At the last phase, known as the bottom of the funnel or BOFU for short, one must convert leads into customers. Your content has to create the perfect conditions for your lead to make an informed purchase.
While your leads read your blogs and download your gated offers, they still have to make a purchase, for you to generate revenue for your company, which requires content that helps them decide if they should buy or not. There are a couple of content types you could use at the BOFU stage:
There is one huge drawback in selling products online: they can not be physically touched. Potential customers only have some images and a description available to base their decision on. This might put off potential buyers. However, offering a free demo can help solve this problem. A demo shows customers how the product works. Videos, screenshots, webinars, schematic drawings, and presentations are just a few ways to show your product to customers.
Customer success stories
Testimonials, stories and reviews are one of the best tools in your arsenal at the bottom of the funnel. They let prospects see what others experienced with your product or service. These will help prospects make a final decision. Below is a great example from Oracle, how testimonials could be utilized for a business.
Prospects are evaluating more than one option at the BOFU stage usually. Having a spec sheet and making comparisons are handy, they make it easier for people to compare products side by side. You can compare similar products from your company or your products versus the products of your competitor.
Events and webinars
These can also be used at the middle of the funnel (MOFU), but events and webinars are used at TOFU too in order to convert leads. At the bottom of the funnel, webinars are usually utilized to gather prospective customers in one place in order to answer questions regarding the
product. This clears out all the fog for prospects and creates a clear image of your product or service.
These are used to teach a relevant topic to your target audience. By the end of the class you can talk about your product or service. The educational services provided along with mini classes should be of high quality. Do not forget, the whole point of the class is to put forward your product and create sales.
Creating content that satisfies the marketing funnel in general is extremely important. Existing brands should start building content at the bottom of the funnel, in most cases, since your prospects need information such as pricing or how you compare to a competitor. Its crucial to create content that satisfies the basic questions before moving on to blogging etc.
In summary, the goal of MOFU is to convert prospects who were unaware of your product or service into people who might end up buying. Unfortunately, leads can not be deposited in the bank, to generate revenue you need content that will assist your prospects in making decisions at the point of sale.
Hope you found this information interesting. Thank you for tuning in.