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
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.
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.
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
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.
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!