When it comes to full-funnel marketing, the multiple stages of the consumer journey can be simplified into three tiers: the top, middle, and bottom of the funnel. While all play an integral role in encouraging a conversion, the bottom-of-the-funnel marketing — better known as BOFU marketing — will accumulate leads and accelerate the timeline to convert.
If qualified leads have begun to leak from your marketing funnel before they convert, there is a chance you have not supplied sufficient BOFU marketing. Unfortunately, statistics show you are not alone. While 50% of marketers1 create content for top-of-the-funnel (TOFU) audiences, just 14% also generate content specifically for bottom-of-the-funnel leads.
Here are five techniques to ramp up your BOFU marketing and help convert qualified leads.
Segment Your BOFU Audience for Relevant Messaging
Segmentation is the key to effective full-funnel marketing, but it is imperative in the BOFU marketing funnel. Various buyer personas targeting specific market segments will all land at the bottom of the same funnel, such as Small Business Bob, concerned about product price, and Enterprise Ed, interested in product features.
While every buyer persona will be on the same customer journey, they will still have separate barriers to conversion in the BOFU funnel. Continuing the above example, Small Business Bob may require a conversion promotion, whereas Enterprise Ed would access a product demo instead.
It is crucial for your BOFU marketing to segment your audience by buyer persona and more granular characteristics, like buying habits and online behavior. Such details empower marketers to serve more relevant bottom-funnel content to each segment, eliminate barriers to conversion, and create hyper-personalized marketing messaging.
Embrace More Aggressive BOFU Content Marketing
Like each market segment has different barriers to conversion, each funnel tier must address various pain points or concerns. Top-of-the-funnel (TOFU) content is typically geared toward general awareness of a product or solution, whereas middle-of-the-funnel (MOFU) content aims to educate and engage. In contrast, bottom-of-funnel content is meant to drive conversions.
BOFU marketing can and should be more aggressive than TOFU or MOFU content. BOFU content examples, like product comparisons, case studies, and testimonials, should concretely describe why your product or solution is better than the competition. It should also leverage more aggressive calls-to-action (CTAs), like Call Us Now, Get a Quote Today, Access Your Trial, and Request a Demo.
Create Interactive Experiences for the BOFU Funnel
If your BOFU marketing has struggled to convert leads, it may be time to stray from traditional static content in favor of more interactive experiences. Static content refers to marketing materials you authored and created without input from your prospects. Examples of static BOFU content include informational ebooks, non-personalized landing pages, and pre-recorded demos.
Though static content makes up most of a brand’s marketing materials, marketers put the effectiveness of such content at only 70%2. Due to the passive nature of this content, it does not actively engage readers. In comparison, interactive content is 93% effective2.
Interactive content necessitates active engagement. Interactive BOFU content examples range from interactive experiences like quizzes and surveys to personalized product recommendations. Interactive BOFU content makes leads up to seven times more likely2 to claim brand offers and empowers marketers to collect valuable consumer data that can enhance the BOFU funnel.
Leverage Behavior-Based Lower Funnel Advertising
A significant benefit of BOFU marketing is access to granular segmentation characteristics that can drive effective lower-funnel advertising. With insight into potential customers’ online behavior and purchasing habits, marketers can become more targeted with paid media efforts, such as paid advertisements on search engines and social media networks.
In particular, retargeting ads have become a preferred paid lower-funnel marketing tactic to focus on leads just shy of converting. Retargeting ads apply to a user who has visited your website or one of your social media pages. Such ads track the user’s behavior across the internet to display personalized, relevant ads based on their interests and purchase history.
Support BOFU Marketing with Automated Solutions
As you juggle the numerous components of a BOFU marketing strategy, simplify how you interact with leads through automated solutions. One automated technique to streamline customer communication is through a chatbot solution. Chatbots have skyrocketed in popularity in recent years, with more than 300,000 chatbots3 in operation on Facebook Messenger alone.
Chatbots are powered by artificial intelligence (AI) features like natural language processing (NLP), which render these solutions able to answer customer queries in real-time. Furthermore, with the proper tracking in place, chatbots can also provide personalized recommendations for specific users and even guide leads through the purchasing process to simplify conversions in the BOFU funnel.
Ramp Up BOFU Marketing for Lead Conversion
In a comprehensive marketing strategy, it is crucial to guide potential customers through the entire funnel, all the way to conversion. Take advantage of the myriad of data points and demographics available in your BOFU funnel to encourage ultimate lead conversion. However, if your buyers are getting stuck in the consideration stage or are hesitant to move further down the funnel, it is time to consult with the experts at Bullseye Strategy.
As a full-service agency specializing in a full-funnel marketing approach, we can help you optimize your BOFU (Bottom of the Funnel) efforts and ensure your qualified leads will land at the bottom of your marketing funnel. Our marketing experts will work with you to create personalized messaging and campaigns that resonate with your target audience and encourage them to take action.
Do not let potential customers slip away in the middle of the funnel. Contact Bullseye Strategy today to learn how we can help you maximize your BOFU marketing and drive more conversions.
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