O bottom of the sales funnel This is the last stage of the process that aims to convert a contact into a sale. Along with the consumer journey, this phase represents the moment when the person is ready to read about your company's product/service, and it is time to create specific content to close the sale.
Read the text and understand how to produce content for the bottom of the funnel!
After all, what is the bottom of the sales funnel?
After passing through top of the sales funnel, feeling attracted to the brand and discovering that it has solutions that can solve their problems, the potential consumer reaches the long-awaited moment of purchase.
Unlike the previous two phases, this stage tends to be shorter, requiring less content, since, in theory, the lead already has the necessary information to make the purchase. In this case, this is the moment for the company to help them choose their product as the ideal solution.
Therefore, the content at the bottom of the marketing funnel should serve as a “little push” for the lead to make the decision to become the corporation’s newest customer.
So, what are the characteristics of the bottom of the sales funnel?
It is essential to know that the main characteristic of the content and materials intended for bottom of the funnel is that they should be direct and focused on the company. But that doesn't mean they need to be extremely persuasive and only talk about the company, as this can even scare the lead and make them end up making the purchase elsewhere.
At this point, it is very likely that the lead is also analyzing competitors' offers, so talking a little about the differences in your product/service helps to clarify potential doubts. As in the other stages, the focus is still on education, making the person make the final decision on their own.
In general, bottom-of-funnel content should act as a “driver” for the lead to make the decision to contact the sales team and, consequently, purchase the product.
What should be answered in bottom-of-the-funnel content?
As previously mentioned, one of the main objectives of the bottom of the funnel is to reinforce the company's authority, thus increasing the lead's confidence and the possibility of purchase.
So, I need to find ways to increase this authority, such as:
1- Demonstrate how the product/service works;
2- Show success stories with other clients;
3- Make demonstrations of the product and/or service;
4- Show the advantages compared to what can be found on the market.
Another thing to remember when producing this content is that the closer they make the lead feel to the company, the more likely they are to buy, which is why sharing some information about the company, such as success cases, is an excellent way to help close new business.
What are the most suitable content formats for the bottom of the funnel?
The format, at this point, although very important, is not the only thing the company needs to worry about. The content needs to be well-crafted and contain relevant information so that the lead can take advantage of it to clear up any doubts and decide to close the purchase.
However, there are some content formats that are better able to convey those feelings of authority and credibility mentioned above, such as:
1- Ebooks
Ebooks can be used at all stages of the sales funnel, however, when they are aimed at the bottom of the funnel, they must contain details about the products/services and the benefits that the consumer will receive if they close the deal with the company.
2- Webinars
Video formats are the most effective for the bottom of the funnel, as they allow for greater interaction and proximity with the lead. In this case, webinars, a type of online lecture, can be an excellent way to answer consumer questions and clarify any doubts about the company, as well as reinforce its qualities and create a connection with the consumer.
3- Mini videos
Although they are not as direct as webinars, posting mini videos on platforms such as YouTube and others social networks, is also an excellent way to promote closeness with the lead. As it is short and recorded, the consumer can watch it whenever they want, which is also a benefit of this format.
4- Product and/or service demonstrations
Few actions can be as effective as demonstrating to the public for free how the product or service works and then closing the sale. In addition to being able to test and clear up any doubts, the lead can close the purchase when they feel that the problem they had previously has been solved through the test.
Finally, it is important to know that the moment of sale should not be considered the last step!
The feeling that all the work involved in producing content focused on conversion was worth it is truly rewarding. However, it is very important to understand that you should not stop there. From now on, the lead has become a customer who trusts the company and, if they stop having contact with the corporation, they may not do business with you again.
So, even if the sale has been made, keep sending interesting content to the consumer! Now is the time to study the hourglass funnel and discover that a new journey begins after the sale.