Trading time for money is common in marketing. You often need to implement strategies to achieve your marketing goals. Sometimes these strategies will be free or very low cost, but they will take time to bear fruit. Other strategies like PPC or ad retargeting can cost you a lot, but will give you faster results.
These strategies will help you gain new leads to your business, although not all leads will convert. And if you’re struggling at this stage, continuing to attract leads that aren’t contributing to your bottom line can be quite exhausting.
Traditionally, you reach your audience with a lead magnet to acquire leads, use email drop series to nurture them, and convert them over time.
However, if you want to quickly improve conversions in your business, it can help to focus on some inexpensive ways to get to the BOFU (Bottom of the Funnels) in your marketing funnel.
BOFU leads have many attributes that make it easy for you to convert them into customers. This is one reason to target, reach out to BOFU leaders, and create content that targets them.
Let’s look at some of these ways.
1. Why do you need to target BOFU leads?
Typically, your marketing funnel consists of three main funnel stages: TOFU (top of the funnel), MOFU (middle of the funnel), and BOFU (bottom of the funnel).
Image source: BronHiggins/WikiMedia
At the top of the funnel (TOFU), traffic enters your funnel. But not all traffic will be active leads. At this awareness stage, some will want to know what you are doing, how your job fits with theirs, or record information for later contact. Since they aren’t actively reviewing your products or services, take the time to keep them engaged enough to move them to the middle and bottom of the funnel.
MOFU (middle of the funnel) allows you to control traffic by qualifying it by how they interact with your business. It could be to have your free product sample guide ready, to make your website simple, interactive and yet easy to navigate, or to make customer support easily accessible to get you to the BOFU stage.
When your leads actively search to work with you, they have positioned themselves as BOFU leads. They are motivated and ready to know how your business can work for them. Decision making at this stage may also involve other stakeholders who have a say in purchasing your product or service.
There’s also the case of BOFU exploring potential sales beyond a single sale. Once a sale is complete, you can grab their attention by making the sale, presenting them with relevant training materials, and recommending customer surveys to get their feedback.
Doing this means your sales team isn’t clumsily pushing your products and your marketing team is focused on improving conversions by promoting your products or services in the best possible way.
2. Strategies to get to the bottom of the funnel
a. Finding your ideal customer
BOFU customers are already online. They have a problem and are actively looking for a solution. They may be on community forums, checking reviews or competitors’ prices, or actively posting online to look for the right fit. This means you need to position your products or services to meet their needs and provide valuable content.
Once they know your product well enough to buy, creating a great after-sales experience to nurture the relationship is key to further sales.
There are two ways to do this – inbound and outbound.
In inbound marketing, your content naturally addresses your audience’s questions without being invasive. On the other hand, outbound marketing is about distracting and drawing their attention to your brand. While some might argue the impact of inbound versus outbound marketing, both work well when they align with what you want to achieve with your campaigns.
b. inbound marketing
Inbound marketing and inbound lead generation is all about engaging your target audience by answering their primary questions. It could be using content marketing to target keywords like “X vs Y comparison” or “X alternatives”.
Here, the audience is actively searching for these queries and warming up to the product category. This is an indication that the audience is researching specific products in the industry.
In this case, reaching them through SEO is a great way to attract a steady stream of highly targeted buyers. However, SEO can take time to get results for you, so alternatively, if you’re on a budget, consider spending PPC (Pay Per Click) to target these keywords in search to get quick results for lead acquisition.
As a startup or young business, you want to grow quickly to leave a mark. Here, SEO can be the way forward. With SEO, you need to search for the right keywords, understand the buyer persona, and write data-driven posts and product pages that resonate with your target audience. This is an extensive process and can take a lot of your time.
You can focus on guest posts instead. Guest posts spread the word about your business by writing on similar topics on already established websites. By doing this, you can rank faster for exact keywords.
Guest posts allow you to get good backlinks, engage in your business and let people know how to work with you. It’s an excellent way to build authority and reach your target audience with every guest post.
c. Outbound marketing and outbound lead generation
With outbound marketing, you focus on acquiring BOFU leads by reaching websites that already speak to a targeted group of buyers.
Websites with a large following have established a bond with their readers. Its readers know and trust the website. Here you can offer these website owners an affiliate marketing partnership to get paid to attract customers to your business.
For example, if you’re a SaaS company that needs a wider audience for your SaaS product, reach out to:
SaaS product review sites__
Websites where SaaS communities meet
Sites that can entice your readers to sign up for your high-value free case study or ebook.
BOFU is also about creating a factor of trust for leads that makes it easy to close the sale without friction. Two ways to do this are through email and social ads.
Emails: Attracting BOFU customers with emails is easy because unlike other tactics, you have segmentation and personalization for your website visitors. Based on historical data, you can personalize your message and offers to make them more attractive to your lead connections.
It’s also convincing when your buyers are multiple entities rather than a single owner.
Social Ads: Social ads are a great place to engage your audience. The best way to start is to understand the end goal of your ads, identify where your target audience is active, and identify your campaign.
Of course, these are the basic steps to attract potential customers to your website.
Other best practices that can attract BOFU leaders are choosing the most suitable platforms, using great visuals, and creating good CTA (Call To Actions) that can increase clickthrough rates. Most importantly, engaging with your target audience after the ad has run allows for two-way communication with your audience.
3. How to get to the bottom of the funnel for enterprise products?
Appealing to businesses is a challenge. Your users and buyers are not the same as a simple e-commerce business, and many product issues need to be resolved quickly at the expense of expanding your bandwidth and resources.
Such BOFU customers are difficult to find and then convert. So, if you have a corporate product, partner with other businesses targeting the same audience and attend their webinars.
You can also participate in interviews on related podcasts and offer special discount codes to program listeners. The other way to work with them is to connect with these partners or podcasting companies so you pay them a commission for the referrals posted.
Cold email marketing lead generation is another way to reach your offers. Response rate will depend on how targeted offers are, whether your email copy correctly addresses the problem points, and whether the CTA clearly articulates what they need to do to accept the offer.
If your business is new, TOFU and MOFU content can be a way to engage your audience and warm them up to your product or service.
Over time, it may be possible for them to convert by finding your ideal customers online and passing them through a set of strategic content tailored to their needs. Funnel management and optimization can help you do this more strategically.
It also means using inbound and outbound marketing to spread the word about your business, its impact, and the transition of active leads to customers.
As a small business owner, SEO can work in the long run. However, for quick results, paid campaigns can increase the growth rate. This could mean spending your marketing budget on customer acquisitions without weakening yourself. Then use the power of guest posts to build authority, build backlinks, and convert passive viewers into active customers.
Without spending too much time on social media, you can strategically use one or two social media channels for targeted reach and bring leads to your funnel and build a strong sales pipeline for conversions.