Do you want concepts on your backside of the funnel content material?
Backside of the funnel, or BOFU, content material is important if you happen to really need to make any gross sales. Thankfully, it’s not onerous to provide. The truth is, it’s possible you’ll have already got some backside of the funnel advertising content material which you could optimize.
On this article, we’ll focus on the several types of BOFU content material and the best way to create it. Right here’s a desk of contents that can assist you discover your approach round.
Let’s have a look!
What’s Backside of the Funnel Content material?
Backside of the funnel content material is supposed to steer a possible buyer to make a purchase order. BOFU content material is commonly the final piece of content material the shopper sees earlier than shopping for.
However your BOFU content material can’t be a pure gross sales pitch. It nonetheless has so as to add worth indirectly. That is perhaps eradicating last objections, making the buying course of simpler, or educating the shopper.
The “funnel” in BOFU refers back to the gross sales and advertising funnel that many companies use. The form of the funnel represents what number of prospects are at every stage. There are extra potential consumers on the prime of the funnel than on the backside. As prospects transfer by means of the funnel, they regularly construct belief, consciousness, and readiness to buy.
Let’s evaluate backside of the funnel content material to content material from different funnel phases:
- Prime of the funnel content material (TOFU) ought to construct consciousness of the drawback
- Center of the funnel content material (MOFU) ought to construct consciousness of the resolution
- Backside of the funnel content material (BOFU) ought to construct consciousness of the product
For instance, if an organization sells hair coloring merchandise, right here’s what their funnel content material would possibly appear to be:
- Prime of funnel: 5 Causes Your Hair’s Going Grey
- Center of funnel: 3 Totally different Varieties of Hair Dye Processes
- Backside of funnel: Hair Dye Model A vs. Hair Dye Model B
Guests on the prime of the funnel have simply begun their analysis. These on the backside of the gross sales funnel are able to decide.
Learn how to Create Backside of the Funnel Content material
To be able to create BOFU content material, you should perceive the client’s journey in nice element. What drawback are they attempting to unravel? The place do they search for options? How do they decide?
To determine your content material concepts and messaging, we advise conducting buyer analysis. Converse to your previous and present prospects to grasp their thought course of and ache factors. It’s additionally a good suggestion to ask prospects who thought-about shopping for however didn’t. That is additionally a great way to try to get well a few of these misplaced prospects.
Listed here are some questions you’ll be able to ask as you form your advertising technique:
- What drawback have been you attempting to unravel?
- What else did you attempt?
- How nicely did the opposite options work?
- What would you have got preferred to be completely different concerning the different options?
- For present prospects: What tipped you over into shopping for our services or products?
- For guests who didn’t find yourself shopping for: What saved you from shopping for our services or products?
With this in-depth buyer knowledge, you’ll be capable to produce the appropriate content material to steer certified results in take the subsequent step.
Within the subsequent part, we’ll go over particular suggestions for several types of content material for the underside of the funnel.
8 Varieties of Backside Funnel Content material
Case Research
A case examine is an in depth buyer story about how they used your services or products to achieve their objectives. Case research will also be used in the midst of the funnel, however due to their size are typically handiest close to the ultimate stage of the funnel.
Case research are greater than easy success tales. They need to additionally embrace an sincere take a look at the issue the shopper was dealing with earlier than they encountered your organization. Folks love to listen to tales, particularly if they will relate to the “predominant character.”
When writing case research, make the shopper the hero. Your model is the sidekick or smart mentor who helped them discover their approach.
Learn how to Write a Case Examine:
- Discover a buyer to function who matches one in all your purchaser personas.
- Collect any knowledge you have got about this buyer’s outcomes.
- Interview the shopper about their expertise. You should utilize the shopper analysis questions we talked about within the earlier part.
- Write up the case examine. Ensure to incorporate the problem, resolution, and outcomes.
- Embody a compelling headline that emphasizes the shopper profile and a selected outcome they achieved.
Listed here are some examples from our case examine library:
Opinions and Testimonials
A evaluation is an opinion a few services or products, which can be given on to the corporate or to a third-party web site. A testimonial is a private suggestion. Each can enchantment to prospects in any respect phases of the client journey.
Opinions and testimonials are a strong type of social proof. They sign to potential prospects, “Hey, different individuals are shopping for this!” We are likely to look towards different individuals’s actions as an indicator of what the only option is.
Take into consideration while you search for one thing on Amazon. You most likely look to see what number of evaluations the product has, and whether or not the general score is excessive or low. Everybody else is doing the identical factor. Scores and evaluations may even present up on engines like google, so they could be a type of TOFU content material as nicely.
Embody evaluations and testimonials in your touchdown pages, product pages, weblog posts, and all through your web site. If you happen to discover a significantly compelling evaluation or testimonial, take into account reaching out to the shopper for a extra detailed case examine.
Learn how to Ask for Testimonials, Opinions, and Scores:
- Attain out on the proper time. This might not be instantly after buy however after they’ve had time to see outcomes.
- Ship worth earlier than you ask. If somebody brings up a problem, resolve it first earlier than requesting a testimonial or evaluation.
- Supply an incentive for buyer suggestions.
- Ask the appropriate questions so it’s straightforward for the shopper to reply.
- Attain out on completely different channels, reminiscent of e-mail, social media, on-page popups, and extra.
- For software program merchandise, publish your model on exterior evaluation websites like G2, Product Hunt, Capterra. This may also help usher in natural site visitors.
Alternate options
The options format could be very fashionable and may entice a lot of search engine marketing site visitors.
People who find themselves contemplating a selected product usually lookup phrases like, “OptiMonk options” or “Elementor options.” They need to be certain they aren’t lacking out on a greater resolution.
These options pages are an effective way to point out off your particular superpowers. That doesn’t imply it’s good to insult your rivals. Merely emphasize what your model does higher than others.
Learn how to Write an Alternate options Web page:
- Select a preferred competitor. You should utilize search site visitors metrics to information this choice.
- Determine the options, use instances, and outcomes that this product lacks, however that your product delivers.
- Write a evaluation for the competitor, emphasizing what your product affords that they don’t.
- Repeat the method for related merchandise. Be sure you take into account oblique rivals in addition to direct rivals.
- Place your product as the perfect various on your goal market, and embrace a name to motion (CTA) to attempt it out.
Competitor Comparability
A competitor comparability is sort of a focused model of the options web page. As an alternative of showcasing a wide range of choices, you’re taking a more in-depth take a look at one particular competitor.
Competitor comparisons meet the same search intent because the options web page. People who find themselves trying to find phrases like “OptinMonster vs. Mailchimp” or “OptinMonster vs Bloom” are more likely to be contemplating each choices. As soon as they determine which one is best, they’re most likely able to make a purchase order.
Your aim with a competitor comparability is to speak your distinctive worth proposition (UVP). In different phrases, what makes your product completely different from everybody else?
As soon as your reader understands your UVP, they will determine in case your product is precisely what they’re searching for.
Learn how to Write a Competitor Comparability:
- Choose a preferred competitor. This could be a direct or oblique competitor.
- Determine your distinctive worth proposition in comparison with this competitor.
- Select the options, efficiency metrics, or use instances that you simply need to evaluate. Ideally, select those your preferrred buyer cares about most.
- Assessment the competitor product compared to yours. Be truthful and sincere to keep up your credibility.
- If you happen to can, create a comparability desk or infographic that’s straightforward to scan. Save the small print for the physique of the web page.
- Write a conclusion that factors to your product because the winner.
Use Instances
Your potential prospects most likely don’t know all of the options of your product, they usually actually might not care that a lot. What they care about is fixing the issue they’ve. That is the place use case pages may also help.
A use case is a proof of how your product options may also help a selected kind of consumer. For instance, we’ve got completely different pages about:
Moreover, on most of our function pages, we focus on particular use instances for every function. You’ll be able to write use instances based mostly on wants, business, buyer kind, and different variables.
Use instances assist prospects perceive how all of the completely different options can profit them. They do that by making a psychological image of what utilizing the product would possibly really appear to be for that buyer.
Learn how to Write a Use Case:
- Select one in all your preferrred buyer profiles to concentrate on.
- Determine what advantages that buyer wants essentially the most and why.
- Choose the product options that present these advantages.
- Clarify how every function delivers the advantages your buyer wants.
- Present how your product may also help the shopper.
Webinars
Webinars are a wonderful lead technology technique on the backside of the funnel. You should utilize webinars to coach your target market and invite them to grow to be your preferrred buyer.
There’s nothing higher than seeing a product in motion. Bodily merchandise may be proven off from completely different angles and in numerous conditions. Digital merchandise may be demonstrated stay, or pre-recorded based mostly on the most typical questions and eventualities.
Webinars provide the prospect to work together together with your gross sales workforce in a extra participating approach than e-mail and even stay chat. This will construct a stronger buyer relationship earlier than and after the sale.
Learn how to Promote Something With Webinars:
- Determine the answer you need to assist prospects with on the webinar. They’re not signing up for a gross sales pitch. They need to be taught one thing and remedy an issue.
- Deal with a single matter, not every thing that your services or products may probably do.
- Set a date and promote the webinar in your e-mail checklist, websites like LinkedIn, and naturally, by yourself web site.
- Put aside time for questions on the finish or all through the webinar. That is the place the high-value interactions happen.
- Optionally, embrace particular affords on the finish of the webinar to thank members for attending and encourage them to buy.
Take a look at our free webinar about rising your e-mail checklist quick!
Product Demo Movies
Along with stay webinars, take into account making a video tutorial or demonstration. Clients usually use YouTube as a search engine now, and video content material usually converts very nicely.
A buyer who’s trying to find “OptinMonster demo” or “SeedProd overview” already is aware of about your product and needs to see it in motion earlier than making a purchase order choice. These high-intent searches are a wonderful alternative to point out off your product’s options. You’ll be able to exhibit bodily items, SaaS merchandise, or different digital downloads.
Learn how to Make a Product Demo Video:
- Choose a course of or function to exhibit. Search time period site visitors may also help you establish fashionable phrases that prospects are fascinated about.
- Use a digital camera or screen-recording software program to report your self demonstrating the product. Ensure to say the advantages in addition to the options.
Pricing Web page
Don’t overlook the pricing web page, which is likely one of the most seen pages on any web site. Don’t waste the chance to transform high-intent prospects!
The pricing web page is commonly the final web page a prospect sees earlier than deciding whether or not to purchase or not. These prospects don’t simply need to know the value. What they actually need to know is, “What do I get for this worth?”
The very best pricing pages present how every plan can swimsuit several types of prospects, completely different finances ranges, or completely different use instances.
A pricing desk can lay all this info out in a approach that’s straightforward to grasp.
Learn how to Create a Pricing Web page:
- Put the costs in a high-visibility spot, above the fold. Customers who can’t discover this info rapidly will depart as an alternative of trying to find it.
- Present the best choice for various varieties of consumers, reminiscent of startups, enterprise, and different teams.
- Spotlight the most well-liked possibility to attract consideration to it.
- Embody a transparent name to motion.
- Remind the consumer of the advantages they will acquire.
- Use social proof like testimonials, consumer numbers, and evaluations.
You’ll be able to see we’ve accomplished all these items on OptinMonster’s pricing web page.
Finest Practices for Creating Backside of the Funnel Content material
Whatever the backside funnel content material sorts you determine to create, we advocate these greatest practices on your content material technique.
Deal with One Purchaser Persona
At this stage within the shopping for course of, the client could be very critical about making a call. Take them severely in return by tailoring your content material to their particular wants and issues.
Don’t attempt to write a white paper or case examine that each potential buyer will discover attention-grabbing. That’s simply not potential, and also you’ll find yourself with boring, generic content material that nobody cares about.
As an alternative, focus every bit of BOFU content material on one particular purchaser persona. You could need to slim even additional to 1 or 2 particular use instances for every persona.
Match the Intent of the Purchaser
When creating your BOFU content material, be certain it aligns with the precise questions your potential prospects are asking.
Somebody searching for “[product] options” might have some hesitations concerning the unique product. Possibly it’s costlier than they actually needed to pay, or it’s lacking a function they really want. Handle these hesitations in your content material.
As one other instance, somebody trying to find “[product] pricing” desires to know the value and the worth of the product. Make that info clear and straightforward to search out.
Don’t Stress About Search or Site visitors Quantity
Backside of the funnel content material might not have significantly excessive quantities of search site visitors. That doesn’t imply you need to ignore these key phrases or searches.
What issues most is intent. BOFU search phrases are very high-intent, which suggests the reader desires a solution and can be able to decide.
Key phrase analysis and site visitors patterns can information your BOFU advertising technique, however it’s not the one issue to think about. Extra necessary is the precise purchaser journey your prospects are on.
Embody a Clear and Constant CTA
The worst factor to do could be to draw so many high-intent guests, then overlook to ask them to take the subsequent step! Your name to motion on the backside of the funnel will probably be a purchase order, or maybe reserving a name with you. Ensure to incorporate not less than one CTA on every bit of BOFU content material. If you happen to embrace a number of CTAs, be certain they’re in step with one another. Don’t ask them to obtain a lead magnet in a single place after which observe you on social media some place else.
Conclusion: Begin Creating Backside of the Funnel Content material In the present day!
We hope this text helps you perceive the significance of backside funnel content material and the best way to create your personal.
Subsequent, take a look at extra specifics about:
Don’t overlook to advertise your backside of the funnel content material in your web site utilizing OptinMonster!
Revealed by Jennifer
Jennifer is a content material author and course creator. She has a ardour for serving to small companies develop sustainably and ethically. In her spare time, she enjoys writing fiction, cooking, and exercising.
