Funnel bottom: how to produce content for this step

Almost every bottom-of-the-funnel lead has reasonable knowledge about a brand and high chances of conversion, which is why it’s so valuable. As a general rule, it’s also expensive, because it consumes various types of content that cost the digital entrepreneur resources — along the top and middle of the funnel.

But there are exceptions: when the lead contacts you already know about your product or service, such as what happens when it comes from a referral, an event in your niche, or even a networking relationship.

So, in one way or another, the objective is to direct this potential customer to the sales team to close the deal and, ideally, make them return to the funnel so they can buy again. For this reason, the sales funnel is also associated with gear, the flywheel marketing, which seeks customer loyalty.

Benefits of Investing in the Funnel Fund

The keyword at the bottom of the sales funnel is a decision. As a result, unlike the recommendations to avoid self-promotion at the top of the funnel, you can, yes, mention your brand, your product, your solution. So, in this sense, it is worth mentioning your business in the content whenever the opportunity arises.

And what are the benefits of this?

A potential customer, who consumed a well-designed material and focused on the bottom of the funnel, is more likely to arrive qualified for the sales team (with fewer doubts about the product or service). In the case of virtual stores, it has been proven that post-sale complaints and dissatisfaction are reduced.

In addition, various funnel content helps to increase and exploit the company’s credibility.

How to produce content for the bottom of the funnel

Before you get down to business, know that funnel bottom contents must have a commercial perspective.

At this point, the reader probably wants to know why he should choose his product over the competitor’s, why buy now and not later, how effective the product is, what current customers think of it, and so on. After all, what goes through your mind before making your purchases?

Keep these issues in mind to produce assertive content regardless of format.

Product comparisons and alternatives

Believe me, it doesn’t pay to run away from the fact that there may be other companies marketing the same product or service as you — with different characteristics. If you face reality and help your customers by citing other brands, there will certainly be recognition from them.

A striking example of this was when Silvio Santos mentioned Netflix in one of his programs as a good leisure tip.

Obviously, the entrepreneur would not feel any impact on his business by the mention, even because his audience is different, but the attitude generated very positive feedback from the public and by other brands as well — Netflix itself even granted lifetime access to the platform; and LG presented the businessman with a 4K HD television.

Tutorials and Updates

And if your potential customer hasn’t bought it yet, why simply don’t know how to use the product? If you have a makeup store, for example, and you have started selling an exclusive Korean cosmetic, your obligation is to create content explaining everything about it, so that someone decides to buy it.

Therefore, be aware of this type of format, which explains some market launches, so that the public has at least a chance to be interested.

Customer reports

Success stories, interviews, testimonials… all this is gold (and social proof too) when it comes to persuasive strategies to apply in funnel bottom content.

Nubank, for example, gathered five stories from customers who were helped by the digital bank. In each account, to explain the story itself, the customer explains some of the app’s functionality — a very natural, objective and convincing advertisement to the visitor at the bottom of the funnel.

Market analysis and trends

Another way to generate content and mention your product or service, without compromising the customer experience, is to talk about general trends in your niche and subtly fit your product into the analysis.

Instead of just leaving your business to the CTA (call to action), cite a high niche feature and relate it to your product. Thus, any possible hesitant customer can have their doubt resolved without having to consult the sales team, thus saving resources.

Webinars

Webinars and workshops are live in classroom formats that attract many people for the high added value of learning, so it also fits in as a top funnel format.

But by addressing a very specific subject focused on your product, you’ll be serving those at the bottom of the sales funnel. Furthermore, short courses also meet this criterion.

Measuring the results

The main metrics are:

  • total number of conversions;
  • profit per lead;
  • return on investment ( ROI );
  • average ticket;
  • Cart abandonment rate.

These indicators, unlike those used in the top and middle of the funnel, do not exactly measure the relationship of the lead to the content, but that sales are successful because of the content marketing strategy. If applicable, always check the sales team’s reviews as well.

That way, even if you’re potential customer is already at the bottom of the funnel, close to closing a purchase, don’t stop producing content for him. Also because many have doubts, they need comparisons and social proof, among others.