Persuasive Content For Bottom Of Funnel Conversion
Understanding the best types of content for bottom of funnel conversion will help you maximize those leads you’ve carefully nurtured through the funnel and turn them into customers. In this article, we explain how to create persuasive, engaging content for your target customers when they’re right at the point of purchase.
What’s at the bottom of the funnel?
In the AIDA (awareness, interest, desire, action) model, also known as the marketing funnel, the bottom section is the critical action or decision stage for your target customers. This is the stage where the focus is directly on your product or service.
You can assume that the people at this stage of the buyer’s journey already have the interest and desire to buy, but they still need a little convincing to actually act. It’s a critical stage as it’s still possible they may decide to purchase a product similar to the one you offer, and they have to be convinced that your product is the best for them from amongst your competitors.
The bottom of the funnel is the closing stage of the sales process, and it may make or break your previous marketing efforts. There are two main goals at this stage of the customer journey:
- Persuade the customers to buy – after you have created awareness, established trust, and stimulated the desire of your target customers, it should now be relatively easier to persuade them to decide – but that doesn’t mean it’s time to take your foot off the gas. Your focus should now shift from providing useful but high-level information and answering customer questions to handling possible objections and explaining specific features and benefits of your product compared with similar brands.
- Establish customer loyalty – not only is the goal to get the customer to purchase, it’s also to make them loyal to your brand and make repeat purchases. One way you can do this is by ensuring customer satisfaction. A clear, easy purchase process is key, and if you can surprise and delight your customers at any step along the way, they’ll buy into your product and brand even more. High satisfaction levels = customer loyalty.
At the bottom of the marketing funnel, many customers might only need a minor nudge to buy. That means a carefully crafted call to action is key. It’s important to try and give your customers the motivation to act immediately, and a good way of doing this is to create a sense of urgency. You might offer a discount or a voucher for a limited time period, for example. Another strategy is to give exclusive offers for the first few customers who sign up on a particular date.
How content changes throughout the customer journey
Content changes throughout the customer journey, from more general information at the top of the funnel to highly specific or even technical types of content towards the bottom. The focus also shifts from addressing the needs and wants of your target customers to more product-driven copy as they become more interested in what you offer specifically, especially compared to similar products.
- Generic, entertaining and value-driven content
The top of the funnel is the broadest part of the funnel, while the bottom is the narrowest. This means that at the beginning, you need to appeal to the largest possible audience.
This is where entertaining, informative, generally useful and potentially viral content is important in increasing your chances of driving a high volume of visitors to your website or to find out more information.
- Engaging and customer-centric content
In the middle part of the funnel, it’s important to engage with your leads and stimulate their interest and desire for your product or service. This is where customers are more likely to be interested in highly informative content that will answer their questions, focusing on their exact wants and needs.
“How-to” instructional types of content about solving certain problems related to your product niche are useful at this stage and really help to establish trust.
- Product-centric content
At the bottom of the marketing funnel, you have already prequalified your leads. The objective now should be to convert them into paying customers or subscribers. You must, therefore, be able to justify your price point and prove that your product is worth every cent.
You should also be able to show your potential customers that your product is superior compared to similar products. To do this, you could create testimonial videos and independent product reviews.
[Related content: A Guide to Content Marketing]
What types of content should I create for bottom of funnel conversion?
Conversion is the main goal for the bottom of the funnel part of the marketing and sales process. Your focus on trying to get customers to buy, to close deals and convert your leads into paying customers. There are different types of content you can use to convert leads into customers, and two main ways to do it; the indirect approach and the direct approach.
- Case studies – creating strong, detailed case studies that prove the value of your product in terms of real results is an indirect approach to persuading a lead to buy, as it’s not overtly ‘sales-y’ and it’s coming from a peer rather than from you.
- Technical manuals or white papers – if your product or service offering is complex, you can make it stand out from your competitors by providing well-researched white papers and detailed technical manuals. Solid data, facts, and figures (when not overwhelming) can be highly persuasive as everything is in black and white.
- Testimonials – short testimonials, quotes, and reviews from current and past clients or customers that provide positive feedback about your product can be very persuasive, as potential customers can instantly see the impact it has had on someone like them.
- Special offers – you could offer discounts, special features, extra benefits or vouchers for those who subscribe or purchase at a certain time point in the funnel. Don’t forget, a “limited time” offer can create a sense of urgency.
- Emails – providing exclusive offers to leads who have subscribed via email can act as a good reminder and prompt to purchase. Another advantage is that you can continue with this type of content once they have made a purchase.
- “Shop” or “buy” calls to action – use clear calls to action in your content, such as in blog posts that target the bottom of the funnel, product pages, and in emails.
- Instructional videos and webinars – creating detailed instructional videos and webinars is a great way to engage customers, and holds visual appeal. You could consider gating this type of content or offering it as part of a free trial, if that suits your product offering.
How do I make sure my content will convert?
You’ll never achieve a 100% conversion rate, but you can improve your rate if your content is persuasive. Aside from the types of content you can create for bottom of funnel conversion, you must also consider things like:
- Ensuring you include social proof on your landing pages
- A clear pricing structure, especially if you’re offering a subscription service
- Clear and obvious calls to action
- A chat function with a real, responsive human who has excellent knowledge and customer service skills
- Making it easy for people to actually purchase – you might want to reassess your online user experience to make sure customers can buy quickly and easily
- Tracking and tweaking your content until you know it works
Need support for your content marketing? Let’s chat.