7种方法创建漏斗底部的内容转换(示例)

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马克Quadros
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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.

让十三水游戏开始吧!

博富的内容是什么?

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.

如何看待博富的内容

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.

所以当你在做研究时,你通常想知道产品是否:

  • 能帮你做你想做/需要做的事.
  • Has worked for someone in the same situation as you.
  • Has better features for your specific use case.
  • 是用来帮助像你这样的人的吗.
  • 有比其他更好的价格.

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. 

7博富内容格式:

1. 案例研究

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.

如何创建一个成功的案例研究:

  • 确定你的理想客户.
  • Find a successful customer that resembles one of your ideal customers.
  • Interview this customer for the following info:
    • 他们成功的故事. 他们面临的问题是什么? 他们是如何解决这个问题的? 结果如何??
    • What they thought before becoming customers.
    • How their life looks like with your product.
  • Put all the information together to create a case study.
  • Write a compelling headline that highlights your customer’s type (ex. Real estate agent, freelancer, doctor), and the result he/she got (e.g., “How a real estate agent got +235% ROI with [your product]”, “一个自由职业者是如何在客户数量翻倍(做你的工作)后找到一家经纪公司的模特的?”).

 案例研究示例: 

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.

不是过程,不是领导. 但直接销售.

这还只是标题. 如果你想了解一个案例研究是如何构建的,你可以阅读案例研究的其余部分.

2. “[插入品牌]替代品”页面

这种格式是 对于搜索引擎优化.

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.

如何创建一个产品替代页面:

  • 确定一个受欢迎的竞争产品.
  • 找出这个产品缺少的特性/用例/结果,但是你的产品交付了.
  • 列出可能适合非理想客户的类似产品清单,并对其进行评审.
  • 编写评论,包括你的产品,写内容,进行公平的比较.
  • 确保将你的产品定位为理想客户的最佳选择.

产品替代页面示例:

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.

3. 产品特性/用例

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.)

如何编写一个用例页面:

  • 问问你自己:你的理想客户最需要的利益是什么,为什么?
  • What are the product’s features that provide such benefits? 以及它的独特之处?
  • 对于每种好处,写下一个理想客户能够认同的用例. 并展示你的产品如何能提供帮助.
  • 不要告诉,表演.

用例页面示例:

提到 has many use cases that are both “need” specific and industry-specific.

其中之一是竞争分析.

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.

4. 产品与竞争对手比较 

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).

一旦你的读者理解了你的UVP, 他们会意识到你的产品是否是他们想要的,并采取行动.

同时, this positions your brand as a “specialist” instead of a “generalist,“增加你产品的感知价值.

如何写一个产品比较页面:

  • 选择一个受欢迎的竞争产品.
  • 选择比较点(特征), 性能, use cases…) based on what your ideal customer needs the most.
  • 公平评估竞争对手的产品.
  • Create a comparison table to make it easy to go through. And take the rest of the post to argue about each point.
  • 写一个结论. 如果你的产品真的很棒,而且你选择了正确的比较点, 你的产品应该会赢得比赛.

产品比较页面示例:

ClickUp,你会发现他们经常拿自己的产品和竞争对手比较.

They do shamelessly compare their best features with Trello, which has more limited free options than ClickUp.

他们无耻地表现出来:

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…)

5. 评论/推荐

很多时候,你的潜在客户在购买前只需要一些证据.

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!

如何获得评论: 

  • For manual work, make a list of engaged/ repeat customers.
  • 计划一个 坚实的分销渠道策略. Reach out via different channels: email, social media等. and ask them to write a review on your platform.
  • 如果你的产品是软件, 你甚至可以在G2上发布自己的品牌, Capterra, 产品搜索, 和类似的. And ask customers to write a review on one of those platforms (you can get some organic traffic from here).
  • Once you’ve nailed your process, automate it. 不要害怕在页面上添加通知和弹出窗口来请求评论.
  • 使用你所有的评论来加强你的着陆页,产品页,甚至创建案例研究. 

证明的例子: 

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.

为什么? 因为这很有道理.

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.

6. 在线研讨会/视频课程

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.

如何成功举办网络研讨会:

  • 首先,利用 网络会议软件 这最适合您的需求. These tools are used from A to Z of webinar creation.
  • 针对你的理想客户正在寻求学习的主题建立一个培训计划
  • Make your product shine within the training. 如果它是为了帮助你的客户实现特定目标而建立的,你可以向他们展示如何去做.
  • 设定一个日期, and promote your webinar on your social platforms and email list (email list being the most important).
  • Send the traffic to your optimized webinar landing page.
  • 发送提醒邮件. And schedule a replay for people who can’t attend.
  • 网络研讨会——不像视频课程——让你可以选择与观众互动. 您可以为Q设置一个时间&作为,问问题,并解决反对和怀疑的人可能想买.
  • 你可以在网络研讨会结束时提供特别优惠或折扣作为参加研讨会的奖励.

网络研讨会的例子:

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.

7. 定价页

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.

如何建立一个定价页面: 

  • 用记号笔和装饰突出最受欢迎(也是最昂贵)的选择
  • 让它简单易懂
  • 为不同类型的客户(自由职业者、代理机构、企业)展示最佳选择
  • 关注价格. 不要偷偷抬高价格, or your customers won’t trust enough for the rest of the buying process (which can make them leave)
  • 包括明确的下一步行动

定价页的例子: 

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.

BoFu内容最佳实践

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.

确定格式可能会给你一个基础. 但在那之后,你会想要优化.

事实上,如果您创建BoFu内容是为了这样做,它可能根本不会转换. 

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:

  • 包括商品交易顾问基金. 如果你不告诉你的潜在客户该做什么,他们就不会改变想法,所以总是这样 保持下一个动作 让读者明白.
  • 衡量正确的kpi. 在这个阶段,参与没有任何意义. 关注重要的指标(游戏邦注:如转化率或跳出率),如果可以的话, 整合分析工具 on one platform to keep control of your traffic sources.
  • 锁定你的理想客户. 博富的每一件内容都应该专门为一个买家量身定制.
  • 取笑你的产品. Don’t be afraid to talk about your product, as that’s what your prospects want to read at this stage.
  • 出售. 应用 市场营销基础,并投资于好的文案.
  • 保持提供价值. That you’re selling doesn’t mean you can’t provide valuable information to your audience; you can both teach and sell!

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: 


但如果你足够了解你的目标受众,并遵循一个全面的过程, 你将最终说服你的老板内容营销是值得投资的.

提升你的博客内容

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.

但你在这里学到的知识,如果你运用它,只会增加你作为营销人员的价值.

所以…拥抱底部!

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马克Quadros

马克Quadros

马克Quadros is a digital consultant that helps SaaS brands implement Sales enablement strategies using content. 在另一个注意, 马克是一个优秀的网络工作者,并帮助他的客户达成了战略合作伙伴关系. 在个人方面,马克喜欢写作,并为几个权威博客撰稿 HubSpot的销售, CoSchedule, Foundr等. 通过联系他 LinkedIn.

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