Are you getting leads but not driving conversions? Do you feel your content fails to nurture your leads? Are you not convincing enough to generate revenue? I’ve got you covered with a bunch of add-ons for your marketing funnel. I assure you of positive conversions as soon as you integrate these content format ideas with your bottom-of-funnel marketing strategy.
The truth is that the idea about ‘It Is Hard To Make Money In The Digital Realm’ is overrated and marketers often develop a negative mindset by hearing or reading these kinds of phrases.
But in reality, it is easier than it sounds to make money in E-Commerce if you have a converting marketing funnel.
- “It’s not what you sell that matters as much as how you sell it!” — Brian Halligan, CEO & Co-Founder, HubSpot
If you are familiar with the marketing world then you might know what a marketing funnel is. However, if you are new in this journey I’m here to guide you.
So let’s understand What A Marketing Funnel Is.
What Is A Marketing Funnel And How Does It Work?
To make money in the world of Ecommerce, you need to understand your buyers’ journey.
This journey is called the marketing funnel in business terms.
The funnel tells that a buyer starts his journey from being aware to deciding to purchase something.
A marketing funnel mainly has 3 stages and works like this:
- Top of the Funnel (ToFu): Where someone becomes aware of your products.
- Middle of the Funnel (MoFu): Where someone becomes a lead by learning more about your products and builds trust.
- Bottom of the Funnel (BoFu): The lead decides to purchase tutorials to purchase your product and become a buyer.
Let’s understand this with a real-life example.
For a moment, put yourself into the buyer’s place and imagine this:
You walk into a store and go to the product aisles to look if it has products you are looking for. You explore it for several minutes and become aware of the products.
After exploring the aisles, you consider viable options and add your preferred product to your cart. Here you become a lead.
Afterward, you move to the check-out desk to pay, thus completing the purchase. Here you become a buyer to the store.
The exact process goes with the online business.
However, when it comes to your online retail business and E-Commerce store, you need a way to guide people through this journey, from the moment of awareness until the point of purchase.
In this journey of the marketing funnel, you will learn about the most important part of the funnel that converts leads into the buyers – The Bottom Of The Funnel aka BoFu. Please take note, I will be using BoFu to describe this part in our journey ahead.
What is BoFu?
Bofu is the last stage of your marketing funnel. At this point, your audience has already created awareness about your products or service with ToFu and engaged your audience with MoFu content.
This is the stage where your leads convert into customers.
Here you can provide solutions to your audiences’ problems with content formats like ebook, demo, and videos tutorials. Moreover, you can also lure them to purchase your product or service.
Bofu is the most crucial part of your marketing funnel as you are providing solutions to your leads and increasing sales.
Here, you provide your prospects with solutions to their problems and start a relationship with them.
To turn your leads into customers in the digital realm, excellent content is a powerful asset. It needs to be trustworthy and a solution to the problem your buyers are looking for.
Why Is BoFu So Challenging?
Because at the bottom of the content marketing funnel, things are getting serious.
Your audience has reached here after knowing who you are, what you do, and what you provide.
At this marketing funnel stage, they are ready to make their decision whether to make a purchase with you or not.
Not only this, at this point, they are also likely to have the same info about your competitors.
So how are you gonna convince them to make a purchase from you and not with your competitors? How will you show them that you are unique and better than the industry competitors?
Many marketers fail to answer this question. And that’s what makes this part so challenging.
What Should You Talk About In BoFu?
In BoFu you shouldn’t talk but show. You must show your leads how your product is going to help them and how they work. You should show them your recent customer reviews and let them be sure about the promises you made on the way.
At this point, your leads are ready to talk to you with their wallets in hand. They are expecting you to deliver the best solution to their problem which you have talked about on the top and middle part of the funnel.
So now arrives the question – What are you going to do to not make the same mistakes? How will you convince your leads to become your happy customers? What are the ways?
Don’t worry, I’ve got your back!
In the next part of the guide, I’m going to tell you 5 proven BoFu content formats for a converting marketing funnel.
Let’s dive right in.
5 Proven BoFu Content Formats For A Converting Marketing Funnel.
People like to compare products with different brands before they make their final decision. You can leverage this habit of your audience and show them what extra features or tools you have which your competitors don’t.
So how do you do that?
Simple – by putting a ‘your products vs other brands’ comparison content.
Yes, you heard it right. You can add comparisons at the bottom of your marketing funnel content strategy and show your leads how your product or service is better than other related industry brands. You can tell them what features you have and what your competitors don’t.
Suppose you are selling shoes. You have more colors and styles than your industry competitors. Let’s say you have a green variant of the same product but other shoe brands don’t. You can tell your customers about this by simply integrating a comparison table at the BoFu. How? By simply adding a comparison table.
Here is how a comparison table looks like:
The above comparison table is a perfect example of how you can compare your product with your competitor brands. In this scenario, suppose you are the K-lite brand. On the above table, you are showcasing your products and telling your customers that you have Temperature Control And Auto On features integrated with your brand, and your competitors, which in this case are K250 and k-select, don’t have this feature. I bet, in this table, you are going to win the auction.
Here is another example: Monday vs. ClickUp
You can easily figure out what the above comparison is showing you. Now, if I ask you which one you are more likely to buy among these, what would your answer be? ClickUp, of course. Why? Because it has just made you see how many advanced features ClickUp has and Monday doesn’t.
These are the benefits you get with comparison – easy to tell your audience what they are getting extra with the same or low price as your competitor and high chances of sell conversion.
Displaying comparisons has many additional selling benefits. It’s a simple, honest, and productive way to display your extra features with related brands.
So how can you make a productive comparison? Let’s learn that stuff, too.
How To Write A Productive Comparison Page
- First, choose a popular competitor brand of your industry
- Use features, performance, price, etc. comparison points based on what your target customer would need.
- Write a brief and honest review of your competitor’s product.
- Create an easy-to-understand comparison table. Then argue about each point.
- Write a conclusion pointing to extra features your product has.
How To Make A Simple And Clean Comparison Format
A clear and concise comparison format is a must when it comes to telling your customers about your extra features. You should make sure it tells your product’s story quicker and simply. You shouldn’t include lengthy technical specs.
Here are some pointers you should keep in mind when comparing products:
- Make a concise feature description using simple words.
- List similar features at the top and then unique or exclusive ones.
- Use bullet or checklist points for product features. They are much easier to comprehend.
- Show your selling points, such as warranties, ratings, and seals of excellence.
Here, I’m giving you an example of a concise comparison table:
Bonus Tip:- You can also integrate a comparison tool like odoo on your E-Commerce website to ease your customers’ effort.
If I give you an option to purchase a product that has positive words of mouth and another doesn’t, which one would you choose? I guess that would be the first one. Why? Because you have real-life proof of that product and people have used it and gave their opinions. Isn’t it?
The same goes for your prospects.
After becoming aware of your products at ToFu and researching at MoFu, your prospects may just be looking for some proof to purchase tutorials from you. And that you can give them by providing your customer reviews at the bottom of your marketing funnel.
But the question is how do you gather that real-life proof for your prospects? Moreover, how can you collect and show words of mouth in the digital realm?
Here is the answer to both questions – by reviews and testimonials.
A review is a short written description by your customers expressing how they felt about your product. They can post their reviews on your website or your social media page. You don’t have control over them which makes them honest and trustworthy for your leads.
A testimonial, on other hand, shows your relationship with your existing customers. You can ask them to give their positive testimonials for your products.
How can testimonials and reviews work together if they are different things?
I’ve got the answer for you:
- Reviews increase customers.
- Testimonials improve retention.
As you can see reviews/testimonials not only can help you to turn your leads into buyers but also in retention.
If you are not aware of reviews and testimonials, let me show you examples of each.
An example of reviews:
An example of testimonials:
Now after seeing how reviews/testimonials can help your prospects make a purchase decision of your product, don’t you think it would be a great idea to include them in your BoFu content?
If your answer is yes, I’ve something to help YOU…
Tips for Using Customer Testimonials
So, you have decided to include testimonials in your BoFu as a part of the digital marketing funnel.
Now let’s learn how to get testimonials from your existing customers and how to use them for conversion.
Here are some of the best ways to use your customer testimonials to generate more sales:
- Pick and choose testimonials to display so only the best ones are read by potential customers.
- Make them more believable by putting a face to the name.
- Pin testimonials on your overall website. Display them on a testimonial page, on landing pages, on the homepage, and even in your subscribe boxes.
- Never use fake testimonials. Because sooner or later people will find out you’re faking them and you’ll lose all credibility.
You go to buy something. You enter the market. Explore your desired product from different brands. See their price tag. You compare them with other brands. You come to an informed decision. You buy the product from your suitable brand. You are happy with your decision because no one forced you to buy it.
Remember how you felt after the purchase?
Well, it doesn’t matter.
What matters is you had a choice. Freedom to choose. To make your own decision.
This is exactly what your leads want at the bottom of your marketing funnel.
This is what you need to give them in your Bofu content – your pricing plans.
Why must you include the pricing page in BoFu content?
Sometimes, prospects might be just looking for your price plans to compare.
Many people just want to see the price tag to see if they can afford it. So they can arrange it.
This helps them to make an informed decision on purchasing your product or service.
A pricing plan page is the last step between someone navigating through a website and coming to that all-important buying decision.
This is why you must include a pricing page in your BoFu content.
Here you must provide the right amount of choices to help them make an informed decision.
So what is a pricing page? See this sketchrepo pricing page as an example:
Now, as you have understood what a pricing page is and how it can help you in conversion, let’s learn how to make a catchy pricing plan.
How to build a pricing page:
- Highlight your most popular (and expensive) option with special decorations
- Make it clear and concise so that prospects can easily understand it
- Show your best option for each kind of customer (for students, professionals, organization)
- Including a clear next action
Pricing page example:
SendinBlue has a very clear pricing page including all the above points:
So now you have got how a pricing page can help you to convert leads. Use this info to help your audience make informed decisions and grow your business.
According to data, 90% of consumers look for coupons when making their first purchase.
At BoFu, people have made their minds to buy your product but they need a little push to do so, something they are looking for, something extra than your competitors. So what are you gonna offer them? Any ideas?
Well, I’ve one – A discount.
Yes, you can give your leads a fair amount of discount to convert them into your loyal customers. Promo codes are the best way to convert your leads into buyers.
You can go with ‘first purchase discount’ promo codes to lure them to buy your products.
If you are not familiar with promo codes, let me show you:
You can use similar ‘first purchase’ kinds of promo codes to help your prospects to make a purchase with you.
Not only with the first purchase but offering discounts is healthy for overall marketing strategy.
Use Coupons To Drum Up Excitement During Specific Seasons
You must have noticed that in the festival season or whenever there’s a seasonal change your mailbox gets flooded with discount coupons. Sometimes you only buy a product just because you are getting a great discount. Isn’t it? You can do the same with your leads or existing customers.
At the bottom of your marketing funnel, you can lure your visitors to buy your product by offering a decent discount.
Nothing can beat the experience. And it is what you need to give your audience.
You must make your potential buyers feel the experience of using your product.
Show them how your product will fit into their lifestyle. You have to show them how your product will add value to their work or life.
And for that, You can use product tutorials in your bottom of funnel content.
In a product tutorial, when you tell or show yourshowyour mailbox gets flooded with discount coupons for your leads how to use your products, they imagine themselves doing it. This gives them the experience of your product and can eventually make them buy your product or service.
I’ve collected examples from this uber suggested post. A few companies give you ideas about making a great tutorial.
Here we go…
Buffer Made It Super Simple
Watch this Buffer tutorial video and see how it makes its buyer’s journey easier by showing them how it works and how it can help them.
Now imagine yourself providing the same super-simple tutorial video of your product in your BoFu content. Picture how your prospects will feel. That’s it! This is what you need to give them – a clear and concise experience of your product.
Mint Breaks It Down Into Smaller Tasks
Mint didn’t even bother making a video. It simply used a numbers list.
After reading this clear and simple text tutorial any prospect will feel lighter to make a purchase decision. He wouldn’t have to be confused about ‘I don’t even know how to use it. What if I waste my money by buying it?’ thing. He can simply see how to use it and might be ready to purchase it.
So how about you clear your leads’ doubts the same way? Wouldn’t it be productive?
Slack Gives You The Basics
Slack, the workplace communication platform was designed to roll email, instant messenger, and video chat into one app. They do more than that.
But they don’t tell you that all at once. Instead, they tell you the three most basic things you can do with their app.
They tell you all about channels:
Once you master the basics, Slack tells you how you can learn about the rest when you’re ready:
I’m sure that if you use these kinds of tutorials in your BoFu content, you are gonna get a decent amount of conversion.
So what about making your marketing funnel productively fun?
Close the Deal!
Till here, we have learned about the marketing funnel and 5 proven formats to include in BoFu content to get more conversions.
In this journey, we talked about:
- Comparison – compare your product with other brands and show what extras you have.
- Reviews/Testimonials – Post reviews and testimonials from your existing customers to build trust.
- Pricing page – Tell your prospects about your pricing plans by including a pricing page to help them make an informed decision.
- Promo Codes – Attract your leads by giving them a discount!
- Product Tutorials – Show your customers how your product works to help your leads make a concise decision.
Now it is time to close the deal!
Put these productive content format ideas into your BoFu and get more conversion. I hope you enjoyed the journey and are ready to rock and roll!