Not all of your visitors are on the hunt to make an immediate purchase. Catering the right content marketing collateral, especially at the bottom, is critical to land sales.
你可能收集了很多 顶部漏斗内容，网络研讨会，以及其他受众构建者. But what about content to turn your visitors into customers?
当访问者对你有了更多的了解——并逐渐接近漏斗的底部, they’ll need that last bit of content to convert them into a customer. And that’s where bottom-funnel content comes in.
所以在这篇文章中, you’ll find answers to all the questions you’ve ever wondered about Bofu content and how to create it.
BoFu or bottom of the funnel content is an essential part of the 营销漏斗 as it is where the final conversion happens and where the most optimization is required.
Unlike the top of the funnel — where content involves solving audience queries and problems — the bottom is where you need to show why your product is the best solution for your target customer.
这是通过关注你的产品如何与类似读者的人一起工作来实现的, showing why it is better than the competitor’s alternative, 并解释你的产品可以做的不仅仅是解决一个问题(一个伟大的想法).
所有这些导致了基于信任的销售, where your customers are confident about their purchase and become less likely to churn in the long-term (if you also want to 减少流失率).
BoFu content has different formats depending on the context, 例如案例研究, 顾客评论, 和用例. 所以,你最好 选择正确的格式 根据你的商业模式.
Let’s get into your prospect’s shoes for a second.
When you’re a few steps away from making a buying decision, 你通常会发现自己为了一个独特的目的考虑一个或多个类似的产品.
The kind of content you want to read at this stage should answer all these questions and help you make a decision — whether or not that decision involves buying the competitor’s product.
So we’ll walk through seven content formats that work are great to fill the bottom of the funnel with content that converts.
Some people think that case studies are the middle of the funnel.
但如果你仔细想想, a person must be specifically interested in your product and actively thinking about making a buying decision when they click on your case studies. 所以十三水游戏把它当做BoFu.
What’s excellent about case studies is that you can take a customer who resembles one of your buyer personas and interview them to not only build their success story, but to get deep insights on what made them buy, why they think your product was a fit for them, and the life improvements they got after buying.
If you had customer research on your to-do list, you could kill two birds with one stone by working on a case study.
自动化.io has a great example of a case study headline.
They’re not just presenting a simple online store success story; they went more specific with “Shopify store,” so any Shopify store owner can relate even more with that headline.
要进一步, the headline also makes the results very clear, being direct sales generated with their product.
People with buying intent often google things like “SalesForce alternatives” or “GPU alternatives for gaming laptops.” That’s an excellent opportunity to create content that shows why your product is the best alternative to your direct competitors, 等等.
What you want to achieve here is to make it clear to your target customers why your product can do what they want you to do in a better way. 强调你的竞争对手所缺乏的功能，但你的产品却擅长这些功能.
这种方式, you’re making it easier for people who want to change their product to give your brand a shot and see how it goes.
Chanty走得更远一些, 所以我不考虑其他选择, they review the actual product you’re replacing.
Sections like pros and cons, features, and “为什么人们使用Slack?，它会告诉你为什么这个工具并不完美.
当你进一步阅读时, 你最终会找到真正的替代方案, and see their own product as one of the Slack alternatives.
Your prospects want to buy a product for a specific purpose. So make sure your use case pages align with such an idea.
如果你不这么做, your product’s features will be overlooked and won’t attract anyone that’s not desperate to waste their money.
创建用例页面时. It is essential to hit where your ideal customer is looking for (hence the importance of customer research.)
提到 has many use cases that are both “need” specific and industry-specific.
这个用例的伟大之处在于它直接告诉您最重要的好处, which is monitoring what people say about your competition — 以保持领先.
+, they include user testimonials to reinforce their credibility, 他们还会在页面的末尾推荐与用例相关的相关内容.
People also search for “McDonald or Burger King” or “Uber vs. Lyft一类的关键词.
为了解决这个问题 搜索意图, you can differentiate your product from the rest and make it clear for your ideal customer whether or not your product is the best for them.
The goal here is to communicate your Unique Value Proposition (UVP).
同时, this positions your brand as a “specialist” instead of a “generalist,“增加你产品的感知价值.
They do shamelessly compare their best features with Trello, which has more limited free options than ClickUp.
Comparison tables like this communicate the value that your brand provides against the competition and position your product as a better option (though I guess you could be a little bit less biased than ClickUp…)
产品评论和推荐是简单但引人注目的内容. And what’s even better, your customers do the job for you.
想要获得评论，你只需要询问. You can reach out to customers 15 or 30 days after they’ve bought your product and ask for their opinion.
And depending on your business, you can even automate it!
From the same case study example we saw earlier, 你可以找到一个很好的例子，说明建立一个案例研究如何帮助你获得推荐.
你可以在结尾看到 自动化.木卫一 case study, they asked the same successful customer for a testimonial.
当你这样做的时候, you can then use that same testimonial to reinforce your credibility on other pages — and convert more.
So if you’re planning to create some case studies, 现在你知道你也可以为你的营销团队获得一些杀手级的推荐.
Webinars and video courses are a great way to educate your audience and teach people how to become your perfect customer.
And it is a great opportunity to showcase how your product can be used to do what your training is about — making it easy for your audience to convert into customers.
While all of these are good reasons to do webinars, the best part is that your target audience can get a chance to know your team deeply and build a stronger relationship.
And you know that trust is essential to close sales.
If you’d like to learn how to approach webinars, you can check GatherContent的 网络研讨会，看看他们是怎么做的.
And judging by their webinar library (which is huge), they certainly know how to use webinars as BoFu content.
Just look at how hyper-targeted their topics are.
Some prospects are more simple, and they just want to compare prices. 伟大的定价页面显示不同的计划，不同类型的客户, 不同类型的预算, 等等……
What people usually wonder on the pricing page is: “我到底得到了什么?”
And the reason is simple; they don’t want to over-expend on a plan they don’t need.
That’s why it is essential to include a table that compares each plan.
SendinBlue has a very clear pricing page, showing you what each plan is targeted to.
更重要的是, you get a full comparison table when you scroll down a little bit, 所以你可以百分百确定你正在考虑的计划是适合你的.
如果你想创建一个成功的博客，你需要拥抱销售漏斗的所有阶段. And as said earlier, BoFu content is the most important stage, as it’s where the conversion happens.
专家提示: 看看GetResponse的 漏斗模板 to get inspiration to create some rad sales funnels. I often use their templates when crafting funnels myself.
Here are the best practices for creating BoFu content that converts:
Consistently creating BoFu content is not easy, and there’s several overlapping tasks that can easily overwhelm. 此外，你还需要不断测试和优化以获得更好的结果(即A/B测试)。.
由于这个原因，我 利用管理工具 and plan ahead before starting a campaign— +, 你需要不断优化, 所以一定要提前做好准备.
例如, I use Clickup’s dashboard as my content calendar as it gives me a data-driven overview of all my content projects:
的每个步骤创建内容 营销漏斗 (correctly) will grant you huge advantages over other brands that are just focusing on meaningless top of the funnel content.
为什么? Simply because you’re optimizing for results.
如果你掌握了漏斗的底部, you can tackle the middle of the funnel and then the top of the funnel in a way that gets you crazy ROI.