Content marketing for imminent decisions, sometimes called bottom of the funnel content, is intended to:

  • demonstrate the superiority and the applicability of your product or service to the prospect’s situation,
  • underline the trustworthiness of your brand and the expertise within your company,
  • showcase the ability of your company to deliver on each client’s specific requirements, and
  • highlight that you will be available after the sale to assist them if needed.

At this point in the process, your sales team will already be dealing with a consumer or decision maker over the phone or by email.

Even more so than the other two stages in the decision-making cycle, there is a great deal to be gained by encouraging sales staff and creative marketing staff to work together at this point.

Your sales staff will have a much clearer picture of the concerns and pain points as they turn someone from being a prospect into a client. And the knowledge of prospects’ likely objections late on in the sales process will inform much of the content you produce for this stage.

What content marketing should be used for the bottom of the funnel?

At this stage, the prospect has now reconciled fully themselves to their need for your product or service – now it’s a matter of which company they trust to supply it.

The issues now dominating the minds of B2B decision makers and influencers are:

  • about the product or service and whether your solution is going to work for them as well as your sales team says it will,
  • determining the benefits that a purchase will bring to stakeholders within the company (for example, those involved in relevant departments in a business or, in the case of high-ticket B2C purchases, family members), and
  • how to present the case to buy a certain product or service to other colleagues involved in the decision making.

The most important breakthrough for your company at this stage will then be to encourage ongoing contact with a senior decision maker or influencer at the company (or the prospective client if you are targeting consumers) or the consumer for a B2C purchase.

As well as giving your company more control over the sales process, 62% of prospects believe that speaking with you or one of your employees is “very important” before making a purchase.

You may have already established who will be involved in a decision to proceed when you were in the middle part of the funnel. If not, you should make every effort to understand how the decision making process within that business (or that household works) so that content can be distributed to those decision makers and influencers.

For more complex B2B products and services with multiple decision makers and influencers, the content marketing you produce should enable your primary contact within an organisation to pitch what you’re selling on your behalf with belief and conviction.

The content marketing produced at the decision/action stage should be led by the conversations which your sales team are having with the client (if possible).

New content may be produced for each client and, although this may create a lot of work in the short-term, there is a high likelihood is that the content can be used again for future clients wanting to achieve the same outcome from a similar situation (although sometimes a document may require slight repurposing).

Later on, content produced to support sales staff can be remodelled into other types of content (including case studies) to extract more and longer-term value from your investment in that content.

The production of relevant content should be completed as quickly as possible after your sales team request it.

Statistics show that 74% of deals go to the company whose rep first demonstrated value in their sales presentation to clients. That adding of value is normally achieved through quality and custom content marketing bespoke to that potential customer.

If your customers buy from you online, 83% of purchasers need support before they go ahead.

13 types of content marketing you can use at the bottom of the funnel

All of the content at the bottom of the funnel should be focused on giving your sales staff the ammunition they need to close the sale as quickly as possible. Clients particularly appreciate content that seems to have be written or produced for them even though, in many cases, many of the types of content marketing below can be quickly and easily repurposed from existing material.

1. Testimonials

Social proof, in the form of testimonials, offers reassurance to prospects that your other customers have had a positive experience with your company.

If available, try to present testimonials to prospects from other consumers or businesses which are similar to the one you’re pitching.

Better than testimonials however are case studies…

2. Case studies

If you have any case studies which describe a situation close to the situation of a potential client currently making up their mind, they can be used to show this prospect how your products and services and any customisation you undertake when providing them successfully overcomes clients’ problems or helps them achieve their goal.

All clients, whether B2B or B2C, want their problem or opportunity locked at this stage and the more they can see others whom your products and services helps further solidifies the case in their minds for choosing your company.

3. Reviews

With all testimonials and case studies, you’re relying on customers trusting that these are accurate quotes and accounts provided by other clients of their dealings with you.

If your product or service has received favourable non-paid-for third-party reviews online (either via sites like Trustpilot or in mainstream or specialist media), these can be even more effective than testimonials because you’re not in control of the site containing the listings.

4. Freebies

As with the middle funnel stage, freebies (including a free trial of your product or service) may encourage your prospect to agree to go ahead particularly if there is some form of money-back guarantee if not completely satisfied.

If they do take you up on some form of freebie which allows them access to your products, services, or systems, you need to make sure they use them during the free period in order for them to see their value.

By giving away something free, even for a limited time, your client hasn’t yet committed because they’ve not spent any of their own money yet so it’s particularly important to continually engage and train during this period.

5. Webinars and online personalised demonstrations

Webinars are also useful at the bottom of the sales funnel if a client wants to see certain functionality in your product or service and have it demonstrated to them before proceeding.

If you do give a client free access to your products, services, or systems for a short time, you may wish to consider doing so via a webinar or, better still, an online personalised demonstration which shows the positive impact of what you sell to your client in real time.

6. Knowledge base

A knowledge base is a collection of how-to guides, step-by-step tutorials or videos, FAQs, and troubleshooting platforms posted on your website.

Your knowledge base provides immediate assistance to customers with minor enquiries and problems allowing them to find the solution for themselves without waiting for a customer service call back.

In addition, a knowledge base presents customers with an opportunity to learn more about what else your product or service can do.

Together with the promise of customer support over the phone and by email, an online knowledge base offers many hesitant buyers piece of mind that your company is committed to after-sales care.

7. Product updates

If your product or service has been changed or modified during the decision-making process, information to show how it has been improved may tip the customer into choosing you over a competitor.

This is especially so if your sales rep presents the update as part of your company’s ongoing product/service improvement programme.

Particularly with software and SaaS applications, clients value constant improvement and addition of functionality to the packages to which their subscribed. For the provider too, there is a competitive advantage in continual improvement and addition of functionality too.

8. Forthcoming upgrade notifications

As with product updates, if an upgrade to your product or service is imminent but not yet launched, sending information to your potential client on the additional functionality they’ll benefit from may also make a prospect more likely to say yes.

9. Pitch deck

As well as online via a Slide Share which benefits your search engine rankings, you can build a pitch deck for your sales team using the content (albeit slightly modified to relate to an individual client’s situation) you’ve created through your sales funnel.

With the notes made on individual clients made by your marketing and sales team, you can build a bespoke pitch deck for each presentation whose content is based on the pain points, the expectations, and the wants of each particular future customer.

10. Company philosophy statement

There will be many factors which determine the client’s final buying decision including their expectation of how they and their staff will be treated post-purchase and how quickly any issues will be dealt with once the sale has taken place.

For an increasing number, the “mission” of a company is important – why they do what they do and what philosophy underpins their approach to business, to clients, to suppliers, and to staff.

In addition, for millennial and Gen Z decision makers, a sense of social purpose is important as is a veneer of authenticity – a recognition of the impact of a company’s existence on the people it affects and the environment as a whole.

While far from the most important bottom of the funnel content, a company philosophy statement is useful to have as an extra sales weapon to use, having a similar value to the “About Us” section of your website in influencing a potential client’s purchasing behaviour.

11. Solution methodology demonstration

For products and services which are either created specifically for a client or which involve adaptation to an off-the-shelf product or service to meet a client’s perceived needs, many clients appreciate seeing your “solution methodology”.

This is an approach borrowed from project management where you demonstrate in a general sense your approach from finding out the nature of client’s issue or unexploited opportunity to providing a general solution for it.

At the bottom of the sales funnel, you could demonstrate your solution methodology in particular reference to the client you’re working with to show your unique approach to working with them. You will also have that document in back-up which could be anonymised and later used to show a client with a similar issue or unexploited opportunity your experience in your field of expertise.

12. Supplier/vendor comparison

Before any client buys your product or service, they need to feel trust in your company and, most importantly, your sales reps and the information they are presented with.

You’re likely to be pitched into a competitive scenario, particularly in the B2B space and the high-ticket B2C space, so, using your competitors’ literature and the knowledge of your own business, you can use a supplier or vendor comparison to demonstrate how well you compete on a variety of different aspects of importance to the buyer.

Of course, you can select which points of comparison appear on the matrix to accurately, if with a bias, demonstrate the benefits of dealing with your company.

Standard points of comparison on a supplier/vendor comparison matrix include:

  • Products/services description
  • Year established
  • Number of offices
  • Number of employees
  • Number of manufacturing facilities
  • Type of ownership
  • Revenue range
  • Distribution
  • Type of delivery
  • Contract terms
  • Payment terms
  • Annual cost
  • Average post-sale customer services engagement time
  • Average post-sale problem solving time
  • Online trust scores
  • Membership of professional organisations

13. Product comparison

As with the supplier/vendor matrix, you can construct a product comparison matrix containing each point of comparison which is favourable to you, favourable to the client, or, in the best of all worlds, both.

For example, if you work for a hotel chain and you’re pitching for a corporate travel contract or you wanted online consumers to be able to compare your rooms against a competitor’s rooms, you might choose the following categories from online reviews and/or customer feedback:

  • Level of service
  • Quality of sleep
  • Cleanliness of rooms
  • Cleanliness of hotel
  • Wi-fi performance
  • Quality of hotel restaurant
  • Hours bar remains open
  • Availability and price of car parking
  • Check-in time
  • Check-out time
  • Room service and hours
  • Manned reception
  • Average price per night

Creating bottom of the funnel content

At this stage, the consumer or decision maker is getting ready to commit to one company and one solution. On high-value B2C purchases and on B2B purchases where a product or service may have a company-wide positive or negative effect on operations and profitability post-introduction, there is a heightened level of cautiousness about making the final choice.

Now, you need to demonstrate your expertise, your adaptability, your creativity in fulfilling a client’s wishes while covering every pain point, and the fact that you won’t abandoned them after you’ve taken payment and delivered the product or service.

To work with our copywriters and marketeers on your bottom of the funnel content, please click here to email our content marketing and inbound marketing team.

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Great bottom of the funnel content increases the chance of making a sale

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