Lead Generation Third Step: Decision
You’ve created great content, made consistent efforts in SEO, held webinars and put together white papers. You’ve chatted with your leads, fielded their questions and gotten to know them. You’re so close to the finish line. What’s the final step to get them to convert?
Once you’ve reached the decision phase of the funnel, the stakes can feel much higher than before. After all, you’ve invested a tremendous amount of time, energy and capital to get to this point. However, try not to let the pressure get to you. You’re now looking at a short list of leads who are keenly interested in your product and are about to make a buying decision. Your job is simply to give them a gentle nudge in the right direction.
The bottom of the funnel, also known as “BoFu”, is where things get exciting. Some of your prospects may proactively convert without any additional action on your part. However, the majority will need an additional, specific reason to buy your product or sign up for your service.
You’ve already crafted a ton of content and have engaged with your prospects on social media. Depending on your product vertical, you may have had several phone calls with them as well. So what else can you do at the BoFu stage to move them over the finish line? As in the MoFu stage, the answer is targeted content.
To make your content as effective as possible, consider the psychology of your leads. They are already very interested in your product. But something is preventing them from taking the leap. Maybe it’s price, maybe it’s social proof, or maybe it’s a detail you haven’t even considered. If you’re able to identify the remaining pain point(s), getting your leads to convert will be that much easier.
It’s also possible that your leads need a bit more hands-on time with your product. Offering a live demo can do wonders for your brand.
In lieu of a demo, here are some recommendations for targeted content to address any lingering pain points – and finally get your leads to convert.
- Create a pricing or features chart that directly compares your services with those of your competitors. Of course, this method works best if your product or service truly outcompetes others across a variety of dimensions.
- Put together a comprehensive FAQ that addresses any outstanding questions or concerns that your leads might have.
- Share testimonials from other satisfied customers. Remember: social proof does wonders for any brand.
That sums up our overview of how to move leads through the marketing funnel, from ToFu to MoFu to BoFu, and finally to paying customers. This was a high-level exploration of the marketing funnel, and we didn’t dive into the details. In the future, we’ll look into more specific strategies for content creation advice in different stages of the funnel.
As always, remember to check back in on the MediaGo blog for the latest in digital advertising advice.