Many businesses rely on content to increase their search rankings, improve online visibility and generate brand awareness. And most of the time, these efforts help spark consumer interest and generate leads.
But now that you have all of these prospects at your doorstep, what next?
Do you have content that helps your sales team close sales, or are your potential customers dropping out at the final stage of your sales funnel? This is where bottom of the funnel content or BOFU content comes into play.
The blogs and social media posts you’ve been producing most likely fall under top of the funnel or TOFU content. They’re designed to introduce people to your brand and what you do. But BOFU content plays a different, more specialized role, specifically to drive conversions.
Bottom of funnel content refers to content marketing assets aimed at audiences already in the decision-making stage. As such, it’s optimized for people rather than search engines or other platforms. It showcases your offerings rather than generates awareness. And with this, we can say that well-crafted BOFU content is content that converts.
But to better appreciate this BOFU meaning and why it’s crucial to your sales funnel stages, let’s take a few steps back and ask, what is a sales funnel in the first place?
The Digital Marketing Sales Funnel: A Quick Overview
The digital marketing sales funnel represents your customers’ entire buying journey, from the moment they become aware of your brand until they turn into paying customers.
The Top of Funnel (TOFU)
TOFU, the broadest among the sales funnel stages, represents the awareness and discovery stage. Here, your prospects are learning more about their problem and searching for a trusted source of information. This is also when they’re learning about your brand for the first time.
As such, the goal of your TOFU content is to rank for keywords, get seen by your target audience and introduce your product or service to readers.
The Middle of Funnel (MOFU)
The sales funnel tapers to the MOFU, which is the consideration stage. Prospects who reach this phase are already aware of the solutions to their pain points but are not yet ready to commit.
With this, your MOFU content’s goal is to educate them further about why your offering is a good fit for them. This is the time to establish your expertise while keeping them engaged.
The Bottom of Funnel (BOFU)
The last and narrowest part of the funnel is the BOFU, representing the conversion stage. Again, we can consider those who reach this point as serious buyers. They’re ready to make a purchase; they just need one last nudge to convert.
This is the perfect time to serve content that converts. You don’t have to educate readers on their problems anymore; instead, your BOFU content should show why your offering best solves that particular pain point.
Sharing TOFU content is indeed essential. There’s no point working on your bottom of the funnel marketing if leads aren’t coming in in the first place. But it also helps to have content for the other stages of the buyer’s journey because what is a sales funnel for if not supported by your content marketing?
Engaging in TOFU MOFU BOFU marketing enables you to speak to all your target audiences and keep them engaged until they convert.
Now, Why Is Bottom of the Funnel Content So Important?
You may be doing an excellent job spreading the word about your brand and what you do. However, remember that prospects coming in through your TOFU content still have a long way to go before becoming paying customers. Their questions will also change as they pass through the different sales funnel stages. Crafting solid bottom of funnel content allows you to nurture them and answer their product-related questions.
When you invest in bottom of funnel marketing, you get to:
🡆 Establish your product or service as the best choice among available options
🡆 Give highly interested prospects the last pieces of information they need to make a purchase decision confidently
🡆 Build consumer trust
🡆 Help your sales team make the sale
Remember that the ultimate goal of sales funnel content marketing is to nurture prospects and prompt them to perform your desired action. So if you’ve been focusing on building an audience, it’s high time to engage in bottom of the funnel marketing, too.
How To Create Content That Converts: Examples of Bottom of the Funnel Content
Now that we have a solid understanding of the BOFU meaning above and why BOFU content is essential, it’s time to take the next step: crafting your own bottom of funnel content.
Content created for your bottom of funnel marketing is essentially sales material, so hard selling and frequently mentioning your product is fine here. Readers who consume this content are ready to make a purchase anyway; they just need more information to make up their minds.
On that note, here are some examples of BOFU content worth exploring:
1. Case Studies
Case studies are a popular example of bottom of the funnel content, and they’re a great way to show off your results to prospects who are still on the fence about whether or not to buy from you. They allow you to demonstrate how your offering solved a real-life business problem and generated tangible results.
2. Comparison Content
Whether you like it or not, prospects at the conversion stage are also considering you and your competitors. So rather than let them do this on their own, raise your bottom of the funnel marketing game by creating a comparison blog.
Do the research for your customers and put your offering head-to-head with your competitors. The goal isn’t to win in every product you mention but to help them make a wise purchasing decision.
In the end, supplementing your sales funnel content marketing with well-researched comparison content enables you to nurture prospects further and establish your credibility simultaneously.
Whitepapers are commonly used for lead generation, but they can also be helpful in bottom of funnel marketing.
They can effectively generate sales because they allow you to share valuable, in-depth data about a critical problem your customers face. Moreover, they let you present your solution to that problem and back your arguments with further research and figures from reliable organizations, strengthening your reputation.
4. Product Tutorials
While this may seem common sense, it pays to remember that customers aren’t likely to buy a product if they don’t understand how it works. So if you have been struggling with your bottom of the funnel marketing, producing product tutorials is worth trying.
Through this type of content, you get to not only demonstrate how your product works but also show how it actually solves their pain points. And if crafted with a professional video production team, you can even gain a highly shareable piece of content your prospects will be compelled to share with others.
5. Email Marketing Content
Email enables brands to serve the right content at the right time. And if written and designed thoughtfully, it helps build direct relationships with prospects and eventually compel them to take action.
With all that said, consider partnering with an agency specializing in email marketing services, especially if you don’t have the time and resources to supervise an email marketing campaign on your own. Otherwise, you run the risk of unknowingly committing mistakes that can even make a poor impression on your highly qualified prospects.
Ensuring the Success of Your Bottom of Funnel Marketing
The success of your BOFU content – or any other content you create for that matter – depends on a solid understanding of your buyers and the questions they ask throughout the different sales funnel stages. You have to ensure your content addresses their concerns as serious buyers.
Moreover, you have to track your bottom of funnel content’s performance. Take note that the metrics you’ll need to monitor this time around are different. If you’ve been studying your website traffic or subscription rate for your TOFU content, you’ll now have to look at your total conversions, signups, demo requests, earnings per lead and other sales metrics.
Ultimately, invest time and effort into your sales funnel content marketing. Experimenting with various content types, testing their performance and optimizing them for conversion enables you to get the most out of your TOFU MOFU BOFU marketing.
Start Closing More Sales With Quality Content Writing Service
While there’s nothing wrong with producing content to generate brand awareness, you are missing out on many opportunities to convert leads into customers without BOFU content. Bottom of the funnel content moves your readers down your digital marketing sales funnel and actually closes deals, making it critical to your bottom line.
With that said, producing one or two pieces of BOFU content isn’t enough. You have to develop a solid marketing strategy and hire the best content marketing services to serve bottom of funnel content that will boost your digital performance and generate the results you want.
If you’re looking for the best content writing services to supercharge your TOFU MOFU BOFU marketing, Thrive is here for you! We’re an established content company specializing in developing and executing content strategies that generate repeat traffic and sales.
Give us a call today! Our content strategists will be more than happy to customize our quality content writing service to support your sales goals.