The process of turning a lead into a customer is referred to as the marketing funnel. It consists of three main stages: top, middle, and bottom.
The top of the funnel is where potential customers become aware of your brand and products, while the middle of the funnel involves nurturing those leads by providing valuable content and building trust. At the bottom of the funnel, customers are ready to make a purchase.
By giving your leads the right content at each stage of the funnel, you can guide them toward making a purchase decision. In this article, we will focus on tactics that are most helpful in boosting conversions from your bottom-of-funnel marketing efforts.
What is bottom-of-funnel marketing?
Bottom-of-funnel marketing, often abbreviated as BoFu, refers to the strategies and tactics that marketers employ to persuade prospects who are already on the brink of making a purchase decision.
These potential buyers have moved past the awareness (top of the funnel) and consideration (middle of the funnel) stages, and they’re now primed for conversion into customers. The bottom of the funnel is where the magic happens (or where it should, anyway!).
It’s a critical juncture in the customer’s journey, and your job as a marketer is to give that gentle nudge, giving potential customers the confidence and motivation to complete the purchase.
5 best bottom-of-funnel marketing tactics to boost conversions
Now…there are plenty of tactics you can use to boost conversions at this stage, but we’re going to focus on three tried-and-tested strategies that have consistently delivered results for businesses across industries.
1. Leverage social proof.
People tend to trust others who are similar to them, even if they don’t know them personally. More importantly, they want to know how your product works. But they don’t want to hear it from you.
88% of consumers say they trust word-of-mouth marketing tactics more than anything else. And customer advocacy is the most potent form.
In practice, you can boost conversions by including customer
There are several ways to leverage social proof:
- Customer reviews and testimonials on your website
- Influencer endorsements or collaborations
- Social media posts from satisfied customers
- Case studies and success stories showcasing real results
- User-generated content
By incorporating these elements into your bottom-of-funnel marketing strategy, you’re showing potential customers that others have had a positive experience with your brand and are happy to share it. This social proof can be the tipping point for someone on the fence about making a purchase.
2. Use retargeting ads.
Retargeting is basically reminding your customers they need to revisit your product. People who have already engaged in your bottom-of-funnel content (e.g., webinars, product-led articles, comparison pages). In many cases, they’ve already added items to their cart or signed up for a trial of your product as well.
This is where you can use retargeting ads to keep your brand and products top of mind for these customers.
Retargeting ads work by using a tracking pixel on your website to follow visitors as they browse elsewhere online, showing them targeted ads based on their previous interactions with your brand.
Examples include:
- An ad showcasing the benefits of your product or service
- A limited-time offer for those who left items in their cart
- An invitation to a live product demo or Q&A session
Retargeting ads are highly effective because they reach customers who have already shown interest in your brand and products, making them more likely to convert.
3. Offer personalized incentives.
People love feeling special and getting a good deal. By offering personalized incentives to potential customers at the bottom of the funnel, you can give them that extra nudge they need to make a purchase.
Some examples of personalized incentives include:
- A discount or exclusive offer based on their past interactions with your brand (e.g., abandoned cart items)
- A free trial or sample of your product or service
- A personalized recommendation based on their browsing history or previous purchases
Personalized incentives not only entice customers to make a purchase, but they also show that you understand and value their individual needs. This can help build trust and loyalty with your brand.
4. Optimize your checkout process.
One of the biggest reasons for cart abandonment is an inconvenient or hard-to-use checkout funnel. Several factors can create unnecessary friction in the checkout process, leading potential customers to abandon their carts.
Eliminate the following to optimize yours:
- Complex and lengthy checkout process. If customers have to go through an excessively long and complicated process to make a purchase, they’re more inclined to decide it’s not worth the hassle.
- Mandatory account creation. Forcing a customer to create an account before purchasing can be a major roadblock. Offering a guest checkout option can help to reduce this friction.
- Hidden costs. Unexpected charges like shipping fees, taxes, or handling costs that are only revealed at the final stage of checkout deter customers from completing their transactions. Rather than charge for shipping and handling, build those into your product pricing and offer them for free.
- Limited payment options. Not offering a wide range of payment options can cause frustration for customers who prefer a certain payment method. Accept all credit cards and offer “pay over time” options like Afterpay or Klarna.
- Lack of trust and security assurances. If customers don’t feel confident that their personal and financial information is secure, they’re unlikely to complete the purchase. Make sure your website is secure and display trust symbols (e.g., SSL certificates) to give customers peace of mind.
5. Use urgency and scarcity tactics.
Humans are wired to take action when we think we might miss out on something valuable. By creating a sense of urgency or scarcity around your products, you can motivate potential customers to act now rather than later.
Some examples of urgency and scarcity tactics include:
- Limited-time offers or flash sales
- Low stock alerts for popular products
- Countdown timers on product pages
- One-day-only discounts or promotions
By using these tactics, you can create a sense of FOMO (fear of missing out) for potential customers who may be considering your product but haven’t yet pulled the trigger. That said, don’t create artificial urgency when there’s none there (e.g., a limited-time offer that never ends). This will just devalue your product and make your brand seem untrustworthy.
Conclusion
At the bottom of your marketing strategy, it’s all about closing the deal and getting that final conversion. By incorporating these tactics into your approach, you can increase your conversions and drive more revenue for your business. When you align your marketing tactics with where they are in the marketing funnel, you ensure they not only make it to the bottom but also come out as satisfied customers.
