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November 2, 2016

Marketing Funnel Toolkit, Part Four: Strategies for BoFu content

When potential customers reach the bottom of the funnel, they already view your brand as a potential solution. The final step is to entice them to make the sale through you, instead of a competitor. BoFu content is all about closing, and if you’ve done enough in the middle of the funnel to establish a relationship, you have a good foundation to work from.

Content marketing at the bottom of the marketing funnel needs to be tailored to a narrow audience, and sufficiently enticing to nudge them over the finish line. Consider offering free trials and demonstrations, or exclusive discounts. Or take a full-on account-based marketing approach, and create bespoke assets – reports, guides, even gifts – for specific high-value prospects.

Offer something for free

A great way to turn potential customers into loyal followers is to give them a taste of what you can do. Make the decision a no-brainer for your customers by offering a free trial or demonstration. They’ll soon wonder how they ever lived without you. Likewise, if you run an e-commerce business, consider exclusive discounts and offers to entice your customers into buying.

This might not sound like a content job, but in some ways it is. You need content assets to funnel your prospect into the trial, explain how it works, and help them get the most out of it. Dump a prospect into a trial without a good guide or onboarding process and they’ll quickly become disoriented and frustrated.

Personalise your BoFu content

At this stage in the marketing funnel, you should have enough information on prospective customers to tailor your content marketing. Use the data you have to personalise your messaging. Send emails with offers tailored to their needs. Curate the most relevant blog posts and how-tos your company has produced, and present them to your prospect. Demonstrate that you know who they are and that you’ve understood the specific challenges they face.

Leverage networks

Word-of-mouth marketing is one of the best ways to create awareness, and it can be done with little to no direct investment. Think about how you can use BoFu content not only to nudge your customers into buying, but also to encourage them to share their experience with their friends and family. This could be as simple as offering them a voucher if they refer a friend, or one month for free if a friend signs up.

Combine MoFu and BoFu

Until you’ve clinched a deal, customers can easily go elsewhere, so it’s important that you continue to guide and inform their decision making. At this point questions will be very specific, and often revolve around pricing and the structure of a deal. Consider BoFu content that addresses very granular issues. Merge your MoFu and BoFu offers so that you’re providing information on the problem as well as a way to solve it using your brand.

Turn purchasers into advocates

The best result you can have from a great content marketing campaign is to create a pool of loyal customers that keep coming back for more. The only way to do this is to maintain a dialogue with customers after they’ve signed on, and ensure they feel good after a purchase. Consider email campaigns that keep them updated on new products and services. Offer them exclusive discounts and send them tutorials on how to use the latest gadget. And this isn’t just about increasing the lifetime value or a particular client – it’s also a way of encouraging good word of mouth.

We hope you’ve come out of this series with some fresh content ideas for your marketing funnel. If you missed the first three parts, catch up here:


In this series:

  1. Marketing Funnel Toolkit, Part One: Introducing ToFu, MoFu and BoFu
  2. Marketing Funnel Toolkit, Part Two: Top-of-funnel content strategies
  3. Marketing Funnel Toolkit, Part Three: Middle-of-funnel content strategies
  4. Marketing Funnel Toolkit, Part Four: Bottom-of-funnel content strategies

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