We’ve researched all the articles and data and we’ve made this blog post your one-stop-shop about everything ‘bottom of funnel’ and how to create campaigns that will convert.
We’re going to share:
- The right bottom of funnel call to action
- How to increase your BOFU audience
- What to avoid
- Bottom of the funnel offer ideas
Not to worry, we’ve got you covered. We’ll dive into BOFU and how to successfully feed and convert.
But First…What Is The Marketing Funnel?
Before we break down BOFU for you, you have to understand what TOFU and MOFU are. No, we don’t mean the soy product, we mean the other two tiers of the sales and marketing funnel. We believe that the traditional marketing funnel is broken and outdated.
The marketing funnel should be focused on your most valuable customers and giving them a massive microphone. But the traditional marketing funnel does get a few things right.
Marketing funnels will be different from industry to industry, but the gist of it stays the same: this is the journey that you’ll put your potential customers through to nurture them into ultimately converting them into a buyer.
The traditional marketing funnel is a blueprint for your business on what the buyer journey should look like. It’s designed so it’s larger at the top of the funnel (TOFU) with channels like SEO, blog post content (hey hey), YouTube, social media posts, or prospecting PPC campaigns.
In the middle of the funnel (MOFU) we have content like segmented emails and more targeted newsletters. Then finally, it narrows at the very bottom of the funnel (BOFU) with specified content like case studies, trials, live demos, and consultations.
Keep in mind that going down this funnel people will be jumping ship along the way, more so at the top than the middle or the bottom. This is why it is critical to have a solid plan in place and to put yourself in your customer’s shoes to fully understand what they need and what section they are in.
Top Of Funnel Or TOFU
So… you have already built out a comprehensive business marketing plan and marketing strategy? Right, okay so this might be a tad redundant but….. too bad. Your top of the funnel (TOFU) marketing should be casting a very wide net into the universe (more specifically the internet) as these users are in the awareness stage.
Your role is to educate this potential buyer and show it the wonders of the world (aka being a helpful resource and educating these users on the issue that they are probably not aware of or the unique value prop your company provides) through digital marketing.
Simply put, this is where you need to gain trust, establish your presence, push your branding, and start to push them down the nurturing phase.
Middle Of Funnel Or MOFU
The next step down is the Middle-of-the-funnel, (MOFU). Now that our audience is aware of your existence. We need to be nurturing them with helpful resources and gaining their trust. It’s time to start to nurture leads even more in the MOFU stage.
Now you have narrowed your audience a bit and you’ve managed to peak their attention they fall into what is called the research phase. SEO, Google Ads, and inbound marketing will begin playing a bigger role with this audience and we will start to see users search for solutions to their problems.
And now they might be more aware of this new problem because you brought this new problem on their radar in your TOFU content campaign.
This is your opportunity to empower them with valuable information, unique value propositions, share what sets you apart, and identify pain points from your competition.
Bottom Of Funnel Or BOFU
Assuming you have your TOFU content and MOFU content buckled up and firing on all cylinders- If you had to think for a split second if you do or not… you need to have your entire conversion funnel buttoned up and firing. Our bottom-of-the-funnel should be doing the heavy lifting for your accounts and the poster child of your marketing campaigns because this is where the lead nurturing intensifies.
Did you know that it takes an average of 8 touches to generate a conversion? The journey your BOFU users had to take was likely lengthy but regardless, they stuck with you through that process.
Your potential customers were enlightened thanks to your TOFU campaigns identifying a problem they never knew they had and/or your unique value proposition got them excited. Making sure you’re giving this audience the proper CTA to match the traffic type, more on that later.
They didn’t buy yet but they made it into your MOFU campaigns, creating trust and providing them with valuable information via white papers, ebooks, or blogs. Increasing your BOFU audience size by properly addressing the upper funnel traffic types with the proper CTAs.
And now you have the unique opportunity to wow them and drive home a conversion. They’re at your fingertips at this point and having poor SEO, Email or PPC BOFU campaigns will hurt your bottom line.
This is why your warmest audience needs to have the strongest campaigns across multiple channels.
What Appetite Does My BOFU Audience Have?
Your bottom-funnel leads have already had a plethora of TOFU and BOFU appetizers, feasting on your blogs, premium content, ebooks, white papers, and the other delicious content you are feeding them. At this stage of the meal, we should assume they want the main course.
These are your highest qualified leads and they have committed themselves to stick with you and are now ready for the main bottom-of-the-funnel course to be served on a giant platter.
The Right BOFU Call-To-Action
So, your potential customers are ready for you, but how do you get them to stay for dinner (purchase your product)?
The simple answer… excellent call-to-actions.
Call-to-actions are not all created equal. Some can scare a potential customer right off if you’re too aggressive. That means making sure you understand the best CTA for the right traffic is vital.
Here is how the traditional marketing funnel typically works…
TOFU or Ice cubes: people who have never heard of you and haven’t visited your site or landing page before. In the Facebook advertising land, ice cubes are usually the people you’re targeting with a Saved Audience.
MOFU or Lukewarm audience: people who know who you are, but don’t know for sure what you do.
BOFU or Volcano lava traffic: People who have bought something from you before or are at the bottom of the conversion funnel, on the path to becoming a customer.
Now that we’ve identified our BOFU volcano, we need to feed it a healthy diet of trials, demos, consultations, and audits. But which call-to-action should I be using to get them to click? Don’t worry, we created an article about 61 call-to-action examples that you can’t help but click, a great resource for you to gain some potential customers.
This is a critical part in increasing your BOFU audience by understanding the TOFU and MOFU temperature and matching your CTA. If you’re giving your TOFU audience a ‘get a demo’ CTA you’re scaring off customers and shrinking your MOFU and BOFU audience.
Every call-to-action serves a purpose and knowing what works and what doesn’t will change how you design your ads and landing pages.
As we dove deep into the many different calls-to-actions we found a few key takeaways:
- Only use a single call-to-action per page, form, email, etc. As soon as you introduce a second CTA, you worsen your visitors’ attention ratio and lessen your chance of them converting on even a single CTA.
- Increase your BOFU audience by feeding your colder audience (TOFU/MOFU) the correct CTA like coupons, toolkits, email course, infographics, or white papers.
- Your BOFU CTA should mirror the conversion temperature of your warm traffic. For example, If you have already have given your client a white paper. They are already are aware of you and have had some deeper insight into what you do. It’s time to give them a stronger CTA like a “Free Trial” or “Get a Demo.”
- You can use a cold call to action for hot traffic, but you can’t use a hot call to action with cold traffic.
What Type Of Content Should I Be Feeding My BOFU Campaigns?
After feeding your top-of-the-funnel and middle-of-the-funnel audiences with blogs, premium content, infographics, white papers, webinars, and ebooks. It’s time to buckle down and end the buyer’s journey in a conversion.
It’s important to identify your traffic audience and feed them proper offers for the reason that not providing the right offers is a very common ad mistake that should be avoided. You run the risk of giving the wrong audience the wrong offer and risk losing them in your sales funnel completely. Remember to check your CTA with the traffic temperature; don’t be giving your cold traffic (TOFU) ‘get a demo’ or ‘get a consultation’ CTA.
According to Pardot, 70% of buyers turn to Google at least 2-3 times during their search to find out more about their problems, potential solutions, relevant businesses, etc. Many people also turn to social media and forums for recommendations. At this point, they aren’t looking for promotional content; they’re looking to learn more about potential solutions for their needs.
Google RLSA (Remarketing List Search Ads) ads will play a very important role when it comes to continuing to nurture users down the funnel and providing the correct offer, knowing they have already have done some research. Here are 7 examples of how to use remarketing lists for search ads (RLSA) successfully.
Email BOFU content campaigns should be reenforcing that your products/services work and provide users with concrete case studies or strong reviews. Doubling down on your unique value prop or pushing your stronger content pieces will allow you to see your metrics increase exponentially.
73% of marketers attributed email marketing to increasing their conversion efforts. A very powerful weapon in your BOFU content arsenal that should be sending the appropriate and relevant email content on a regular basis.
Email is also a great way to send time-sensitive offers because by providing your BOFU qualified leads with deadlines in emails, you’re creating urgency to convert. These emails could include flash sales, coupons, or “preferred customer” deals to add a personal touch to your email. To get your creative juices flowing, here are 35 creative ways to retarget users in email campaigns.
The BOFU SEO audience is in the research phase and is most likely already searching for your brand. Having straightforward branded and product-related SEO content will be critical to close those BOFU leads/sales.
This is your time to wow them with strong reviews, testimonials, blog posts, and a trustworthy sales process. The value you provide needs to shine through and be the tipping point for users to finally convert.
BOFU content for your PPC campaigns should be a mixture of what you’re using in Email and SEO BOFU. Webinars, ebooks, white papers, and strong content offers, making sure these users do not get fed the same content over and over again. Create a funnel by excluding audiences that have already hit some of these content pieces so you can plan out their journey. Fresh, creative image ads or video ads will be important to capitalize on. On average you have 1.7 seconds to capture a user’s attention on any piece of content on mobile, use that time wisely to close sales and leads.
A strong Facebook BOFU campaign would consist of either 10% or a 25% time on site visitors or creating an audience list where the user must hit 1 or 2 of your ebooks, white papers, webinars, or whatever content you fed them at the earlier funnels.
Lastly, give your current customers the microphone. This is a precious resource that you should be utilizing and spreading across ads, SEO, and email. Who better else to give you credibility than your current customers, they should be your biggest hype fans for new customers. From quotes to video testimonials and case studies, these assets will pay dividends in the long run.
Recap on BOFU action items
- Test out different temperature call to actions for your BOFU audience
- Cold CTAs: Coupon, Toolkit, Email Course, White Paper, Infographic
- Lukewarm CTAs: Webinar, Case Study, Giveaway, Ebook, Quiz
- Hot CTAs: Consultation, Quote, Purchase, Trial, Demo
- Create different CTA paths for users
- E.g. – First touchpoint hits infographic, second touchpoint hits your case study and your third touchpoint hits your ‘get a demo’ page
- Don’t be afraid to test out cold CTAs to your BOFU audience
- E.g. – First touchpoint hits white paper, second touchpoint hits blog and the third touchpoint hits case study
- Get your loyal customers to push your product
- Pushing ads of your customers ranting and raving about you is critical
BOFU Tactics In Action
My clients, Flo Technologies saw excellent BOFU results when we prioritized the content that would live in the bottom-of-the-funnel.
Definitely a product most homeowners wouldn’t know much about. So, I was feeding our TOFU and MOFU a healthy amount of ebooks, blogs, and other informative literature to bring them awareness and to educate them about the world of smart water devices.
By applying bottom-of-funnel strategies like CTA offers and conversion-focused landing page optimization, we increased Flo Technologies’ Facebook Ads purchases by 1,665%, increased ROAS by 168%, and increased conversion value by 1,125% from Q1 2020 to Q2 2020. The changes also significantly reduced the campaigns’ cost per acquisition and generated other bottom-line improvements in their PPC campaigns.
This massive win was in large part due to synchronized BOFU funnels from email, SEO, customer video testimonials, matching CTAs with traffic types, and PPC working in tandem with one another, creating that sweet sweet ROAS. Not having a cohesive BOFU plan we would not have generated these results.
If you’re just starting to make improvements to your conversion funnel, your best bet is to start at the bottom and work backward. Make sure to have all three layers in place. 95% of buyers chose a vendor that provided content for each stage of the buying process.
You’ll be tackling multiple channels SEO, email, and PPC and each is important and needs to be planned out properly, but PPC is by far taking the cake in terms of importance and maximizing ROAS. You don’t want to waste ad spend at your most critical part of the funnel. If you’re looking to improve your BOFU PPC ROAS and to run effective Bottom-of-the-funnel PPC campaigns, this article by KlientBoost alum Kyle Cavaness breaks down every detail.
Remember to put yourself in the buyer’s journey and match the content offer and CTA to where that user is in that journey. Making sure to not scare them off with a too strong or weak CTA/content offer. Continue to test out cold CTAs with your BOFU audience and create specific buyer journey funnels etc. first offer, ‘white paper’, second offer ‘case study’, and third offer ‘consultation’.
Each part of the funnel is important but when it comes to easy wins and picking that low hanging fruit, BOFU is going to be your bread and butter.