Bottom of funnel digital marketing strategies are about one thing and one thing only: Conversions! How do we get these qualified users to film in our form, click “checkout,” or call us for an appointment? If the answer was easy, there would be no need for complex digital marketing campaigns.
But it’s not easy. So we must strategize.
Why Focus on Conversions?
You may produce the coolest product videos or the most valuable white paper, but what’s the point if none of those users actually buy from or hire you? Focusing on what gets users over the finish line (and then analyzing the results) can increase your conversion rates and scale your marketing initiatives.
Without further ado, here are the most common conversion strategies.
Be Incessant & Stay Top of Mind
The simplest and most effective bottom of funnel digital marketing strategy is to stay top of mind. You want your leads to immediately think of you when they think of your industry or product offering. This brand awareness takes some time, so be patient, but persistent.
As you stay top of mind, the most important thing is to provide value or entertainment while doing so. If you bombard your leads with garbage, they will never do business with you. Some things you can do to maintain a consistent flow of useful information:
- Emails featuring articles and stories
- Organic social media posts that align with your target audience’s interests
- Social media ads that showcase the value you can give
- Press that re-emphasizes your ranking in your industry or announce new products/services
- Retargeting ads that follow website visitors around the web for 30 days post-visit
The cadence will depend on your industry and type of consumer, but it’s a delicate balance. Spam too much and your prospects might unsubscribe; not enough and they might forget about you.
Shopping Cart Optimization
Make sure your shopping cart is as frictionless as possible. Start with a secure, fast website and then minimize distractions and options. Always, always allow users to check out as guests and make sure certain form fills are automated.
Consider things like cross-selling (viewers who bought this also bought this) and including PayPal as a way to purchase items. For more shopping cart optimization, read this article.
If a lead form is your bottom of funnel conversion, similar rules apply. Keep the form simple, only asking for the necessary information and of course, follow up with a “We have received your inquiry and we’ll reach out to you shortly.”
Giving someone a good deal can often get users over the finish line. Make it worthwhile and put a deadline on it so you can create some haste.
- Bottom of funnel email campaigns: Sales announcements, special offers, custom offers, “for a limited time only.”
- Social media ads: Facebook, Instagram, YouTube, Twitter offers. Each of these ads should be highly targeted for frequent website visitors, leveraging Facebook’s (and other’s) cookie tools.
Deals, especially discounted products do have the power to devalue your brand, which might not be a good business strategy for your brand. Make sure all of your offers and deals align with your brand guidelines and appeal to your target customer. If deals or discounts aren’t for you, see “Freebies” below.
If you don’t want to lessen your brand, but still want to incentivize buyers to successfully purchase, don’t lower your price. Add something in as a freebie.
The most common one is to offer free shipping on orders over $X.XX. While not discounting your core product, your customer still feels like they received something for free.
Another great example of this is beauty companies. They often give away samples and “free travel size!” promotions. In the long run, it costs them very little but gives their customer a feeling of getting a deal.
Reviews & Testimonials
If you’re not open to discounts OR freebies, then reviews and testimonials are a must. Potential buyers need reassurance that their full-price product or service is worth it.
An honest review or testimonial can be a goldmine if leveraged correctly.
And remember that getting bad reviews isn’t the end of the world. Bad reviews can do two positive things if managed correctly:
- Show that your reviews are real, not paid for, which is a growing concern in 2019-2020.
- Give you the chance to fix it by replying to the reviewer and making it right.
There are many bottom of funnel digital marketing strategies and tactics you can use, and they will vary heavily depending on your industry. Make sure your tactics align with your overall business and marketing strategy so your brand remains intact throughout the process.
To strategize on your bottom of funnel digital marketing strategies, contact the digital experts at Zenman.