How to Target Bottom-of-the-Funnel Sales Leads?
Close your bottom-funnel leads
Leads at the bottom of the sales funnel have reached the point where they are just about ready to buy. They have evaluated their different option and narrowed down their prospects to their last company or two. Now, they focus on making sure that this investment they are about to make will fully solve their pain point.
Targeting customers at this stage, therefore, revolves around putting their hesitations to rest and providing a well-thought out effort to help them overcome any remaining obstacles so that they can hit the ‘buy’ button.
Know where customers are
Leads at this stage will likely engage with your brand virtually and on a more personal level. A dedicated sales team will be having an ongoing conversation with these prospects, helping them understand why they should select your product. This lead will also be interested in whitepapers and books that help them understand the results they can expect to receive when they buy as well as demos that can help them start to see the full picture of your product or service.
Creating content for prospects at the bottom-of-the-funnel
As you create content for this stage of the journey, here are some ideas to get started.
- Sales team insights
- Competitor insight
- Customer insight
1. Sales team insights. The sales team will play an important role in this process. Since they will likely already be in a dialogue with the lead, you will want to maintain an open conversation with them about the type of content you need to produce. They can take into account what customers typically want to see as they get closer to making a purchase. The sales team can thus make content suggestions for the different types of materials you produce.
Your sales team will also play an important role in distributing the content. Since the material at this stage will likely be more specific to your brand and have less of a search volume, those actively engaging with the lead will play an important role in guiding prospective customers to answers through the content you have created.
2. Competitor insight. At this stage, you also want to continue to monitor your competitors and see what they offer their prospective customers. Since many customers will be comparing one or two companies as they prepare to make a purchase, you want to know the type of content that the other main competitors have to offer and the impact it has on the buying decisions of leads. The more information you can gather about their bottom-of-funnel material, the more prepared you will be to make sure that your material out-performs theirs.
3. Customer insight. Once you do successfully convert customers, ask them about their decision-making process and what helped them to understand why your product or service would provide the most benefit. Learn about the content or the conversations with the sales team that helped persuade them to take that final step and convert.
The better you understand what encouraged one customer to convert, the more prepared you will be to create material that will help others as well.
Creating content for the bottom-of-the-funnel provides a critical part of the buyer's journey. It encourages people who have reached the stage to buy to complete the process and end their pain point with the help of your organization. As you begin to lay out your funnels and create material to target your end-of-the-funnel leads, consider the advice above and see how it can benefit your brand.