Creating the Bottom of Your Marketing Funnel: Snackable Marketing Podcast Episode 22

bottom of funnel
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About the Author

Andrew Farquer

Andrew Farquer is the founder of Liberty Digital, LLC where he uses his training and experience in anthropology, design, and marketing to grow brands online. Born and raised outside Philadelphia, he enjoys technology, culture, history, and traveling.
Connect with him on Twitter or LinkedIn.

Hey everybody, I’m Andrew Farquer and today I’ll be discussing the bottom of a marketing funnel, how to build it, and how to optimize it in your own funnel.

In the last episode, I discussed the middle of a marketing funnel. If you missed that you should definitely go check it out first so you’re familiar with that level and how it relates to the others.

You can also check out the top of the marketing funnel and an episode that provides a great overview of marketing funnels and why you need to be using them now.

79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.

— MarketingSherpa

Source: http://relevance.com/guide-inbound-marketing-funnel-dos-and-donts/

Bottom of Funnel (BOFU)


So here we are at the bottom of your marketing funnel.

Now it’s time to provide some final content and make an offer!

This is the moment of truth.

The purpose of the top and middle sections were all about preparing prospects for this moment.

We established ourselves as an authority and build a relationship of trust through specific content.

We addressed their pain points and showed we are the experts they should trust for the solution.

Now it’s time to get them to buy.

Video Conversion RateBottom of Funnel: Content to Use


At this stage product descriptions are typical as well as stating or restating your unique value propositions.

You’ll also want to include testimonials and reviews that address the most common concerns people face at this level.

And, really step that up a notch by having those testimonials and reviews be on video.

This will really increase the level of trust prospects get from the reviews and thus make them that much more likely to purchase.

If you’ve been using an email chain in the middle of the funnel, now is the time to send that final offer email with embedded content.

Lastly, make sure everything associated with the sales process is intuitive and trustworthy.

You don’t want to lose a customer just because the check out looks questionable.

marketing montraBottom of Funnel: Personalization


Personalization is becoming more and more popular and rightfully so—it works.

Using a prospects name in an email chain helps and is fairly simple to do with email services connected to capture forms on your website.

But, you can step this up quite a bit with specialized content created for specific user personas you’ve already defined.

Know what the average person who hits this stage is like.

What are their main concerns, their pain points, and other characteristics that you can address with targeted content?

That way, when they are weighing their options, you are there with content designed to elevate any concerns and help guide their decision-making process.

So yes, personalization can be something specific like a name, but it really should be so much more!

creating contentBottom of Funnel: Optimization


Remember that the funnel is really all about nurturing your leads with specific kinds of content.

And in order to know what kind of content will resonate best, you need to define your target audience personas in detail.

Once you know exactly who you’re targeting, you can then create a funnel that is designed specifically to convert them into customers.

Its a lot of work up front but once it’s created you can then let much of it be automated and work for you over again over again 24/7.

That’s powerful and extremely valuable to your business.

 

Now you’ve got a solid understanding of the different levels in a marketing funnel, the content you should be using, and how you can optimize each level to increase conversions.

So if you don’t already have one, try building a funnel for your business and watch as it works tirelessly to bring in new customers.

Or, if you already have a funnel built and running, try optimizing it with what you’ve learned from these episodes.

And as always, feel free to reach out to me with any questions or feedback!

 

In the next episode, I’ll be discussing the power of email marketing, which will be a great follow-up from these marketing funnel episodes since email is often critical to an effective marketing funnel.

So I hope you’ll join me for a discussion on email!

 

Until next time, thanks again for listening.

And connect with me on LinkedIn or Twitter and let me know what you thought of the episode.

I’m Andrew Farquer and this is the Snackable Marketing Podcast.

Listen to more episodes here

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