Winning the lower funnel | Personalized content significantly improves conversion rate
Personalized content boosts conversion rate
The potential users who have gone through the upper and middle funnel will eventually enter the final stage of the marketing funnel – the lower funnel. Users at this stage often only need a small push to take action and make a purchase. However, to truly understand the marketing concept of the lower funnel, it is necessary to combine it with the upper and middle funnel because the lower funnel is inseparable from them. To make users make decisions as soon as possible, it is important to emphasize the outstanding features of your product or service and why it can be their best choice. This depends on whether the user base laid down in the first two stages is solid.
Imagine this scenario: you go to an electronics store to buy a TV and you already have a preliminary understanding of the specifications and model of the TV (upper funnel). After further evaluating your needs and learning more information (middle funnel), you enter the stage where the lower funnel comes into play. The salesperson may talk to you and provide corresponding encouragement to buy, such as further emphasizing the advantages of the product and offering free delivery service upon placing an order, in order to drive your decision to make a purchase.
However, for digital marketers, encouraging users to place an order and make a purchase through the screen can be ineffective. How can they effectively drive users to make a purchase decision and turn them into loyal fans of the brand?
This is the key moment when the lower funnel comes into play. In this article, we will share the strategies used by successful lower funnels, evaluate key performance indicators, and provide exciting case studies in the hope that you can be inspired.
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What is lower funnel marketing?
The bottom funnel marketing is the final stage of the entire marketing funnel. Its purpose is to guide users to place orders. In this stage, content that can motivate potential users to take purchasing actions can be provided. Since users have already interacted with the content of the upper and middle funnels in the early stages, they have developed a certain level of trust in the brand. Therefore, providing highly personalized content in the bottom funnel can more effectively attract users who have already shown interest in the brand. The most important point is that the content in the bottom funnel marketing is intended to help potential users understand why your product or service is the best choice to meet their needs.
Cleverly utilizing the bottom funnel to increase conversion rates
The bottom funnel marketing strategy is crucial for increasing conversion rates and revenue. Below are five clever strategies for effectively attracting potential users in the bottom funnel stage:
Bottom funnel ads: Ads target users who have already shown interest in the product or service, with the aim of increasing conversion rates. For example, retargeting ads can play ads to users who have visited a shopping website or added items to their shopping cart but did not make a purchase for various reasons. The ads can be customized to offer targeted discounts or other incentives to encourage users to make purchases. Customized emails: In the middle funnel marketing, marketers customize marketing information for each user, such as addressing them by name at the beginning of the email or creating a “user profile” to collect personal information. In the bottom funnel marketing stage, we can fully utilize the information obtained in the previous stage to customize different content for specific users. For example, provide targeted product recommendations based on user interests and behavior, while offering special discounts. Product demonstrations: Product demonstrations can showcase the value of the product or service in all aspects, highlighting key points that perfectly match the user’s needs. The demonstration content can be pre-recorded video content or live demonstrations. This method can answer users’ questions in all aspects, dispel their concerns, and make purchasing decisions as soon as possible. User comments and recommendations: User comments can effectively increase the conversion rate of the bottom funnel. Displaying user expressions of satisfaction or recommendations can help advertisers build trust among potential users. Offering limited-time discounts: Limited-time discounts can create a sense of urgency, and users may rush to make purchases because they don’t want to miss the limited-time discount. There are many forms of discounts, including limited-time promotions, discounts, free shipping, etc.
How to Create Bottom Funnel Content?
Creating bottom funnel content is not difficult, but adopting different content forms in different industries can maximize marketing effectiveness. The following are suggestions for creating bottom funnel content for different industries:
E-commerce industry: Creating product videos, product size charts, or content that showcases product advantages and features can effectively attract potential users’ attention. Fully displaying and explaining the product helps potential users better evaluate whether it meets their needs. If the product can perfectly meet their needs, they will be happy to place an order. In addition, user reviews or recommendations can be attached to the content to create a good product reputation. Software as a Service (SaaS): Sending personalized emails to potential users and tailoring email content to them, such as providing parenting experience for new mothers and introducing baby products at the appropriate time, or recommending the latest discounts on previously browsed products based on personal preferences. B2B industry: B2B purchasing behavior requires decision-making at multiple levels, so it is more difficult to convert potential users compared to B2C. Case studies can be used to showcase how companies help other companies in the same industry. In addition, white papers can provide valuable insights and expert advice; webinars or other online events can help potential users make purchasing decisions by providing follow-up emails or free consultations.
How to Evaluate the Effectiveness of Bottom Funnel Marketing Activities
In addition to typical indicators such as conversion rates, cost per acquisition (CPA), and return on investment (ROI) mentioned in mid-funnel marketing, the following key indicators can be used to measure the effectiveness of bottom funnel marketing:
Customer Lifetime Value (CLV): The total value of CLV users in the brand journey, including their purchase amount and their brand recommendations to others. By measuring CLV, we can evaluate how to obtain the long-term value of new users through lower funnel marketing activities.
Lower Funnel Marketing Case Studies
1. Marc O’Polo – Outbrain Helps Improve ROAS
Marc O’Polo, one of the leading high-end leisure brands, achieved a return on advertising spend (ROAS) of up to 1500% by using Outbrain’s Conversion Bid Strategy (CBS) to optimize their advertising campaigns through algorithms and machine learning.
Outbrain’s Conversion Bid Strategy (CBS) helps brands target high-value potential users and maximize conversion rates within budget.
2. Vivo – Outbrain Provides Content Recommendation Services for Its Browser Information Flow
Vivo is a technology company driven by design, with smart terminals and smart services as its core. In cooperation with Outbrain, Vivo fully utilized Outbrain’s OB News product, which relies on Outbrain’s global high-quality media network information source to help partners obtain high-quality content from the media network within the rated cost, generate information flows, and use reliable native content to achieve profitability. Through non-intrusive news and native advertising formats, Outbrain’s partners can choose content that matches their audience’s interests from a variety of categories.
Upper Funnel Marketing vs. Lower Funnel Marketing
Now that we have completed the entire marketing journey, in order to better understand lower funnel marketing and how it can help brands throughout the marketing funnel journey, we can compare it with the upper funnel stage. At that time, users had just come into contact with the brand through the upper funnel, making it possible to intuitively compare the differences between the two.
Here are the differences between top-of-funnel marketing and bottom-of-funnel marketing in terms of objectives, audience, and content:
The objective of top-of-funnel marketing is to increase brand awareness and attract users’ interest in the brand or product. The focus of bottom-of-funnel marketing is to convert potential users into paying customers.
Top-of-funnel marketing typically targets a broad audience who may not be familiar with the brand or product. The focus at this stage is to attract potential users’ attention as much as possible and introduce the product or service to them. Bottom-of-funnel marketing is more targeted and the users who reach this stage often have a strong interest in the product. The focus at this stage is to help users understand why your product or service can meet their needs.
The content in top-of-funnel marketing usually provides information that can draw potential users’ attention, introduce the brand or product to them in various forms such as blog posts, social media posts, infographics, or video ads. The content in bottom-of-funnel marketing is more focused on demonstrating the value of the product or service itself, aiming to encourage potential users to place an order and make a purchase. The content includes product demonstrations, case studies, user reviews, and personalized emails.
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