Bottom-of-funnel Marketing Tactics
Have Detailed Product Comparisons
Now that leads are ready to buy; you can compare your product or service to competitors. Don’t be too blatant or pushy, though. You want to guide them in making an informed decision.
Offer Promo Codes or Special Discounts
Sometimes a little push is all a customer needs. When people see a deal that they can't pass up on, whether it's a saving of $5 or $2, they're going to jump on it- fast. Moreso, if it’s a timed or limited discount.
Hand Leads off to Sales Team Members
If your lead has specific questions or concerns, it's best to connect them with your sales team. Your sales department is trained to provide more personalized attention than a marketing blog or infographic. Their sales funnel should be ready and waiting to convert leads quickly.
Provide Detailed Use Cases and Testimonials
When you're trying to get people who don't know you to buy from you, it's important to give them a compelling reason to do so- and that's exactly what case studies and testimonials do: they provide a detailed example of how your products bettered someone else's life. Customer stories are some of the most powerful lower-funnel marketing tactics.
Building a Powerful Pricing Page
This is a great way to demonstrate what you have to offer and what customers will get for their money. Remember to draw attention to any special inclusions or features you have to offer.
Be More Direct
Get to the heart of your message. You'll want to be clear about the benefits of your product or service and how it solves a problem for your audience. Be sure that this phase of the customer's journey is full of educational content to simplify the buying process.
Stand Out From the Competition
Highlight all your best features and make sure to present your brand as the superior choice compared to your competitors. Eliminate the need for the customers to comparison shop by proving your company offers the best solution in the industry.
Get Really Persuasive
Different methods, such as showing off customer reviews, emphasizing awards and accreditations, using scarcity marketing, or a mix of these, can convince your leads to take action. Remember, a potential customer in the lower funnel is at the decision stage.
Make Your Best Offer
Competition is fierce in the industry you’re in, and that means you need to offer your leads something unique. Give them an offer they can't refuse. Increase conversions with ideas like a promo code or free trials.
Give Leads Information They Can Easily Share
You want your leads to spread the word about your brand to other people- especially those who may also be in the market for something you offer. There's no better way to do it than with compelling, shareable content. Your current customers can continue to bring in leads as they share information about your services with people who are in different stages of shopping.
Provide Information on Implementation
Communicate with warm leads as though they are already paying customers. Demonstrate how easy it is to utilize your product with blog posts and email marketing content that is full of late-stage content.
Create Unique Content for Each User Cohort
Tailor your messages and content for each user cohort. Speak directly to their needs and concerns, increasing your chances of making a connection with them and turning them into customers.
Directly Address Obstacles
The best way to get people to buy your product is to make it easy for them to do so. Look for any points of friction and come up with a solution. Try to become hyper-problem-aware so that the decision stage isn't interrupted with pain points.
How to Help Your Sales Team Build a Successful Marketing Funnel
So many companies end up wasting time and money on strategies that aren't going to get them where they want to be because they're focused on the wrong things. Identify an overarching goal and stick to it. Use data to back up your marketing efforts to avoid wasting time, money, and effort.
Building awareness is a process of getting the right people to hear about your business, in the right way, at the right time. Narrow your focus on audiences that are actually interested in what you have to offer. This way, visitors to your website are more likely to become paying customers.
Find out which social media channels your target market uses and what content will catch their attention. For SEO, low-intent keywords may help people discover your brand.
Here is where you can start targeting higher-intent keywords for your SEO and PPC campaigns. People who search for a product already have the intent to purchase. Therefore, they're more likely to click on an ad that speaks to their wants than one that merely promotes your brand.
Here’s where you run organic and paid search campaigns targeting prospects who are ready to convert. Target keywords that suggest one is ready to buy, like “buy,” “free delivery,” “in my area,” and “best price.” You might also want to employ a conversion rate optimization (CRO) strategy to get better results. The potential customer is searching for low-hanging fruit and is ready for decision-making.
Retaining customers, and encouraging repeat purchases, is key to increasing profitability. Develop lasting customer relationships by providing excellent customer service whenever existing customers have concerns. Continuing the relationship with content marketing is also part of what the lower funnel represents.
Customers trust reviews more than they do ads. Encourage existing customers to leave you reviews or positive feedback in order to attract new ones. Use marketing channels like social media posts, a bofu content blog post, and offers for additional services to keep your current customer loyal after they make the final decision to purchase from your company.
Marketing Funnel Examples
Non-Netflix users are usually offered a 30-day free trial. They know recurring payments cause friction, so they disclose their terms using an easy, understandable text where the customer can see it. At the conclusion of the trial period, consumers are guided through an uncomplicated subscription process.
Netflix pre-selects the premium plan for the user but guarantees them they can upgrade, downgrade, or cancel at any time.
In order to sway undecided customers, this web optimization solution provides social proof (used by 300,000 websites) and live chat (through Egg Bot) on its website. It also comes with a free 30-day trial that can be terminated at any time. Once interested parties are ready to sign up, they are once again shown positive reviews that reinforce the company’s value.
This project management tool makes it easy for users to convert after the awareness and consideration stages. Their signup page is easy on the eyes and uses a friendly, inviting tone in its copy. The use of testimonials is persuasive and reassuring. A well-written FAQ helps dispel any concerns. After signing up, consumers receive a simple automated email from the CEO that outlines the account fundamentals. A nice touch.