Buyers Journey
  • November 25th, 2022

10 Steps To A Better Bottom Of The Funnel Marketing Campaign

10 Steps To A Better Bottom Of The Funnel Marketing Campaign

Your overall marketing strategy is important, and this includes your entire marketing funnel. You need to have a process in place to move users through the funnel to close sales, but what are the steps? Here’s a basic overview of the bottom of the funnel, which allows you to target customers and clients at different stages of the sales cycle.

Strategic approach to enterprise digital marketing

The bottom of the funnel is a critical stage of the customer journey, and it’s where most shoppers abandon their carts and contact forms and turn away from your brand. This is why it’s so important to be able to identify where your customers are in the buying process and what content they need at each point in the funnel in order to convert them into loyal customers.

In this blog post, we’ll cover:

  1. What is bottom of funnel marketing?
    1. Top of funnel
    2. Middle of funnel
    3. Bottom of funnel
  2. Three stages of the buyer’s journey
    1. Awareness
    2. Consideration
    3. Decision
  3. 10 steps to a successful bottom of the funnel campaign
    1. Create a customer persona
    2. Outline your ideal customer’s journey
    3. Find their pain points and build solutions for them
    4. Provide digital assets that back up your solution
    5. Make sure that your landing page is on point
    6. Create a killer offer to get them to convert
    7. Build trust by creating content that proves your expertise
    8. Set up retargeting ads to keep your brand top-of-mind
    9. Build nurture emails to keep them engaged
    10. Use specific trigger words on CTAs

What is Bottom of Funnel Marketing?

Bottom-of-funnel (BOFU) marketing is a strategy used to sell products or services at the end of a buyer’s journey. A common misconception is that bottom-of-funnel marketing focuses exclusively on making customers aware of your company’s products and services, but it’s actually much more nuanced than that. It’s about identifying what your ideal customer needs and wants, then tailoring your messaging so that it resonates with them.

This marketing funnel process is usually divided into three categories: top of the funnel, middle of the funnel, and bottom of the funnel.

  • The top of the funnel refers to all customer touchpoints before they become aware or interested in your product or service. This can include advertising, brand awareness campaigns, and product launches.
  • The middle of the funnel involves building trust with potential customers through content marketing and lead nurturing programs.
  • At the bottom of the funnel, you’re ready to convert leads into paying customers by offering them perceived value, a trusted brand, and possibly incentives such as discounts or free trials. (depending on your business model)

The goal of bottom-of-funnel marketing is to create an emotional connection with potential buyers before they make a purchase decision. The process starts with understanding what your ideal customer wants and then identifying the points in their journey when they need to be convinced to buy your product or service. An effective bottom-of-funnel marketing strategy will include tactics such as:

    • Creating content that helps people solve problems related to their purchase decision
    • Sending out emails that offer valuable information about your product or service
    • Creating lead generation forms on your website where visitors can sign up for more information about your business
    • Using social media platforms like Facebook, Instagram, and Twitter so that you can engage with prospective customers

The Three Stages Of Buyer’s Journey

The buyer’s journey is a model that describes the process customers undergo when making a decision to purchase a product or service. It takes into account the different stages at which each customer is in their decision-making process, and it helps companies understand what kind of marketing content to create for each stage.

Buyers Journey

The goal of any business is to sell products and services. This can be achieved through various channels and strategies, but it all boils down to one thing: making sure that you have the right content to attract your target audience.

You might not realize it, but there are three distinct marketing funnel stages in the buyer’s journey, and they each require different types of content. The buyer’s journey is a model that marketers use to describe the path customers take from awareness of your product or service, through consideration, and finally to purchase. The concept was first introduced by Alexander Osterwalder and Yves Pigneur in their book Business Model Generation.

Here are the three main stages:

1. Awareness – The first stage is awareness, where customers are just becoming aware of your brand and its offerings. They may have heard about you from friends, they may have seen your ads online, or they may have stumbled upon your website while looking for something else entirely. This is the time when you need to build trust with potential buyers by showing them why they should buy from you instead of someone else.

2. Consideration – The second stage is consideration, where customers begin doing research on the products or services offered by different companies before deciding which one will best suit their needs. They may also be comparing your offerings against those offered by competitors at this point in time as well—and seeing how you stack up against theirs.

At this stage, it’s important for businesses to provide as much information as possible so that potential buyers can make informed decisions about which provider would best serve them—and this includes providing testimonials from past customers and case studies that illustrate the ways in which your products or services have helped others.

3. Decision – The third stage of the buyer’s journey is decision, where customers must decide whether or not to move forward with a purchase and whether or not you are the right provider for them at this time. At this point, it’s important to provide an easy way for them to get in touch with someone at your company so they can ask any questions they may have about what you offer—and how it will help them reach their goals.

This can be done through a simple contact form on your website or by providing email addresses for specific departments so that customers know who they should reach out to and what they’ll get in return (i.e., a response from someone who knows how to help them).

Are you an MSP that needs content marketing help? Check out our lesson on MSP Content Marketing.

10 Steps to A Successful Bottom of The Funnel Campaign

The bottom of the funnel is where most companies go wrong when launching their products and services. They think they can just put it out there, and people will buy it without any work on their part. It’s actually much more difficult than that. You have to build up interest in your product before even starting to sell it to those customers who are actually interested in buying it.

So how do you do this? Here are ten steps that will help you create a completely fail proof bottom of funnel campaign for your product:

Step 1: Create a customer persona

create buyer personas

Creating a customer persona involves understanding who your ideal customer is, where they are in their journey, what problem or pain point they are experiencing, and how that problem or pain point can be resolved. Most services have multiple buyer personas. The purpose of the personas is so that you can target messaging and a path to purchase based on the people who need what you have to offer.

You can do this by asking yourself questions like What kind of person needs this service/product? What are their pain points and goals? What do they care about? How do they interact with our competitors? These are just a few examples of questions you can ask yourself. Once you have an idea of who your ideal customer is, it will be much easier for you to create content that appeals to them.

You can also use a free printable buyer persona canvas and create personas based on customers who have similar needs as yours and then analyze the data from those customers’ journeys.

More on our Digital Marketing Process

Step 2: Outline your ideal customer’s journey

To create a successful bottom-of-the-funnel campaign, you’ll need to know what your customers are looking for and how they’re going about finding it. This means that before you get started on the actual creative process, you’ll want to spend some time researching what makes up their journey from discovery through purchase.

You want to know where they are coming from, what their problems and goals are, and how you can help them. If you know all of this information about them, then it will be much easier for you to design assets that resonate with them and help them achieve their goals.

Step 3: Find their pain points and build solutions for them

Once you know who your customers are and what problems they’re trying to solve, think about how they’d like to use your product. Think about what obstacles might get in the way of them achieving their goals. Then, outline just how those obstacles can be overcome by using your product—and how it’ll make life easier for them along the way.

What could be stopping them from getting what they need? This is where your creativity can shine—you get to come up with ideas that address the problems at hand in ways that will surprise and delight people. If they’re not surprised or delighted by your solution, then they most likely won’t buy from you.

Step 4: Provide digital assets that back up your solution

After you’ve identified their pain points and built a solution for them, now you need to start providing digital assets that back up your solution. This can be in the form of eBooks, webinars, or infographics—but whatever it is, make sure it’s high quality and provides value!

The key here is that you need to make sure that these digital assets are relevant to the problem at hand and will help get them closer to accomplishing their goal(s). If people feel like they’re getting something of value without having paid for anything, they’ll be more inclined to buy into what else is offered by your brand (i.e., products or services).

Step 5: Make sure that your landing page is on point

When it comes to building a successful bottom-of-the-funnel campaign, optimizing your landing page is one of the most important steps. If people aren’t clicking through and landing on a page that’s compelling and easy to navigate, then you’re missing out on opportunities. But if you have a great landing page with relevant calls-to-action that resonate with your audience, you’ll have more success at getting leads to convert into customers.

A great landing page will include an attention-grabbing headline, relevant images, and high-quality content that answers questions about the product or service you’re selling. If there’s anything confusing or unclear about it, people will leave before they convert. So, take the time to get it right!

Step 6: Create a killer offer to get them to convert

The main goal of any bottom-of-funnel campaign is getting people to convert—whether that means signing up for your email list or making a purchase from your site. Offering something valuable in exchange for their email address or payment information will go a long way toward encouraging them to take action.

This will take some time and research, but it’s worth it! You want something that’s unique and will appeal to your prospects’ needs. It could be an exclusive discount or a free trial, but it should be something that makes them want to give you their contact information and buy from you.

Step 7: Build trust by creating content that proves your expertise


consistent content is key

You can’t expect people to come to you if they don’t know who you are. Use this step to build awareness of your brand and show them why they should choose you. This is all about proving your expertise and making yourself look like an expert in the field.

To do this, you need to create content that helps people solve their problems or provides them with valuable information on the topic of their interest. You can use social media, blogs or even videos to get the word out there about who you are and what you have to offer.

Step 8: Set up retargeting ads to keep your brand top-of-mind

A lot of people might not be ready yet to purchase from you right away. That’s why it’s important that you continue reaching out until they are ready. That’s where retargeting ads come into play – these ads will appear on other websites as well as social media platforms where your potential customers may be browsing around looking for some answers or solutions.

You can do this using Facebook Ads or Google Ads (formerly known as AdWords). The best practice is to set up retargeting ads so that when someone visits your site but doesn’t take action right away, they see an ad that reminds them who you are and what they were looking at previously. Ads like these work well because they don’t feel like spam but rather like reminders of something important that may have forgotten about.

Step 9: Build nurture email campaigns to keep your prospects engaged

You want your leads at their most receptive when they’re actually ready to convert, so make sure they stay engaged with your brand throughout their journey to becoming customers. This means sending out nurturing emails that aren’t too pushy but still offer value and information about what you do—and why they should care.

This helps establish a relationship between you and your potential customers so that when it comes time for them to buy something from you, they feel like they already know and trust you.

Step 10: Use specific trigger words on CTAs

The final step is all about making it easy for your potential customers to convert into real customers. You want to use specific trigger words on your CTAs, so they know exactly what they’re getting into when they click on the link. It’s also important that you create CTAs that are consistent with your brand image so that people trust you enough to follow through with what they’ve promised.

Take time when crafting your CTAs to ensure that they are clear and compelling for your target audience—you won’t get as many conversions if they aren’t. Instead, use specific trigger words like “get”, “save” or “learn.” These trigger words will help engage your audience and encourage them to take action. Also consider using trigger words like “now,” “today,” or “act now”.


The most important thing is to take the time to really think through your strategy, and then follow through on it with dedication. Whether you’re trying to get people’s attention on social media or driving them to a landing page, having an end goal in mind will help you stay focused.

If you feel like your current strategy isn’t working as well as you’d like, don’t be afraid to reach out for help! Contact us today, and let’s get your bottom-of-the-funnel campaign off the ground.


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