While these are all useful and have their place, there are two issues with labeling these \u2018marketing strategies\u2019:<\/p>\n
- \n
- They are tactics not strategies.<\/strong> A strategy is a long term plan for how you\u2019re going to accomplish something. A tactic is just one (of many) specific actions you can take to progress on that plan. For example, offering a limited time discount is one way of closing deals, but there are many others.\n<\/li>\n
- They are tactics to close leads, not bring them in.<\/strong> The job of marketing is to bring in qualified leads. It\u2019s the sales team\u2019s job to close the deal (with a good product demo, personalized follow-up emails, well-timed discounts, testimonials, etc.)<\/li>\n<\/ol>\n
So, if these commonly shared tips aren\u2019t BOFU marketing strategies, what are? <\/p>\n
A BOFU marketing strategy is about choosing which channels to use and how you\u2019re going to use them to get more leads from people who are ready to buy now. <\/strong><\/p>\n
Below, we share our experience on which channels have worked the best for BOFU marketing. Namely, we dive into organic search, paid search, and paid social and why they\u2019ve worked well in BOFU marketing strategies we\u2019ve executed for a variety of clients. Then, we also cover how to measure the success of your BOFU marketing strategy. <\/p>\n
Paid and Organic Search: Best Channels for Driving Leads<\/h2>\n
In our experience, search engine marketing (both paid and organic) is the number one best channel for BOFU marketing because unlike basically every other marketing channel, targeting someone through search<\/em> means you know what the reader is looking for at that moment and can show up for keywords that indicate they\u2019re actively searching for a solution like yours. <\/p>\n
While this is well accepted for paid search, most companies don\u2019t think of organic (SEO) as a bottom<\/em> of funnel strategy. Let\u2019s discuss each in turn.<\/p>\n
Organic Search (SEO) Strategy <\/strong><\/h3>\n<\/p>\n
When it comes to SEO, there is a culture of using it as a top of funnel (TOFU) channel. Content and SEO teams seem to prioritize traffic above all else and pick keywords based on what will get them the most traffic the fastest.\u00a0<\/p>\n
The typical thinking behind how a traffic-based strategy will lead to new customers usually rests on capturing emails from this traffic and dripping emails to your readers until they are ready to buy. <\/p>\n
But our data suggests there are two flaws with this approach. <\/p>\n
First, it ignores the fact that BOFU SEO keywords exist. <\/p>\n
BOFU keywords include any keywords that show the reader has buying intent now <\/em>\u2014 i.e., that they\u2019re looking for a tool or service to solve an existing problem. For example, \u2018best route tracking software\u2019, \u2018best way to collect online payments\u2019, \u2018top software development services\u2019, \u2018automatic payroll solutions\u2019, etc. <\/p>\n
Not only do BOFU keywords exist, but they also convert at a much higher rate than typical high volume TOFU keywords. For example, here are the conversion rates for 60+ BOFU and TOFU keywords for our client Geekbot<\/a>: <\/p>\n
\n![\"BOTF](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2022\/10\/botf-vs-tof-conversion-rates.png\")
<\/figure>\n<\/div>\nAs you can see, BOFU keywords don\u2019t convert just a little bit better \u2014 they convert significantly<\/em> better, multiple orders of magnitude. This difference is so great, in practice it\u2019s the difference between the entire company thinking \u201cSEO isn\u2019t a customer acquisition channel\u201d to \u201cSEO is definitely a customer acquisition channel\u201d. We\u2019ve seen this mental shift happen to many clients over the years. <\/p>\n
The natural next argument here is: while BOFU conversion rates might be better, don\u2019t TOFU posts have so much more traffic that they end up with more conversions overall? The answer is no. We consistently find the opposite to be true. Continuing the example with Geekbot, the difference in conversion rates more than makes up for the difference in traffic.<\/p>\n
\n![\"BOTF](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2023\/05\/botf-vs-tof-traffic-pageviews-1024x637.png\")
<\/figure>\n<\/div>\n\n![\"BOTF](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2022\/10\/botf-vs-tof-total-conversions.png\")
<\/figure>\n<\/div>\nNote in the second graph, the BOFU pieces generated over 1300 product signups when the TOFU pieces generated only 400 despite the heavy traffic disparity in favor of the TOFU pieces in the graph above.\u00a0<\/p>\n
The second flaw with the TOFU approach is that the math of collecting emails and dripping or nurturing those until they convert doesn\u2019t usually work out. <\/p>\n
Reason being, the conversion rate of BOFU content to a product<\/em> call-to-action (CTA) can be as high as email collection in a lot of cases. For example, in this study of over 95 keywords we ranked clients for, BOFU keywords converted between 1%\u20135%, with many pieces converting at 10%+: <\/p>\n
\n![\"2023](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2023\/09\/conversion-rates-by-category-1024x633.png\")
<\/figure>\n<\/div>\nThese are the same conversion rates you often see for ebook and white paper downloads. Except with these BOFU conversions, visitors are immediately converting to the product CTA<\/em>. They\u2019re starting their trial or they\u2019ve requested a demo.\u00a0<\/p>\n
\n![\"Direct](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2024\/07\/direct-to-lead-read-content-and-signup-1024x325.png\")
<\/figure>\n<\/div>\nIn contrast, for a TOFU conversion to a white paper or ebook, you still need to wait for another conversion to the product CTA<\/em> after capturing their email<\/em>. That means you need two <\/em>conversions to happen.\u00a0<\/p>\n
Mathematically, that means you\u2019re multiplying two small percentages together to get a really small total conversion percentage. For example, say 5% download the whitepaper, then 2% of those to eventually request a demo, which results in a net 0.1% conversion rate. <\/p>\n
\n![\"Email](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2024\/07\/email-subscriber-read-content-join-email-list-signup-1024x325.png\")
<\/figure>\n<\/div>\nYou can read more about this in our article comparing lead nurturing to direct conversions<\/strong><\/a>.\u00a0<\/em><\/p>\n
Finally, there is also a logical fallacy in the \u201ccapture email and nurture to a lead\u201d approach: <\/p>\n
It assumes you can manufacture buying intent, which in our experience is difficult. If someone gave you their email to join a webinar on IT trends, it doesn\u2019t mean sending them emails with the right messaging is all of a sudden going to make them switch IT security platforms (a big decision for most companies requiring multiple stakeholders and tons of employee time to execute). <\/p>\n
They\u2019ll need new software whenever they need it, and while yes, emailing them will help keep you top of mind, we\u2019ve actually measured these conversion rates and it\u2019s tiny when you multiply multiple conversion rates together to get a final visitor-to-lead rate. <\/p>\n
To help you get started with developing a good, BOFU organic strategy, check out these articles: <\/strong><\/p>\n
- \n
- How to Find & Rank for Bottom of the Funnel Keywords<\/a><\/li>\n
- What’s the Average Conversion Rate of Different SEO Keywords<\/a>?<\/a><\/li>\n<\/ul>\n
Paid Search<\/strong><\/h3>\n<\/p>\n
While many marketers don\u2019t prioritize BOFU keywords enough in organic search, as we\u2019ve argued up to now, with paid<\/em> search, the culture is different. There is<\/em> a focus on finding BOFU, \u201chigh intent\u201d keywords because you have the added pressure of paying for every click.\u00a0<\/p>\n
Most marketers aren\u2019t going to intentionally spend money on clicks that may or may not lead to a paying customer sometime in the future \u2014 they need to clearly see that those clicks are turning into leads now<\/em> in order to continue spending money on them. <\/p>\n
Despite this focus on BOFU, high intent keywords in paid search, we\u2019ve nonetheless seen a few common issues with the way ad campaigns are set up and run that result in ad spend being used on TOFU and non-relevant topics that don\u2019t drive leads. Namely: <\/p>\n
- \n
- Using cost-per-click (CPC) and number of clicks as the main metrics of success instead of leads.<\/strong> The thinking behind this type of strategy is similar to traffic-chasing, TOFU SEO strategies: if you can get really low CPC, you\u2019ll be able to cast a wider net and therefore catch more leads. However, what we\u2019ve seen is campaigns going after low CPC keywords that have almost no buying intent and therefore little to no chance of converting. Cheap clicks aren\u2019t worth it if they never lead to customers.
<\/li>\n- Using too much automation.<\/strong> Google offers many features for automating your ad campaigns that promise to optimize ad performance (e.g., dynamic ads, smart campaigns, broad match). However, in our experience, these tools inevitably make decisions that humans wouldn\u2019t. We\u2019ll use broad match (Google\u2019s tool for finding extensive lists of related keywords that your ads will appear for) as an example. Let\u2019s say a car rental agency starts with the keyword \u201ccar rentals\u201d. Broad match search terms might include \u201ccar rentals near me\u201d or \u201cvan rentals\u201d, which both have buying intent and could be good options. However, it might also include \u201ccar lease deals\u201d or even \u201cbike rentals\u201d. Neither of these keywords have buying intent for renting<\/em> a car<\/em> so the likelihood of either of them generating leads is quite low. We\u2019ve seen this happen countless times. <\/li>\n<\/ul>\n
- \n
- Using account structures that are too broad.<\/strong> The most common mistakes here are including too many keywords per ad group, using too general of ad text, or pairing the wrong landing page with the ad. All of these issues can lead to low clicks and high bounce rates even if each individual keyword is BOFU and has the potential to drive leads. <\/li>\n<\/ul>\n
To dig deeper into each of these points and see specific examples of how we address these issues with our approach to paid search, check out our PPC service story here<\/a>. <\/p>\n
Paid Social: A Good Option for B2C <\/h2>\n
While we believe search engine marketing is the best BOFU channel for B2B businesses, we also wanted to mention paid social because it can be a good BOFU channel for B2C eCommerce businesses. <\/p>\n
Whereas B2B buying decisions are prompted by need (e.g., your inventory software is no longer being supported) and often include a significant process change (e.g., the entire sales team needs to learn how to use a new CRM), B2C buying decisions are much more emotional, spontaneous, and visual. <\/p>\n
For example, most of us don’t wait until our current shoes are unusable before buying another pair. We buy shoes (or clothes, etc.) just because we see some we like and could use. <\/p>\n
So for B2C businesses, it’s worth looking into paid social as a BOFU channel. We\u2019d just recommend applying the same level of rigor to measuring leads and cost per lead as you do in search (see below)<\/em>. We\u2019ve observed ad agencies engaging in similar practices in paid social, where they create campaigns that don\u2019t generate many sales but argue that they\u2019re beneficial for \u201cbrand awareness\u201d \u2014 so exercise caution.<\/p>\n
(Social media marketing isn\u2019t where our expertise lies, however, it\u2019s worth looking into further if you have a B2C business.)<\/p>\n
How to Measure the Success of BOFU Marketing: Count Leads Not Traffic<\/h2>\n
When you\u2019re filling the top of the funnel, it makes sense to track traffic. But as you move down the funnel, it\u2019s no longer about pure volume but rather about the quality<\/em> of those visitors from a sales perspective \u2014 i.e., leads. <\/p>\n
That\u2019s why we believe the main metric of success should almost always be leads, not traffic. <\/strong><\/p>\n
And, more specifically, it\u2019s important to track leads by post <\/em>(or by ad). This level of granular attribution is necessary for knowing which channels and pages are working. For example, in our Pain Point SEO post, we use the image below to show how, more often than not, the majority of your leads (and traffic) come from just 2\u20135 posts. <\/p>\n
\n![\"SaaS](\"https:\/\/www.growandconvert.com\/wp-content\/uploads\/2022\/10\/saas-product-analytics-new-trial-signups-1024x643.png\")
<\/figure>\n<\/div>\nKnowing this, you can direct more of your time and resources toward targeting similar topics, improving the rankings for high performing posts, and ensuring you keep high rankings<\/a> for the posts that are working. (This is especially important for paid search and paid social since you\u2019re paying for each click.)<\/p>\n
We\u2019ve written a detailed guide on how to directly attribute conversions to individual posts using GA4, which you can check out here: How to Set Up and Track GA4 Conversions<\/a>. <\/p>\n
You can also watch our video about it here:\u00a0<\/p>\n
\n\n<\/div>\n<\/div>\nWhen it comes to organic search, we carefully track rankings because we\u2019ve found that rankings are directly correlated to leads. Leads often start coming in when you\u2019re ranking on the first page for high buying-intent keywords and they really start flowing when you’re ranking in the top three positions. We use Ahrefs, but you can use any rank tracking tool that you prefer.\u00a0<\/p>\n
FAQS<\/h2>\n
What is bottom of funnel marketing? <\/strong><\/h3>\n<\/p>\n
Bottom of the funnel (BOFU) marketing deals with choosing which channels to use and how you plan to use those channels to attract potential buyers.\u00a0<\/p>\n
Is it more effective to target the bottom of the funnel or the top of the funnel first? <\/strong><\/h3>\n<\/p>\n
This is entirely dependent on your goals. For most businesses, the end goal is to increase conversions. In that case, it makes the most sense to start at the bottom of the funnel because those people are already prepared to make a purchase decision without you having to be responsible for every stage of the marketing funnel.\u00a0<\/p>\n
Note: <\/em><\/strong>There are also many mid-funnel (MOFU) opportunities with higher conversion rates than TOFU marketing efforts.<\/em><\/p>\n
How effective is a full funnel approach?<\/strong><\/h3>\n<\/p>\n
While the idea of starting at the top of the sales funnel and nurturing your target audience along until they\u2019re at the decision stage is a long standing one, there are consumers and businesses out there that are ready to buy now<\/em>. So why not target these people first? Not only is starting at the bottom of the funnel more efficient, it also results in more leads overall. For example, we\u2019ve seen BOFU SEO posts convert at a much higher rate than TOFU posts \u2014 10x higher.\u00a0<\/p>\n
Then, as you run out of bottom of funnel marketing tactics and strategies to use, you can start working your way up the funnel. However, in our experience, there are way more bottom of the funnel keywords and opportunities than most businesses realize, so you can spend quite a bit of time and resources focusing entirely on ready buyers. <\/p>\n
Learn More About Our Agency<\/strong><\/h3>\n
- \n
- SEO and Content Marketing Service<\/strong><\/a>:<\/strong> If you want to hire us to execute a content-focused SEO strategy built around driving lead generation and sales, not just traffic, you can learn more about working with us here.<\/li>\n<\/ul>\n
- \n
- Paid Search Service<\/strong><\/a>:<\/strong> We started PPC services at Grow and Convert after seeing thousands of dollars of wasted spend in our client\u2019s Google Ads accounts (full story<\/a>). Specifically, we noticed that many paid search agencies focus their strategy around maximizing clicks and traffic and rely heavily on Google\u2019s automation tools. In contrast, we applied our well honed bottom of funnel strategy from SEO to paid search, where we take an active, manual approach to ensuring every campaign maximizes lead generation instead of click generation.<\/li>\n<\/ul>\n
- \n
- Join Our Content Marketing Team<\/strong><\/a>:<\/strong> If you\u2019re a content marketer or writer and would love to do content marketing in this way, we\u2019d love to have you apply to join our team.<\/li>\n<\/ul>\n
- \n
- Our Content Marketing Course<\/strong><\/a>:<\/strong> Individuals looking to learn our agency\u2019s content strategy and become better marketers, consultants, or business owners can join our private course and community, taught via case studies, and presented in both written and video content formats. We include several details and examples not found on this blog. Our course is also built into a community, so people ask questions, start discussions, and share their work in the lesson pages themselves, and we, along with other members, give feedback. Learn more here<\/a>.<\/li>\n<\/ul>\n
- \n
- Continue Learning:<\/strong> Find additional content on our blog<\/a> and YouTube channel<\/a>. <\/li>\n<\/ul>\n\n","protected":false},"excerpt":{"rendered":"
Most discussions around bottom of funnel (BOFU) marketing are about tactics to use, such as: Personalized email campaigns Retargeting ads Demos Limited time offers or discounts, etc. While these are all useful and have their place, there are two issues with labeling these \u2018marketing strategies\u2019: They are tactics not strategies. A strategy is a long […]<\/p>\n","protected":false},"author":1,"featured_media":109885,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[263,2107,15102,8402,11636],"dealstore":[],"offerexpiration":[],"class_list":["post-109883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-bottom","tag-funnel","tag-leads","tag-marketing","tag-strategy"],"yoast_head":"\n
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Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=109883","og_locale":"en_US","og_type":"article","og_title":"Bottom of the Funnel Marketing Strategy: How to Get More Leads - Som2ny Network","og_description":"Most discussions around bottom of funnel (BOFU) marketing are about tactics to use, such as: Personalized email campaigns Retargeting ads Demos Limited time offers or discounts, etc. While these are all useful and have their place, there are two issues with labeling these \u2018marketing strategies\u2019: They are tactics not strategies. 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- Continue Learning:<\/strong> Find additional content on our blog<\/a> and YouTube channel<\/a>. <\/li>\n<\/ul>\n\n","protected":false},"excerpt":{"rendered":"
- Our Content Marketing Course<\/strong><\/a>:<\/strong> Individuals looking to learn our agency\u2019s content strategy and become better marketers, consultants, or business owners can join our private course and community, taught via case studies, and presented in both written and video content formats. We include several details and examples not found on this blog. Our course is also built into a community, so people ask questions, start discussions, and share their work in the lesson pages themselves, and we, along with other members, give feedback. Learn more here<\/a>.<\/li>\n<\/ul>\n
- Join Our Content Marketing Team<\/strong><\/a>:<\/strong> If you\u2019re a content marketer or writer and would love to do content marketing in this way, we\u2019d love to have you apply to join our team.<\/li>\n<\/ul>\n
- Paid Search Service<\/strong><\/a>:<\/strong> We started PPC services at Grow and Convert after seeing thousands of dollars of wasted spend in our client\u2019s Google Ads accounts (full story<\/a>). Specifically, we noticed that many paid search agencies focus their strategy around maximizing clicks and traffic and rely heavily on Google\u2019s automation tools. In contrast, we applied our well honed bottom of funnel strategy from SEO to paid search, where we take an active, manual approach to ensuring every campaign maximizes lead generation instead of click generation.<\/li>\n<\/ul>\n
- SEO and Content Marketing Service<\/strong><\/a>:<\/strong> If you want to hire us to execute a content-focused SEO strategy built around driving lead generation and sales, not just traffic, you can learn more about working with us here.<\/li>\n<\/ul>\n
- Using too much automation.<\/strong> Google offers many features for automating your ad campaigns that promise to optimize ad performance (e.g., dynamic ads, smart campaigns, broad match). However, in our experience, these tools inevitably make decisions that humans wouldn\u2019t. We\u2019ll use broad match (Google\u2019s tool for finding extensive lists of related keywords that your ads will appear for) as an example. Let\u2019s say a car rental agency starts with the keyword \u201ccar rentals\u201d. Broad match search terms might include \u201ccar rentals near me\u201d or \u201cvan rentals\u201d, which both have buying intent and could be good options. However, it might also include \u201ccar lease deals\u201d or even \u201cbike rentals\u201d. Neither of these keywords have buying intent for renting<\/em> a car<\/em> so the likelihood of either of them generating leads is quite low. We\u2019ve seen this happen countless times. <\/li>\n<\/ul>\n
- What’s the Average Conversion Rate of Different SEO Keywords<\/a>?<\/a><\/li>\n<\/ul>\n
- They are tactics to close leads, not bring them in.<\/strong> The job of marketing is to bring in qualified leads. It\u2019s the sales team\u2019s job to close the deal (with a good product demo, personalized follow-up emails, well-timed discounts, testimonials, etc.)<\/li>\n<\/ol>\n