As a marketer, you know the importance of creating content that drives leads to your website. But what happens once those leads arrive? Are they converting into paying customers, or are they slipping through the cracks?
As we’ll demonstrate, the key to converting leads into customers is to create content that speaks to them at every stage of the funnel, including the bottom.
Understanding the Bottom of the Funnel
Before we dive into how to create effective bottom of funnel content, let’s define what it is. The bottom of the funnel (BOFU) is the final stage of the buyer’s journey. At this stage, a lead is considering purchasing your product or service, and they need a final push to make a decision.
BOFU content should be designed to answer any final questions or concerns the lead may have and provide the push they need to become a customer.
Creating Effective Bottom of Funnel Content
Now that we understand what BOFU content is, let’s explore how to create it effectively. Here are a few tips to keep in mind:
- Focus on Your Unique Selling Proposition (USP)
At this stage, your lead is likely comparing your product or service to your competitors. Make sure your BOFU content highlights your unique selling proposition and how it sets you apart from the competition. This will help your lead see the value in choosing your product or service over others.
- Provide Social Proof
One of the best ways to convince a lead to become a customer is to provide social proof. This can include customer testimonials, case studies, or reviews. Make sure your BOFU content includes social proof that highlights the benefits of your product or service.
- Address Any Concerns or Objections
At this stage, a lead may have concerns or objections that are preventing them from making a purchase. Make sure your BOFU content addresses these concerns and provides reassurance. This can include information about your return policy, customer support, or any guarantees you offer.
- Include a Call to Action (CTA)
Finally, make sure your BOFU content includes a strong call to action that encourages the lead to take the next step. This can be a CTA to schedule a demo, request a quote, or make a purchase. Just remember to ensure that your CTA is clear and easy to follow.
Examples of Effective Bottom of Funnel Content
Now that we know how to create effective BOFU content let’s look at some examples:
- Product Demos
Offering a product demo is a great way to provide a hands-on experience for your lead and alleviate any concerns they may have and showcase the benefits of your product.
- Free Trials
Offering a free trial is another effective way to provide a hands-on experience, and can help the lead see the value in your product or service and encourage them to make a purchase.
- Customer Success Stories
Sharing customer success stories can provide social proof and showcase the benefits of your product or service. Make sure to highlight how your product or service solved a specific problem for the customer.
- Case Studies
Case studies provide a detailed look at how your product or service helped a specific customer, which is often a powerful and effective way to convince a lead to become a customer.
Is Bottom of Funnel Content The Answer You’ve Been Looking For?
Creating high-quality, personalized bottom of funnel content can be a game-changer in converting leads into customers. By tailoring your content to meet the specific needs and pain points of your target audience, you can build trust, demonstrate value, and ultimately convince potential customers to take action.
If you’re struggling to create bottom of funnel content that converts, don’t hesitate to get in touch – our team of experienced content strategists at Digital Edge can help you develop a tailored content strategy that meets the unique needs of your business and target audience.
Plus, with our expertise in SEO and PPC, we can help you amplify the reach of your content and maximize its impact.
