Article | 4 minute read
How To Convert Leads in BoFu
Article | 4 minute read
How To Convert Leads in BoFu
In the previous article, How to Process Customers in MoFu, we listed strategies, channels and content categories that fit in the middle of the sales funnel.
In this article, we will focus on strategies in the Bottom of the Funnel (BoFu), and how to convert your leads into customers with the right content.
What does BoFu mean?
We've previously reviewed how prospects move from being aware of a problem or need, to paying attention to a solution through a product or service.
In BoFu, Bottom of the Funnel, the lead has decided on an investment - but hasn't decided on the solution. Most likely, they are comparing offers, reading reviews and getting to know the relevant brands better. They are convinced they need a solution, but not which one.
BoFu is the last step in the sales funnel, which means that the leads that are at this stage are hot. It's not a big challenge to convert prospects in ToFu, Top of the Funnel, or Mofu, Middle of the Funnel.
But for the lead to make it all the way to BoFu, there needs to be a strong need or interest in the product/service. This is where the sale is made and it's time to deepen the relationship.
What should I communicate during the BoFu?
At BoFu, it's important to have insights into what really motivates and triggers potential customers to take the step to invest in your offering. Now you need to give them that little extra and meet them along the way.
To gain insight into how to do this, we recommend you reflect on the following questions:
- What sets your brand apart from your competitors and how can you communicate this?
- Who are your (best) customers today? Going back in history will also tell you how to convert them and who you should focus on.
- What needs does your product meet and how can you best present this?
- What are your customers' most frequently asked questions? In which place and during which time is it best to answer them?
Once you've taken the time to reflect and answer the questions, the next step is to implement the answers in your marketing.
Strategies during BoFu
We recommend you focus on the following strategies during BoFu:
Free trial periods or product demonstrations
Giving your potential customers the opportunity to feel your product or experience your solution is one of the most effective strategies in BoFu.
Experiencing a product or service boosts decision making.
This could be a month's free trial of a magazine subscription, music service or digital course. Once the recipient has tried your product or service, they will (hopefully) never want to be without it.
Free reviews
Appraisals are a great way to generate value for your potential customers.
For example, you can offer a free review of their SEO ranking. The evidence will give the customer confidence in their decision making. They really need help, and you as a company have demonstrated your expertise in this area.
Product and price brochure
Present your company, products and services through a brand-building brochure.
This will give the customer a clearer picture of what you offer, at what price and benefit. Make sure it answers all potential questions. There is no room here to lose the customer because of a gap in the content in your brochure.
Livechat
Live chats are effective tools for gathering information about the potential leads' buying journey. Analyze what visitors are mainly asking about on your website and what makes them refrain or make a purchase.
Since live chat is the only interactive channel your customers can communicate with on your website, we can promise that significant information can be gleaned from the conversations. Let this information serve as a guide for your future sales strategy.
Let the need dictate
All strategies aim to add value to your potential leads, giving you the chance to deepen your relationship with them. Whether that's in the form of personalized service, free trial periods or informative product leaflets.
Let the need dictate. We know from experience that if you give something, you usually get something in return. If you've done your homework right, you'll get it back in the form of orders and business. And the sales process - it starts a new journey towards more sales.
In the previous article, How to Process Customers in MoFu, we listed strategies, channels and content categories that fit in the middle of the sales funnel.
In this article, we will focus on strategies in the Bottom of the Funnel (BoFu), and how to convert your leads into customers with the right content.
What does BoFu mean?
We've previously reviewed how prospects move from being aware of a problem or need, to paying attention to a solution through a product or service.
In BoFu, Bottom of the Funnel, the lead has decided on an investment - but hasn't decided on the solution. Most likely, they are comparing offers, reading reviews and getting to know the relevant brands better. They are convinced they need a solution, but not which one.
BoFu is the last step in the sales funnel, which means that the leads that are at this stage are hot. It's not a big challenge to convert prospects in ToFu, Top of the Funnel, or Mofu, Middle of the Funnel.
But for the lead to make it all the way to BoFu, there needs to be a strong need or interest in the product/service. This is where the sale is made and it's time to deepen the relationship.
What should I communicate during the BoFu?
At BoFu, it's important to have insights into what really motivates and triggers potential customers to take the step to invest in your offering. Now you need to give them that little extra and meet them along the way.
To gain insight into how to do this, we recommend you reflect on the following questions:
- What sets your brand apart from your competitors and how can you communicate this?
- Who are your (best) customers today? Going back in history will also tell you how to convert them and who you should focus on.
- What needs does your product meet and how can you best present this?
- What are your customers' most frequently asked questions? In which place and during which time is it best to answer them?
Once you've taken the time to reflect and answer the questions, the next step is to implement the answers in your marketing.
Strategies during BoFu
We recommend you focus on the following strategies during BoFu:
Free trial periods or product demonstrations
Giving your potential customers the opportunity to feel your product or experience your solution is one of the most effective strategies in BoFu.
Experiencing a product or service boosts decision making.
This could be a month's free trial of a magazine subscription, music service or digital course. Once the recipient has tried your product or service, they will (hopefully) never want to be without it.
Free reviews
Appraisals are a great way to generate value for your potential customers.
For example, you can offer a free review of their SEO ranking. The evidence will give the customer confidence in their decision making. They really need help, and you as a company have demonstrated your expertise in this area.
Product and price brochure
Present your company, products and services through a brand-building brochure.
This will give the customer a clearer picture of what you offer, at what price and benefit. Make sure it answers all potential questions. There is no room here to lose the customer because of a gap in the content in your brochure.
Livechat
Live chats are effective tools for gathering information about the potential leads' buying journey. Analyze what visitors are mainly asking about on your website and what makes them refrain or make a purchase.
Since live chat is the only interactive channel your customers can communicate with on your website, we can promise that significant information can be gleaned from the conversations. Let this information serve as a guide for your future sales strategy.
Let the need dictate
All strategies aim to add value to your potential leads, giving you the chance to deepen your relationship with them. Whether that's in the form of personalized service, free trial periods or informative product leaflets.
Let the need dictate. We know from experience that if you give something, you usually get something in return. If you've done your homework right, you'll get it back in the form of orders and business. And the sales process - it starts a new journey towards more sales.