When it comes to boosting your conversions you are going to want to look a little lower in the marketing funnel. While top-of-the-funnel content is great for brand awareness it doesn’t always help lead potential customers to their desired product or service. Ultimately top-of-the-funnel content will only get you so far, bottom-of-the-funnel content is where the magic happens.
What is Bottom Of The Funnel Content?
Bottom-of-the-funnel is for those customers who are done researching and ready to buy. They want to know what products you are offering and how they will solve the problem they’ve got. These customers aren’t interested in your about info, they are comparing products and services and whichever one fits their budget and gets the job done will get the conversion. In short, they are ready to buy. That is something you don’t want to miss.
Some of the content you will want to send their way are sales letters, product pages, and demo videos. However, it isn’t solely restricted to those things, some of the best BoFU content matches search intent, shortens sale cycles, and removes objections.
Since customers will have plenty of options to choose from, your goal should be to gain their trust so they know that the products they get from you are the best on the market. You can do this through your BoFU content and strategies.
Choosing Your Keywords
Part of how you are going to get your name out there with SEO is by choosing the proper keywords. This is true for any part of the funnel, top or bottom, you will always need the right keywords to get your products in front of the right people.
The first type of keywords you will want to use to target BoFU customers are category keywords. These keywords involve googling of the product or the service category. This is the most common way to target a BoFU audience. While these keywords are a great strategy that will lead to conversions there are othe keywords to consider as well.
The second type are “jobs to be done” or “problem solving” keywords. These keywords are targeting the problems or jobs that your products and services help with. Some examples of these keywords are “office chairs for back pain” or “tracking keyword ranking.” These types of keywords lead to conversions because you are giving a solution to someone’s problem.
Another type of keyword that leads to conversions even though it isn’t quite BoFU are comparison keywords. These keywords toggle between middle of the funnel and bottom of the funnel because they have to do with a this vs. that queries or brand alternative queries. This doesn’t mean that the customer is willing to buy right immediately however, after the comparison they will typically choose a product and follow through on the conversion process. This will also help with your ROI from SEO since these keywords are known to convert just as well as category keywords.
Types of Pages for BoFU
So, after you choose your key word, what kind of pages do you want to send your customer to? An important thing to remember is whatever the query is, your page needs to answer that question. If they are looking for a specific product, then you will need to send them to a product page. If they are comparing two different items or services, send them to a comparison page.
Some other queries you may see that are also BoFU are questions about pricing to which you will want to send that person to a pricing page and so on.
Some different pages you can put to your BoFU keywords are:
- Pricing Pages
- Blog Posts
- Product Pages
- Case Studies
- Product Demonstration Pages