The marketing funnel is the process of turning leads into customers. Users go through several steps from the moment they enter your funnel until the moment they leave it. If you want them to purchase from you before they leave, you have to optimize its different stages and nurture leads towards the next step.
One of the most important optimization steps businesses usually miss is the bottom of the funnel (BoFU). They put all of their marketing focus on the upper stages since they presume that lower-funnel marketing is of no great importance. They’re actually very wrong and are losing revenue while thinking about what it is that they’re doing wrong.
Keep reading this article to know what bottom-of-funnel marketing is, its importance, the upper funnel vs. lower funnel, and six marketing tactics to improve it.
Note: WatchThemLive is a behavior analytics tool that allows you to optimize your marketing funnel according to your customers’ needs and expectations. Keep reading to learn how.
What Is Bottom-of-Funnel Marketing?
Bottom-of-funnel marketing is the last step of the marketing funnel which is divided into three parts: 1)top-of-funnel – 2)middle-of-funnel – 3)bottom-of-funnel.
- Top-of-funnel is the awareness stage of the customer’s journey. This is where your potential customers become aware of your existence and what you have to offer them.
- Middle-of-funnel is the consideration stage of the customer’s journey. This is where customers like to gather more information about you and compare you to competitors. They haven’t decided yet, but they consider you an option.
- Bottom-of-funnel is the last stage of the marketing funnel and the decision stage of the customer’s journey. At this stage, customers decide to purchase the product from one of the options. This is what we’re going to talk about here.
Why Is Investing In the Lower Funnel Important?
Your bottom-of-funnel is very important since customers who are not interested in your products or services have already left your website. So, you are left only with leads who are considering you as an option. That’s why you should come up with tactics to nurture those leads and guide them towards the conversion point.
6 Bottom-of-Funnel Marketing Tactics to Improve Your Conversions
Now that you are aware of bottom-of-funnel marketing, it’s time to learn some tactics to optimize it for more sales and conversions.
1. Use a Behavior Analytics Tool
Using a behavior analytics tool is one of the best bottom-of-funnel marketing tactics. WatchThemLive is the best solution in this case. It has many great features that can help you optimize your bottom-of-funnel and all marketing funnel stages. Let’s see how:
Session replay software is necessary for any business. They record visitors’ whole sessions and interactions with your website from the moment they enter your website until they leave. By watching these sessions, you can understand what customers like or dislike, what excites them, what disturbs them, and get to know them for real. Watch this video to learn more:
Heatmaps are a visual representation of data that allow you to see which areas of your website are the most popular and get the most clicks. It does this by click maps. This means showing users’ clicks using warm and cold colors. This helps you find the best places for your CTAs and important buttons. Using WatchThemLive, you can create a heatmap for any page you desire. The best thing about heatmaps is that understanding its data is very simple and needs no further knowledge.
WatchThemLive’s other valuable features:
- Goal tracking
- User tracking
- Website analytics
- Page optimization
- Browser console recording
What are you waiting for? Sign up here and get started with your bottom-of-funnel marketing now!
2. Compare Products or Brands
Emphasizing the negative aspects of your competitors’ products and services in the early stages of your marketing funnel usually negatively affects customers since they will read you as hasty and aggressive. However, the bottom of the funnel, the decision stage, is a great place to compare yourself with competitors.
You can write comparative articles and compare “Service A vs. Service B” or “Brand X vs. Brand Y.” This way, you’re also improving your organic reach.
Keep in mind that focusing only on the good points of your products and the bad points of competitors makes you sound unnatural and unreal. Instead of destroying others, try to focus on what you have to offer, what makes you different from them, and why customers should choose you.
3. Offer Discount Codes
When customers are in the decision stage of the marketing funnel, offering a discount code gives them the final push they need. Don’t think about this as losing something to acquire another. If you’re being truthful about your products and services, they will not only purchase from you now, but they will also come back and become your returning customers.
4. Use Testimonials and Use Cases
When it comes to spending money, people get really insecure, and if it’s about shopping online, it gets worse. So, it’s your job to make them feel secure.
Use cases are great ways to showcase your products in detail. You can showcase how your solution improved the quality of a customer’s life or how it solved their problems. To push them toward purchasing from you even more, you can combine use cases with testimonials from your previous customers to show their honest opinion about your brand.
5. Create the Content Suitable for the Bottom-of-Funnel Marketing Stage
Writing blog posts is a great way to improve your bottom-of-funnel marketing. In these articles, you explain your key features and answer tool implementation questions.
If you have a buyer persona, you can create specific content for them, so they will find what they’re exactly looking for, and the content is personalized for them. You can also share this content through social media, email, or CRM.
6. Get Help From Your Sales Team
Most of the time, when leads want to purchase something, they have specific questions in mind. Allowing salespeople to communicate with them is the best way to resolve their concerns and issues. You don’t have to create a blog to address their issues; a salesperson can answer their questions directly.
At the bottom of the funnel, you have the last chance to turn your visitors into loyal customers. So, use the strategies explained in this article to optimize it instead of neglecting it.
In this article, we explained:
- Bottom-of-funnel marketing
- Bottom-of-funnel marketing importance
- Bottom-of-funnel marketing strategies
If you want to begin optimizing your bottom of the funnel, using a behavior analytics tool like WatchThemLive, is the best way to start. With this tool, you can truly know and understand your customers. Sign up here or ask any questions you have.