5 Bottom of Funnel Marketing Tactics
Below are five types of BOFU marketing content that can persuade prospects near the bottom of the funnel to take action and purchase your solution.
An article or infographic comparing the features and benefits of your solution with those of your competitors can be a valuable BOFU marketing asset. Direct comparisons with other companies in your niche make it easy to differentiate your product by drawing attention to the specific areas where you’re delivering better outcomes and greater value than your competitors.
Prospects are sometimes required to conduct a due diligence investigation by comparing the features and benefits of your solution to some alternatives before making a purchasing decision. A comparison infographic makes life easier for this buyer and gives you the opportunity to nudge them in the right direction while accelerating the sales cycle.
Product Guides and Tutorials
When prospects start browsing tutorials or guides related to your product, they’re generally trying to answer two questions:
- Will this product be able to solve my problem?
- How easily will this product be able to solve my problem?
Publishing how-to guides and tutorials for your product helps convince your prospects that your product is easy to use and capable of delivering the results and outcomes they’re counting on.
Customer Success Stories
Social proof is a great way to assure BOFU prospects about the quality and impact of the solutions you provide. Testimonials, customer interviews, case studies, and customer success stories are all examples of BOFU marketing content designed to drive prospect confidence and increase conversion rates at the bottom of your funnel.
Free Trial Experiences
Free trial experiences are a crucial component of any product-led growth strategy. A free trial gives your prospect the opportunity to experience real success with your product before they commit to a purchase. When your prospect enjoys a productive free trial experience, a successful customer conversion becomes even more probable for your business.
If your ARPA is relatively low, you’ll gravitate toward a self-service sales model where prospects can finalize their purchase on your website without going through sales. When this is true, the best option is to feature a recorded product demo on your website as a piece of BOFU marketing content.
When your ARPA is medium-high, you’ll be following a transactional or enterprise sales model where live product demos and one-to-one interaction with sales are essential to the purchasing process.