Skilled entrepreneurs and gross sales consultants perceive that every stage of the gross sales funnel is equally necessary in guiding potential clients on their journey. Content material creation and dissemination performs a vital function at every stage of the funnel and the overarching journey, serving to you construct consciousness, spark curiosity, incentivize consideration, and encourage conversion.
Needless to say high quality content material performs an important function in nurturing and retaining clients as effectively, turning them into lifelong brand advocates down the road. However what concerning the backside of funnel gross sales content material, or BoFU content material because it’s additionally identified? How necessary is content material creation for this explicit stage, and may it assist you to convert extra? The reply is a powerful sure, however it’s essential to know what you’re doing.
Let’s speak about BoFU content material, what it’s, why it issues, and easy methods to use it to maximise your gross sales potential in 2023.
The gross sales funnel and its phases
Earlier than we speak about BoFU content material and the assorted techniques you should utilize to your benefit, let’s first contemplate the funnel and its phases. The gross sales funnel has three most important components:
- Prime of the funnel
- Center of the funnel
- Backside of the funnel
The highest of the funnel, the place most of your leads are generated, consists of people that both haven’t any clue you exist or are simply now discovering out about your model. This stage is the one through which you construct model consciousness.
The center part of the funnel is the place you flip guests into certified leads by offering them with value-driven content material and messaging in alternate for his or her contact info—usually an e mail handle.
The underside portion of the funnel is essential for an eCommerce sales funnel and different funnels in extremely aggressive industries, as it’s the tipping level for the client. This stage is the place it’s essential to talk with prospects and ship extra helpful content material. That is to show you’re the best alternative and quell any doubt they may have about shopping for from you rather than your rivals.
The phases of those three segments are:
- Consciousness
- Curiosity
- Consideration
- Intent
- Analysis
- Buy
- Loyalty
All the pieces previous the Consideration stage you possibly can contemplate BoFU, which is the place it’s essential to goal leads with conversion-oriented content with out being overtly sales-y or pushy.
Right here’s easy methods to do it.
1. Use opinions and testimonials for social proof
Folks will seek for and analyze buyer testimonials on a model at each stage of the funnel, notably on the backside of the funnel as they close to the conversion level. As folks proceed in direction of the top of their journey and put together to transform, their must validate their choice to purchase from you’ll rise because of this.
Folks will search for real written and video testimonials from previous happy customers that go extra in-depth concerning the model and the merchandise they’re seeking to purchase. They should see that others have already put their belief in your model and are glad not simply with the product, however the entire model expertise.
Buyer testimonials are all about constructing social proof to your model. You shouldn’t solely publish testimonials in your web site and promote them on all of your buyer touchpoints, but in addition ensure you have stellar opinions on all third-party platforms, like Google opinions and Yelp.
As for the occasional unfavourable assessment, do every little thing you possibly can to repair the problem and switch disgruntled clients into blissful ones. You’ll then be capable to ask them to take down or amend their preliminary assessment
2. Invite prospects to a webinar
High-quality educational content has a spot at each stage of the funnel, however not often do enterprise leaders use it on the backside of the funnel. This oversight happens as a result of gross sales consultants are inclined to focus solely on promoting at this stage and fewer on offering extra worth to the client earlier than they’re prepared to purchase.
That’s why it is best to take a special route out of your rivals and emphasize academic codecs in your BoFU technique. This doesn’t imply that this content material must be the identical academic content material you employ for constructing consciousness or sparking intent, nonetheless.
As a substitute, it means optimizing the content material to have a sales-oriented notice whereas delivering worth to the prospect. For instance, you possibly can create an academic evergreen webinar that’s conversion-oriented, focuses on resolving frequent ache factors, talks extra in-depth on a services or products, and even supplies a particular provide.
Everybody who attends the webinar must get one thing tangible out of it— not simply extra info. If persons are prepared to purchase, put together a limited-time provide for the attendees of your webinar.
In the event that they’re not prepared to purchase simply but however are getting there, ship them extra supplies after the webinar like a case examine or a price-feature comparability.
3. Optimize CTAs for fast conversion
Calls to motion (CTA) can typically make all of the distinction for conversion, which is why they’re such an necessary factor in brand-customer communication on all channels. Regardless of the place persons are consuming your content material, whether or not it’s in your website, social media, or in an e mail or DM, give them a transparent but value-driven CTA to encourage them to take the following step.
Should you don’t have a CTA, you’re letting potential clients transfer on to the following piece of content material with out ever figuring out that you simply had an incredible provide for them. Due to this fact, it’s essential to think twice about your CTAs.
A few of the finest call to action examples are from manufacturers that make investments closely in personalization and CTA specialization. CTA specialization is when companies optimize a CTA particularly for a sure product or a selected step within the buyer’s journey.
Needless to say it’s not simply what the CTA says, it’s additionally concerning the visible design and the position of the button. Listed here are some key suggestions:
- Use contrasting visuals to make the CTA pop however keep away from spammy crimson hues
- In emails, put your CTA within the above-the-fold part however not earlier than the primary sentence
- In your website, place multiple CTA on each web page however not more than three
- On social media, one CTA per submit is sufficient
- Use an lively voice within the first particular person
4. Use direct messaging for content material dissemination
Direct, or instantaneous, messaging platforms are a vital a part of your total communication, advertising, and sales strategies. These direct messaging platforms each ship worth on to clients and assist you to obtain many objectives pertaining to gross sales, advertising, and help.
Direct messaging consists of on-line and offline communication channels, every little thing from good outdated SMS to WhatsApp and Messenger. For instance, using WhatsApp in your sales funnel lets you preserve communication with leads and disseminate gross sales content material to BoFU prospects.
You possibly can ship out automated messages and hyperlink to helpful content material in your web site, which is able to fluctuate relying on the precise place of the person within the gross sales funnel. Hyperlink to your new case research, product excursions, and value comparisons, and don’t overlook to ship out offers and reductions to those that are able to convert.
5. Present them with a related case examine
Case research are the best content material format for BoFU leads; it is best to use it extensively in your gross sales technique. Case research enhance in relevance and significance because the lead strikes via the funnel and turns into extra engaged and within the model and what you’re promoting.
As their curiosity peaks and so they get thinking about a purchase order, clients will search for informational content material that validates their choice. There are different necessary types of website content it’s essential to use at this stage, corresponding to guides and product excursions, however the case examine reveals clients concrete numbers and outcomes.
Your purpose in sharing case research is, as at all times, about personalizing the expertise to your clients. Don’t simply ship out the identical case examine to each lead; as a substitute, curate your choice. Match case research to related lead segments and guarantee they get the content material they really want.
This strategy will make all of the distinction together with your potential clients and can present them that you simply present precisely what they’re in search of.
6. Use video content material to your benefit
Over time, video content material and video marketing have grown in recognition to change into some of the highly effective content material sorts within the on-line world. Whereas it received’t dethrone written content material, it’s necessary to leverage movies to your gross sales and advertising methods in 2023 and past.
The truth that this format is extremely partaking and shareable makes it straightforward to optimize your sales funnel with video that educates your viewers and conjures up them to take the following step. It may be particularly helpful for BoFU leads that need extra content material selection and are already updated in your written and user-generated content material.
Your movies may fluctuate of their codecs and the matters they cowl. Use a marketing video maker to generate new product excursions, explainer movies, case examine breakdowns, and different high quality video content material to maintain issues recent and personalize the expertise to your potential clients.
7. Gamify the BoFU expertise
Gamification has not solely change into a particularly standard tactic for producing leads, but in addition for conserving engagement excessive all through the gross sales funnel and the client’s journey to conversion. Gamification can also be an effective way to nurture and retain clients after the sale, as you possibly can shift the format to open cross-sell and up-sell alternatives.
In the case of closing the deal within the first place, nonetheless, typically a easy product recommendation quiz adopted by an in depth touchdown web page or a comparability sheet is simply what the prospect must make the best choice. Any such quiz is an effective alternative for leads that aren’t but able to convert however are extremely excited by your model. The quiz reveals them a few of your product choice and the product finest suited to their wants.
Promote your quizzes on social media, DMs, e mail, and on different communication channels. Needless to say there are lead era quizzes that individuals can play in alternate for contact info; nonetheless, these are finest for prime of funnel methods.
8. Win folks over with particular offers and promotions
Do you have to provide a reduction or a particular deal to a possible buyer? Completely, as a result of many shoppers are ready for a product to go on sale or to get a small low cost to make the acquisition. As a substitute of letting them go to your competitors, shut the deal straight away with a novel low cost.
Particular promotions and offers additionally require high quality BoFU content material as a key a part of your sales process; a reduction itself just isn’t sufficient to transform. Folks want to attach with the model, they should know why you’re providing the deal, and they should really feel appreciated. That’s why this kind of content material calls for personalization.
When your advertising and gross sales consultants are crafting this promotional content material and gives, they should leverage the info out of your CRM and dig deep into your lead segments to personalize the messaging for every group. This strategy causes the promotional materials to face out and conjures up folks to lastly buy a product.
Personalizing this and different content material ensures clients really feel extra appreciated and units the stage for a deeper brand-customer relationship.
Over to you
The underside of the funnel is a stage the place persons are both contemplating making a purchase order or are prepared to purchase and want an additional nudge to take motion. This stage is the place BoFU content material is available in as one in every of your strongest conversion instruments that not solely builds model belief and authority, but in addition supplies conversion-ready prospects with all the knowledge and validation they should take that remaining step.
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