Using Bottom of Funnel Marketing to Seal the Deal
Bottom of funnel (BOF) marketing is all about sealing the deal with customers who have already expressed an interest in your product or service. At this stage, your focus should be on nurturing the decision-making process and convincing buyers that your offering is the best choice.
Your pool of prospects is now much smaller than it was in the top of funnel and middle of funnel stages, but they are also much more qualified and likely to become customers. You’ve taken them on a journey from awareness to interest, consideration, intent, and evaluation. Now, it’s time to help them complete the journey with an actual purchase.
To make the most of your bottom of funnel marketing efforts, you should be utilizing effective tactics to convince buyers that your product or service is the right choice. These could include:
Personalized Messaging: Using personalization and targeted messaging to show prospects that their individual needs will be met. Customer Testimonials: Leveraging customer success stories to demonstrate that your product or service has a proven track record of success. Demos and Free Trials: Allowing potential customers to try before they buy, so they
1. Product Demo Videos:
Product demo videos are an effective way to showcase your product or service and help customers understand how it works. These videos can be used to demonstrate the features and benefits of a product, as well as how to use it.
2. Case Studies:
ase studies are a great way to demonstrate the success of your product or service. By sharing customer stories, you can show buyers how your product has helped other customers solve their problems.
3. Free Trials:
Offering free trials gives prospective customers the chance to try out your product or service before they commit to buying it. This allows them to get a feel for how the product works and whether it meets their needs.
4. Special Offers:
Special offers are a great way to incentivize customers to buy. Whether you offer discounts, coupons, or free shipping, special offers can be a great way to encourage customers to complete their purchase.
5. Testimonials and Reviews:
Testimonials and reviews from current customers can be a great way to build trust with prospective buyers. Showing that other customers are happy with your product or service can help to persuade customers to make the purchase.
Case Studies
At the bottom of the funnel, using case studies is a great way to provide the final persuading and nurturing required. You can feature case studies on how other companies are successfully implementing your product or service and categorize them by industry. This will allow prospects to compare their own organizations with others and make informed decisions.
Blog Posts
Late-stage marketing is the perfect time to communicate key features and answer implementation questions about a product or service. Develop blog posts for specific buyer personas to make the content highly relevant and personalized. Once you create the content, you can distribute it through email, social media, user communities, or your CRM.
Infographics
Infographics are a great way to communicate to potential customers at the end of the funnel. You can feature customer stories to reinforce your messaging from earlier stages, and include interesting data to demonstrate value in a visually appealing format.
Paid Advertising
Developing a budget for paid advertising in the lower end of the funnel can be a strategic move. Paid ads can be used to remarket to customers who have interacted with and expressed interest in your company. Leverage first-party data such as email addresses for increased effectiveness.
Promo Codes
Once you’ve narrowed down your target audience to those who are close to making a purchase, you may be able to increase conversions by offering promotional codes. For instance, if you notice someone has visited your website, added an item to their cart, but not yet completed their purchase, you could encourage them to do so by sending them an email with a discount code. This incentive could be the extra push they need to complete the transaction.