Bottom-of-Funnel (BOFU)
Bottom of the funnel
strategies aims at providing prospects with a definite offer and explicit
reasons to buy. These prospects have conducted their research and learnt about
your brand but now need a taste of the final product.
Bottom of the Funnel is
the result of a response to the activities conducted in top and middle of the
funnel stages. It refers to the purchase stage where prospects are provided
with offers and reasons to buy the product/service. The prospect has done
research and is ready to be the company’s new customer. Therefore, sales
representatives should contact the “lead” directly highlighting the product to
build trust between the prospect and product.
The content used in the
bottom of the funnel should prove the value of the purchase to the prospect.
But a different level of engagement is required to convince them about their
decision to purchase by initiating a sense of urgency and immediate need for
the product. Activities like free trials, live demo, free assessments, coupons
or discounts, etc. can be worked out to provide a taste of the product/service
that the prospect is interested in.
Once the prospect is
convinced about the product’s value, the salesperson closes the lead. There is
also an opportunity for them to turn the customers to advocate about the
product via positive testimonials, social media posts, reviews and ratings.
Therefore, through the bottom of the funnel activities not only can you convert
prospects into customers but also improve and build on inbound marketing process
of the company.
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