It takes a combination of content marketing, PPC ads and social media marketing to send customers through your sales funnel. Your prospects will most likely drop off before they reach the bottom, which makes bottom-of-funnel customers so crucial.
These leads are the culmination all of your marketing efforts and the most valuable you will generate.
They aren’t yet paying customers. You will need to convert them using a strategy that leverages your business’ familiarity, data about their behavior, and an understanding of how best to create bottom-of-funnel content.
Let’s look at why these prospects should be targeted and how to convert them into customers.
Quick recap of the marketing funnel
The buyer journey can often be described using the metaphor of a funnel. ToFu is the awareness stage. Customers enter at the top.
They begin to research their options and move into the middle of the funnel, also known as the MoFu (or consideration stage). Finally, they will look for a purchase and move to the bottom funnel, also known as BoFu.
ToFu content focuses more on awareness and general research. MoFu content can be used to provide in-depth guides, or an analysis of a problem. You might find the best products that solve the customer’s problem, or how to analyse or make sense of the issue. BoFu content will often focus on why Product X (e.g. your product) is the best solution to the problem. It is important to remember that this stage of the customer journey requires you to still provide value to your customer by providing information and not just a sales pitch.
Who are the bottom-of-the-funnel customers?
The bottom of the funnel prospects are now aware, ready to buy and ready to make a purchase. The bottom of the funnel audience is trying to make the best purchasing decision possible based on all available information.
In today’s world, people make decisions based upon reviews, video guides and social proof.
These are the people you wanted to target when you created a user profile for your marketing.
They are now aware that they need a product or service similar to yours. They just need that last push to make the final purchase decision.
Why not create a strategy for targeting these prospects?
1. They are more likely buy
You can target BoFu prospects by creating a strategy. This will help you reach the 3%* of people that have reached the bottom of your sales funnel. If marketers could have their way, all potential customers would reach the top of the sales funnel. Unfortunately, this doesn’t happen.
It is crucial to target potential customers using everything from PPC ads and SEO, as well as direct follow-ups with sales staff if necessary.
*Some estimates suggest that 3 to 7% of people who go through a well-optimized marketing funnel will convert.
2. There is enough data
You can customize your approach to your buyer and convert them better if you have more information about their journey. Bottom of the funnel content is also important to your prospects. They have done their research, and know their pain points and available solutions.
You might have even had them interact with your MoFu or ToFu inbound marketing content.
Now, using your customer data, you can create highly targeted campaign that will result in the highest conversions at any stage of your sales funnel. What can you resist?
3. They won’t be lost to your competitors.
Remember that these prospects at the bottom of your funnel are not only yours. But not yet. It is still necessary to target them effectively and convert them into long-term customers.
They may be willing to select a service. Without your efforts, it will most likely be a competitor’s product. They’ve been nurtured for so long, it makes sense to seal the deal.
Next, we will discuss best practices for BoFu content advertising specifically for PPC ads. It’s also important to note that your sales team can follow up with these leads.
BoFu customers can use PPC ads strategies
Promote higher-value offerings
Customers at this stage of the sales funnel are open to receiving value. You should make high-value offers available and promote them in your content and paid campaigns.
What does this all mean?
This could be a way to highlight the added value of your main offering. You might be able to offer a faster, better, more reliable or newer service than your competition.
It is worth noting the premium option. Your main product costs $97. They can also upgrade to the top-tier premium option for $29, which includes an optional service.
This ‘upgrade’ may be better offered at checkout. It’s important to make sure that your extra value offer is clearly visible throughout the funnel. This will ensure that your prospect doesn’t get confused once they have made the purchase.
Use urgency keywords
You should also consider using urgency or high intent keywords when creating content for PPC ads at the bottom of your funnel. This is for two reasons. The first is that if they make it to the bottom, then they are likely ready to purchase. You want them to find the fastest solution possible.
These keywords are also likely to be used by your competitors. It makes sense that your competitors have the same keyword research tools as you, so it is only natural that they will be in control. You must beat them to the punch, even if the goal was to nurture the leads for the competition.
Keywords in lower funnels will use urgency for search intent or call to actions modifiers like:
It’s possible to use promo tactics in a surprising way
PPC ads can be extremely effective in targeting the bottom of the funnel customers by offering limited-time deals, price reductions, and seasonal discounts.
Multiple studies have shown that discounts can be detrimental to your business. Promos can make your offer less valuable to customers. The customer may think that it is unnecessary to pay full price when they can get a half-price promotion.
Hot leads are able to show prospects the value of your offer. This is why they were flagged as bottom-of-funnel customers. They have interacted with your company enough.
You can offer them discounts and promo codes to convert them now, and hopefully make them long-term customers.
Use powerful words to spark creativity
Power words can be used to boost your PPC ads. These words can be used to focus attention on the reader while simultaneously appealing to their emotions. Because they appeal to our basic desires and senses of value, power words are so-called. They can drive action by stimulating our emotions. These can be combined with descriptive creativity and striking imagery to prove your point.
These are some examples of powerful power words:
To understand how power words work and to help you add them to your call to actions, take a look at our guide to power terms.
Use Facebook ads to leverage
Facebook Ad Campaigns can be used to increase your bofu conversions if you have an email list or are using the Facebook Pixel to track traffic.
Meta for Business manages those ads across Instagram, Facebook and other social media platforms, making it one the most powerful tools for social media marketing.
Facebook’s Lookalike Audiences allows you to use your data to increase your reach and attract more conversions.
Our professional tips will help you increase Facebook Ad conversions.
Retargeting with high-intent is a great way to go wild
Your customers at the bottom of your marketing funnel can be primed for high-intent, retargeting. You’ve got them this far. They are interested in what you have to offer. All they need is a little push from you in the form expertly written content at the bottom of the funnel.
Customers who are most likely to respond to these ads can be easily identified by their behavior.
They are regular blog readers, but they haven’t yet purchased from you.
These metrics can be combined with other metrics to help you identify customers at the bottom of your funnel. This could be multiple inquiries by email, or interactions with other ads.
Retarget customers via social media and PPC ads to get the most out of your marketing efforts. They are your most valuable leads.
Marketing with PPC content at the bottom of the funnel: Best practices
Optimize landing pages
This stage is where you need to eliminate as many obstacles to conversion as possible. A landing page is the best way to convert a website visitor into a customer. It should be easy to use and will get them to buy your product.
This could mean that you can check out in one click, use embedded payment options such as Apple/Google Pay and PayPal, or try before buying.
While distractions should be kept to a minimum you may want to add some elements that provide assurance or peace of head.
Clear testimonials or reviews from genuine customersStar ratings from review sites such as TrustPilotDetails of any guarantees or certificationsInformation about free or paid add ons (added value such as discounts for annual subscriptions)Embedded video highlights of your productDetails of lead times or returns processes for physical products
Head straight to the sales
The content of your bottom-of-funnel PPC ads must be designed to make that sale. This could be as simple as telling them why they should purchase right away.
Use a call-to-action in both your ad copy as well as your landing pages.
Your copy should be focused on the sale. Reinforce any benefits that might seal the deal.
Include your sales team
Every business cannot afford to hire sales representatives to close deals with BoFu audiences. If your business has the structure and resources, a sales team could add that personal touch that digital ads cannot match.
If you know their contact information, take the time to reach out personally to them.
To keep your customer’s attention and encourage purchase decisions, combine a PPC campaign with regular interactions with sales to create a well-rounded strategy.
Let them know why you are the best
The competition is more expensive. There are likely many benefits to your product, so make sure you explain them in your copy and on your landing pages.
This is best illustrated by targeting comparative search terms such as ‘best YOUR PRODUCT Alternative’ or ‘Product B vs. Product A’.
These terms are often at the bottom of the funnel and can be a great way to get noticed in the SERPs.
Use SEO to your advantage
Organic content marketing (or SEO) is also a good option to reach your customers at the bottom of your funnel and help them make a purchase decision. To improve your organic ranking and decrease your dependence on paid traffic, create a blog strategy that is based on the top performing conversion keywords.
You can use landing pages to promote your PPC campaigns, as well as landing pages to promote organic content.
These landing pages can contain some elements from your paid content. These landing pages can be built to attract organic traffic. However, you can add more detail or unique elements that could be considered distracting on your paid landing page.
It could include:
Information from the pricing pageCase studies and testimonials about your brand. Details of your product’s unique perksEmbedded videos or other forms social proofProduct comparisons (vs your competitors).
Organic content is an entire strategy, but you can reuse some of the most successful content from both organic and paid campaigns to create organic content.
To increase conversions, block fraud in your ads
Bottom-of-funnel content marketing has the advantage of delivering more results than other stages in the sales cycle. Particularly if you concentrate on optimizing your ads copy and ad targeting.
Payed marketing can be challenging because you need to avoid attracting fake traffic or leads.
Bot traffic and click fraud can affect your marketing at every stage of the sales funnel. Spam bot traffic clicks on your lead magnet forms creating fake leads, and fake clicks on PPC advertisements.
Advertising click fraud is a problem that affects 90% of Google Ads campaigns. It costs marketers an average of 14% of their ad spending. For some industries, however, the fake traffic can reach up to 70%.
Learn more about click fraud in this guide.
ClickCease protects paid ads at every stage of the sales funnel. With our Bot Zapping plugin for WordPress, you can now stop fraudulent leads from your lead magnets or credit card fraud at your checkout function.
ClickCease makes it easy to keep your funnel traffic free of fraud from ToFu-BoFu.
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ClickCease Blog published the article How to Target Bottom of Channel Customers with PPC Content.