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Welcome to the bottom-funnel!
This is where you get to flex your marketing muscles and convince your leads to choose your business over your competitors.
Excited yet? You should be!
At the bottom-funnel, your leads have the opportunity to take the final leap to become paying customers.
Here, your content marketing efforts at the top and middle of the funnel are finally paying off, and your eyes should be fixed on the prize.
The prize? Buyer action.
With this simple guide, we’ll help you make sure that your bottom-funnel content doesn’t slip through the cracks.
Let’s get into how you can deliver high-quality bottom-funnel content that secures the sale.
In short, your bottom-funnel content refers to the marketing efforts carried out to convince prospects to buy into your offer.
Bottom-funnel content highlights the benefits and options of your offer.
The most important aspect of this part of the funnel is that it needs to be convincing!
By now, your leads have moved past awareness (top-funnel) and interest (middle-funnel), and have arrived at the conversion stage.
The purpose of bottom-funnel content is to convert your priceless leads into paying customers.
Research from the Content Marketing Institute (CMI) has found that only 21% of marketers are perfecting the craft of bottom-funnel marketing.
With this in mind, you‘re already steps ahead of most marketers if you’re delivering quality bottom-funnel content!
While your bottom-funnel might be the endpoint of your buyers’ journey, your content marketing still needs to be on its A-game.
It's imperative to understand the components that form part of this essential stage of the buyer journey.
Mapping out the goals of your marketing content will set the wheels in motion.
To get your conversion rates up, your goals at the bottom-funnel should include:
As with any stage of the sales funnel, having sound strategies in place to help you achieve your marketing goals is key.
You want to close as many sales as possible.
This means that you should diminish buyer resistance by enhancing the buyer experience.
We’ve got the low-down on just how to do this with our best strategies to seal the deal:
The CTA is arguably the most important component of the bottom-funnel.
CTAs are especially necessary for the bottom-funnel, as buyers can only take action if you guide them directly to it.
At the top and middle-funnel, you may have had multiple CTAs centered around lead generation and lead nurturing.
But at the bottom-funnel, your CTA’s should be a one-track way for prospects to make the decision to buy.
Ensure that you have one clear CTA that embodies the single action you want prospects to take.
CTA’s at the bottom-funnel are usually found on your landing page, promotional emails, and on your pricing page.
The best types of CTA’sat the bottom-funnel look a little like this:
Keep your CTA’s clear, direct, and creative to promote swift sales.
KPIs (Key Performance Indicators) are qualitative figures that evaluate the high and low-performing aspects of your business.
Keeping a close watch on how well your bottom-funnel content is performing is an indispensable strategy.
So how can you measure the success of your bottom-funnel content?
Essentially, these figures should be increasing:
If these figures are at a steady decline, you would need to re-evaluate your bottom-funnel marketing by looking at the following:
The online marketing world is undeniably competitive, especially at the bottom of the funnel.
This is where implementing your persuasion skills come in handy.
Before buying into your business offer, your bottom-funnel prospects always need a little more convincing, so putting in that extra effort certainly makes a difference!
Some persuasion tactics include:
Optimizing your bottom-funnel content is what makes the buyer journey user-friendly and enjoyable.
How to optimize your user experience:
Research has shown that 71% of customers feel frustrated when their buyer experience is impersonal.
One size definitely doesn’t fit all!
It’s clear that buyers love access to personalized solutions, so it’s an excellent strategy to implement.
Personalization involves tailoring your business offers to suit your prospects’ specific needs.
Examples of personalized bottom-funnel content include:
A personalized offer shows your prospects that you value them as individuals, and it’ll increase brand loyalty!
Now that you’ve got the best strategies in the bag, let’s get into some brilliant types of bottom-funnel content:
Sometimes used in the top and middle-funnel, case studies hold the most value at the bottom-funnel because they serve as a persuasive tool.
Case studies appeal to future customers by tapping into previous business successes.
A convincing case study should tell a satisfactory customer story and involve these insights:
A “brand alternative’s” page is ideal for SEO and will help you reach more prospects on the verge of buying.
People who have the intention of buying will often search for brand alternatives.
By creating this type of content, you can easily position your business as a better alternative to your competitors.
So how do you create a brand alternatives page?
A product features page highlights your unique product features and appeals to prospects looking to buy a product for a specific purpose.
It’s important to make sure that your product features page gives your offer that extra edge to get prospects to make the purchase.
A product features page should include:
Measure your business against a single strong competitor and ultimately make it clear that your offer wins the deal.
Although it may sound similar, this is different from a brand alternative’s page, because you’re narrowing down the choices for your prospects to just your business and your competitor.
At the bottom of the funnel, buyers may still be shopping around, so take full advantage of this by creating a competitor comparison page.
You want to ensure that given the choice, prospects will go with your business and not your similar rival.
How to create a competitor comparison page:
Prospects that intend on going through with your offer want to get straight to the pricing options.
A good pricing page should display your business’s various plans that cater to different types of customers, budgets, and needs.
Your pricing page should answer this pivotal question for prospects: “What do I get in return for my money?”
Your job as a marketer is to give them options.
Allow them to evaluate and choose the most suitable pricing plan for their needs.
How to create a successful pricing page:
The key to creating outstanding bottom-funnel content is to be authentic, whilst still keeping to the rules.
The following businesses have an excellent grasp of their bottom-funnel content and have subsequently secured many sales.
Here are some top-tier examples that show you just how they did it:
Canva is a graphic design platform used to create social media graphics, presentations, posters, documents, and other visual content.
With over 30 million users and excellent service, it’s easy to see why this company has been a hit in the marketing world.
Canva’s pricing page is one of its superb feats because it:
Canva’s pricing page is also unique because it doubles a product features page; less hassle, and more information!
To gain over 8000 users across the globe, we’ve had to make sure our bottom-funnel is consistently hitting the mark.
This review is a great example of how to carry out the “Your Business vs. a Competitor” page that we’ve previously mentioned.
The review accurately highlights our product’s best features over those of Clickfunnels — the main takeaway being the affordability of our plans!
With all the examples and strategies we’ve explored, you can now consider yourself an expert on bottom-funnel content!
Since it’s the last stage of the sales funnel, it’s crucial that your business provides prospects with high-quality content.
Your bottom-funnel content will be what separates you from competitors.
Your prospects want to buy into an offer, now it’s up to you to ensure your business proves why your offer is the best one!
Sign up for our Freemium plan today, and let’s help you create bottom-funnel content that is sure to secure the sale.
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