Bottom-of-Funnel Marketing: Top Strategies and Key Metrics

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.

What is Bottom-of-Funnel Marketing?

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.

Why is Bottom-of-Funnel Marketing Important?

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.

The Buyer’s Journey

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:

• Awareness stage: At the top of the funnel, prospects become aware of your brand or product. At this stage, a prospect may realize they have a problem that needs to be solved or attended to.
• Consideration stage: In the middle of the funnel, prospects begin doing informational searches where they actively search Google or social media for more information about a product or a service that can supplement their needs.
• Decision stage: At the bottom of the funnel, the prospect knows they have a problem that needs to be solved. They are likely evaluating your brand, or if your product or service has a high price point, and they may be evaluating you against your competitors before making a purchase decision.

Closing the Sales Loop

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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Recommended Reading

• Digital Marketing Funnel Guide (What It Is & How to Create One)
• Full-Funnel Marketing: What It Is and How to Create a Strategy
• Mid-Funnel Content Marketing Strategies (That Work)

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Lower-Funnel Marketing Tactics

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:

Business-to-Business (B2B):

• SEO: Technical and content SEO focusing on high-intent converting content like pricing pages, calculator tools, etc.
• Paid Search: Remarketing and brand-focused Google Ad campaigns focusing on high-intent landing pages focused on converting leads.
• Paid Social: LinkedIn and Facebook ad campaigns focused on remarketing to boost conversions.

Business-to-Consumer (B2C):

• SEO: Technical SEO focuses on web speed, mobile user experience (UX), conversion rate optimization (CRO), shopping cart, and payment features to increase sales.
• Paid Search: Remarketing and brand Google Ad campaigns focusing on high-intent landing pages and transactional keywords to increase conversions.
• Paid Social: Facebook, Instagram, Pinterest, and TikTok paid ads focusing on producing more sales.

Bottom-of-Funnel Tactics that Work

Successful lower-funnel marketing campaigns rely on several effective strategies:

• Leverage Multiple Channels: Use a combination of channels like social media ads, display advertising, email marketing, and SEO to reach prospects where they are most active.
• Exclusive Offers: Everyone knows there is nothing like a discount or sale to incentivize potential buyers to purchase.
• Retargeting Ads: Target individuals who have shown interest in your product but have yet to convert. Remind them of what they’re missing.
• Free Trials: Offer free trials or samples to allow prospects to experience your product or service firsthand. This can be a compelling way to encourage conversion.
• Specialized Ad Formats: For each industry, there is a secret sauce to making the sale. For B2B, it is remarketing campaigns and LinkedIn conversation ads. In the B2C industry, it tends to be shopping ads and carousel ads focusing on popular products or service packages.

Key Metrics for Bottom-of-Funnel Marketing

To measure the success of your bottom-of-the-funnel efforts, pay attention to key metrics such as:

• Conversion Rate: The percentage of leads who become paying customers.
• Revenue Generated: The total income resulting from your bottom-of-the-funnel strategies.
• Customer Acquisition Cost (CAC): How much it costs to acquire a new customer.
• Retention Rate: The percentage of customers who continue to do business with you over time.
• Average Lifetime Customer Value: How much is a new customer worth to us and how much profit do we make on them once they convert?
• ROAS: This measures the average profits returned on ad spend.

Why Invest in Bottom-of-Funnel Marketing?

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:

Maximizing ROI

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.

Building Customer Loyalty

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.

Improving Recurring Revenue

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.

Ready to Elevate Your Bottom-of-Funnel Marketing Strategy?

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.

Schedule Your Free Consultation

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Bottom-of-Funnel Marketing FAQs

Answers to commonly asked questions for Bottom-of-Funnel Marketing Strategies.

What is Bottom-of-Funnel Marketing?

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.

Why is Bottom-of-Funnel Marketing Important?

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.

What is the Buyer’s Journey, and How Does the Bottom-of-Funnel Fit In?

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.

How Does Bottom-of-Funnel Marketing Close the Sales Loop?

Bottom-of-funnel marketing is pivotal in transforming potential customers into actual buyers. Addressing their specific needs and concerns increases the likelihood of conversion.

What Tactics Work Effectively in Bottom-of-Funnel Marketing?

Effective tactics include leveraging multiple channels, offering exclusive deals, retargeting ads, providing free trials, and utilizing specialized ad formats based on the industry.

What Are Key Metrics for Measuring Bottom-of-Funnel Success?

Key metrics include Conversion Rate, Revenue Generated, Customer Acquisition Cost (CAC), Retention Rate, Average Lifetime Customer Value, and Return on Ad Spend (ROAS).

Why Invest in Bottom-of-Funnel Marketing?

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.