learn how to create funnel bottom content – WAU
The funnel fund is the stage of the sales funnel that aims to take the lead to its final objective: conversion, thus transforming it into a customer. Despite all the content produced trying to reach that moment, it is at the bottom of the funnel that efforts are most direct to close the sale.
Attraction Marketing, or Inbound Marketing, usually divides its content according to the lead’s maturity, with the purpose of taking it to the bottom of the funnel and closing the sale.
This is done through offering coherent content with the level of knowledge and stage of the lead purchase stage.
The contents for this last stage are essential to guarantee the success of the marketing strategies employed. But how to make specific content for this step in the best way and convert as many leads as possible?
Learn more about conversion secrets using content specific to the bottom of the funnel. In this article you will see:
What is the funnel bottom?
The funnel bottom is the part of the sales funnel responsible for making the lead make the decision purchase the product or service offered and become a real customer.
We know that customer journey varies over time according to each one. Thus, some leads may spend hours or months in the attraction (top of the funnel) and consideration (funnel) stage. Even for these, the funnel bottom stage is usually shorter, even because the lead is likely already has an opinion formed about the subject.
At the bottom of the funnel, it is understood that the lead already knows what the problem is and knows that the company has the product that can solve it. Now, he is comparing other solutions and evaluating the pros and cons of one company’s products and services as opposed to the other.
The funnel bottom contents are just a necessary push for him to make the decision to become that company’s newest customer. Even so, these materials have to have the right characteristics to be able to help the lead in this very important stage.
What are the characteristics of the funnel bottom?
The main feature of funnel bottom content is that they need to be more direct and more focused in the company and in the sale. This is not to say that they need to be extremely persuasive and speak only of the company, as this can scare prospects, depending on how it is done.
As your company is part of the solution, talking about it is allowed at this stage, as long as it does not look like explicit advertising or, even less, the greater focus of the content.
Since the lead is probably looking at competitor offers, talking about your product helps to clarify comparative doubts and make a better decision on what to buy. However, keep in mind that the premise of Inbound Marketing is to educate customers and make them decide on their own to purchase the service.
The biggest focus of the funnel bottom content is lead leads to solve the final problem and contact the company. That way, the sales team can finish the process or take the customer to the website for online purchase.
Why produce content for the funnel bottom?
In addition to being a little push for the leader’s decision making, one of the biggest advantages of producing content for a funnel fund is customer education.
Like the contents for funnel bottom are very specific (not to be confused with technicians), the lead that goes through this step has greater lucidity and notion about the company and what to expect from the product or service.
The sales team is able to get more qualified and aware leads about the product and how the business can help them solve problems. That avoids team rework and it takes less time to answer questions.
In the case of e-commerce, there is a decrease in complaints and dissatisfactions after sales, since the customer knows what to expect from the product.
What questions to answer in this step?
One of the main goals of the funnel fund is to strengthen authority – yours or the company – so that lead confidence increases and he can close the sale.
So, you need to look for ways to increase your authority. These are great ideas for this:
- show how the company works;
- show customer success stories;
- make demonstrations of use of the product or service;
- focus on the company’s advantages over the market.
An excellent way to do this is invest in video content, what transfer more credibility, as it is as if the customer could look into the eyes of those behind the company.
The closer to the company and products the lead feels, the greater the chance of making the purchase. For this reason, customer success stories help a lot to close new deals.
What are the most worked formats for the funnel bottom?
Regardless of the format, for credibility, the funnel bottom material needs to be well elaborated, with excellent quality and production. After all, the lead needs to feel confident and well-designed and well-designed production contribute a lot to pass on this idea.
However, there are content formats that are more inviting to convey the authority and credibility that the lead needs to feel at this stage. So, let’s see what they are?
The webinar, a kind of online lecture, creates authority and proximity to viewers, who can even ask questions live. Is it or is it not a good format to use at the bottom of the funnel?
In addition, you can measure lead maturity through the questions they ask and understand the actual number of people who are in this stage of the funnel.
The webinars they need a good script. As we said, the most important thing is to pass credibility and trust to the leads. A weak and disorganized webinar can do more than help sell your product or service.
There are currently good free tools for hosting webinars, such as Google Hangouts, as well as live versions of Facebook, Instagram and YouTube. Zoom is also very good, but it only allows 20 minutes for free accounts.
Although it is not a direct conversation as in webinars, making mini videos explaining some funnel background content is also a good format. Because it is shorter and requires less attention, there is a likelihood that the lead will watch it even if it is “less hot” than a lead who is willing to attend a webinar.
In addition, mini videos are easy to view and can be posted on your website for quick reference, making it easier for anyone who wants to clear specific questions about the bottom of the funnel.
Because they are short-lived, these videos need to be more direct and targeted to the product or company. But be careful not to make them appealing and pay attention to the quality of the material.
As the funnel fund has less content than other stages of the consumer journey and are very important at the time of sale, it may be interesting to invest in equipment or else in a video production company. This helps to ensure excellent production.
Ebooks focused on the funnel fund, that is, with more details about your products and the benefits of your company, also help the lead in the purchase decision.
Knowledge about persona your business is essential in the content marketing strategy, including this step, when it is necessary to create ebooks with subjects that interest your persona about your product.
Once again, we emphasize the need for quality ebook content and design, so that it causes the desired impact on the lead.
Few actions can be more effective than demonstrating your product for free to close a sale. When feeling ownership of the product, in addition to being able to test and answer the last doubts, the lead you can close the purchase when you feel that the problem you had before was finally resolved during the test.
Is there an ideal frequency for posting?
Each marketing strategy has a frequency for publication, as it depends on the type of product, the added value, the persona, among other factors.
However, the content focused on leads that are at this stage are much smaller than for other stages of the funnel. The number of people at the top and in the middle is greater and needs more materials to move on to the next steps.
In this step, the focus is on quality rather than quantity of materials. It is preferable to make a good material than several of inferior quality.
How to measure the results of this content?
While performance metrics for the other stages of the funnel are focused on traffic, views and shares, metrics for the bottom of the funnel need to be conversion-oriented.
The ideal metric depends on your business, but some that can be analyzed are:
- average ticket;
- cart abandonment rate;
- profit rate per lead.
The ideal metrics are defined by testing, as there is no right or wrong. The most important thing is to be able to find the best way to measure the success of the funnel bottom materials according to your business.
Google Analytics can be a good ally when measuring this result. The platform is able to track much of a website visitor’s behavior, in addition to being free.
For those who like to get more accurate and almost instant data, Hotjar is a good option. It also has a free but limited version that can be used by those starting their business.
What are the best tips for creating an effective strategy?
A mistake in this crucial step can throw away the entire marketing strategy. Therefore, we have separated 10 tips that can help to build an effective strategy.
1. Be as personal as possible
The more personal and private the communication of this step, the greater the chance of getting a quick and definitive answer from your lead. This makes the prospect feel special and important to the company.
2. Provide experiences
To try to solve the problem for a certain period, the lead is more likely to decide to close the purchase, as we said. Looking for ways to make it feel like that can speed up the buying journey – including leads that are in other stages of the funnel.
3. Increase interaction with products
Do tutorials about how your business works, how the products are used, how long they last, what the benefits of the product or service also increase interest and can help with conversion.
4. Follow up always
Webinars, calls, video conferences and emails allow the lead to have an adequate follow-up, in which they do not feel under pressure, but know that the company cares about him and is close by.
5. Learn to use your own customers to your advantage
Depositions well used can increase conversion, as they can show someone else’s buying journey and this generates identification. Customer reviews of products they also improve credibility, since it is no longer the company that is talking.
6. Create more technical content
A common mistake for beginners is to invest only in technical language content for those at the bottom of the funnel. But the opposite is also a mistake, because some leads need content with that footprint to make your decision. Analysis and technical comparisons of your products and services are important for this type of audience.
7. Encourage engagement
Being present in more than one channel (social networks, email etc.) helps to perceive the company in different ways and contribute to create a relationship. To create engagement is to conquer “several yes” until reaching the most important yes: the sale of the product.
8. Create more targeted content
Offering personalized communication is not just saying the person’s name in an email. And also send specific materials according to the lead’s behavior. For example, if the persona downloaded an ebook on a specific subject, why not offer them complementary material?
8. Offer coupons
Offer special offers coupons or, if it’s part of your strategy, discount coupons too. It’s a good way to convince leads, especially if coupons are valid for one very limited period of time.
9. Be transparent when showing your price
Showing the price is one of the most delicate stages of the sales funnel. Being transparent and doing this in a clear and direct way, presenting what the client will really take and offering comparisons, can be the determining factor for the client’s conquest at that moment.
This can happen mainly if be able to make it clear that a customer earns a lot more with your product or service than if you continue without it.
Bonus: examples of successful funnel bottom content
Here at Websites Are Us we have some good examples of funnel bottom content that have been successful and can help you creating your own material. Between them:
Customer case studies
One strategy that we use a lot is the production of content about successful cases of our own clients, presenting to the public the results obtained with the application of the Content Marketing strategy and how Websites Are Us helped in these results.
Funnel Bottom Webinars
A great option is also the creation of webinars in order to clarify about the use of any tool that you make available, also showing all its benefits through a more interactive format.
Ebooks and rich materials
Finally, a well-used format is that of ebooks and rich materials, which are excellent ways to add more value to your audience and, at the same time, present the ways that your company can be useful to the customer.
The bottom of the funnel, if well applied and with the right techniques, can be responsible for bringing a lot of success to your marketing strategy. It is a step that cannot be ignored, due to the great potential of converting leads into customers.
Now that you know more about the secrets to bottom-of-funnel conversion, you can evaluate how to apply it to your business. Do you already have any content for this stage of the funnel?
And since we talk so much about sales funnel and lead conversion, we separate this lead nutrition material that will certainly help a lot in your strategy. Check out!