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Bottom of the funnel marketing is aimed at converting a potential customer into an actual customer. It helps persuade that potential customer past their remaining objections so he or she can finally follow through and take action.
But you just can’t deploy standard content and hope it sticks for leads who are this far down the sales funnel. You need creative, high-value marketing materials that give the prospective customer a reason to act.
In this post, we’ll not only look at who’s using bottom of the funnel marketing, but also at some creative examples that you can pull ideas from, too.
Most of the time, it’s the sales team that’s working with bottom of the funnel leads, using channels like the company website, social media, a CRM, or online communities to continue the conversation. But as time goes on, B2B teams are seeing more team members get involved with this process.
Working together, team members are focused on making sure the sales proposition looks like the best possible option for the customer, speeding up the process, and helping leads overcome any remaining obstacles to conversion.
But in order to do this, they need creative bottom of the funnel marketing assets. Not sure what those look like? Let’s look at a few fantastic examples.
Creative Examples of Bottom of the Funnel Marketing
Leads low in the funnel need something beyond the standard pricing info and a few testimonials. They need highly specific, actionable content that nudges them closer to action. Here are seven creative examples of engaging marketing for bottom of the funnel leads.
Hyland, creator of OnBase, an enterprise information platform, works with many different types of customers. To help bottom of the funnel leads better understand how they can use their platform, they’ve created a page loaded with case study resources. Browsing by industry, potential customers can see how other companies produced real, tangible results using their tools.
Help desk articles and how-to blog posts help speak to the concerns of bottom of the funnel leads, address their questions, and deal with clear, specific issues (rather than being more broad, open-ended pieces of educational content.) They are also great for SEO efforts, as they address highly specific keywords with lower competition rates.
Campaign Monitor, for example, uses an in-depth help desk article to show users how to set up automatic welcome emails, as seen below.
For bottom of the funnel leads, an easily understandable infographic combines a lot of important data into a single, well designed space. Make it interactive, and you just found one more way to follow up with a very interested potential customer.
Sales and proposal software company Qvidian leverages an interactive infographic to showcase value and the need for a solution.
For leads who are on the edge of conversion, offering a free trial, a discount, or a free demo can sometimes be the tipping point. They know about your product, they’re interested, but they need that last final nudge in order to convert. Use the information you’ve gathered about your potential customers and what content they’ve interacted with to determine which option is best for the unique individual.
Invision uses a limited free trial for its enterprise level price tier, and then follows up with these leads to work toward converting them into customers.
Staying in close communication with customers can be a daunting task without the help of automation. That’s why marketers use drip email campaigns to stay in touch with bottom of the funnel leads on an on-going basis. Over the course of 3-10 emails, you can help inch leads a little bit closer to conversion.
Take this example from Copyblogger. This was one email in a series promoting a discounted offer to purchase a product, and it was loaded with reasons to convert.
Interactive white papers are highly effective as a bottom of the funnel marketing resource, because they remind your leads exactly why they need your service or product. Bonus: Making them interactive lets the user become more engaged with this experience, rather than just feeling like he or she is being sold to.
Look at this example from Element. Their interactive white paper works to drive conversions for leads low in the funnel by walking them through the advantages to their specific product.
Decision makers usually defer to the numbers when choosing to move forward with a purchase or investment, so it makes sense to employ an interactive calculator that provides some of the hard numbers that go into that decision-making process.
Fonality uses an interactive calculator to show leads whether or not they have the appropriate bandwidth to proceed with VoIP. In their business, this is a major hurdle the customer has to be able to overcome before conversion, so this resource helps them get a grasp of what is needed before moving forward.
Click around below and see how it works for yourself.
With all of these examples to inspire how you can re-imagine your marketing materials for leads who are almost ready to convert, you probably have some work to do.
Just remember: Be creative, communicate value, and put yourself in the customers’ shoes to try and understand exactly what’s keeping them from following through.
If you can do that, in no time you’ll be busy onboarding new customers.