Watch the video to learn more about how to optimize bottom of the funnel content to scale your business:
What is Bottom of the Funnel Content?
Right after the middle-of-the-funnel (MOFU) comes the last type of content for the narrowest funnel stage: bottom-of-the-funnel (BOFU) content.
BOFU content is crucial in guiding leads toward conversion.
It aims to fade away any remaining doubts or objections a potential customer may have and provides the information needed to make an informed buying decision.
The goal is to move the prospect from considering a purchase to taking the final step and becoming a customer.
Bottom of the Funnel Marketing
BOFU marketing is about delivering targeted and persuasive content that addresses specific needs, nudging those ready-to-commit prospects over the finish line.
Think product demos, case studies, testimonials, and personalized email campaigns.
Those who reach this point are serious buyers. They’re ready to make a purchase and need just some extra encouragement to convert.
The rule for creating BOFU content that converts is to keep your eye on the right keywords.
Bottom of the funnel (BOFU) keywords are used by leads who have passed through the stages of awareness and consideration and formed an intent to buy.
They are searching using keywords with either transactional (ready to buy) or commercial (almost ready to buy) intent.
They include words around your products or services rather than building trust and authority keywords.
Examples may include “AI automation”, “tools”, and “software”. That is why using BOFU keywords that match customers’ search intent matters.
Learn more about determining the search intent of your customers.
Bottom of the Funnel Content Examples
At this point, potential customers have moved past the awareness and consideration stages; they are actively considering making a purchase decision.
1. Case Study
Case studies give your potential buyers proof that your products or services are worth the money they invest.
And what better to prove trust and authority than others who have “been there and done that” and confirm that your offer is the best solution to their challenges?
Furthermore, case studies are highly detailed, personal, and relatable. Potentially, they could be the ideal solution for the reader.
Apart from ensuring social proof, a case study serves you details that you can use to further optimize the bottom-of-the-funnel content by adding more value.
2. Product or Service Demo
Product demos are just the ticket to mimic the feel of the real deal. They help customers make up their minds when meandering around several options.
While it is simple to create product demos, it is not as straightforward to do the same for services.
The service productization business model is the solution for service-based businesses that struggle with packaging their services into tangible offers.
By productizing your services you can easily create steps in the B2B sales funnel to provide the best value to leads when it comes to bottom of the funnel content.
3. Video Sales Letter
Using video in marketing is powerful because it lets you forge an emotional connection with your audience.
Creating this emotional link is what sparks interest and motivates people to choose your product or service.
A skillfully crafted video has the potential to sway purchasing decisions to your benefit.
4. Live Webinar
Webinars help to develop relationships and build rapport by providing value upfront.
With a webinar, you can focus and elaborate on specific product knowledge, training, and industry-relevant expertise.
5. Consultation Offer
Promoting free live consultations as a value-added service can attract potential leads who are interested in discussing their specific challenges.
- Consider running targeted ads to promote your consultation offer and reach your ideal B2B audience.
- Clearly state the value of the consultation and how it can address their business needs.
- Design a landing page that highlights the benefits of the free consultation and includes a simple form for interested parties to sign up.
- Use appointment scheduling tools to make it easy for leads to book a time for the consultation. This reduces friction in the process.
- Use the consultation as an opportunity to demonstrate how your B2B services can address the prospect’s pain points.
After the consultation, follow up with additional resources, a summary of key points discussed, and a clear call-to-action for the next steps.
6. Contact Form
Some customers prefer to fill in data in a written form instead of attending live presentations.
Use a detailed contact form as part of the bottom-of-the-funnel content to collect previously unavailable insights about the purchase decision-makers.
What is the Bottom of the Funnel in B2B?
In the B2B world, the bottom of the funnel is decision time. Customers have shortlisted products and are ready to spend their money.
At this stage, businesses are clear about their intention to purchase, engaging with sales teams, and evaluating proposals to make the final decision.
The characteristics of the bottom of the funnel in B2B include:
1. Intent to purchase
Businesses in the bottom of the funnel are not just casually browsing, stumbled across your product or service, or looking for freebies.
They are actively seeking information that helps them make a decision.
2. Detailed evaluation
At this stage, potential customers are conducting a thorough evaluation of the products or services available, considering factors such as features, pricing, and compatibility with their needs.
They are rigorous, analytical, and hungry for information.
Ensure your BOFU content ticks all boxes.
If your conversion rates are low, the lack of details in your offer may be the cause.
3. Engagement with sales
B2B customers at the bottom of the funnel often engage directly with sales teams.
This can involve in-depth discussions, product demonstrations, and negotiations.
Think about how you can optimize the above examples of BOFU content to best capture your customers’ attention.
4. Request for Proposals (RFPs)
In some cases, you may receive a formal RFP to outline how your offering meets their specific requirements.
5. Decision-making time
The bottom of the funnel is where the final decision is made and requires buy-in from key decision-makers within the organization.
Consider this when crafting your bottom of the funnel content.
Personalized communication and a clear understanding of the customer’s business needs play a crucial role in successfully navigating the bottom of the funnel in B2B marketing.
If you need help in building a B2B sales funnel that converts high-ticket leads we have a complete sales funnel blueprint to do exactly that:
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