Skilled entrepreneurs and gross sales consultants perceive that every stage of the gross sales funnel is equally essential in guiding potential prospects on their journey. Content material creation and dissemination performs an important position at each stage of the funnel and the overarching journey, serving to you construct consciousness, spark curiosity, incentivize consideration, and encourage conversion.
Remember the fact that high quality content material performs a significant position in nurturing and retaining prospects as properly, turning them into lifelong model advocates down the road. However what in regards to the backside of funnel gross sales content material, or BoFU content material because it’s additionally recognized? How essential is content material creation for this specific stage, and might it aid you convert extra? The reply is a powerful sure, however it’s good to know what you’re doing.
Let’s speak about BoFU content material, what it’s, why it issues, and the right way to use it to maximise your gross sales potential in 2023.
The gross sales funnel and its levels
Earlier than we speak about BoFU content material and the assorted techniques you need to use to your benefit, let’s first contemplate the funnel and its levels. The gross sales funnel has three essential components:
- High 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 don’t have any clue you exist or are simply now discovering out about your model. This stage is the one during 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 change for his or her contact data—usually an e-mail handle.
The underside portion of the funnel is essential for an eCommerce gross sales funnel and different funnels in extremely aggressive industries, as it’s the tipping level for the shopper. This stage is the place it’s good to talk with prospects and ship extra worthwhile content material. That is to show you’re the suitable selection and quell any doubt they may have about shopping for from you rather than your opponents.
The levels of those three segments are:
- Consciousness
- Curiosity
- Consideration
- Intent
- Analysis
- Buy
- Loyalty
The whole lot previous the Consideration stage you may contemplate BoFU, which is the place it’s good to goal leads with conversion-oriented content material with out being overtly sales-y or pushy.
Right here’s the right way to do it.
1. Use critiques and testimonials for social proof
Individuals will seek for and analyze buyer testimonials on a model at each stage of the funnel, significantly on the backside of the funnel as they close to the conversion level. As individuals proceed in the direction of the top of their journey and put together to transform, their must validate their resolution to purchase from you’ll rise in consequence.
Individuals will search for real written and video testimonials from earlier comfortable prospects that go extra in-depth in regards to 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 additionally ensure you have stellar critiques on all third-party platforms, like Google critiques and Yelp.
As for the occasional unfavorable evaluation, do every thing you may to repair the problem and switch disgruntled prospects into comfortable ones. You’ll then have the ability to ask them to take down or amend their preliminary evaluation
2. Invite prospects to a webinar
Excessive-quality instructional content material 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 likely to focus solely on promoting at this stage and fewer on offering extra worth to the shopper earlier than they’re prepared to purchase.
That’s why it’s best to take a special route out of your opponents and emphasize instructional codecs in your BoFU technique. This doesn’t imply that this content material must be the identical instructional content material you utilize for constructing consciousness or sparking intent, nonetheless.
As a substitute, it means optimizing the content material to have a sales-oriented be aware whereas delivering worth to the prospect. For instance, you may 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 gives a particular provide.
Everybody who attends the webinar must get one thing tangible out of it— not simply extra data. If individuals 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 essential ingredient in brand-customer communication on all channels. Regardless of the place individuals are consuming your content material, whether or not it’s in your web site, 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.
In the event you don’t have a CTA, you’re letting potential prospects transfer on to the following piece of content material with out ever understanding that you just had an incredible provide for them. Subsequently, it’s essential to think twice about your CTAs.
A few of the finest name to motion 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 particular step within the buyer’s journey.
Remember the fact that it’s not simply what the CTA says, it’s additionally in regards to 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 pink hues
- In emails, put your CTA within the above-the-fold part however not earlier than the primary sentence
- In your web site, place a couple of CTA on each web page however not more than three
- On social media, one CTA per put up is sufficient
- Use an energetic voice within the first particular person
4. Use direct messaging for content material dissemination
Direct, or on the spot, messaging platforms are an important a part of your general communication, advertising, and gross sales methods. These direct messaging platforms each ship worth on to prospects and aid you obtain many targets pertaining to gross sales, advertising, and help.
Direct messaging contains on-line and offline communication channels, every thing from good outdated SMS to WhatsApp and Messenger. For instance, utilizing WhatsApp in your gross sales funnel permits you to preserve communication with leads and disseminate gross sales content material to BoFU prospects.
You’ll be able to ship out automated messages and hyperlink to worthwhile content material in your web site, which can differ 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 neglect 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’s best to use it extensively in your gross sales technique. Case research enhance in relevance and significance because the lead strikes by the funnel and turns into extra engaged and within the model and what you’re promoting.
As their curiosity peaks and so they start thinking about a purchase order, prospects will search for informational content material that validates their resolution. There are different essential kinds of web site content material it’s good to use at this stage, comparable to guides and product excursions, however the case examine reveals prospects concrete numbers and outcomes.
Your aim in sharing case research is, as at all times, about personalizing the expertise to your prospects. Don’t simply ship out the identical case examine to each lead; as an alternative, curate your choice. Match case research to related lead segments and guarantee they get the content material they really want.
This method will make all of the distinction together with your potential prospects and can present them that you just present precisely what they’re searching for.
6. Use video content material to your benefit
Over time, video content material and video advertising have grown in recognition to turn into one of the vital highly effective content material varieties within the on-line world. Whereas it received’t dethrone written content material, it’s essential 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 simple to optimize your gross 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 differ of their codecs and the subjects they cowl. Use a advertising video maker to generate new product excursions, explainer movies, case examine breakdowns, and different high quality video content material to maintain issues contemporary and personalize the expertise to your potential prospects.
7. Gamify the BoFU expertise
Gamification has not solely turn into a particularly widespread tactic for producing leads, but additionally for conserving engagement excessive all through the gross sales funnel and the shopper’s journey to conversion. Gamification can also be a good way to nurture and retain prospects after the sale, as you may shift the format to open cross-sell and up-sell alternatives.
In the case of closing the deal within the first place, nonetheless, generally a easy product advice quiz adopted by an in depth touchdown web page or a comparability sheet is simply what the prospect must make the suitable resolution. One of these quiz is an efficient selection for leads that aren’t but able to convert however are extremely curious about 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. Remember the fact that there are lead technology quizzes that individuals can play in change for contact data; nonetheless, these are finest for prime of funnel methods.
8. Win individuals over with particular offers and promotions
Must you provide a reduction or a particular deal to a possible buyer? Completely, as a result of many purchasers 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 opponents, shut the deal instantly with a novel low cost.
Particular promotions and offers additionally require high quality BoFU content material as a key a part of your gross sales course of; a reduction itself is just not sufficient to transform. Individuals want to attach with the model, they should know why you’re providing the deal, and they should really feel appreciated. That’s why such a content material calls for personalization.
When your advertising and gross sales consultants are crafting this promotional content material and provides, they should leverage the information out of your CRM and dig deep into your lead segments to personalize the messaging for every group. This method causes the promotional materials to face out and conjures up individuals to lastly buy a product.
Personalizing this and different content material ensures prospects 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 individuals 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 all your strongest conversion instruments that not solely builds model belief and authority, but additionally gives conversion-ready prospects with all the knowledge and validation they should take that closing step.
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