17 Creative Examples of Bottom-of-the-Funnel Marketing
December 7, 2017 | Kaleigh Moore
Bottom of the funnel marketing helps convert potential customers into actual customers.
It does so by helping the potential buyer overcome his or her objections so the conversion happens. This type of marketing can range from case studies and videos to trials and interactive materials – they’re all aimed at closing that final gap before purchase.
It’s important to note that bottom-funnel marketing isn’t just standard content: It’s creative, high-value, and gives the prospective customer a reason to take action. It specifically addresses the needs/wants/concerns of those who are close to commitment, but need a last, final push to convert.
In this post, we’ll explore who’s using bottom of the funnel marketing as well as some creative examples so you can get ideas rolling for your own efforts in the year ahead.
Sometimes potential customers want to see how similar companies are using a product or service before jumping in with both feet. Enter case studies. These are a way for companies to get quick validation, as they often lay things out in a problem/solution format that includes hard numbers and results produced.
Let’s look at this in a B2B context. BigCommerce, an e-commerce platform, showcases many different case studies for specific industries, verticals, and marketplaces. From electronics and computers to sports and recreation, prospective users can come to this page and quickly check out a few case studies that align with the market they’re in.
What’s even better: Each case study showcases elements of social proof such as growth stats, why the user picked this platform over competitors, and more.
Hyland, an enterprise information platform, also works with many different types of customers. To help those that have reached the bottom of the funnel, they similarly showcase case study resources for different industries. This ties together real, practical results and the solution they’re offering – which can be all that’s needed for that the commitment to happen.
What’s great about webinars are their versatility in subject matter, which can appeal to different sections of the buyer’s journey, and their real-time, one-on-one feel. A successful webinar has subject that hooks audiences and delivers sought after information. The addition of Q&As at the end add an immediacy that allows each audience to get the information that’s vital for them.
Here, we can see a webinar from Wistia that covers a more broad subject about using video to engage with prospects. For a team looking to get more involved with video, this subject could answer some pressing questions they have and inch them closer to a selecting a video platform.
A more direct subject can be used for prospects really far down the funnel who want to know more specific information, like how your solution works with another technology or platform the prospect currently uses.
Here, Uberflip tackles the specifics of their integration with Marketo. Though more narrow in scope, the webinar attendees will be made of very ideal sales opportunities. Plus, they now have the webinar on demand for future prospects.
Help Desk Articles and How-to Blog posts
For bottom of the funnel leads who are looking for a very specific piece of information, help desk articles and how-to blog posts provide actionable advice. They speak directly to the concerns of these buyers and are more focused than broad, educational content. Plus: They’re good for SEO efforts, as they’re often loaded with rich, relevant keywords.
REI, the outdoor equipment retailer, has a whole section of their website related for this type of content. From buyer’s guides on pinpointing the right product to skill-based how-tos, these assets nudge prospective buyers a little bit closer to the sale.
6. Campaign Monitor
Campaign Monitor, an email service provider, also does this well. With in-depth help desk articles, they can show users how to set up processes and get the most out of their offering, as seen in this automated welcome email how-to.
Interactive Product Tours
Even for those who’ve reached the bottom of the funnel, there can still be some uncertainty around things like ease of use, features, etc. That’s where an interactive product tour comes in handy.
By walking a potential buyer through your offering and doing some hand-holding, you can further educate, spotlight top perks, and demonstrate just how simple it is to get started with your product or service.
Plus: With a form that collects a name and email address, you can better score leads and follow up with those who’ve checked out your product tour just need some personalized, one-on-one help from your sales team to close the deal.
Free Trials, Demos, and Discounts
Taking a step beyond the product tour, you could also consider offering a free trial, demo, or discounted trial period for those who are on the edge of conversion. This is especially helpful for SaaS products when customers want to get hands-on with the product before making a long-term commitment.
Invision, for example, uses a limited free trial for its enterprise tier – and then follows up with these leads to convert them into long-term customers.
DropBox Business also uses this model, offering a 30-day free trial to those who want to test their cloud storage service.
Interactive White Papers
This highly effective form of bottom of the funnel marketing helps remind your leads exactly why they need your service or product – and it’s an engaging experience to boot. When you create a two-way conversation with the reader, it feels like like a hard sell and more like finding the fix to a problem.
Take a look at this interactive white paper example from Element. It works to drive leads by providing a walkthrough of the benefits to their product.
Drip Email Campaigns
Automation makes drip emails easier than ever before – and they’re a great tool for bottom of the funnel leads. Over the course of 3-10 emails, you can help move your would-be customers closer to the point of conversion.
Salesforce uses drip emails to send personalized follow-ups to free trial users who haven’t engaged in a while and didn’t convert into customers. With ongoing campaigns that educate, spotlight features, and speak to the user’s pain points, they stay top-of-mind and help remind him or her about the benefits of their offering.
Those in leadership roles are often looking for hard numbers that will translate into ROI when considering purchasing a new product or service. Because of this fact, interactive calculators are a great asset to build out for bottom of the funnel leads. With a few clicks, you can help generate those numbers decision-makers are searching for.
11. Kaufman Rossin
Kaufman Rossin does this with their interactive calculator. In a few quick questions, they can produce some meaningful numbers for leads that spotlight a gap in service – and at the same time, they’re collecting lead data on the back end so they can follow up and make the sale.
If your product offerings are vast, it might be overwhelming for your audience members to figure out which product is the right fit for their unique needs. This is where an interactive product picker can come in to save the day.
HR and payroll company Paycor does this with their solution finder tool. By answering a few quick questions, they can pinpoint the ideal solution for the customer in a matter of minutes. Bonus: Lots of rich lead data is being gathered on the back end.
EnergyStar uses a similar tool to help customers find the right energy efficient product based on a variety of qualifiers. This helps remove a point of friction for the customer and adds ease to the purchase process as a whole.
Video Walkthroughs and FAQs
With data showing 55% of all internet users view video online daily, it makes sense to accommodate that behavior by creating some FAQ or walkthrough videos as marketing materials. It’s also smart because it helps communicate complex ideas and processes in an easy format. When visuals, audio, and text are paired, comprehension happens much, much faster.
HCSS construction software has created some video assets like these to demonstrate how to execute specific processes within one of their tools. For leads who are concerned about the complexity of a tool, this quiets those fears and shows just how easy to use the tool really is.
In another instance, ArtResin answers one FAQ at a time with short videos – which is a quick way for leads to get the info they need without having to read a long article.
Another idea for pairing bottom of the funnel content and video: Teaching. If you want to demonstrate how to get the most out of your product or service, tactical videos that teach short lessons are a great place to start.
Vidyard, for example, teaches short lessons with a video series they call “Chalk Talks.” Not only does this showcase their authority within their niche, but it also is regular content that audience members can learn from on an ongoing basis.
Unbounce also does this well. By sharing tactical videos on the company channel, they create a powerful, value-packed knowledge base for leads and customers. This added value is one more reasons for customers to buy and to stay loyal.
Be Helpful at the Bottom of the Funnel
The one common trait shared by all of these different examples is that they all take a strategic, helpful approach when working to convert bottom of the funnel leads. With the help of automation, interactive elements, and a smart follow-up process, you too can start getting more leads from the “just browsing” stage to long-term customers.