decide to buy the product if they have faith in it.
Make the company look impressive
Marketers attempt to distinguish their business from rivals when leads are at the bottom of the funnel. This could influence potential customers’ purchasing decisions. The lead may be more likely to make a purchase from the superior company if one company appears more enticing or reliable than another company. The marketing team might produce content, like a comparison page, to persuade leads to choose its business over a rival.
What is the bottom of the funnel?
The conversion of potential customers, or leads, into buyers of the business’s product or service is referred to as happening at the bottom of the funnel in marketing. The various steps that a customer takes to purchase an item are symbolized by a funnel. The top of the funnel, or initial stage of marketing, raises consumer awareness of the good. The audience is educated about the product during the middle stages to encourage consideration. In these phases, the lead may have a greater interest in and desire for the product.
These actions direct prospects to the bottom of the funnel, where they choose to take action and purchase the good or service. Typically, marketers produce content to persuade leads to enter the bottom of the funnel. When they do, the marketing team gives them more materials to help them become customers.
Types of content for the bottom of the funnel
Marketing content is important for converting leads into customers. These materials often persuade or educate leads. You can produce the following kinds of content for the bottom of the funnel:
Case studies
Case studies show potential customers what using a product might be like. This kind of content typically emphasizes the advantages of your product. It also may demonstrate how it solves an issue. If you want to conduct an interview with one of your happy customers about the product and how they use it, ask them to. Consider asking them how the product changed their life or how it solved a problem for them.
Product feature page
A section of the company website called a “product feature page” lists and describes an item’s features. For instance, the specifications of a mobile device, such as its systems, capabilities, apps, and tools, might be listed on the feature page. Because customers typically want an item for a specific reason, this content is useful. They might decide to purchase your product if they notice that it has the feature they want. Usually, these pages also list the advantages of the product, such as cutting-edge features or innovations.
Educational materials
Leads learn about the company’s product from educational materials like webinars, videos, or training sessions. This is significant because a buyer typically wants to learn more about a product before making a purchase. Educational materials can also demonstrate to users how to use a product in a variety of ways. Create educational materials that emphasize the benefits and features of your product.
Product pricing page
The company’s website includes a product pricing page where customers can compare the costs of various products. Pricing can be a deciding factor for leads. Customers might desire a product that is both affordable and of high quality. It’s important to create levels of budgeting options because you might have customers with different needs who want different plans. A one-month, six-month, and yearly plan, for instance, or a basic, standard, and advanced package
Product comparison page
Typically, leads compare one or more products when shopping for a product to determine which is the best choice. You could make a product comparison page to persuade them to choose your company’s product. This page directly compares your product with a well-known competitor’s product. Compare components, such as features, benefits and prices. Despite the fact that your product should appear to be more impressive than those of the competition, be honest about each one.
Product reviews
Product reviews demonstrate the effectiveness of your company’s offerings and how they address problems that may be relevant to the lead. This kind of content may persuade leads to become customers because other customers have expressed satisfaction with your product. Positive feedback convinces potential customers that the product is useful and worthwhile. Several weeks after purchasing the product, ask previous buyers to leave reviews. You can post these testimonials anywhere on your business’ website to emphasize how valuable your product is.
Tips for sales conversion at the bottom of the funnel
To increase your bottom-of-the-funnel sales, adhere to these recommendations:
Use persuasion
Persuasion is the process of persuading someone to accept your position. You could convince leads to convert to paying customers at the bottom of the funnel. To convert your leads, think about employing persuasive techniques like building credibility, providing evidence, or appealing to emotions. For instance, you could use endorsements to boost the legitimacy of the goods. You can achieve this through reviews, testimonials or case studies. If the product is well received by other customers, leads might be convinced to buy it as well.
Make an impressive offer
Consider making a compelling offer to leads when they are near the bottom of the funnel, like a discount. Due to the fact that leads are making financial decisions at the bottom of the funnel, this is an effective time to do this. Your offer might be what persuades them to buy in the end. If you give them a discount, that might encourage them to buy the thing.
Be direct with leads
It’s crucial to be direct with your marketing content and offer clear explanations of your product at the bottom of the funnel. This aids prospects in fully comprehending the product and its advantages. Additionally, it enables potential customers to see how your product might help them or solve their problem. Making an informed choice can help your lead feel like they made the right choice.
Add a call to action
Any marketing element that persuades prospects to act, which at the bottom of the sales funnel entails purchasing a product, is known as a call to action (CTA). Try to limit the use of your CTA to just one powerful and obvious incentive. Utilizing one might assist in keeping your leads focused on the action or incentive. Offering a discount for joining the business’ email list or sending a small gift for making a purchase within a certain time frame are a couple of examples of a CTA.
Track your progress
Track your progress and performance as you and your marketing team implement bottom of the funnel marketing content. This allows you to measure how your campaign is doing. If it’s doing well, take note of what’s working in the campaign so you can use it again. You can also identify areas that could be improved. You could then update and revise your marketing materials to boost conversion rates at the bottom of the funnel.
FAQ
What is the bottom of the funnel?
You want leads to be at the bottom of the funnel, and you’ve worked pretty hard to get them there. At this point, leads must decide whether to purchase from you or a rival. Long story short, you turn leads into customers at the bottom of the funnel.
What are bottom of funnel marketing tactics?
When we use the term “funnel,” we’re referring to the marketing funnel, which depicts the most direct route a potential customer could take to make a purchase. The marketing funnel shows customers at the awareness stage at the top and customers at the purchasing stage at the bottom.
