Bottom-Funnel: Your Guide to Close Sales and Convert Customers

Close Sales and Convert Customers

Source: BioPharma

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.

1. What is Bottom-Funnel Content?

Bottom-Funnel Content

Source: WebEngage

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.

1.1. Key Elements

It's imperative to understand the components that form part of this essential stage of the buyer journey.

So what are some of the key elements that make up the bottom-funnel?

  • Your marketing content needs to align with your offer
  • It should be driven by data acquired in the top and middle-funnel
  • You should challenge prospects’ assumptions about your business

1.2. Goals of Bottom-Funnel Content

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:

  • Increasing the rate of sales
  • Being the first-choice over competitors
  • Getting your prospects to be absolutely convinced about their decision to make the purchase

2. Useful Strategies to Close the Sale

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:

2.1. Include CTAs (Call-to-Action)

Call-to-Action

Source: MO Agency

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:

  • Add to cart now - 25% off!
  • Sign up today!
  • Book your consultation now!

Keep your CTA’s clear, direct, and creative to promote swift sales.

2.2. Keep an eye on KPIs

Keep an eye on KPIs

Source: HubSpot

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:

  • Total purchases
  • Earnings per lead
  • Trial sign-ups
  • Return on Investment (ROI)

If these figures are at a steady decline, you would need to re-evaluate your bottom-funnel marketing by looking at the following:

A great tool to use for measuring your KPIs is simpleKPI, it tracks all these metrics and creates reports on performance targets for you.


If you want to create bottom-funnel content that is cost-effective, has optimal conversion rates, and retains customers, keeping track of these KPIs is vital.

2.3. The Art of Persuasion

The Art of Persuasion

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:

  • Emotive language: Employ language that prompts your prospects to engage with their feelings (excitement, anticipation, etc.)
  • Stories: Build a narrative that takes your prospects along for the ride. Tell stories that characterize your business offer as the hero
  • Authority: Build trust by displaying information that positions your business as credible, informed, and that information is well-researched

In this case, having some eBooks, courses, and educational content published is a useful asset.

2.4. Optimize your User Experience

User Experience

Source: AdPushup

Optimizing your bottom-funnel content is what makes the buyer journey user-friendly and enjoyable.


How to optimize your user experience:

  • Make sure your sales and product pages are designed with simplicity in mind: It should be really easy for prospects to buy from you — no one likes a complicated buying process
  • Optimize your website for mobile devices: More than half of all internet traffic comes from mobile devices. A great tool for this is Mobile Friendly Test, simply type in your URL to test how mobile-friendly your website is
  • Streamline the sign-up process: Make it effortless for prospects to sign up for your offers by removing unnecessary fields in the sign-up forms — asking for too much personal information can potentially deter buyers

2.5. Personalize Offer Solutions

Personalize Offer Solutions

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!

3. Leading-Edge Types of Bottom-Funnel Content

Now that you’ve got the best strategies in the bag, let’s get into some brilliant types of bottom-funnel content:

3.1. Case Studies

Case Studies

Source: Jenfi 

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:

  • What made the customer buy into the offer?
  • Why did the customer think your offer is a great fit for them?
  • The life improvements your product has provided them with
  • The specific problem your offer was able to solve

3.2. Brand Alternatives Page

Brand Alternatives Page

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?

  • Identify your popular competitors, you can do this by searching your niche and seeing the top results on the SERPs (Search Engine Results Page)
  • Search for features that they lack, but your business offers
  • Review the different competitors, including your business and its offers, and write the content
  • Highlight why your business offers the best solution to your ideal buyers

3.3. Product Features Page

Product Features Page

Source: Convertful

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:

  • The benefits that your ideal buyer will receive when they buy the product
  • The product features that will fulfill these benefits and their unique aspects
  • Each benefit should also have a use case that your ideal buyer identifies with
  • Evidence that shows how your product can help them

Check out systeme.io’s product features page for more clarity!

3.4. Your Business vs. a Competitor

Your Business vs. a Competitor

Source: Dealroom

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:

  • Identify just one popular competitor of yours (usually one that is head-to-head with yours)
  • Find comparison points between your business and your competitor (features, performance, tools) and base them on your buyer persona needs
  • Create a fair and neutral review about your competitor, ideally you want to show where they fall short, and your business triumphs
  • Conclude by convincing the audience why your business offer should be the one to choose between the two

3.5. Pricing Page

Pricing Page

Source: Muzli Search

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:

  • Make the most popular (and likely more expensive) offer stand out
  • Show exactly what features your prospects are getting at each price
  • Suggest the best option for different types of prospects (e.g. freelancers, companies, beginners)
  • Be up-front about the price, don’t include catches at extra costs in the fine print as this is a complete deterrent for prospects
  • Include a clear CTA (Buy now!)

4. Innovative Examples

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:

4.1. Canva Pricing Page

Canva Pricing Page

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:

  • Is simple and self-explanatory
  • Answers the essential question of what a user gets in return for their subscription
  • Includes a direct CTA

Canva’s pricing page is also unique because it doubles a product features page; less hassle, and more information!

4.2. Systeme.io vs. Clickfunnels

Systeme.io vs. Clickfunnels

Source: Systeme.io

Systeme.io is an all-in-one online business tool that offers everything from marketing automation to building your own online courses.


To gain over 8000 users across the globe, we’ve had to make sure our bottom-funnel is consistently hitting the mark.


On our blog, interested prospects can see how our features stack up against our competitor: systeme.io vs. Clickfunnels review.


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!

5. Conclusion

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!


For the final piece of the puzzle, systeme.io is here to combine all your sales funnel needs together — our sales funnel tool is the perfect solution!


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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