Bottom of the Funnel Content You’re Probably Missing

November 7, 2018 | Kaleigh Moore


When it comes to the customer journey, it’s critical to pay attention to every stage.

It’s tempting to focus mainly on awareness and attracting potential customers, but what’s the point of all that effort if they don’t ever reach the final conversion step?

Potential customers at the top of the funnel have different needs than those at the bottom of the funnel. Your top-of-the-funnel prospects are likely most interested in your About and Product pages as well as content that explains why your product or service can solve their business problem. At this stage, they’re trying to figure out what product is right for their unique situations, which gives you the opportunity to shine.

However, bottom-of-the-funnel prospects already have this information and are close to making a decision. Because of this, your content not only needs to clearly show what sets it apart from the rest, but you need to get it in front of them—STAT.

As you know, content marketing, as a whole, is used to help move customers along the funnel and help dispel any hesitations they may have about your product or service. When used correctly and at the appropriate time, it can remedy many problems that companies focusing on lead gen experience on a regular basis. These problems may include things like unnecessarily long sales cycles and the ever-present struggle of getting freemium users to upgrade to a paid membership.

According to Bizible, bottom of the funnel marketing is dependent on identifying where a potential customer is in their sales journey and then meeting that with the correct content.

So what does this mean?

Paying adequate attention to your bottom of the funnel leads is just as important as attracting them in the first place. With that being said, let’s take a look at a few content opportunities that can help you convert those bottom of the funnel leads.

What exactly is bottom of the funnel content?

Bottom of the funnel content, no matter what form, must be created with potential buyers top of mind. This content is hyper-focused and not made for the masses, unlike other campaigns you develop throughout the year.

This strategic type of content is for potential customers who have moved past the awareness stage of the funnel and are gravitating toward the conversion stage. Your message should be clear and catered to their unique business problem.

You may be thinking, “Sure, that sounds great. But what does this content look like?”

Whether you create value-packed blog posts, educational videos or audio recordings, infographics, or a captivating email sequence, make sure the content is engaging. Creating memorable experiences with content, especially at this stage of the funnel, could make or break a potential customer’s decision.

It’s also worth noting that this content should be measured differently than your other content. Because this content is typically comprised of both product marketing and sales information, it’s best to check directly with both teams to gauge how it’s performing.

Then you can ask: Has your content had a positive impact on lead engagement, conversion rates, etc.? Once you get a pulse on how the content is performing, you can see what’s working and what needs some TLC. For example, if your bottom of the funnel content is preventing customer dropoff, you know it’s useful.

BOFU content in action

There are several types of bottom of the funnel content that can help move potential customers toward conversion.

First: A look at the numbers. A study from McKinsey found that about three in five bottom of the funnel leads don’t make any decision at all because it’s easier than making one.

So what does this mean for your team? Engaging with your bottom of the funnel prospects and providing them with the content they need to convert is essential. Otherwise, you could lose out on many new customers who were close to making a choice.

Let’s explore a few of the most popular types of bottom of the funnel content and how you can integrate them into your content marketing strategy.

Webinars

Webinars are great for many reasons, but a primary one is that they’re demonstrative and high-touch. Webinars help demonstrate a company’s expertise on a particular topic in real time, whether it’s general or super niche. Plus: The Q&A session format at the end that most webinars typically follow is an excellent opportunity for generating engagement and sparking other conversations among viewers.

For example, Social Media Examiner, a widely recognized resource for all things social media marketing, frequently hosts useful and educational webinars on a variety of topics featuring industry leaders.

They’ve even created a webinar on how to successfully leverage webinars in sales strategies. This particular webinar aims to teach viewers how to effectively use this type of content to sell their product or service.

Product Update Walkthroughs

Even after a potential customer has gotten to the bottom of the funnel, they may still have reservations about going all in on your product.

What better way to dissolve those final doubts than with an engaging product tour? Better yet, give them an engaging experience with your latest and greatest updates. This way, potential customers can get a sense of what’s new with your product as well as see firsthand what it’s like to use your product.

This is also a great opportunity to further educate potential customers on how your product can solve their specific business issue.

Getting potential customers to see your product in action can go a long way and can mean the difference between them backing out and them reaching for their credit card.

Fitbit does an excellent job of providing potential customers with the ability to get a feel for their diverse line of products via their website.

It’s easy for potential customers to see how each feature looks on the selected device. Because of Fitbit’s various smart watch offerings, this can help potential customers easily narrow down which model is right for them.

Branded search queries

Branded search queries play an essential role in any marketing strategy for several reasons. For one, they are an excellent way to drive awareness and establish a coveted spot on the first page of the SERP. But they can also help your bottom of the funnel content strategy.

But first, what is a branded search query anyway?

A branded search query is a search term with — you guessed it — a company’s name included.

For example, a SnapApp branded search query might look like this:

  • SnapApp products
  • SnapApp pricing
  • SnapApp examples
  • What is SnapApp?

So how do these queries relate to converting bottom of the funnel customers?

It’s simple. The people who are searching for your company’s name specifically are likely leads who are close to converting, or at the very least, are interested in your company.

According to data from PM Digital, branded keywords convert 2x more than non-branded keywords, and often by 10-20x more. By optimizing your branded search queries, you are helping give potential customers the final push they need to convert.

Interactive content

Similar to product walkthroughs, interactive content is an excellent way to connect and engage with potential customers who are far along in the funnel.

Did you know that according to DemandMetric, interactive content converts 2x better than static content? It’s true.

Interactive content could be the deciding factor for many potential customers. After all, what customer wouldn’t appreciate a unique, engaging experience from a product or service they are thinking about investing in? This could be one of the last interactions potential clients have with your product before they make a decision.

Whether your team has created a quiz to help potential customers find the product that’s right for them, or if you’ve built a calculator that can help them better understand their investment, deploying interactive content is a great way to send these prospects to the conversion stage.

For example, this interactive calculator from data and records storage management company and SnapApp customer, Iron Mountain, lets potential customers see how much they are currently spending on data storage.

This calculator not only shows potential customers how much they are likely spending on data storage, but it provides them with the information they need to present their case to management. Iron Mountain is providing their potential customers data-backed information about their current situation as well as the tools to make positive changes all in one interactive tool.

Having a tool like this instantly proves Iron Mountain’s credibility and willingness to go the extra mile for their customers.

Wrap up

When it comes to converting your leads, it’s crucial to focus on your bottom of the funnel content strategy as you would other stages of the funnel.

Many times, marketers and sales teams tend to spend a lot of time and effort on their top of funnel strategy to attract leads, but those bottom of the funnel prospects are just as important–if not more. You can lead them to the finish line, but you also have to get them to break through the tape.

When creating content for this stage of the customer journey, timeliness and personalization are essential to its success. Because of this, bottom of the funnel content needs to be engaging and relevant in addition to highlighting why customers should invest in you.

When leveraged correctly and in a timely fashion, bottom of the funnel content can majorly influence a potential customer’s decision.

Looking for ways to refresh your bottom of the funnel content strategy? We can help.


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