The big goal at the funnel’s top is to make prospects aware of their problem and realize that their problem has a solution–your brand or product. Unfortunately, top funnel is where most organizations concentrate their content marketing efforts. Savvy marketers know that they can move potential customers from awareness to evaluation to purchase by putting a little more effort into timely and engaging content.
What is the Bottom Funnel?
We’ve discussed top funnel and middle funnel content in previous blogs. Today’s topic focuses on content marketing in the bottom funnel, which is content with the end goal of converting a prospect into a customer by providing the information needed to make an informed purchase decision. Bottom funnel content includes webinars, product demonstrations, and customer stories.
OK, it’s (finally!) Time to Purchase.
Here are some types of content that your new lead might need to make an informed purchase decision:
- Demos/Free Trials
- Customer Stories
- Comparison/Spec Sheets
- Live/Virtual Classes
Your lead may be consuming your blog and downloading free case studies, but you’ll need content that helps them choose you over your competitor to move them through to purchase.
Keep it Flowing!
Marketing efforts shouldn’t end once a lead becomes a customer, so keep that content flowing! Cultivating a relationship beyond the sale can lead to higher CLV (customer lifetime value), word-of-mouth referrals, brand advocacy, and more.
Content channels for maintaining a relationship might include:
- Email Marketing
- Live Chat and Chatbots for Service
- Loyalty Programs
Let’s discuss your content marketing strategy! Give us a call, send us a message on social, or email firstname.lastname@example.org. And don’t forget to sign up for our list to catch our next blog!