Deliver Content that Converts
As you understand more about customer behaviour, your marketing efforts can be targeted to help your audience move through the sales funnel. After all, the bottom line for any business or commercial enterprise is making money, whether your content marketing goals are to get hot leads or to build an email list. You probably have a lot of top-of-the-funnel content that is designed to get your audience interested in your products or services. Now the questions is, how do you get that visitor to seal the deal?
What Is BoFu Content?
BoFu refers to bottom-of-the-funnel content. It's where you show the visitor why your product is the best solution for their problem. Journeying through to reach the bottom of the funnel, your customer has done the research, but they still need to make the purchase. And you want them to do exactly that! The right content can make all the difference, but many businesses ignore this BoFu content, and jeopardize or minimize conversion.
Best Types of Content that Converts
At the bottom of the funnel, your customer isn't researching products any longer. The prospect wants to be confident in the purchase and to know that it was a good deal. Put yourself in your customer's shoes to understand how to help someone through your content to convert into a sale. Here are some examples of content that works at the BoFu.
- Competitor comparisons – McDonald's or Burger King? Uber or Lyft? These types of search queries are very popular, because the customer wants to know they're going with the right company. Presenting a fair representation of your competitor while pushing your product as superior can help close the deal.
- Reviews – Testimonials are proof that your product works. Even better, your copywriters can take a break and let the customer do the work.
- Pricing pages – Don't just give your customer the price but focus on the value you bring. You want to make it easy for your customers to know their investment level. If you try to be sneaky about price, today's customers won't trust you.
- Case studies – Case studies are the perfect content type for BoFu, because it's the story of a satisfied customer using your product. When someone clicks on a case study, you've directed them through the sales funnel effectively; you just need content that closes the deal.
Give Your Audience BoFu Content
When you focus on your buyer and all stages of the sales funnel, you can optimize content to make it work harder. If you are finding it difficult to manage your content strategy, partner with a content agency who can help fill in the gaps or even take over to let you focus on your business. MintCopy can help you create content that resonates with your audience and helps you move them through the sales funnel to close the sale. Contact us for more information.