What is Bottom Of Funnel (BoF) Marketing?
To fully grasp the concept of Bottom of Funnel (BoF) marketing, it’s essential to begin with an understanding of the traditional sales funnel. Picture a funnel, broad at the top and narrowing down towards the bottom. This is a classic metaphor used in sales and marketing to represent the customer journey.
Customers enter this funnel at the top and gradually make their way down. At the top of the funnel, potential customers are just beginning to become aware of your products or services. They are, at this stage, least likely and least ready to make a purchase. As they journey down the funnel, their likelihood and readiness to purchase increase gradually.
The “Bottom of Funnel” is, as the name suggests, the lowermost part of this sales funnel. It’s here that you find the most qualified leads – people who have shown a significant interest in what you’re offering and have a high intent to purchase. These are individuals who have moved beyond awareness and consideration and are now at the decision-making stage.
Bottom of Funnel marketing refers to the marketing efforts or campaigns specifically tailored to target these users. These efforts are crucial because they address the needs and concerns of potential customers who are on the brink of making a purchase decision. BoF marketing is not just about convincing; it’s about converting interest into action.
One key aspect of BoF marketing is its high return on investment (ROI). Since it targets individuals who are already interested and informed about your product or service, the efforts are more likely to result in immediate conversions. In other words, BoF marketing strategies are the final push that encourages a potential customer to take the leap and make a purchase.
What are some examples of Bottom of Funnel Marketing?
Bottom of Funnel (BoF) marketing is ubiquitous, often comprising the most recognizable and direct types of marketing campaigns. When brainstorming for new sales and marketing initiatives, the strategies that typically come to mind are BoF tactics. These tactics are designed to do one crucial thing: directly encourage a potential customer to make a purchase.
Here are some classic examples of Bottom of Funnel marketing strategies:
Flash Sales/Limited Time Promotions: These create a sense of urgency, nudging customers who are on the fence to make a purchase before the deal expires.
New SEO Landing Pages for Purchase Intent Keywords: These pages are optimized to appear when potential customers are making specific searches indicating readiness to buy.
PPC Campaign Targeting Direct Competitor Brand Names: By targeting these specific keywords, businesses can attract customers who are considering competitors but haven’t made a final decision.
Remarketing Campaigns: These campaigns target users who have already shown interest in a product or service, reminding and encouraging them to complete their purchase.
Additional examples can include:
Customer Testimonials and Success Stories: Sharing positive experiences from satisfied customers can build trust and encourage those considering a purchase.
Product Demonstrations or Webinars: Providing in-depth demonstrations or informative webinars can address any final questions or concerns, pushing interested leads towards a purchase.
Exclusive Offers for Returning or Registered Users: Tailoring special offers to users who have previously engaged with your brand or website can be an effective way to convert interest into sales.
Each of these strategies aims to address the needs and motivations of customers who are very close to making a purchase decision. By focusing on their specific concerns and desires at this stage, Bottom of Funnel marketing can effectively turn consideration into conversion.
Bottom of Funnel content ideas
There are so many opportunities for bottom of funnel (BoF) content creation. Let’s brainstorm a few ideas together for how different industries could leverage bottom of funnel content:
E-commerce and Retail:
- Product Demos and Tutorials: Showing products in use helps customers visualize owning them.
- Exclusive Offers: Limited-time discounts or bundled offers can create a sense of urgency.
- Customer Testimonials and Reviews: Builds trust and credibility.
- Live Chat Support: For immediate assistance and overcoming last-minute objections.
- Virtual Tours: Allows potential buyers to experience properties remotely.
- Neighborhood Guides: Provides insight into the lifestyle around the property.
- Financing Information: Webinars or guides on mortgages and financial support.
- Virtual Test Drives: Immersive experiences with a focus on features and performance.
- Comparison Guides: Comparing models or with competitors to make the decision easier.
- Tailored Finance Options: Information on leasing, loans, and payment plans.
Software and Technology:
- Free Trials or Demos: Let users experience the product.
- Case Studies: Show how other customers successfully use the product.
- In-depth Webinars: Detailed demonstrations of advanced features or integrations.
Healthcare and Wellness:
- Patient Testimonials: Share experiences of others who have gone through similar treatments.
- Detailed Service Descriptions: Explain procedures, benefits, and post-care.
- Interactive Consultations: Offer online sessions with professionals.
Travel and Hospitality:
- Virtual Tours of Destinations/Hotels: Showcase experiences.
- Travel Guides and Itineraries: Customizable plans based on interests.
- Last-Minute Deals: For quick decision-making.
- Personalized Financial Planning Tools: Tailored advice and simulations.
- Customer Stories: How services helped others achieve financial goals.
- Webinars on Financial Health: Educating customers on various financial topics.
Construction and Manufacturing:
- Project Portfolios: Showcase past successful projects.
- Detailed Product Catalogs: With specifications, applications, and case studies.
- Consultation Services: For custom solutions.
Bottom of Funnel marketing Vs Top of Funnel marketing
Top of Funnel marketing is the opposite of bottom of funnel marketing.
Top of funnel marketing is anything you do to get on the radars of people who aren’t yet ready to buy your product or service. In fact, they may not even know that a product or service like yours exists. Maybe they’re just researching a problem they have.
This blog post is a good example of top of funnel marketing.
You didn’t come here because you were looking for the best digital marketing agency in the world. You probably didn’t even realize until just now that that’s what we do. You came here because you Google’d something, looking to learn about bottom of funnel marketing, what it is and how you can use it.
We wrote this blog post to help answer your questions, and help you on your journey to better marketing campaigns.
You’ll probably notice some of our ads following you around the internet over the coming weeks, as our remarketing campaigns kick in and we follow you further down the sales funnel, providing helpful content and value along the way. And we’ll stay on your radar so that, if and when you’re ready to hire a digital marketing agency, you remember us and hopefully reach out to us to ask for help.
The goal of top of funnel marketing isn’t to generate sales and leads. It’s to build awareness, start a conversation and spark interest.
Content that works best for top of funnel marketing is broad, and usually informational intent focused rather than purchase intent. Think educational blog posts 😉 How to guides, content on social media, entertainment content, video content, competitions, studies and research publications.
Ready To Move Down The Funnel?
If you’re looking for help with filling your sales funnel up with qualified, targeted leads and customers, our team can help.
We plan and execute campaigns across all levels of the funnel that keep your pipeline full and your business growing.
Reach out today and let’s chat more about what we can do together.
Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.