Today, we’re diving deep into a segment of content marketing that is pivotal for sealing the deal: the intriguing world of bottom-of-the-funnel content (BoFu) marketing for search engine optimization (SEO). You may have read our two other blogs on this topic, Top-of-Funnel content marketing and Middle-of-Funnel content marketing quick guides. Today we’re focusing on the final stage of the marketing funnel, where we help prospective customers make that all-important decision.
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What is Bottom-of-Funnel (BoFu) Content?
Bottom-of-the-funnel (BoFu) marketing zeros in on those prospects teetering on the edge of becoming customers. These are the individuals who’ve journeyed through the awareness and consideration stages and are now looking for that final push toward conversion.
In funnel terminology, while the top captures the most number of leads, it’s the bottom where the real action happens. Here, it’s less about drawing them in, and more about convincing them your solution is the best fit.
BoFu content should offer clear answers, dispel last-minute doubts, and exude confidence in the value of your product or service.
What content works best for Bottom-of-Funnel Marketing?
The BoFu stage demands content that’s direct and persuasive, guiding the prospect to a favorable action:
1. Product Demos
Let’s say you’re a SaaS company. A detailed product demo highlighting the key features and benefits can show potential customers precisely what they stand to gain.
2. Case Studies
For a consultancy firm, showcasing a case study where you delivered tangible results can be a game-changer. It provides real-world proof of your expertise. Try and include any information that is relevant to the case study itself and information users would find valuable. Speak in easy-to-understand language in case potential customers aren’t aware of industry lingo.
Addressing commonly asked questions effectively clears any lingering doubts, which is especially crucial for industries with complex offerings like finance or healthcare. You can discover what questions customers are frequently asking in a few ways. The most obvious way is to compile a list of FAQs based on the questions people ask you on the day-to-day. The second option is to review the “People Also Ask” section of Google when you search your targeted keyword. See what questions people are directly asking Google!
4. Comparison Charts
If you’re in a competitive market, say smartphones, a comparison chart can vividly illustrate how your product stands out from the competition.
A few words of praise from satisfied clients can be immensely influential, making testimonials a great BoFu tactic for nearly any industry.
6. Product Schema Markup
Although this is a more SEO-focused item rather than content marketing, I thought it’d be important to include it here. Product and review schema markups on your website can be added two ways: directly hardcoded onto the header or body of the page, or added through Google Tag Manager. You can create schema code with a variety of different free websites. This will allow you to rank for rich results on Google and share information directly on the SERP to users about pricing, options, descriptions, reviews, and more.
7. Service/Product Landing Pages
Also mentioned in the Middle-of-Funnel content marketing blog, service or product landing pages are at the heart of converting a user into a customer. When targeting BoFu users, ensure that your CTAs are set up properly, easy to navigate and that the content is easily readable. Ensure you’re providing your unique value proposition within your content too.
Best Practices for Writing Bottom-of-Funnel Content
Crafting bottom-of-the-funnel content isn’t a shot in the dark. It’s methodical, strategic, and, when done right, highly effective. Here’s how:
1. Understand the Intent
BoFu prospects are looking for specifics, not generalities. Understand what they need – be it a solution to a problem, a benefit, or reassurance – and provide it.
2. Answer Their Queries
Address potential concerns. Offer content that dispels doubts clears misconceptions, and positions your offering as the ideal choice.
3. Stay Credible
Avoid hyperbolic claims. Instead, rely on hard facts, statistics, testimonials, and other tangible proof to build trust.
4. Clarity is Key
At this stage, clarity in your CTAs (Call to Action) is paramount. Be it “Buy Now,” “Book a Consultation,” or “Download,” ensure your CTAs are compelling and unmistakable.
5. Monitor & Tweak
Continuously measure how your BoFu content is performing and adjust as needed. A/B testing is particularly helpful in honing your CTAs and landing pages for maximum conversions.
How do I measure if my BoFu content is effective?
BoFu content, being the last touchpoint before a purchase, should be measured closely. It’s important to ensure that if you’re using analytics platforms to track goals/events/conversions like Google Tag Manager, Google Analytics, or Google Ads, you have your tags and events set up correctly. Check out these metrics when reviewing your BoFu content:
1. Conversion Rates
The most direct metric. If your BoFu content is compelling, you’ll see a spike in conversions be it sales, sign-ups, or another desired action. You can even track button clicks such as phone calls, “submit” buttons, and more. What you consider a conversion is up to your business.
2. Engagement Time/Bounce Rate
Long engagement might indicate the user is seriously considering. However, if they leave without converting, it’s an opportunity to refine your content. In GA4, you can view the metric for “engaged users” to see how long people are engaging with the website. Things like bounce rate are also helpful metrics here.
Customer surveys or feedback forms can provide insights into any uncertainties they might have had before making a decision. You can implement this by creating a quick and easy-to-navigate pop-up on your website landing page that is triggered after the user is on the page for a certain period of time. You can also add this “feedback” section to a “Thank You” landing page after users fill out a form.
4. Sales Funnel Drop-offs
Track where potential customers drop off without converting. It can highlight areas of your BoFu content that need strengthening. If you run an e-commerce store, there are plugins for your website to help you navigate abandoned shopping carts.
This may seem like an obvious one, but sometimes it can rightfully be difficult to track the direct conversion path from a user on a website to make a purchase. Tracking revenue is easier for e-commerce sites, where you can set up goals and conversions to push through the final purchase value of the product or service. If you have a booking plugin on your website, with a little extra help, you can also track the purchase value of booking an appointment.
BoFu content, at its core, is about solidifying trust, showcasing value, and gently nudging the prospect toward positive action. It’s the final piece of the marketing puzzle, turning intrigued visitors into committed customers.
A successful bottom-of-the-funnel strategy is built on clarity, trust, and a deep understanding of what your potential customers are seeking. It’s not about pushing but about providing the assurance that they’re making the right choice.
Ensure your BoFu content addresses last-minute concerns, showcases the undeniable value, and presents a clear path to action. With a well-crafted strategy, you’ll not just attract potential customers but convert them. Ready to seal the deal? Dive into the world of BoFu content now!