Before you get to the bottom of the funnel, you first need to pass through the top of the funnel and the middle of the funnel explains the Dallas digital marketing agency experts. Let’s first understand what funnel we are talking about here. The Sales Funnel. The pathway that you need to guide your customers through to coax them to make a conversion, that is, buy your product or subscribe to your services.
You might be wondering, why has this pathway been structured as a funnel? It is because the top of the funnel is the widest, and the bottom of the funnel is the narrowest. Meaning- a huge bulk of people are enticed by your initial advertising, but only a handful finally completes the sales journey and convert.
The Sales Funnel has three main stages:
- Top of the Funnel
- Middle of the Funnel
- Bottom of the Funnel
A common mistake that many new business owners make is not employing separate strategies that specifically fit the demands of each of these phases. For example, the first phase is concerned with luring the potential customer in. This phase is mostly characterized by flashy advertisements on social media, influencer marketing, etc. The Top of the Funnel is also called the Awareness Phase because your primary motive during this phase is to make potential customers aware of your product.
Since the Top of the Funnel is where you lose the bulk of your site visitors, several business owners become overly obsessed with this phase. But as any reputed Dallas digital marketing agency will advise you, you shouldn’t spend all your Customer Acquisition Cost (CAC) on this. The Middle and the Bottom of the Funnel stages are equally important. Especially the latter.
Why is Bottom of the Funnel Content So Important?
Are you plagued with the common problem of people shopping from your site but then abandoning their carts never to return?
This is the Bottom the Funnel problem. You are failing to get conversions. Remember, conversions don’t just mean getting people to buy products from you. Conversion means successfully convincing the customer to take whichever action you want them to take- signing up for a free trial, subscribing to your newsletter, etc.
This is why the Bottom of the Funnel content is so important- to drive conversions. The Top of the Funnel content ensures that people enter your sales pathway, and the Middle of the Funnel content assures that they are now well aware of all the details regarding your product. So, what’s left for the Bottom of the Funnel?
The Bottom of the Funnel is where you offer that one final push that convinces them to buy your product. Without high-quality Bottom of the Funnel content, no digital marketing agency in Dallas can ensure high returns. Long story short, without good Bottom of the Funnel content, you lose out on all your marketing investments in the first two stages.
What Kind of Content is Best Suited For the Bottom of the Funnel?
Imagine you are nearing the end of a sales journey. That is, you have almost made up your mind to buy the product. What is the one last obstacle that stands in your way?
“But, this product doesn’t have enough reviews or ratings.”
Customers will always believe other customers than they believe other sellers. More often than not, people leave stuff in their Amazon carts because something that they wanted to buy didn’t have enough good reviews.
Reviews are an excellent source of getting social proof and social proof is essential in the last stage of the sales funnel. There are several ways to incentivize the practice of leaving reviews but make sure you don’t outright bribe your customers to leave your 5-star reviews. Also, a page full of 5-star ratings is more than a little suspicious. Make sure you seek the honest reviews of your customers and display them. This honesty is bound to impress your new customer.
Demos and Tutorials
How often have you found yourself ready to buy a product or opt for a service and then realized you have no idea how to use it?
When the customer goes through the first two stages of the sales funnel, most of the effort is spent on convincing them to buy it. The finer details are often glossed over. This is exactly why any good Dallas digital marketing company will advise you to compulsorily include a product demo or a tutorial on how to use a service when the customer finally reaches the bottom of the funnel.
This isn’t just for the customers’ benefit though. It saves you a significant amount of trouble afterward. Very often, people purchase without knowing how to use the product, and then they assume that the product itself is faulty. This inevitably leads to bad reviews, low ratings, and demands for refunds.
To save yourself this hassle, ensure that the customer is fully prepared to use the product before the conversion.
One of the most annoying obstacles a customer encounters when he is fully prepared to buy a product is a difficult-to-find pricing page.
Some business owners forget the significance of a pricing page in general. This irritates the user who is forced to find out the pricing only when they have reached the very end of the shopping journey. Thus, it is quite justified that most customers abandon their carts when they fail to find a comprehensive pricing breakdown.
If you are selling an online service, in particular, you must provide a comparative pricing page of the different packages or schemes you are offering. How else is the customer supposed to make up their mind regarding your service and decide which package they are going to opt for? Netflix offers an amazing example that you can emulate.
A digital marketing company in Dallas might think that whitepapers are more effective than case studies in the Bottom of the Funnel Stage, but there is evidence that proves otherwise.
While whitepapers are perfect for the Middle of the Funnel stage when people are still deliberating on whether or not to take your product seriously, the Bottom of the Funnel doesn’t require such a detailed document.
You have already almost convinced the customer to make the purchase, what you need to show them now is that your product truly works. What better way to prove this than through real-world examples?
Presenting a successful case study of you solving a similar problem to one which your customer is facing, can affect your customer’s decision. This works a lot like social proof, but it’s way more detailed. The details ensure that you, i.e., the seller, cannot deceive the customer by making vague promises.
Case Studies go into the nitty-gritty of how effective a particular product is and how it has already solved a real problem.
This is one of the key facts that you need to understand about your customers- they’re not just dawdling about in the last stage of your sales funnel for no reason. They have other options.
Chances are, they are stuck because they’re still deliberating upon whether to purchase from you or one of your competitors.
So, one of the best things you can do at this Bottom of the Funnel Stage to turn things in your favor is offering comparison content.
Almost all companies that boast of selling products at the lowest price point in the market utilize this option. However, there’s no reason not to highlight your other USPs in case low pricing is not one of yours. For example, say you are an online grocery store and cannot offer the cheapest product to your customers. Come up with a sellable reason why your prices are what they are- better packaging, organic and locally sourced products, next-day delivery, etc.
Comparison content is one of the best possible ways to drive more conversions and beat your competitors.
You need to understand your primary goal in the three stages of the sales funnel.
- Top of the Funnel: Make the customer aware of a problem that they might have and inform them that you have a solution.
- Middle of the Funnel: Give them the details of the solution that you are offering.
- Bottom of the Funnel: Offer them the one final push to buy from you, not your competitors.
Once this breakdown becomes clear to you, it shouldn’t be too hard to understand which kind of content you should be pushing out at each stage. The Dallas digital marketing agency asks you not to splurge all your money on the Top of the Funnel Content because, as you have hopefully realized by now, the Bottom of the Funnel Content is what drives conversions that bring you profit.
Sudeep Banerjee is the Founder & President of B3NET Inc. which is a web design & Development Company in Orange County, California. With his 26 years of expertise in Digital Marketing Agency in Dallas, SEO & Paid Marketing, he is looking forward to reaching new heights of success. Find him on Twitter, LinkedIn