What is Bottom of the Funnel?

At this stage, the goal of the marketing effort is to convince the customer to take action, such as making a purchase or filling out a form to request more information. This is often referred to as the "conversion" stage, because the goal is to convert potential customers into paying customers. Typically, marketing efforts at the bottom of the funnel are more targeted and personalized, because the potential customer has already shown interest in the product or service and is now being convinced to take the final step.

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What are marketing goals at bottom of the funnel?

At the bottom of the funnel, the goal of marketing is typically to convert potential customers into paying customers. This can be achieved through various tactics, such as providing compelling offers or discounts, highlighting the benefits of the product or service, or addressing any potential concerns or objections the customer may have. The specific goals will vary depending on the product or service being marketed and the target audience.

For example, a B2B company might have a goal of generating leads through a contact form on their website, while a B2C company might have a goal of driving sales through their online store. Ultimately, the goal of marketing at the bottom of the funnel is to convince the potential customer to take action and become a paying customer.

What content should you produce for bottom of the funnel content?

At the bottom of the funnel, the focus of your content should be on convincing potential customers to take action and become paying customers. This often involves providing information that addresses any remaining objections or concerns the potential customer may have, and highlighting the benefits and value of the product or service. Examples of content that might be effective at the bottom of the funnel include:

• Detailed product or service descriptions, including features, specifications, and pricing information

• Customer testimonials and reviews

• Comparisons to competing products or services

• Detailed case studies or success stories

• Limited-time offers or discounts

• Detailed descriptions of the purchasing process and any guarantees or warranties offered

Your content should be tailored to the specific needs and concerns of your target audience, and should be designed to persuade them to take the next step and become a paying customer.