What Is The Bottom Of The Funnel? With Ideas And Tips

Indeed Editorial Team

Updated 30 September 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies often use a variety of strategies to convert their target audience into buyers. Each strategy leads a consumer through the stages of the sales funnel. Learning about the bottom of the funnel can help you increase your workplace's sales and long-term customers. In this article, we answer ‘What is the bottom of the funnel?', list tools and content that can help convert customers and provide tips for achieving conversions at this stage of the funnel.

What Is The Bottom Of The Funnel?

To answer the question ‘What is the bottom of the funnel?', it is important to first understand what a marketing funnel is. A marketing funnel describes a customer's journey with a business. The first stage of marketing or the top of the funnel, creates awareness about a product. The middle stages provide the audience with more information about the product to encourage them to make a purchase.

These steps lead to the bottom of the funnel, which is a marketing term that refers to the conversion of prospective customers or leads, into purchasers. This stage is where leads may decide to buy the item or service. Marketing teams are responsible for creating content to help leads reach this end of the funnel. Then, the team uses additional marketing materials to convert them into customers.

Related: How To Generate Leads For A Business: A Comprehensive Guide

Goals At The Bottom Of The Funnel

Marketers have many objectives to achieve when leads reach the end of the funnel, which include:

Converting leads to customers

The primary goal at this stage of the funnel is to convert leads to customers. Successfully converting customers at bottom of the funnel usually requires two steps. The first step is converting the leads and the second is encouraging the customer to buy the product. To achieve this, marketers aim to demonstrate that their product is the best in the market. They may also illustrate how their product solves an issue. Marketers achieve this by using campaigns or incentives to encourage leads to purchase their products.

Increasing company sales

When a company converts leads, it increases its sales. This is an important goal because companies rely on purchases to make money. To encourage sales, companies use various marketing methods to convince customers to buy their goods or services.

Related: What Is The Difference Between Sales and Marketing?

Boosting the lead's confidence

Another goal for the bottom of the funnel is to boost the lead's confidence in the product. Marketers aim to inform leads about their products and establish credibility. They may use consumer reviews or industry awards as proof that leads can trust their company. If leads are confident in the product, they are more likely to purchase it.

Improving and maintaining the company's image

When leads are at the bottom of the funnel, marketers ensure that their company's reputation is stronger than its competitors. An appealing and trustworthy image can lead to more customers buying the product. To boost their company's status, marketing teams create advertising materials, such as competitor comparison pages.

Content Ideas For What Is The Bottom Of The Funnel

Unlike the top or middle stages of the funnel, where the content solves customer queries, the bottom of the funnel shows how a company's products and services offer the best solution to customer's issues. Here are some content ideas for the bottom of the funnel that can help to convert visitors into customers:

Case studies

A case study analyses a real experience and provides quantifiable results. Case studies are useful for convincing an audience that is interested in the product yet still unsure about purchasing it to make their final decision. By highlighting the benefits of the product, a case study gives leads an idea of what they can gain from buying the product. Here are some tips for creating a successful case study:

  • Identify a satisfied customer.

  • Ask them how the product solved their issue and record their customer journey.

  • Use the information they provide to prepare the case study.

  • Finish with a compelling headline that attracts the reader's attention.

Related: Case Study Questions (Definition, Types And Examples)

Product feature pages

A product feature page lists the characteristics of the item and explains how it can benefit the customer. Leads are usually interested in a product for a specific reason. Therefore, it is beneficial to align product feature pages with the needs that the product can fulfil. For example, a product feature page for an eye cream may provide a full list of the ingredients in the product along with how it can reduce puffiness, dark circles and signs of ageing. Listing any proposed updates to the product can also incite further interest.

Webinars and videos

Webinars and videos are engaging tools for helping convert leads into customers. Marketers can recycle old content or produce new material. Include links to other bottom of the funnel content such as blog posts, e-books and case studies to increase customer engagement. Promoting upcoming webinars on social media can also help companies connect with a larger audience.

Product pricing page

Since cost is a major deciding factor for customers, having a product pricing page that compares a company's prices against its competitors is another beneficial content idea. Most customers want products that are good value for money. Different options that target a range of budgets can help convert more leads. For instance, when selling a subscription, a company may offer a basic, standard and advanced package, available on a one-month, six-month or annual basis.

A pricing page can also compare features and benefits. Although it is important that the product is more appealing than that of its competitors, it is also imperative to be honest about all of the products.

Reviews and testimonials

A positive review from another customer can influence leads greatly. Testimonials and product reviews strengthen customers' confidence in a company because they demonstrate the experiences of real people who use the product. Gather testimonials by reaching out to 10 or 15 customers to review some well-performing products a few weeks after their purchases, then publish their testimonials on the company's website.

Related: Examples Of Testimonial Pages With Presentation Tips

Tips To Increase Sales At The Bottom Of The Funnel

Consider the following tips to improve conversion at the bottom of the funnel:

Have an active social media presence

Customers often look for product reviews, referrals and other advice on social media. They also expect businesses to be available at any time to answer questions and resolve issues. Therefore, it is important to have an active presence on social media platforms. Engage customers by holding live chat or video sessions showcasing products. A social media presence positively impacts search engine results, builds customer confidence and increases conversions.

Produce engaging public relations (PR) materials

Press releases, television commercials, social media content, blog posts and advertising are all effective tools for increasing sales. PR professionals usually use both online and offline methods to promote products and services. An effective PR campaign can increase a company's reach and in turn expand its customer base.

Add an effective call to action (CTA)

It is important to ensure that all website content is engaging. A CTA is a prompt on the webpage that drives users to take the next action, such as clicking a link or claiming a promotional code. Effective CTAs on landing and sales pages compel visitors to take the next step and increase conversions at the bottom of the funnel. Good CTAs contain eye-catching text, simple language and short phrases.

Related: What Is A Call To Action? (Importance, Tips And Examples)

Offer promotion codes

Once users are aware of a company's products and services, the company can leverage this opportunity to offer those new users discounts and promotion codes. The prospect of saving money can convince clients to make a purchase. Offering customers an initial discount may lead to happy customers that become regulars in the future. Apply a limited time window to these offers to motivate customers to act fast.

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