What is bottom-of-funnel (BoFu) marketing?
Bottom-of-the-funnel (BOFU) marketing refers to the stage in the customer journey where potential customers are ready to make a purchase decision. At this stage, individuals have already shown interest in a product or service, conducted research, and moved past the awareness stages.
- Attention = Top of the funnel
- Interest = Top of the funnel / Middle of the funnel
- Desire = Middle of the funnel
- Action = Bottom of the funnel
Marketing activities late in the funnel work to validate the buyer’s purchase through decision-enabling content that helps late-stage buyers confirm their choice and avoid buyer’s remorse.
Why is bottom-of-funnel marketing so important?
The bottom of the funnel is where conversions really kick in. Customers at the bottom of the funnel have already shown significant interest in a product and are actively considering purchasing. Satisfied customers who purchase at the bottom of the funnel are more likely to become repeat customers and advocates for your brand.
At the narrowest part of the funnel, BoFu marketing:
- Turns SQLs (sales qualified leads) and sales opportunities into customers.
- Requires the lowest frequency of sales-enablement/decision-based content.
- Converts people with the highest likelihood of purchasing (hot leads).
Common Bottom-of-Funnel Marketing Tactics
Bottom-of-funnel marketing tactics should include persuasive and product-focused content that helps your audience feel confident to buy. Since this is a critical point in the buyer’s journey, decision-stage content must fully support the purchasing process and be as friction-free as possible.
Personalized Email Campaigns
Sending personalized email campaigns to BOFU leads can include tailored product recommendations, special offers, case studies, and customer testimonials to reinforce the value and benefits of the product or service.
Product Demos and Free Trials
Offering product demonstrations or free trials allows potential customers to experience the product firsthand. Once it’s in their hands, it takes more friction on their side to return than to buy.
Customer Reviews and Testimonials
Displaying customer reviews and testimonials on product pages or landing pages provides social proof and eases their concern about the product not meeting their expectations.
Limited-Time Offers and Discounts
Scarcity-based promotions can prompt them to purchase sooner, knowing that the opportunity may only be available briefly.
Live Chat and Sales Support
Offering live chat or providing dedicated sales support via phone or email allows potential customers to ask questions, seek clarification, and receive personalized assistance.
Customer Success Content
Resources such as user guides, tutorials, and FAQs can help potential customers understand how to get the most out of the product or service.
Bottom-of-Funnel Marketing Do’s and Don’ts
Your buyer has a lot of options out there, so keep these do’s and don’ts in mind as you align your content strategy with this mission-critical buying stage.
Do create decision-making content
Long gone is the content that shows someone what their problem is and how to fix it. Your BoFu content demonstrates that your offering is an unmatched solution. This is the time to sell, so messaging should be direct, informative, and benefits-focused.
Do focus more attention here
Top-of-funnel content requires the highest frequency of content production, followed by mid-funnel content. It’s easy to get tied up with the earlier stages and neglect this critical stage of the funnel. Marketers are overdue to pay more attention to BoFu marketing tactics. Bottom-of-the-funnel content production is the lowest frequency but arguably the most important. It still takes a lot of time and effort to produce.
Do embrace self-serving content
Marketers cringe over self-serving content, with most focusing on keeping our messaging conversational and informational. Consider this your permission for a little self-serving content. This doesn’t mean you’re broadcasting boastful announcements about your brand. You’re still serving your buyer by showing them how your product or service will meet their unique business needs.
Don’t think you’re the only game in town
Your competitors are just a contact form submission away from your prospects. It’s never been easier or quicker for someone to compare shop. Listen and learn from your potential buyers and similar prospects to ensure you address their top goals and challenges.
Don’t ignore your sales team
If there was ever a time for legit marketing and sales alignment, this is your moment. Ask sales how you can help and see what ideas they have for reaching buyers more effectively.
Don’t rely solely on your internal team
As mentioned above, your team is likely spending so much time creating content to appease the earlier stages of the funnel that you can’t keep up with late-funnel initiatives. To give more love to BoFu tactics, consider expanding your internal team’s capabilities by outsourcing your content efforts.
Bottom-of-the-funnel marketing is a chance to enable your sales team and guide your potential customers. Success for your organization is within reach. You should spend a little more time thinking about this later stage so you can offer the right level of support.
To better tailor your BoFu strategy to your prospects, talk to a content specialist at ClearVoice today and get high-converting content developed for your brand.
