I know I say it time and again but knowing how to create and iterate on a sales funnel is one of the most profitable concepts an entrepreneur can master. The ultimate goal is to make the customers reach the Bottom of the funnel. In this week's article I wanted to share with you some of the tactics to increase the bottom of the funnel (BOFU) and turn from visitors to loyal customers.
“ eConsultancy reports, 83% of online shoppers need support to complete a purchase, and this is often where you can go that extra mile to get prospects through this final stage.”
Whatever marketing tactics you use to acquire traffic, the reality is that half of your prospects won’t be ready to convert at that time. Really, the lower funnel is the peak of all your marketing efforts. They’ve had some form of interaction with your brand. They may have read one or more of your blog posts, seen your social media posts, or consumed one of your lead offers. And that is where funnel optimization comes in. You have to persuade them with more content such as videos, coupons, discounts and more to address their common fears and solidify their belief in your brand. Let’s not forget your competition is also fighting for that coveted sale, ask yourself how are you addressing the three questions below.
Bottom of the funnel content is your chance to put your company on a pedestal. Here are some of the types of content that do well in this stage of the marketing funnel:
Remarketing is one of the best ways to increase your bottom-funnel conversions. After collecting their email address, you can start sending remarketing ads or use that email to inform them about your new offers and more. Once a customer has engaged with your website in one way, shape, or form, you can use a remarketing campaign to make sure that you’re messaging correctly, because the average consumer engagement is going to involve more than one touch before they actually make the purchase.
A customer at the bottom of the funnel would’ve already known everything about your products or brand. If the users you are targeting are visiting a certain landing page. Then you can offer a coupon code using add to cart popup and redirect them to the checkout page. Consider the following benefits of implementing a coupon strategy:
Sending a next order coupon is one of the easiest ways to retain your customers and drive repeat
Purchases. Automatically generate and send unique next order coupons with every purchase. Send a series of emails at intervals – ex: First reminder 10 days before coupon expires, second reminder 3 days before and third reminder on the day of the expiration. Limited-time offers add a sense of urgency to act and keep customers coming back.
One of the major activities that impact bottom-funnel conversions badly is the Cart abandonment. An abandoned cart email is a follow-up email sent to a customer who has added items to his/her cart but exits without completing the purchase. It usually reminds the potential customer that they are missing out on a great product with discounts. It nudges the customer when they have second thoughts about buying the product. Here are some things to remember when you create an email copy for your abandoned cart shoppers.
Make it easy for any client to get more of what you’re offering. Upselling and cross selling are invaluable strategies for expanding your customers carts and boosting revenue. Let’s break these strategies down:
Cross-selling is typically defined as trying to sell a product that’s complimentary to the customer’s original purchase. Your primary concern with a cross-selling campaign should be ensuring that your offer is relevant. You’re aiming to offer more value to the customer, not to cause hesitation and unnecessary friction.
Upselling is typically defined as trying to sell some sort of add-on that increases the value and price tag of the original product.
The key to success, whether you’re offering an additional product that enhances a current one, or adding something completely new, is to make sure they relate to each other. It must make sense and the products should sit well together. While upselling and cross-selling can be very lucrative, avoid the temptation to get sales people pushing something at every point of interaction.
You now have the information you need to optimize the bottom of the funnel. People have already narrowed down their choices to you and maybe a couple of your competitors. And it’s now up to you to do a better job than your competitors at convincing them. Putting such additional effort keeps you in the good book of a customer. It builds a trustworthy and healthy relationship between buyers and sellers which is crucial for any business deal to close. Need more information on these tactics? Connect with me on Mobile Mind Agency’s Facebook group.
Thank you for reading,
Joe
