Increasing conversions is the ultimate goal of any marketing strategy.
Attractive Bottom of Funnel (BoFu) content can help you achieve this goal much faster, giving your marketing efforts a significant boost.
Of the three ToFu, MoFu and BoFu, the last one has the most direct impact on your company's sales and revenue. It plays a significant role in the decision-making of potential customers.
But creating BoFu content that converts is a process that requires a combination of skills from different areas.
How do you approach them, what are their most important features and why do you actually need them? Let's find out!
What is BoFu content?
Bottom of the Funnel refers to the final stage of the sales funnel, where the potential customer is on the verge of making a purchase decision.
At this point, the focus should be on reinforcing the benefits of the product or service.
Unfortunately, telling your customers to buy your products and directing them to your product page is not the best way. You can do that, but it will scare them away rather than convince them.
Therefore, BoFu content must address any needs that potential customers may have.
Think case studies, webinars, or comparison sites: they can all serve as powerful tools to build credibility and demonstrate the value of your offering.
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How does content at the bottom of the funnel help convert sales?
The reason why BoFu content marketing works is quite simple: it responds to the intentions of potential customers at the most important moment of the buying process.
Getting in front of the customer is key here.
When potential customers see real-life examples of how your product or service has successfully solved similar problems, they are more convinced of its relevance.
BoFu content is not just about successful case studies and great customer reviews. Sometimes a potential customer's hesitation may stem from concerns about technical specifications, pricing or compatibility issues.
This is when a detailed FAQ page, a comprehensive guide or a product comparison table can influence the decision in your favor.
Content at the bottom of the funnel vs. content from the top and middle stages
The main difference between BoFu and other stages of the content funnel is the precision of audience targeting.
BoFu targets an audience that is already ready to make a decision, resulting in narrower but potentially more effective content. It does this by delivering personalized content that tells the undecided what they want to hear.
This makes BoFu content much easier to measure. With ToFu and MoFu content, some guesswork is needed as to its impact on business.
BoFu is simpler: it directly affects the bottom line, and you can measure its conversion rate, number of impressions, and ultimately its ROI in an almost linear fashion.
The most popular types of Bottom-of-Funnel content
Case studies and webinars are great examples of BoF content, but there are many other formats that can fulfill the purpose of the bottom of the funnel.
Case study
Funnel segment: MoFu and BoFu.
Case studies are probably the best way to showcase your company's expertise and experience. Whether it's your customer's success story or a detailed analysis of how you helped overcome a specific challenge, they show real-world proof of how your products or services work.
Webinars
Funnel segment: ToFu, MoFu and BoFu.
Webinars can go through all stages of the marketing funnel. At BoFu, they can function as a product demo or a Q&A session to address any final consumer concerns.
Product specification sheets
Funnel segment: BoFu
These comprehensive guides provide detailed technical and operational information about the product. By addressing specific pain points, they can clear the path to a purchase decision.
Product comparison charts
Funnel segment: MoFu and BoFu.
With comparison charts, you can showcase the advantages of your offering over the competition. Make sure it's objective and factual enough to build trust among your audience. Otherwise, you will scare your customers away!
Demonstration videos
Funnel segment: ToFu and BoFu
Potential customers want to see a product or service in action before they decide to buy. Providing a step-by-step guide in the form of a demonstration video can be crucial to their decision.
Testimonials and reviews
Funnel segment: BoFu
Reviews and testimonials reassure potential buyers that others have had positive experiences with a product or service. They help build trust and can be really effective if they address common pain points or possible objections.
This list is by no means exhaustive, but it clearly highlights one important point: BoF content does not have to be created exclusively for this stage. In other words, content used at the bottom of the funnel can overlap with other stages of the sales funnel.
Rather, it could be the kind of content typically associated with the top or middle of the sales funnel, such as instructional videos, refined to meet the various needs of customers ready to make a purchase in addition to the need for knowledge in ToFu audiences.
How do you create BoFu content that converts?
How do you create content that converts? To find out, you need to answer a few questions.
First, think about your offer. Does it fit the problem a potential customer might have in mind? If not, how can you present it to make it a better fit?
You need a solid understanding of your product. This is true for all digital marketing efforts, but for lower channel content, you need to combine this with a perspective focused on the specific customer problem you want to solve.
Going forward, look at your offering from the customer's perspective. Ask yourself: how would it solve their problem or meet their needs?
Take advantage of customer feedback, interactions and inquiries to find out what is most important to them.
The more precisely BoFu content can answer this question, the better the chances of converting prospects into customers.
Probably one of the best practices and methodologies that can be used when creating content down the path is the PDCA (Plan-Do-Check-Act) cycle. PDCA (Plan-Do-Check-Act) cycle..
Plan your content (Plan), identifying your audience's needs and problems. Then create and distribute your content (Do). Evaluate its performance by tracking metrics such as conversion rates and engagement (Check). Based on these insights, adjust and optimize your content (Act).
The feedback you collect this way allows you to iterate and continuously improve based on real customer feedback!
How to measure the success of BoFu content?
For BoFu content, the most important indicator is the conversion rate. It tells you how many potential customers make a purchase after interacting with your content.
Higher conversion rates mean effective engagement and high-trust content. If your landing page or pricing page isn't converting well, it could mean that your content isn't reassuring potential customers or that you aren't adequately addressing their pain points.
In addition, the overall performance of BoFu's content can be measured by factors such as time spent on the site, engagement with calls to action and the number of returning site visits.
Content tracking tools at the bottom of the path you can use
The starting point, as with many other aspects of digital marketing, is Google Analytics. This is a tool that can provide insight into a wide range of metrics relevant to BoFu content, from user engagement and conversions to purchase journeys and promotions.
Consider using heat mapping tools such as Hotjar or Crazy Egg to visualize how users interact with landing pages and find potential areas for optimization.
Your website is not the only thing that can provide you with valuable data.
Video content, for example, can provide valuable data on audience retention by indicating where viewers pause their viewing, potentially highlighting a gap in information or a break in the story.
YouTube already provides a lot of information that can be supplemented with tools such as VidIQ or TubeBuddy.
Content at the bottom of the channel: best practices
You already know what BoFu content is, how it appeals to your target audience, and how to measure its success. But before you get started, here are some quick tips:
- There is no such thing as bottom tunnel content existing in isolation. It is critical that BoFu content is in sync with ToFu and MoFu content.
A seamless, aligned narrative journey at each stage of the funnel is key to attracting potential customers. - Don't sell, help customers buy. While the end goal is to sell a product or service, potential customers are looking for help in making a purchase.
Instead of demonstrating why your product is better, show them how they can use it to solve their pain points. - Use SEO to improve the visibility of your content. This is something that often goes unnoticed. But just because a visitor has reached the BoF stage doesn't mean the responsibility for SEO is over.
- Optimize your BoFu content for search engines! This is the only way to ensure that hesitant potential customers will find your content when they turn to search engines for last-minute information.
- Don't be afraid of A/B testing. Does one type of BoFu content work better for a specific segment? Perhaps in some industries video testimonials carry more weight than written ones. You'll never know unless you test!
- Personalization is paramount. Sure, you may not be able to create individual landing pages for every potential customer, but that doesn't mean you can't customize your message.
- Your demographics tell you a lot about your target audience. Use this information to your advantage.
For example, TikTok recipients may prefer short case studies to how-to guides, while the latter may resonate better with newsletter subscribers. - Experiment! There is no single formula for the best BoFu content, and sometimes imitating the exact steps of your competitors can yield little or no results.
- Create a strategy, implement it, check the results and act accordingly (PDCA!). This is the only way to truly understand what works best for your audience and optimize your conversion rate.
- And finally, avoid repetition. There is nothing more discouraging than another "polished" copy or landing page full of stock phrases.
Keep your content exciting and fresh by creating content that is truly yours. It doesn't have to be "perfect," but rather authentic and effective in highlighting the values you represent.
Aftersale: Maintain content momentum in the lower sales channel
Putting aside the debate about whether after-sales is a stage of the funnel or outside of it, the fact is that your work doesn't end with sales.
Let's put it this way: you shouldn't disappear from a customer's life (or their search results) after they make a purchase.
Instead, you should keep him engaged.
Paying customers are more likely to become loyal to your brand if you keep up the communication. A tried and tested way to do this is at least email marketing.
This is true even if your business model does not include recurring revenue. Keeping in touch, offering help and providing relevant content is what makes your brand great. And it keeps valuable organic traffic flowing.
Concluding thoughts
This is where our journey through the sales funnel ends.
We hope that through our small series you already understand the role and importance of content at each stage of the marketing funnel.
From top of the funnel and educational materials designed to increase awareness, to creating engaging MoFu content that nurtures and builds relationships with prospects, to delivering highly targeted BoFu content that drives conversions.
Each stage plays its own unique role in guiding a potential customer to make a purchase. The ToFu, MoFu, BoFu framework provides a structure that makes it much easier to create a content strategy that aligns with your sales goals.
