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Chelsey Wyatt , Senior Digital Strategist
Chelsey Wyatt is a PNW native who has spent over three years specializing in Paid Social Ad Strategy for both large enterprise or start-up level companies. She functions as a strategic partner who loves combining humor and positive thinking and brings the brightest attitude to even the toughest client calls. There's no challenge she won't meet head on.
On days off you can find her wine-tasting with friends, walking her dog around town, spending time with family, reading, or playing video games to unwind.
October 4, 2023 | Gain Knowledge
Discover bottom-of-funnel marketing strategies and key metrics that drive business success. Find actionable steps and tips to maximize your sales efforts.
In the dynamic realm of digital marketing, success hinges on adaptability and innovation to master the sales funnel. A pivotal point in the customer’s journey that demands your utmost attention is the intriguing bottom-of-the-funnel.
In fact, effective sales funnels generate 50% more bottom-of-the-funnel leads at 33% lower cost. (Business 2 Community)
But what exactly does bottom-of-funnel marketing entail, and why is it crucial in today’s marketing landscape? Let’s dive in and uncover the key to converting prospects into paying customers with marketing strategies that work.
Bottom-of-funnel marketing is strategies and tactics employed to target prospects at the final stages of their buying journey. These individuals have moved beyond the awareness and consideration phases and are now on the verge of purchasing.
At this stage, the focus shifts from creating general brand awareness to nurturing and convincing prospects to become customers. It’s the phase where you aim to convert leads into paying clients.
Bottom-of-funnel marketing is the pivotal point in the buyer’s journey when prospects decide whether or not they want to become paying customers and recurring revenue for your brand.
When customers come to your site, they can come for a multitude of different reasons with different levels of intent. These levels of intent can be described as:
Bottom-of-the-funnel marketing plays a pivotal role in closing the sales loop. It’s where potential customers transform into actual buyers. Addressing their specific needs and concerns at this stage increases the likelihood of conversion.
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Now that we’ve established the importance of bottom-of-the-funnel marketing let’s delve into the tactics that work effectively in this stage per industry:
Successful lower-funnel marketing campaigns rely on several effective strategies:
To measure the success of your bottom-of-the-funnel efforts, pay attention to key metrics such as:
Bottom-of-funnel marketing is a consumer’s last touch-point before they make a sale on the website. Investing in bottom-of-funnel marketing leads to lasting benefits for businesses, both large and small, by:
Efforts and resources invested in bottom-of-the-funnel marketing are highly targeted. This means you’re more likely to see a significant return on investment (ROI) as you engage with prospects who are closer to making a purchase.
By delivering a tailored and satisfying experience at the bottom of the funnel, you secure conversions and lay the foundation for long-term customer loyalty. Satisfied customers are more likely to become repeat buyers and brand advocates.
Effective digital marketing strategies focused on increasing sales can boost recurring revenue by retaining and re-engaging satisfied customers to repeat purchases and improve the average lifetime value of a client over time.
Maximize your conversions and drive increased revenue with Gravitate! We’ve supported clients with their digital marketing goals since 1999. Our tailor-made sales funnel solutions are proven to drive optimal business success.
Don’t just reach your audience; convert them. Partner with Gravitate today for strategies that deliver.
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Answers to commonly asked questions for Bottom-of-Funnel Marketing Strategies.
Bottom-of-funnel marketing refers to strategies and tactics employed to target prospects in the final stages of their buying journey. At this point, individuals have moved past awareness and consideration, focusing on converting leads into paying clients.
Bottom-of-funnel marketing is crucial as it marks the point where prospects decide to become paying customers. It’s the stage in the buyer’s journey where specific needs are addressed, increasing the likelihood of conversion.
The buyer’s journey comprises three stages: Awareness, Consideration, and Decision. Bottom-of-funnel is the decision stage, where prospects evaluate brands and make purchase decisions.
Bottom-of-funnel marketing is pivotal in transforming potential customers into actual buyers. Addressing their specific needs and concerns increases the likelihood of conversion.
Effective tactics include leveraging multiple channels, offering exclusive deals, retargeting ads, providing free trials, and utilizing specialized ad formats based on the industry.
Key metrics include Conversion Rate, Revenue Generated, Customer Acquisition Cost (CAC), Retention Rate, Average Lifetime Customer Value, and Return on Ad Spend (ROAS).
Investing in bottom-of-funnel marketing maximizes ROI by engaging with prospects close to making a purchase. It builds customer loyalty, leading to repeat business and improved recurring revenue over time.
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