Hello again! As I explained last week, I’m taking Digital Marketer HQ’s Content Marketing Mastery certification course and I’m overwhelmed with information. Now, we’ve spent a lot of time going over the sales funnel process and how the content we create for your website needs to cater to prospective leads who are at each level of the funnel. In my first blog, I went over what a sales funnel is, and what content lives at the top. Last week, I discussed middle of the funnel content, and this week, we’re finally at the bottom of the funnel.
Let’s jump in…
Goals for Bottom of the Funnel Content
When we say “bottom of the funnel,” we are referring to a prospect that is aware of the problem your brand solves, is evaluating your service or product, and we are trying to get them convert—aka make that purchase.
So, content marketing goals for the bottom of the funnel include:
- Lead and Customer Nurture
Make a relationship with those prospective customers—and past customers.
- Grow Retargeting Lists
We went over this in last week’s blog, as it applies to each level of the sales funnel. These ads that follow prospective leads around the internet are pretty effective at bringing past visitors back to your site.
- Maximize Immediate Customer Value
We not only want to convert our leads, we also want to convert higher sales. We can do this with cross-selling and up-selling to get a higher purchase.
- Increase Retention
Our content lead the customer to us, now we want to keep them.
- Increase Buyer Frequency
We want customers to buy often and recently—our content should keep bringing them back.
Bottom of the Funnel Content Types
At this stage of the funnel, we’re dealing with a very warm prospect. The lead knows they have a problem and they know you have a solution. Now, they want to find out if your product is worth their money.
To get these leads to become customers, we need content to back up our validity. Bottom of the funnel content can include:
- Demos and free trials
- Customer stories
- Comparison sheets
- Mini-class, event, or webinar
These content pieces would probably be considered pretty boring to someone just browsing the web. Who wants to watch a video of a carpet-cleaning spray removing a wine stain? Who wants to compare the costs and services between two similar brands? The answer: people who are almost ready to spend money on that product.
At this point in the funnel, leads want proof that your product is the best option. Show them what you’ve got and convert that lead into a (recurring) customer.
Looking for Some Help?
Building a marketing funnel from scratch is pretty darn challenging, to say the least. If you don’t have the time to dedicate to its construction—it’s going to fall apart.
Here’s the good news: At Solutions 8, we’re kind of pros when it comes to building a sales funnel, creating content for each level, and getting leads to slide through—emerging as your customers.