Make Your Bottom Of Funnel Marketing More Effective

Bottom-Of-Funnel Marketing Tactics To Stick The Landing

Bottom-of-funnel marketing tactics are usually the last priority when constructing a sales funnel. After all, it is the last of the conversion funnel steps the customer will take. Thus, a chronological building order makes sense – starting with the attention-grabbing top of the funnel and moving naturally down through the other steps. 

However, the ending of the story we are writing (the customer journey) is perhaps the most crucial element. This is where the entire process pays off.  The lead crystallizes their desire to purchase (a desire you have nurtured all along) and becomes a customer. 

If your bottom-of-the-funnel marketing strategy fails to close the deal, the lead, freshly arrived at the buying stage (lead by you) will leave straight for the next-best thing: your competition

So let’s take a look at a few bottom-of-funnel marketing tactics that are sure to supercharge your sales funnel

The Real Purpose Of Bottom-Of-Funnel Marketing Tactics 

When thinking about the psychology behind the decision-making process of a potential customer, we can use the following equation as a handy reference: 

(Trust) + (Perceived Value) = (Likelihood of Purchase)

At this stage in the funnel, people are already aware of their problem and the fact that there are solutions out there. Now is the time to convince them that your solution is the right one for them. 

Our bottom-of-funnel marketing tactics achieve this by increasing perceived value. By making people aware of certain features/use cases that they wouldn’t have otherwise known about, you increase the value of your product in their eyes. We can also achieve this by modifying the parameters of the initial deal (discounts, bundles, longer access period, etc.)

The other factor we wish to increase through our bottom-of-funnel marketing tactics is the trust that your brand will deliver on the value mentioned above. After all, you can offer to ship people gold ingots to their doorstep for free, but if your checkout page is untrustworthy, you will have very few takers. 

4 Bottom-Of-Funnel Marketing Tactics To Increase Trust 

Testimonials

Social proof is a great force that gently nudges people towards your side. Display testimonials prominently on your website. Make sure to include photos and descriptions that talk about specific use cases to make them more relatable to the reader. 

Case Studies 

A peak behind the curtain at the actual nuts and bolts of your process. Take the bold promise you made at the top of the funnel and show how you have made it a reality for other clients, step by step. 

Whitepapers/presentations/Webinars

Take topics and issues from your field and present them in a well-researched and engaging manner. This will show your knowledge of the subject and increase your reputation. 

Partnerships With Known And Trustworthy Brands/Influencers

By forming partnerships with other brands, you don’t start from scratch. Since they already know and trust the established brand, your product/service will automatically gain credibility in their eyes. 

5 Bottom-Of-Funnel Marketing Tactics To Increase Perceived Value 

Coupons

Everyone loves a good deal! 

Target leads with abandoned carts and those who have shown a strong interest by visiting the checkout page. 

Ebooks/Videos/Blog Posts Highlighting Specific Use Cases

Talk about all the benefits of your product in a format that allows for a longer and more in-depth presentation of its features. 

This bottom-of-funnel content should highlight use cases and implementation problems. By doing this you give people ideas of how your product/service can be used so that they can visualize their own setup. 

These should be aimed at specific buyer personas to make them more impactful. For example, if you offer online hosting space, you could make a blog post tutorial for the specific use case of someone wishing to migrate their existing website to your platform.

Product Updates

Perhaps a potential customer was hoping for a specific feature in your product and didn’t buy it because it wasn’t there. When they receive your update and see the feature implemented, the value of your product suddenly skyrockets, driving them to make a purchase. 

FAQs & Branded Search Terms

There comes a natural point in many customers’ decision-making process where they have certain questions they need answering. 

Use FAQs to get in front of these questions. This makes the process as frictionless as possible since the prospect doesn’t have to go to another website for their answer or wait a couple of days to hear from one of your representatives. These could turn into blog posts/videos to go more in-depth or show step-by-step tutorials. 

You can also anticipate certain steps in the decision-making process with branded search queries. Make content specifically targeting search terms similar to:

  • Is [Brand] worth it?
  • [Brand] reviews 
  • [Brand] comparison
  • Is [Brand] good for [specific niche/use case]?

Demo/Free Trial/Freemium Model

Every screenwriter is taught a simple yet effective technique early on in their careers: Show, don’t tell. To the audience, no amount of talking about how cool Kenau Reeves is will be better than actually showing him beating up a room full of ninjas. 

Sometimes you have to let the product/service speak for itself. By offering a demo/free trial/free consultation/audit, you let prospects judge the merits of their possible purchase by themselves. 

When using these methods, add upsell options straight into your platform/app so you can reduce friction and communicate directly with your customers, instead of going back to ads or email. 

Final Words On Bottom-Of-Funnel Marketing Tactics 

When using the bottom of funnel marketing tactics in this blog post, make sure to automate sending the content mentioned above in a well-thought-out email sequence for the biggest impact. 

If you are looking for more information on bottom-of-funnel marketing tactics or need a hand implementing them, don’t hesitate to contact us right here

We have spent more than a decade leveraging the best technology in the industry to give our clients’ businesses the shot in the arm to get them to their full potential. 

So reach out and let the conversion funnel marketing experts help your business scale to new heights! 

Share This Story...

Facebook
Twitter
LinkedIn
Pinterest

Related Posts

Sticky.io Full-Stack API Driven Subscription Platform
Protect Your User Data With The Cloudflare API Shield
Write Better content With Marketmuse

Leave a Reply

Your email address will not be published.

Let's Talk Today!

  • This field is for validation purposes and should be left unchanged.

Vlad Popirda

MARKETING SPECIALIST

If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva

ACCOUNT MANAGER

Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky

CHIEF OPERATING OFFICER

Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy

CHIEF EXECUTIVE OFFICER

One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.