What’s Backside of the Funnel Content material & How To Create It

Do you want concepts on your backside of the funnel content material?

Backside of the funnel, or BOFU, content material is crucial in case you truly wish to make any gross sales. Luckily, it’s not laborious to provide. In actual fact, chances are you’ll have already got some backside of the funnel advertising content material which you could optimize.

On this article, we’ll focus on the various kinds of BOFU content material and the right way to create it. Right here’s a desk of contents that can assist you discover your approach round.

Let’s have a look!

What’s Backside of the Funnel Content material?

Backside of the funnel content material is supposed to influence a possible buyer to make a purchase order. BOFU content material is commonly the final piece of content material the shopper sees earlier than shopping for.

However your BOFU content material can’t be a pure gross sales pitch. It nonetheless has so as to add worth not directly. That could be eradicating ultimate objections, making the buying course of simpler, or educating the shopper.

The “funnel” in BOFU refers back to the gross sales and advertising funnel that many companies use. The form of the funnel represents what number of prospects are at every stage. There are extra potential consumers on the prime of the funnel than on the backside. As prospects transfer by means of the funnel, they steadily construct belief, consciousness, and readiness to buy.

Let’s evaluate backside of the funnel content material to content material from different funnel levels:

• Prime of the funnel content material (TOFU) ought to construct consciousness of the downside
• Center of the funnel content material (MOFU) ought to construct consciousness of the answer
• Backside of the funnel content material (BOFU) ought to construct consciousness of the product

For instance, if an organization sells hair coloring merchandise, right here’s what their funnel content material would possibly appear like:

• Prime of funnel: 5 Causes Your Hair’s Going Grey
• Center of funnel: 3 Completely different Kinds of Hair Dye Processes
• Backside of funnel: Hair Dye Model A vs. Hair Dye Model B

Guests on the prime of the funnel have simply begun their analysis. These on the backside of the gross sales funnel are able to decide.

Methods to Create Backside of the Funnel Content material

With the intention to create BOFU content material, you will need to perceive the client’s journey in nice element. What downside are they attempting to unravel? The place do they search for options? How do they decide?

To determine your content material concepts and messaging, we recommend conducting buyer analysis. Converse to your previous and present prospects to know their thought course of and ache factors. It’s additionally a good suggestion to ask prospects who thought-about shopping for however didn’t. That is additionally a great way to attempt to get well a few of these misplaced prospects.

Listed below are some questions you possibly can ask as you form your advertising technique:

• What downside had been you attempting to unravel?
• What else did you attempt?
• How nicely did the opposite options work?
• What would you’ve preferred to be totally different concerning the different options?
• For current prospects: What tipped you over into shopping for our services or products?
• For guests who didn’t find yourself shopping for: What saved you from shopping for our services or products?

With this in-depth buyer information, you’ll be capable of produce the best content material to influence certified results in take the subsequent step.

Within the subsequent part, we’ll go over particular suggestions for various kinds of content material for the underside of the funnel.

8 Kinds of Backside Funnel Content material

Case Research

A case examine is an in depth buyer story about how they used your services or products to achieve their targets. Case research may also be used in the course of the funnel, however due to their size are usually handiest close to the ultimate stage of the funnel.

Case research are greater than easy success tales. They need to additionally embody an sincere take a look at the issue the shopper was dealing with earlier than they encountered your organization. Individuals love to listen to tales, particularly if they will relate to the “important character.”

When writing case research, make the shopper the hero. Your model is the sidekick or clever mentor who helped them discover their approach.

Methods to Write a Case Examine:

1. Discover a buyer to characteristic who matches certainly one of your purchaser personas.
2. Collect any information you’ve about this buyer’s outcomes.
3. Interview the shopper about their expertise. You should utilize the shopper analysis questions we talked about within the earlier part.
4. Write up the case examine. Make certain to incorporate the problem, answer, and outcomes.
5. Embody a compelling headline that emphasizes the shopper profile and a selected consequence they achieved.

Listed below are some examples from our case examine library:

Opinions and Testimonials

A assessment is an opinion a few services or products, which can be given on to the corporate or to a third-party web site. A testimonial is a private suggestion. Each can enchantment to prospects in any respect levels of the client journey.

Opinions and testimonials are a strong type of social proof. They sign to potential prospects, “Hey, different persons are shopping for this!” We are likely to look towards different individuals’s actions as an indicator of what your best option is.

Take into consideration if you search for one thing on Amazon. You most likely look to see what number of critiques the product has, and whether or not the general score is excessive or low. Everybody else is doing the identical factor. Rankings and critiques may even present up on search engines like google, so they could be a type of TOFU content material as nicely.

Embody critiques and testimonials in your touchdown pages, product pages, weblog posts, and all through your web site. When you discover a notably compelling assessment or testimonial, take into account reaching out to the shopper for a extra detailed case examine.

Methods to Ask for Testimonials, Opinions, and Rankings:

1. Attain out on the proper time. This might not be instantly after buy however after they’ve had time to see outcomes.
2. Ship worth earlier than you ask. If somebody brings up a difficulty, resolve it first earlier than requesting a testimonial or assessment.
3. Supply an incentive for buyer suggestions.
4. Ask the best questions so it’s straightforward for the shopper to reply.
5. Attain out on totally different channels, resembling e mail, social media, on-page popups, and extra.
6. For software program merchandise, publish your model on exterior assessment websites like G2, Product Hunt, Capterra. This may help herald natural site visitors.

Alternate options

The alternate options format may be very fashionable and might entice numerous search engine optimization site visitors.

People who find themselves contemplating a selected product typically search for phrases like, “OptiMonk alternate options” or “Elementor alternate options.” They wish to be certain they aren’t lacking out on a greater answer.

These alternate options pages are a good way to indicate off your particular superpowers. That doesn’t imply it’s worthwhile to insult your rivals. Merely emphasize what your model does higher than others.

Methods to Write an Alternate options Web page:

1. Select a preferred competitor. You should utilize search site visitors metrics to information this choice.
2. Determine the options, use instances, and outcomes that this product lacks, however that your product delivers.
3. Write a assessment for the competitor, emphasizing what your product gives that they don’t.
4. Repeat the method for related merchandise. Remember to take into account oblique rivals in addition to direct rivals.
5. Place your product as one of the best different on your goal market, and embody a name to motion (CTA) to attempt it out.

Competitor Comparability

A competitor comparability is sort of a focused model of the alternate options web page. As a substitute of showcasing a wide range of choices, you’re taking a more in-depth take a look at one particular competitor.

Competitor comparisons meet an identical search intent because the alternate options web page. People who find themselves trying to find phrases like “OptinMonster vs. Mailchimp” or “OptinMonster vs Bloom” are prone to be contemplating each choices. As soon as they determine which one is healthier, they’re most likely able to make a purchase order.

Your aim with a competitor comparability is to speak your distinctive worth proposition (UVP). In different phrases, what makes your product totally different from everybody else?

As soon as your reader understands your UVP, they will determine in case your product is strictly what they’re on the lookout for.

Methods to Write a Competitor Comparability:

1. Choose a preferred competitor. This generally is a direct or oblique competitor.
2. Determine your distinctive worth proposition in comparison with this competitor.
3. Select the options, efficiency metrics, or use instances that you just wish to evaluate. Ideally, select those your ultimate buyer cares about most.
4. Evaluate the competitor product compared to yours. Be honest and sincere to take care of your credibility.
5. When you can, create a comparability desk or infographic that’s straightforward to scan. Save the small print for the physique of the web page.
6. Write a conclusion that factors to your product because the winner.

Use Instances

Your potential prospects most likely don’t know all of the options of your product, and so they truthfully could not care that a lot. What they care about is fixing the issue they’ve. That is the place use case pages may help.

A use case is an evidence of how your product options may help a selected kind of consumer. For instance, we’ve totally different pages about:

Moreover, on most of our characteristic pages, we focus on particular use instances for every characteristic. You possibly can write use instances primarily based on wants, trade, buyer kind, and different variables.

Use instances assist prospects perceive how all of the totally different options can profit them. They do that by making a psychological image of what utilizing the product would possibly truly appear like for that buyer.

Methods to Write a Use Case:

1. Select certainly one of your ultimate buyer profiles to give attention to.
2. Determine what advantages that buyer wants essentially the most and why.
3. Choose the product options that present these advantages.
4. Clarify how every characteristic delivers the advantages your buyer wants.
5. Present how your product may help the shopper.

Webinars

Webinars are a wonderful lead era technique on the backside of the funnel. You should utilize webinars to teach your audience and invite them to turn into your ultimate buyer.

There’s nothing higher than seeing a product in motion. Bodily merchandise will be proven off from totally different angles and in several conditions. Digital merchandise will be demonstrated reside, or pre-recorded primarily based on the commonest questions and situations.

Webinars provide the prospect to work together along with your gross sales group in a extra partaking approach than e mail and even reside chat. This could construct a stronger buyer relationship earlier than and after the sale.

Methods to Promote Something With Webinars:

1. Determine the answer you wish to assist prospects with on the webinar. They’re not signing up for a gross sales pitch. They wish to be taught one thing and clear up an issue.
2. Concentrate on a single matter, not every thing that your services or products might probably do.
3. Set a date and promote the webinar in your e mail checklist, websites like LinkedIn, and naturally, by yourself web site.
4. Put aside time for questions on the finish or all through the webinar. That is the place the high-value interactions happen.
5. Optionally, embody particular gives on the finish of the webinar to thank individuals for attending and encourage them to buy.

Try our free webinar about rising your e mail checklist quick!

Product Demo Movies

Along with reside webinars, take into account making a video tutorial or demonstration. Prospects typically use YouTube as a search engine now, and video content material typically converts very nicely.

A buyer who’s trying to find “OptinMonster demo” or “SeedProd overview” already is aware of about your product and desires to see it in motion earlier than making a purchase order choice. These high-intent searches are a wonderful alternative to indicate off your product’s options. You possibly can display bodily items, SaaS merchandise, or different digital downloads.

Methods to Make a Product Demo Video:

1. Choose a course of or characteristic to display. Search time period site visitors may help you determine fashionable phrases that prospects are concerned about.
2. Use a digital camera or screen-recording software program to file your self demonstrating the product. Make certain to say the advantages in addition to the options.

Pricing Web page

Don’t neglect the pricing web page, which is among the most considered pages on any web site. Don’t waste the chance to transform high-intent prospects!

The pricing web page is commonly the final web page a prospect sees earlier than deciding whether or not to purchase or not. These prospects don’t simply wish to know the worth. What they actually wish to know is, “What do I get for this worth?”

The perfect pricing pages present how every plan can swimsuit various kinds of prospects, totally different price range ranges, or totally different use instances.

A pricing desk can lay all this data out in a approach that’s straightforward to know.

Methods to Create a Pricing Web page:

1. Put the costs in a high-visibility spot, above the fold. Customers who can’t discover this data rapidly will go away as an alternative of looking for it.
2. Present the most suitable choice for various varieties of consumers, resembling startups, enterprise, and different teams.
3. Spotlight the most well-liked possibility to attract consideration to it.
4. Embody a transparent name to motion.
5. Remind the consumer of the advantages they will acquire.
6. Use social proof like testimonials, consumer numbers, and critiques.

You possibly can see we’ve performed all these items on OptinMonster’s pricing web page.

Finest Practices for Creating Backside of the Funnel Content material

Whatever the backside funnel content material varieties you determine to create, we advocate these finest practices on your content material technique.

Concentrate on One Purchaser Persona

At this stage within the shopping for course of, the client may be very critical about making a choice. Take them significantly in return by tailoring your content material to their particular wants and considerations.

Don’t attempt to write a white paper or case examine that each potential buyer will discover fascinating. That’s simply not potential, and also you’ll find yourself with boring, generic content material that nobody cares about.

As a substitute, focus every bit of BOFU content material on one particular purchaser persona. You could wish to slender even additional to 1 or 2 particular use instances for every persona.

Match the Intent of the Purchaser

When creating your BOFU content material, be certain it aligns with the particular questions your potential prospects are asking.

Somebody on the lookout for “[product] alternate options” could have some hesitations concerning the unique product. Possibly it’s costlier than they actually needed to pay, or it’s lacking a characteristic they really want. Deal with these hesitations in your content material.

As one other instance, somebody trying to find “[product] pricing” desires to know the worth and the worth of the product. Make that data clear and simple to seek out.

Don’t Stress About Search or Site visitors Quantity

Backside of the funnel content material could not have notably excessive quantities of search site visitors. That doesn’t imply it’s best to ignore these key phrases or searches.

What issues most is intent. BOFU search phrases are very high-intent, which implies the reader desires a solution and can also be able to decide.

Key phrase analysis and site visitors patterns can information your BOFU advertising technique, but it surely’s not the one issue to think about. Extra essential is the precise purchaser journey your prospects are on.

Embody a Clear and Constant CTA

The worst factor to do can be to draw so many high-intent guests, then neglect to ask them to take the subsequent step! Your name to motion on the backside of the funnel will possible be a purchase order, or maybe reserving a name with you. Make certain to incorporate not less than one CTA on every bit of BOFU content material. When you embody a number of CTAs, be certain they’re in keeping with one another. Don’t ask them to obtain a lead magnet in a single place after which observe you on social media some place else.

Conclusion: Begin Creating Backside of the Funnel Content material At this time!

We hope this text helps you perceive the significance of backside funnel content material and the right way to create your personal.

Subsequent, take a look at extra specifics about:

Don’t neglect to advertise your backside of the funnel content material in your web site utilizing OptinMonster!

Printed by Jennifer

Jennifer is a content material author and course creator. She has a ardour for serving to small companies develop sustainably and ethically. In her spare time, she enjoys writing fiction, cooking, and exercising.