A lot of marketers assume that:
To convince prospects to buy, you have to educate them first.
Here’s the logic behind it.
If customers know the problem they’re facing, they’ll look for solutions, compare different alternatives, and then convert. In short, every customer has to go through some stages before deciding to buy.
Using theoretical marketing advice, that’s the truth. But the fact is not every buyer is in the awareness stage. A person checking your product pricing page is aware of what you are and how your product can help them.
They’ve already made up their purchase decision and what they’re doing is evaluating your product to see if it meets their needs and budget.
To convince such buyers you need to create high-quality bottom of the funnel content.
What the heck is the bottom-of-the-funnel (BoFu) content?
In this guide, I’ll explain all that you need to know about BoFu content. I’ll also show you:
- The difference between ToFu, MoFu, and BoFu content
- Examples of the bottom-of-the-funnel content
- Benefits of BoFu Content
- BoFu content best practices
Let’s get started.
What is Bottom of the Funnel (BoFu) Content?
BoFu content (bottom of the funnel) refers to all marketing materials that guide your prospects to their final conversion stage. In short, it is the content that sells.
Let me explain.
A sales funnel is divided into three stages.
The top of the funnel (ToFu), middle of the funnel (MoFu), and bottom of the funnel (BoFu).
Top of the Funnel (ToFu)
The top of the funnel represents the first stage of your target customers. In this step, the visitor is in the awareness stage. They may not be familiar with your brand, products, or even the necessary solutions.
In this phase, the visitor is looking for information and answers. Perhaps they were searching for something online when they landed on your website. Or they were intrigued by a post or an ad on social media, and out of curiosity, they decided to follow you to find more.
In ToFu, you create content to offer educational value. And the more visitors come across you, the more they notice you. And by doing so, you’d be increasing your brand awareness and authority.
Basically top of funnel content focuses on:
- Educating readers
- Boost brand awareness
- Generate leads
Here are examples of ToFU content:
- Articles/blog posts focusing to provide information e.g What is Onpage SEO
- How to video formats
- Social media posts
Middle of the Funnel (MoFu)
At this phase, your audience is already familiar with your brand. They have also identified their problem and filtered it down to the type of content they want.
In this case, they’re beginning to evaluate your brand and have already shown interest in your product, which is why they’ve signed up for your newsletter and even followed you on social media.
Since most of your audience in the ToFu will have dropped out of the funnel, you’ll have a small audience here who are highly qualified leads.
This stage aims to build trust and nurture those leads as you prepare them for the final stage of conversion, where marketing materials like newsletter emails, service/product pages, webinars, podcasts, and customer videos come into play.
Bottom of the Funnel
In this stage, you have a list of highly qualified leads who are ready to convert, but they need a gentle push, extra reassurance, and extra urgency to make a purchase.
When you map out your sales funnel, you’ll notice it’s very narrow. That’s because you’ll have a small fraction of users that initially landed on your website. Those who are not interested in making a purchase will have dropped off.
Bottom of the Funnel Content Format and Examples
BoFu content features all the material your sales team needs to close a deal with your prospects.
The customers know how your product and services can help them solve their problems. They just need extra information and persuasion to make up their minds.
Here are the ideal BoFu content formats and examples you can incorporate into your marketing strategy and grow your business revenue.
1. Product Comparison Pages
The purpose of creating comparison pages is to communicate your unique value proposition. Because whether you like it or not, your potential buyers will want to know how your product stacks up against your competitors.
Simply put, they want to know how different you are from similar products they’ve come across.
For example, say you’ve started a managed WordPress hosting provider. Your biggest rivals are the likes of Kinsta, WP Engine, and Flywheel.
But despite the competition, you need to show how you stand out in this competition. You need to show the buyer why they should choose you instead of the latter.
Here’s an example of how ClickUp uses comparison pages to show why you should choose them instead of their biggest competitor, Monday.
ClickUp compares its winning features to its competitor Monday.com. They show you that their free version is even more feature-rich than the paid version of Monday.com.
And to be honest, if you’re searching for an ideal agile project management software, you’ll immediately get convinced and try ClickUp..
Here’s another example.
They do the same—showing superiority of their product against its competitor Zoom.
You’ll be convinced that Demio is the best Zoom alternative for hosting webinars as a potential buyer.
3. Case Studies
Case studies are another BoFu content format that enables you to build trust with your prospect. It is social proof that your products work, and other users who have similar problems like you are happy using them.
Unlike a testimonial, a case study demonstrates the value of taking users on a journey using a specific product or service.
A case study shows your prospect how a client, similar to them, has profited from your product. And, more crucially, what drove the customer to purchase your product in the first place.
Take a look at this case study by Grow and Convert.
These guys share how they manage to scale one of their client’s websites. In the case study, they include actual data of their results. Like this one below:
3. “Brand Alternative” Pages
This BoFu content format is ideal for generating highly qualified leads from search engines. That’s because the content pages attract people who use highly commercial keywords.
For example, a user searching for “Best Kinsta Alternative” or “Best Kinsta Competitors” is not convinced with them and is looking for a product that’s best suited for their needs.
In this case, you can exploit the opportunity to position your brand as the best competitor alternative.
Here’s an example of Cloudways using this BoFu content format to communicate their value proposition.
They also go a step further to compare their hosting solutions with Kinsta to show you why they stand out.
If you were looking for a managed web hosting provider besides Kinsta, wouldn’t you be excited to try out Cloudways? Of course.
Another Good example is this post about Yoast SEO alternatives published on this blog. This type of BoFu content format compares different SEO plugins and show you why they’re are better than Yoast.
Webinars fit in both MoFu and BoFu conversion funnel stages.
In the middle of the funnel, you can use webinars to educate your readers and create a desire.
On the other hand, when used in BoFu, webinars allow you to demonstrate your product in action. You can showcase how your product can help your buyers solve their problems.
This is particularly true for more technically savvy prospects who will need to see your product in action rather than simply words.
The best thing about webinars is that you’ll interact with your audience in real-time. In case of any questions or clarification, you can engage with them immediately to clarify the issue.
Although webinars have evolved, giving the path to more effective webinars such as pre-recorded and hybrid webinars, your audience will be engaging with the presentation in real-time, which allows you to learn more about them.
5. Product Demos
Not every product is simple to use.
Even if your product is incredibly beneficial and checks all of your prospect’s boxes, how to use it can be a challenge for many.
This is when your product demos come into play!
A demo or product tour allows you to customize a product experience for your prospect, walking them through essential steps of how it works.
This not only clarifies the procedure but also instills trust in your brand.
6. Pricing Pages
Pricing pages aren’t typically the first thing that comes to mind when content marketers brainstorm BoFu content, but they’re a wonderful place to start if you want to improve conversions.
However, when I speak of pricing pages, they shouldn’t only reflect the price of your product. You need to show how much value your prospect will receive.
Take a look at this pricing page by GetResponse.
They show you exactly what you’ll get at each of their pricing packages.
Testimonials are one of the most significant conversion components you can use on your website to build trust and boost conversion. They act as social proof your clients provide, indicating they are happy using your product.
In fact, one study shows that 92% of consumers prefer referrals and word-of-mouth from friends and peers to other forms of promotion. Which is why most consumers read reviews before making an online purchase, underlining the value of user testimonies.
Here’s an example from Vocalvideo.
The testimonials in these cases clearly affirm what customers appreciate about the product.
Benefits of BoFu Content
Here are the benefits of using bottom-of-the-funnel content in your marketing strategy.
- Solves specific problems
- Builds trust with the buyer
- Establishes your product as the best alternative in a sea of options
- BoFu content has a high return on investment (ROI)
- Accelerates the buying process
BoFu Content Best Practices
If you are used to creating top-of-the-funnel content like blog posts, it can be challenging to know where to start when creating bottom-of-funnel content.
Although it all comes with trial and error, some practices can help nail your audience and boost your conversions.
In this section, I’ll explain the best practices for creating high-quality BoFu content.
1. Leverage Customer Persona
To create highly converting BoFu content, you must understand your audience well. You need to know precisely what it’s like to be in their shoes.
Say, for example, you own a Linkedin prospecting software. You need to nail your value proposition and use your competitors’ weaknesses as your strength.
Consider how Expandi positions its brand by showing you that it’s a cheaper alternative to one of its competitors.
If you’re a Zopto customer unhappy with their pricing, you would want to try out Expandi after reading the content piece by Expandi.
2. Every Great BoFu Content Piece Needs a Hero
That’s right. And your hero here is your product. As I mentioned earlier in this post, BoFu content is engineered to entice your customers to make a purchase, and if you want them to, you need to make your product a no-brainer solution.
Show your customers what it’s like to use your product. Explain the benefits in detail and use data to back it up.
Here’s an example of how WebinarNinja shows you it’s the best alternative for WebinarJam.
3. Use Engaging Visual
You must have heard the adage “a picture is worth a thousand words.” It’s no different in creating BoFu content. Visuals are essential tools in your persuasion.
They help your customer understand you better.
Screenshots, videos, infographics, or graphics, don’t be afraid to use many of them.
A good example is how Everwebinar uses a video on its features page to give you a sneak peek of its product.
4. Use a Super Clear CTA
Your call to action plays a vital role in your BoFu content strategy. As conversion-focused content, you must tell your readers what to do after reading your content. And not just describing but clearly defining the action you need them to take.
Here’s a good CTA from Hotjar at the end of their case study.
After reading the case study, they know you must be intrigued to use their product.
So they don’t allow you to leave like that, so they have included a CTA box convincing you to try their product for free and grow your conversion just like Brand24 did.
Increase Conversions by Creating High-Quality BoFU Content
Bottom-of-the-funnel content gives you a competitive advantage over your competitors. Unlike ToFu content with fewer sales impacts, BoFu allows you to communicate your business’s unique value proposition.
Over to you now. Are you looking to implement BoFu content in your marketing strategy? Which will be the first BoFU content format you’ll be implementing first? Is it webinars or competitor comparison pages?
I would love to hear your thoughts in the comments section.