Your lead has gone through the top , middle and is finally reaching the bottom of the sales funnel.
The purpose of the bottom of the funnel is to convert your lead into a customer .
And now, what to do?
With that in mind, here we have prepared content strategies to help your company at this stage.
Follow the text to learn more!
The bottom of the funnel is the last stage of the Marketing and Sales Funnel , this is the moment when your lead decides to make the purchase of your product or service .
At this stage, it is already assumed that the user understands the problem and need he is experiencing, he is just studying what solutions exist before making his choice.
Therefore, content aimed at the bottom of the funnel is essential, they will give a “little push” for the sale to finally happen.
The stages of the marketing funnel can also be related to the stages of the consumer journey, as shown in the image below:
The funnel stages can be related to the stages of the customer journey.
Unlike top-of-funnel content, in which you are introducing the subject to the user, giving details and explaining everything from the beginning, the bottom of the funnel is much more focused on your customer's needs , as he already knows what he wants, just just the final decision.
The contents of the bottom of the funnel are more focused on the company itself and, mainly, on the benefits it can generate for the consumer.
The idea is to demonstrate that your company offers the right product and that you understand customer pain.
At this stage, your business must explore the lead's doubts, circumvent objections and show your differential , until leading your customer to the solution that will be your product or service.
In addition to being the final card for the lead to become your customer, the bottom-of-funnel content will further educate the user , as they are more focused and detailed.
Your lead can become an expert on the problem they're facing, that way, they'll know what decision to make to stop the need.
It is at this moment that communication takes on the air of “advertising” – show him that your business is the best option!
The main benefit of investing in bottom-of-funnel strategies is to increase the conversion of leads to customers for your business .
If you make users more aware of their problems and needs, delivering rich, informative and diverse content, they will be much more qualified to make a purchase decision.
And, by having qualified leads , you make the sales process even easier, helping your entire company team.
That said, take advantage of the bottom of the funnel to reinforce your authority and credibility in the market , so users will not hesitate to choose your service.
Even if your lead already understands more about the subject, questions will still arise, mainly because they precede an important decision making.
Therefore, be prepared to answer all questions, also taking the opportunity to reinforce the credibility of your brand.
When questioning leads, take the opportunity to reinforce some points, such as:
- Show how the company works – detail its operation, show the step by step. Users feel more secure in understanding the entire process;
- Show successful cases – nothing better than illustrating your business with customer cases that went very well. In addition to showing you how the process works in practice, your authority increases;
- Make product or service demonstrations – create materials that present your product/service, reveal how it works; and
- Focus on the company's advantages over the market – highlight what sets you apart in the market. Why buy from you and not from a company that offers the same services? Don't leave your customer in doubt.
Your lead is already in the final stage of the sales funnel, so you need to put all the main strategies into practice so you don't miss the sale.
With that in mind, we've separated some tips for you to create a great content strategy for the bottom of the funnel.
If you provide an increasingly personalized and unique communication for your lead, the more welcomed and understood they will feel.
As a result, they will be more comfortable choosing your company.
Make your lead experience part of your product , this way, they will be able to better test and evaluate what your business is selling.
In addition, when you see that it works, the possibility of closing with your company is much greater.
Give as much information about the product as possible , show it in practice – whether by recording videos, showing on the networks or with usage tutorials.
Show that your company cares about each user, be present , ask questions , interact and know the limit of each one of them.
Do you already have success stories?
Don't keep them in the drawer, put them to play!
Take advantage of all the testimonials and reviews from your current or past customers, this gives even more credibility to the product/service.
Offering more technical content doesn't mean they have to be complicated to understand, they just have to be more detailed .
Add information that is worthwhile for your lead, that makes it easier for them to learn and make their decision easier.
Take advantage of other communication channels, whether through social media, email or YouTube, show yourself present .
If you are more active in other contact channels, you will be able to create a relationship with your audience and be remembered when making a purchase decision.
Produce personalized content for each client and send them texts, e-books, videos and posts that make sense for the problem they are experiencing.
This will show that the company does not treat you as just another person, but that they care about your pain.
Once again, show your business differential .
What are the advantages and benefits of your company when compared to others?
Reinforce how many years it has been in the market, what have been its successful cases, its value proposition , its unique and quality points.
As the lead is already at the end of the consumer's journey , often what is missing for him to close with your product or service is some "pleasure".
By delight, we mean a discount, free shipping, coupon, or some offer that gives you an extra incentive to close the deal.
Finally, for you to be able to put into practice all these tips and strategies that we have separated so far, it is necessary to know which content formats best fit and work at the bottom of the funnel.
Let's go to them!
With the product catalog, you can pass on all the information your customer needs.
It is possible to place images, descriptions, code, price and even complementary information .
For this you can create a specific landing page or a PDF document and forward it to your leads.
With the free evaluation , you and your lead win , as they will have the step by step of your product or service, and your company will show all the knowledge acquired, further reinforcing your authority.
In addition to demo orders, free trials and samples may be offered as well as a quote request .
If your lead is able to test your product or service, the purchase decision can come more easily.
As we already explained above, sometimes what your lead needs to close a purchase is a “treat”, that is, any action that makes them save or feel special.
Interview your customers and create success stories.
You can question them with the following questions:
- Why did you choose my company?
- How did my product/service solve your problem?
- What obstacles did you have before meeting us?
- Would you recommend us to other people?
Just with these questions, you can create a great success case to publicize your company.
This type of content gets you closer to your users, whether on social media, blog or YouTube.
Webinars are more informative, while videos can bring you more engagement.
Ebooks will further educate your audience as their content is rich in information and technical details.
Remember: with a more educated lead, he becomes more qualified, as he can already understand the problem he is experiencing, and consequently the chances of closing a deal with your company become greater.