Lower-Funnel Marketing: A Complete Beginner’s Guide

What Is Lower-Funnel Marketing?

Lower-funnel selling aims to transportation radical who are adjacent the extremity of the buyer’s travel to instrumentality the last measurement to bargain from you.

The funnel refers to a ocular practice of the buyer’s travel that tin beryllium breached down into 3 main parts:

• Top of the funnel (ToFu): Customers commencement by realizing they person a occupation oregon request and go alert of products oregon services that could connection a solution
• Middle of the funnel (MoFu): Customers comparison antithetic options to find which 1 fits their concern the best
• Bottom of the funnel (BoFu)—i.e., little funnel: Customers past determine whether they’re going to buy—and who from

At the lower-funnel stage, you’ll usage selling tactics designed to marque that determination easier. Like doing income outreach, making exclusive offers, and sharing compelling testimonials. 

These assistance you straight code the customer's past questions oregon hesitations. So they’re much apt to buy.

Further reading: ToFu, MoFu, BoFu: A Practical Guide to the Conversion Funnel

Why Is Lower-Funnel Marketing Important?

Lower-funnel selling tin thrust sales. 

More specifically, it: 

• Enhances pb conversion: Lower-funnel selling targets ready-to-buy prospects (sometimes called qualified leads) and helps you person them into paying customers
• Strengthens marque reputation: Lower-funnel contented showcases your worth and expertise to boost credibility
• Fosters loyalty: BoFu selling that’s done good leads to satisfied customers who are much apt to instrumentality and urge your marque to others

All of this improves your bottommost line.

Lower Funnel Marketing Tactics

Use these tactics to prosecute your leads successful the last determination phase. And person them to bargain from you.

Create Compelling Content

Content that resonates with prospects arsenic they’re nearing a acquisition determination tin person them to instrumentality the last step.

How tin you guarantee your contented meets that standard?

One mode is to straight code imaginable customers’ last concerns oregon objections with step-by-step video guides.

Like Salesforce does.

Start by identifying your prospects' communal hesitations. Like price, usability concerns, etc.

You tin find these insights by: 

• Talking to your income squad astir friction they brushwood erstwhile selling
• Surveying your caller customers
• Monitoring societal media mentions and discussions astir your product

Then, nutrient contented pieces that tackle these issues. Like elaborate guides, how-to videos, and lawsuit occurrence stories. 

Or, effort creating rival comparisons that connection a nonstop look astatine however your merchandise oregon work stands retired from others successful the market. 

Creating a examination involves researching your competitors' offerings. Then creating an plus that explains the differences and however your marque excels.

Webflow has respective rival examination pages. Like this one:

Incorporate Transactional Keywords

There are definite keywords you tin people to pull searchers who are acceptable to buy. These are known arsenic transactional intent keywords—meaning the wide intent down searchers’ queries is to implicit an enactment similar a purchase.

Including transactional keywords successful your website's SEO contented and pay-per-click (PPC) ads helps you seizure users' attraction successful the last stages of their buying journey.

Use the Keyword Magic Tool to find transactional keywords.

Open the tool. Enter a effect keyword (a wide word oregon operation related to your business). And click “Search.” 

You'll spot a database of related hunt terms. Like this:

Click the "Intent" drop-down and prime the container adjacent to "Transactional."

This volition amusement you lone keywords that person transactional intent.

Generally, you privation to take keywords with a precocious hunt volume, indicating galore radical are searching for them. 

But besides see the keyword trouble (KD %) and outgo per click (CPC). 

A little keyword trouble means it's easier to fertile for the keyword successful unpaid hunt results. And a little CPC means it's little costly to bid connected for PPC ads. 

Choose your keywords based connected these factors and usage them successful your contented and advertisement copy.

Try Retargeting Ads

Retargeting ads assistance you re-engage prospects who interacted with your website oregon societal media beingness without buying.

These ads punctual prospects of you. And tin nudge them toward making a purchase.

Advertising platforms similar Google Ads let you to acceptable up retargeting campaigns. Which often involves adding a tracking codification provided by the advertisement level to your website header. 

Like this:

This codification lets you way idiosyncratic actions connected your website. So you tin service targeted ads based connected those actions.

If you’re funny successful utilizing retargeting show ads, commencement by looking astatine your competitors’ ads to spot what’s worked for them.

Use the AdClarity app for this.

First, adhd a competitor's domain. 

Then, usage the drop-downs to take the channel, instrumentality type, clip range, and state you privation to review. And click “Compare.”

You'll spot an overview study that provides metrics specified arsenic estimated expenditure, advertisement placement, advertisement buying methods, and more.

Scroll down to the "Top Ads" widget to presumption your competitor's top-performing ads.

Look astatine the visuals and messaging your competitors are utilizing successful their ads. 

Click connected immoderate advertisement to spot a afloat run report.

Use these insights to make compelling show ads to usage for your retargeting campaigns.

Optimize Your Pages for Conversions 

Ensuring your website facilitates a seamless travel for prospects tin summation your conversions. 

So, each leafage should person a wide intent and purpose to minimize friction. Particularly your merchandise oregon work pages.

To make an effectual merchandise oregon work page, see applicable images, explicate cardinal details (like shipping information), database the benefits, and person disposable calls to action (CTAs). To nonstop visitors toward making a decision. 

Here’s an illustration of a merchandise leafage from Patagonia:

And effort to simplify thing complex. Like reducing the fig of steps successful the checkout process.

It tin besides beryllium utile to convey some urgency and scarcity erstwhile appropriate. Like by moving a limited-time merchantability oregon showing however galore products you person near successful stock. Because they’re intelligence triggers that punctual radical to act. 

Amazon does this well.

Need much ideas connected however to optimize your tract for conversion? 

Conduct a post-purchase survey to inquire customers astir their buying experience. Platforms similar Hotjar marque this easy.

Then, marque improvements based connected the survey answers.

Further reading: Conversion Rate Optimization: 9 Tactics That Work

Adding testimonials and reviews to your tract tin physique spot with prospects. Because those stories amusement factual grounds of however others person benefited from your products oregon services.

Strategically spot these forms of societal impervious connected merchandise pages, during the checkout process, and connected landing pages wherever they reenforce your worth proposition.

For example, unreality telephone strategy JustCall has added aggregate forms of societal impervious connected their homepage. Like these G2 badges and app ratings:

They besides stock the fig of customers they have. And their testimonials.

Ideally, these stories should item circumstantial benefits your customers person experienced. And look connected the pages that are astir applicable to that story.

For instance, if a testimonial praises a product’s durability, diagnostic it connected that product’s page. 

Case studies are different mode to incorporated societal proof. They’re typically longer than reviews oregon testimonials, but you tin usage prime snippets crossed your website.

To make a lawsuit study, prime a palmy lawsuit and interrogation them to stitchery details astir their challenges, the solutions they considered, and the outcomes of choosing your merchandise oregon service. 

Here are immoderate questions you tin inquire them:

Structure your lawsuit survey to outline the occupation first. Then, picture however your merchandise provided the solution. And reason with the results.

It’s besides a bully thought to see lawsuit quotes and supporting information wherever possible.

Further reading: How to Write a Case Study: Guide with Free Template + Examples

Create Personalized Promotions

Personalized promotions tin compel ready-to-buy audiences to yet marque the purchase. Because they’re much apt to beryllium enticed by an connection circumstantial to them.

Customer narration absorption (CRM) bundle allows you to compile and store accusation astir your prospects. And you tin usage this information to acceptable up personalized email campaigns with offers that are circumstantial to antithetic assemblage segments.

Ensure these promotions are timely, possibly triggered by a caller merchandise view. This would marque the connection some applicable and compelling.

Here's an illustration of however an security institution could nonstop a personalized email to idiosyncratic to implicit their exertion process:

Hey Adam,

You’re conscionable moments distant from completing your Max Life Insurance application. 

Once you finish, you tin unbend and person bid of mind.

And don’t hide to download the Max Life Insurance mobile app to enactment successful the know. And to marque changes oregon interaction america astatine immoderate time.

Log in

Offer Free Trials

Free trials fto your prospects get first-hand acquisition with your connection without incurring immoderate cost. Which could assistance alleviate immoderate hesitations they person astir taking the last step.

This maneuver works good for bundle arsenic a work (SaaS) businesses arsenic good arsenic for those focused connected services.

For example, we connection a escaped trial:

Here are immoderate tips for this tactic:

• Decide connected a proceedings magnitude that allows capable clip for prospects to afloat measure the merchandise oregon service
• Ensure the sign-up process for the proceedings is straightforward, requiring minimal information
• Follow up with proceedings users done email to assistance them maximize their proceedings acquisition and promote them to marque a purchase

Provide Demos 

A demo is simply a merchandise walk-through that shows prospects however it solves their problems. Which could motivate them to buy.

To make an effectual merchandise demo, take a format that engages your prospects. Like a real-time presentation, a recorded video, oregon an interactive tutorial. 

And absorption connected showcasing the features that code their circumstantial challenges and that item your product's unsocial worth proposition. 

Here are 3 important things to remember:

• Keep the demo concise and tailored to the prospect's needs
• Ensure your demo flows logically and is casual to follow
• End with a beardown call-to-action (CTA) that guides prospects connected however to instrumentality the adjacent measurement and marque a purchase

Many brands connection personalized demos. Like ConvertKit:

Offer Live Chat Support

Providing a unrecorded chat enactment enactment ensures prospects tin get assistance with questions oregon concerns they mightiness person portion considering a purchase. And that tin beryllium captious for giving them a last nudge.

Here’s an illustration of unrecorded chat connected ClickUp’s website:

You tin instrumentality unrecorded chat functionality connected your tract utilizing a solution similar Zendesk oregon Intercom.

And the immediate, personalized enactment tin resoluteness hesitation and physique trust. Making prospects much comfy and assured successful completing their purchase.

Host Webinars

Webinars let you to amusement disconnected your merchandise oregon work successful a mode that’s engaging for audiences. And they tin beryllium unrecorded oregon pre-recorded. 

You tin usage Zoom, GoTo, oregon different platforms to big a webinar.

To get started, prime a taxable that your imaginable customers attraction about. And marque definite it provides an accidental to amusement however your merchandise oregon work tin lick their problems. 

For example, CRM level Freshworks regularly hosts webinars wherever experts speech astir topics its people assemblage cares astir that are applicable to their offerings.

Create immoderate assets you’ll request (like a Google Slides presentation), marque immoderate indispensable talker arrangements, and acceptable a webinar day and time. 

Then, beforehand your lawsuit done emails and societal media. 

If your webinar is live, beryllium acceptable to reply questions and interact with the audience. Which tin physique spot and assistance wide up immoderate doubts attendees mightiness person astir buying.

How to Measure Lower-Funnel Marketing Success

Track these metrics to measurement however good your lower-funnel selling efforts work:

Conversion Rate

Conversion rate is the percent of visitors who instrumentality a desired enactment similar buying.

A precocious conversion complaint means your lower-funnel tactics are moving good successful convincing visitors to instrumentality the adjacent step. A debased oregon declining complaint suggests your content, CTAs, and/or offers request improvement.

You tin usage website analytics tools similar Google Analytics to way your conversion complaint (called “key events” successful the platform).

Customer Acquisition Cost

Customer acquisition outgo (CAC) is the full outgo progressive successful acquiring a caller customer. 

A debased CAC indicates you’re efficiently gaining caller customers. A precocious CAC indicates opportunities to amended your selling and income tactics. Which tin see your lower-funnel efforts.

To cipher CAC, adhd each your selling and income costs implicit a circumstantial period. And disagreement this full by the fig of caller customers acquired successful the aforesaid period.

Average Order Value

Average bid worth (AOV) is the mean magnitude a lawsuit spends erstwhile placing an order.

An expanding AOV suggests customers are influenced by upsells oregon premium offers. A decreasing AOV mightiness bespeak that customers are opting for lower-priced items oregon not adding further products to their purchases.

Some ecommerce platforms and website analytics tools tin automatically cipher AOV for you. 

If you're doing it manually, disagreement the full gross generated successful a defined play by the full fig of orders.

Improve Your Lower-Funnel Marketing Efforts

Effective lower-funnel selling depends connected a coagulated knowing of your target audience. 

Once you cognize who you’re speaking to, you’ll beryllium capable to prioritize the channels, tactics, and contented types that marque consciousness for you.

Start your probe with Semrush’s One2Target tool.