Bottom-of-the-funnel, or BoFu, is the content designed for prospects that have passed top and middle stages of the sales funnel. Prospects at the bottom stage of the sales funnel already know about the services or products of the company, so the content that is produced for the lower stage should be aimed at convincing potential buyers to take action (get a subscription, buy the product). Content that motivates people to make a purchase includes blogs, articles, videos, events, and webinars. Providing content with topics, which are related to the company’s activities, proves the company’s competence, and can strengthen customer relationships as well.
BOFU content doesn’t only help with the conversion of prospects into customers but can also convert existing customers into brand advocates. For example, if a company posted an interesting piece of content for its existing clients they can share it on social networks and therefore interest their friends and acquaintances in the company’s activities.
The content intended for the bottom funnel of sales is completely specific to each company since it depends on the industry, the type of product or service, and the audience. The thing that unites all types of content at this stage is that they are personalized and designed for prospects, who know about the company and are willing to become its clients.
Here are some popular types of BoFu content:
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