Exploring Bottom of Funnel Marketing Tactics

Once you’ve captured the attention of potential customers in your top of funnel and middle of funnel marketing, it’s time to close the deal with bottom of funnel marketing tactics. In this stage, your primary focuses are to:

  • Nurture the decision-making process
  • Convince buyers your product or service is the best choice

At this stage, your pool of prospects is considerably smaller than in the top of the funnel, yet they are significantly more qualified to become customers. You have taken them on a journey through the earlier stages of awareness, interest, and consideration. Now, these potential buyers will complete the journey in the stages of intent, evaluation, and — ideally — purchase. 

Let’s narrow in on what bottom of funnel marketing looks like, and then we’ll explore some of the tactics you can apply to make the most of your well-nurtured prospects.

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What is Bottom of Funnel Marketing?

It is the process of marketing to a narrow, highly qualified audience to nurture the decision-making process and persuade buyers to purchase a product or service. At this stage, B2B customers typically work with a sales representative in the lower end of the funnel, while B2C customers may never interact with one to complete a transaction. 

5 Bottom of Funnel Marketing Tactics to Explore

Bottom of funnel content is different than content used in earlier stages of the funnel. Rather than using it to build trust, you’ll leverage content to convert prospects to customers. Your goal is to use bottom of funnel marketing to highlight products or services more directly, which you can do using these tactics.

 BottomofFunnelMarketing

Case Studies

When you use case studies in the lower end of the funnel, it’s important to remember these materials should support the final nurturing and persuading required at this stage. For instance, you could feature case studies on how other companies are implementing your product or service and categorize them so prospects can compare how organizations in their industry have found success.

Blog Posts

Blog posts are excellent tools for late-stage marketing where you can communicate key features about a product or answer implementation questions. You can develop your posts for specific buyer personas, too, so your content is highly relevant and personalized. Once you develop this content, you can distribute through email, social media, user communities, or your CRM.

Infographics

Using infographics to communicate to potential customers is a valuable bottom of funnel marketing tactic. You can feature customer stories to reinforce messaging from top- and mid-funnel marketing and convince buyers your product or service is the right choice. You can also incorporate interesting data to show value in an exciting format. 

Paid Advertising 

Establishing a budget for paid advertising in the lower end of the funnel is a smart, strategic move. Paid ads enable you to remarket to customers you know have interacted with your company and have expressed interest. Considering third-party data is getting more difficult to leverage, you may want to lean on first-party data such as your own lists of email addresses.

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Promo Codes

Once your audience is narrowed down at this end of the funnel, you may be able to persuade some of them to convert by offering promo codes. For example, if you know your potential customer has visited your website and added an item to the cart without purchasing, you could get the sale by sending them an email with a discount code.  

Do you want to master the essential disciplines in Digital Marketing? Check out the Digital Marketing Specialist course now.

Learn More about Marketing through the Funnel

Simplilearn’s Digital Marketing Specialist Master’s Program covers marketing from the top of the funnel to the bottom. In this comprehensive 12-month bootcamp, you will gain expertise in digital marketing disciplines, from SEO, content marketing, social media digital analytics, PPC, and much more. In the end, you will learn how to generate better quality leads, drive quicker conversions, and drive more revenue — making you an indispensable resource for your organization.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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