Bottom-of-Funnel Marketing: Here’s Why It Is Important 

Marketing Strategy
Rafia Tabassum Sara
6 min read

What exactly is lower funnel marketing? To understand this clearly, you first need to know about the marketing funnel. 

A marketing funnel is a visualization tool to demonstrate the customer’s journey starting with brand awareness and ending with purchasing a product. 

The basic idea of the funnel is that brands constantly carry out generalized marketing campaigns to attract customers. 

These campaigns capture customers’ attention whose interests match what your company is offering. 

The ideal scenario is that all the people interested in your initial marketing campaigns eventually become your customers. 

Therefore, the model should be cylindrical. However, in the existing business market, that is not the case. 

Even though it is the marketers’ job to bring in as many customers as possible, you will see that the number of people interested in the brand keeps reducing in each stage, making the model funnel-like.

What is Bottom-of-Funnel Marketing?

If you look at the funnel diagram, you will see that the marketing funnel has three stages: top-of-funnel, middle-of-funnel, and bottom-of-funnel. But let’s look at what these stages resemble for marketers like you and me.

In top-of-funnel or ToFu marketing, brands draw potential customers’ attention toward themselves by creating awareness. This is accomplished through social media, webinars, podcasts, videos, etc. 

As for middle-of-funnel or MoFu marketing, the advertising content targets leads who have already started engaging with the brand. Marketers distribute and publish content to people who are already showing interest in buying their products and cater the content according to these people’s specific needs. 

Next comes bottom-of-funnel marketing, or BoFu, the final stage of the marketing funnel model. 

The marketing content in this stage is specially catered for people who have already evaluated your product and are still eager to explore it. 

You create this sort of content to help them make the buying decision once and for all. 

Who Are The People In The Lower Part Of The Marketing Funnel?

The leads not interested in buying from you have already departed the funnel before you conduct bottom-of-funnel marketing. So, the potential customers who have been consistent until this stage are very crucial. 

One little nudge, and you can lock them as your clients. But this stage is critical because small mistakes from marketers’ side can make them quickly change their decision and settle for another brand instead.

Why Is The Bottom Of The Funnel So Challenging?

Bottom-of-funnel marketing is mainly for your company because if the products and solutions are not impeccable, you may lose potential clients from the marketing funnel just as they settle for a brand. 

As a marketer, you need to be cautious about providing a problem-focused apt solution to your leads for them to be finally converted to clients. 

The Importance of Investing in the Lower Funnel

Investing in BoFu will benefit you as a marketer because the company has already invested resources and money to get the leads to this stage. 

It is one last push that can convert them into clients. So, letting go of your efforts in this final marketing funnel stage is not the smartest thing to do for you. 

Making strategic moves by being problem-oriented, available, and solution-focused for your leads will be significant. 

11 Bottom-of-Funnel Tactics to Increase Conversions

1. Give Detailed Product Comparisons

You can use your Blogs section to publish articles comparing your brand with similar products and demonstrate how your brand stands out from others in the market.

2. Offer Promo Codes or Special Discounts

Discounts or promo codes have always been an effective way to draw in customers. Make sure you utilize it!

3. Hand Leads Off to Sales Team Members

You can assign leads to your sales team members so they can work more closely and the leads get a more one-to-one experience, sending them a message about your sincerity!

4. Provide Detailed Use Cases and Testimonials for Your Audience

You will always rely on someone who has used the same services you are looking for. So, make sure your website has ample testimonials and past user opinions.  

5. Have different case studies that cater to different segments of your market

If there are different case studies targeted toward different segments, leads from diverse backgrounds will be interested in trying out your product. 

6. Build a Powerful Pricing Page

A powerful pricing product might be the secret element you're missing out on. 

An articulate and attractive pricing page is what most leads look for in the very beginning.

7. Have Different Content For The Common Keywords People Search

Leads mostly search with common keywords to look for companies that provide the solution they're looking for.

8. Provide Material That Educates Leads About Your Product

Blogs on your website will play a key role in letting your leads know what you're offering and how they can benefit from your service.

9. Stand Out From The Competition

You can go for comparison articles in your blog section to demonstrate how your company stands out from others and why they should choose you.

10. Double Down on Persuasion Tactics

You can reinforce persuasion techniques by wording your articles and website content.

11. Ensure Excellent User Experience

Users are your biggest asset. So make sure your users are absolutely satisfied with your service.

Bottom of The Funnel Metrics

You can measure whether your bottom-of-funnel marketing is effective or not through the following metrics: 

  1. Cost Per Acquisition: The cost of getting a lead down the funnel until they become customers or the net profit earned from a customer
  2. LTV (Customer Lifetime Value): The net profit earned from clients throughout their lifespan with the company as customers
  3. Conversion Rates: the ratio of people in the marketing channels to those who eventually become customers

Bottom-of-Funnel Content Ideas

1. Pricing Pages

The best way to convert a lead to a client is by clearly showing them what you’re offering. Through pricing pages, they can compare the product with their estimated budget. 

Strategic pricing pages with comparisons, customizable plans, and products with monthly or annual pricing helps a person form a clear view of the aftermath of their purchase. 

Pricing pages should be easy to understand, and the most popular (or expensive) option should draw attention with markers and decorations.

2. Customer Reviews and Testimonials

Customer Reviews and testimonials reflect how your customers feel after purchasing products from your brand. Since it is given from the customer’s end, the credibility is much more substantial. 

The potential customers are likely to be more enthusiastic about your product after hearing from people who were looking for the same solution at one point. 

3. Video Demos and Tutorials

Nothing hooks people more than visual content does. Launching video demos or tutorials where people can visualize the solution they are considering purchasing makes it easy for them to make the buying decision. Step-by-step tutorials on how to use your product will convince people about the feasibility of your solution. 

4. Case Studies

A case study is an excellent opportunity for you to draw the attention of someone interested in your product. 

However, they will only click on the case studies when they genuinely want to know about your products and services.

You can build a case study by interviewing customers with a persona similar to your potential buyers.

You can ask them what is unique about your products, what made them purchase them, and a comprehensive overview of their satisfaction journey with your brand. 

5. Brand Alternative Pages

For SEO, alternative pages help position your brand on top of any other alternatives for your potential clients.

People to purchase frequently search for alternatives. This is an opportunity for you to produce content demonstrating why your product is superior to that of your direct competitors.

How To Use Paid Media To Get Bottom-Of-Funnel Conversions

1. Remarketing

Remarketing mainly concerns reminding your customers about your product. One example is emailing customers who have expressed explicit interest in your product.

2. Promo Codes

Offering promo codes to customers may reduce your margin for the short term, but customer satisfaction means they will take services from you for a long time. 

If the users are already aware of your product, offering promo codes and discounts can boost the conversion rate.

3. Upsells

You can use ads on paid media to leverage upsell opportunities. If users are already using your product, you can tell them what more you can get from your service.

4. Business Development Representatives

Getting some people to nurture your leads can help your conversion rate and boost sales. They can help your leads understand your product and finally convert into customers.

5. In-product Tools

For people already using the free version of your product, you can use various tools to communicate with them about updates, announcements, notifications, and promotions. 

Frequently Asked Questions

What are examples of lower-funnel marketing?
  •  Visual demos and tutorials
  •  Customer reviews
  •  Case studies
  •  Comparison with competitors 
  •  Pricing pages etc. 

What is lower funnel content?

Lower funnel content is a company’s assets that help them persuade leads to purchase products for them. 

These contents are highly solution-focused, problem-oriented, and catered to customer demands.

What is lower funnel conversion?

Lower funnel conversion is when leads evaluate a company’s products and make the purchasing decision. This phase is known as Conversion, which occurs in the lower level of the marketing funnel. 

In this stage, people are almost convinced about making the purchase. Strategic marketing pushes them to make the final decision converting them from leads to clients.

What does funnel mean in marketing?

The marketing funnel represents the reduced number of people interested in the company’s product with each level of marketing. Marketers first conduct a generalized marketing campaign to make people aware of their product. 

Gradually after proper evaluation, people will make the buying decision. But in each phase, a certain number of people become uninterested in the product, making the model look like a funnel.

Final Thoughts on Lower Funnel Marketing

When you’re a marketer looking to boost sales, it is vital to invest in bottom-of-funnel marketing. 

This is when your customers finally decide to embark on a journey with your company. So it’s better to curate strategic content to convince your leads and give them that one last spur to say yes to your products!

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