Bottom of Funnel, or BoFu, refers to content created for, or marketing actions performed during, the purchase stage of the buyer’s journey. It is named in reference to the, or bottom, of an organization’s sales funnel. Some examples of BoFu include consultations and live demos.
Types Of BoFu Techniques
At this point in the sales funnel, prospects are well-educated about how their pain points can be addressed, so BoFu should emphasize why your offering is the best when compared to your competitors.
One of the most effective BoFu techniques is the free trial, as it gives prospects the chance to experience how your company’s offering can remedy their problems first-hand, without any sort of commitment. Advising them on the various aspects of a solution’s use, and encouraging questions or feedback, further builds the sales relationship.
While free trials are traditionally for software and digital products, a live demo, whether in-person or via video, can be hosted for any type of offering. Live demos are great venues to answer contextual questions, such as technical or maintenance inquires, and to better highlight any specific features or functions that the potential customer may find valuable.
While conversations are likely to get more sales-centric, remember that the prospect is still the one who decides when they’re ready to buy.
How Long Do Prospects Stay In The BoFu Stage?
The logical ending of the buyer’s journey is that the potential customer becomes a full customer when they purchase your company’s solution, and your relationship continues with a slightly different dynamic.
However, it’s possible that prospects will stay in the BoFu stage for a significant period of time. Perhaps organizational priorities have changed, new challenges need to be addressed, or they’ve simply decided against making a purchase at the moment.
These types of circumstances are common, and it’s important to follow up about them so as to be kept in the loop about a potential decision down the line.
Don’t be afraid to be persistent in a respectful manner and keep the conversation going. If a potential customer has delayed their purchase or decided against making one, their pain points likely still exist.
The Purchase is Not The End
Sometimes customers buy one thing and then move on. Maybe there is no opportunity for repeat business, or they’ve become confident enough in their abilities to use your solution due to your lead nurturing efforts that they need no additional support.
Even after the purchase, your relationship remains important. Customers may want to refer your offering to others in their field, or they may even become advocates for your brand. Earned media, like public reviews or social media posts, is some of the most treasured material for any company, and can attract new prospects to the sales funnel without additional effort on the part of your company.
With every successful sale, you further establish that your solution helps to solve problems.
Ask new customers to take part in interviews or case studies, and with this fresh material, start again at the top of the funnel. Much as the purchase is not the end of the relationship, your company is not going to be successful with just one sale.