The bottom of the funnel is where all your work pays off. The sales funnel creation and lead nurturing all leads here, to the bottom of the funnel, also known as the purchase or action stage. Of course, the bottom of the funnel is also the narrowest point, where prospective customers have to make their final decision. Your job is to get those prospects across the finish line and create action from your leads.
Action and Desire Simplified: How to Create Action from Your Leads
How do you create action from your leads and finish moving customers through the sales funnel? This is the time to be clear and concise, giving customers just the right nudge and a compelling call to action.
What is bottom-of-the-funnel content?
Create action from your leads through bottom-of-the-funnel content like customer reviews, testimonials, webinars, live interactions, comparison tables, and free trials.
Bottom-of-the-Funnel Goals
The bottom of the funnel is the culmination of all your other sales-funnel activities. This stage is where you convert a potential buyer into a customer. But, the bottom-of-the-funnel can’t do this all by itself, it only works as part of a cohesive sales-funnel strategy, starting with awareness at the top of the sales funnel, working through the middle of the funnel (nurturing), and then landing at the bottom of the funnel.
The main goal of the bottom of the funnel is to convert. You can do that by positioning your brand as superior to your competitors, inspiring confidence in a purchase decision, and stressing immediacy. Lead with your unique selling proposition and convince prospects that your company is the clear front-runner for their business.
Bottom-of-the-Funnel Content
What is holding your customer back? What questions do you still need to answer for them to make that purchase decision? Bottom-of-the-funnel content needs to address these final roadblocks. Some of the best content types for the bottom-of-the-funnel include:
- Customer Reviews: Give customers a picture of what it will be like to work with you. Customer reviews are found on many 3rd party sites and are a reflection of a customer’s experience with the company and feedback on your products or services. These reviews help potential buyers put themselves in your existing customers’ shoes. The most effective customer reviews focus on measurable data.
- Customer Testimonials: While similar to a review, a customer testimonial is even one step further. Customer testimonials are honest and personal endorsements of your company’s product or service. The best testimonials should include a customer’s overall experience, as well as how your product or service provided value to them. Testimonials should include specifics and should help prospects feel more confident about doing business with your company. Include photos or videos and make this a trust-building content piece. You’ll get the best results if you can match customer testimonials to a similar industry as your prospect.
- Videos: Seeing your team on video builds a closer relationship with prospective buyers. Video content could include things like webinars and video training courses. Interactive formats are great for allowing prospects to bring up any specific questions or lingering pain-points. You might even record personalized demos targeting the decision-maker. Video is an easy way to show off your products or services and highlight their superiority.
- Comparison Tables: Numbers and statistics can be impactful. Put your product or service next to your competition and then highlight your unique selling proposition. Call out any specific features, capabilities, or benefits that set you apart. Make the return-on-investment (ROI) for choosing your business clear to potential buyers.
- Free Trials: More and more buyers prefer to get hands-on-experience before making a purchasing decision. Free trials, with a limited timeframe, can create urgency for buyers and have the power to drive a purchase.
Additional bottom-of-the-funnel content can include case studies, product literature, and even sharing your company philosophy. No matter what type of content you create, it should explain how customers will use your product or service, connect to a specific pain-point, and highlight value.
Don’t Forget About Buyer Retention and Referrals
Your work doesn’t stop with the sale; you should continue providing value to your customers even after they make a purchase. Not only does this ensure a positive experience, but it increases the likelihood that they will purchase from you again, as well as refer you to someone else.
Create action from your leads and get prospective buyers to convert through engaging and motivating bottom-of-the-funnel content. At Vende Digital, we can help connect you to your next customer. If you are frustrated with your digital marketing performance, schedule a complimentary Discovery Meeting to see if we’re a fit. We’ll review your digital footprint and provide you with fresh ideas and actionable insights. Schedule a consultation with us today to get started.
Key Takeaways
- Be clear and concise, giving customers just the right nudge and a compelling call to action.
- Bottom-of-the-funnel content includes customer reviews, testimonials, webinars, live interactions, comparison tables, and free trials.
- Bottom-of-the-funnel content should explain how customers will use your product or service, connect to a specific pain-point, and highlight the value.
- Bottom-of-the-funnel content works best as part of a cohesive sales funnel strategy.
