Bottom of Funnel: Turning Prospects into Purchasers
You’ve worked hard to create relationships with your leads throughout their journey from the top of the sales funnel through the middle and on to the bottom. If they’ve made it this far, they have a genuine interest in your product and are close to making a buying decision. But there is still work to be done to ensure that your leads make that final step in becoming your customer. Secure your sales with these bottom-of-funnel strategies.
Now that your leads have entered the bottom of your funnel, it’s time to close those sales. The people that have made it this far are in the final stage of the buying journey and are ready to make a decision. This is the time to really come on strong with clear, straightforward information about why your product or service is the best choice for them. Check out these tips that will push leads to make that purchase.
- Share customer reviews: Potential customers love to hear from those who have already purchased from you. These reviews also go a long way in solidifying the sense of trust between your customer and you. Be sure to share these testimonials on your website and/or your social media channels.
- Offer a free trial with an expiring window of time: We have mentioned the importance of offering a free trial in the middle of the funnel, but it’s also crucial to include it in the bottom of the funnel. Some leads may not have taken you up on the free offer yet, so this gives them another opportunity to experience your product or service without making a monetary commitment. To create a sense of urgency for your leads, you may even want to promote a limited time in which they can take advantage of the offer. The fear of missing out can be the deciding factor that causes a lead to enroll in a free trial.
- Continue with your email drip campaigns: Those drip campaigns that you started at the very top of your sales funnel should still be going strong now that your leads are at the bottom. These emails ensure that you remain front-of-mind for potential customers throughout the buying journey. Funnelfly offers an automated platform that consistently sends the right email message to the right person at the right time. In this stage of the funnel, the email content should be all about touting your product or service. It’s also important to include a call to action (CTA), such as asking leads to click a link that takes them to a free trial or straight to the purchase page of your website.
- Create PDFs and downloadable content with detailed information about your product or service: Potential customers want to know as much as possible about your product before they commit, so put it all out there. By including the information in a PDF or other downloadable format, your leads will always have the information at their fingertips for review. These formats also allow them to easily send the information to friends or colleagues who may be interested in your offerings. That’s a definite win-win.
- Include a comparison guide: At this stage, there’s no doubt that leads are comparing your product or service against the competition. Help them with their research by offering a guide that puts you up against others in your same industry and shows why you are the better fit. Emphasize the aspects of your product or service that differentiate you and make you the obvious choice.
- Incentivize leads with promotions, limited time offers, and discounts: Sweeten the deal with short-term offers that save potential customers money on the front end when they make a purchase. No one wants to miss out on a deal.
The Bottom Line
At the bottom of the funnel, your leads clearly know about their problem and about the solutions available, and they are ready to buy. This is where you must paint an honest picture of what you bring to the table and why you’re the obvious choice. Your goal is to give them that final reason—and that final push—to purchase from you.