Welcome back!

We hope everyone had an awesome weekend! As we near the end of the month, we’re finally closing the deal and digging into the decision stage, also known as the bottom-of-the-funnel or BoFu.

You’ve put all the work into casting a wide enough net to capture the attention of prospective buyers, you’ve engaged them with targeted, educational content about your service, and lost a good chunk of initial leads along the way.

Now you’re left with the highest quality leads that are this 🤏close to becoming paying customers, and it’s time to seal the deal.

Let’s dig in! 🚀

News

Tools + Productivity

Strategy

Right resource, right time

Your goal is to give leads a sense of urgency, confidence, and clarity that will push them over the edge.

Now is the time to release those exclusive deals & limited-time deals to spark action.

By this point, the customer should be well-informed on what you offer and what pain points you address. So, focus on clarifying that unique selling proposition so that coupons and discount codes sent through email and text messages get more clicks.

This can be part of a personalized email campaign, which might include individual product recs, special offers, and personalized promo codes.

By personalized, we mean offers that cater to the specific products a customer has been eyeing or those that are already in their cart.

Almost 70% of online shopping carts are abandoned, but a cart abandonment email (“Hey, you forgot this!”) can nudge customers to stay engaged with their purchasing journey. Here’s one luggage company’s minimalist take on this type of email:

Now that most initial leads have been filtered out, customized email campaigns tailored to the specific needs of this narrow pool of customers are more important than ever.

At this stage, offering free trials or free initial consultations or audits can be the bridge to take people to the purchase line. You probably don’t want to give away the entire product package, but you also have to provide enough features to get a true taste of what you have to offer.

Free offerings tie into the interactive content forms, like quizzes, cost calculators, and product demos, we talked about last week. Sometimes leading customers straight to the purchase from these content forms is that simple.

Building the bottom

Retargeting ads, designed for people who already visited the website, added items to their cart, or showed a strong interest, are the key effective ads at this stage.

We mentioned case studies and testimonials as MoFu tactics last week, but this type of content may also be the final motivator to close the loop, so it shouldn’t be strictly separated.

Live chat is also critical for customers on the brink of making a decision because this is where key questions and concerns come up and must be answered quickly and clearly to avoid steering potential customers elsewhere.

This is also the time to offer alternatives if you see a specific product or service being better suited to a particular situation.

While you’re here…

The BoFu is the perfect time to upsell and/or cross-sell. Once you’ve convinced the customer to buy one of your products/services, framing an added purchase as a sweet deal is much easier.

That’s because customers who have just made a purchase are more receptive to additional offers that complement their recent buy.

Amazon and many other e-commerce sites present “collections” or “other items you may be interested in” at the checkout page.

Important numbers

Finally, let’s go over the key metrics that tell you how effective your BoFu is.

• Customer Acquisition Costs show you how cost-effective your marketing efforts are.

• Customer lifetime value, or the total value of purchases and referrals a customer makes helps determine return on investment by comparing it to your CAC

• Conversion-to-lead Ratio gives you the percentage of leads that are converted into customers, showing you how BoFu content is performing

• Purchase conversions show how specific BoFu content performs by giving the number of recipients who made a purchase

Looking Ahead

At the bottom of the funnel, making the conversion process as smooth and hassle-free as possible is the most important consideration to urge leads to follow through on a purchase.

You’ve already got their interest, so the last thing you want to do is create resistance or push them away with a confusing purchasing process.

Stay tuned for next week’s edition, where we’ll dig into retention & advocacy after securing a purchase. See you then!

the Marketing Funnel
Week 1: Awareness (TOFU)
Week 2: Consideration (MOFU)
Week 3: Conversion (BOFU) — This week!
Week 4: Retention & Advocacy — Next week!

Stay tuned!

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