Bottom Of The Funnel – Convert Prospects Into Customers [2023]

The Bottom Of The Funnel (BOFU) is the third stage of a advertising funnel, the place you goal to transform potential purchasers into prospects.

At this stage, you might be to create content material that immediately encourages your prospects to take motion utilizing sturdy CTAs and promotional campaigns.

According to, BOFU content material can obtain 25 instances increased conversions than TOFU content material.


Their examine determines that every stage of your advertising funnel has mounted objectives you have to respect. This means don’t anticipate a lot conversion from TOFU or MOFU. Their most important objectives ought to at all times be site visitors era and lead nurturing. At the identical time, BOFU content material ought to be created with excessive conversion however decrease natural site visitors in thoughts.

In this text, you’ll study why you must also deal with BOFU content material moreover TOFU and what sort of content material it’s best to create as a part of your BOFU advertising plan.

So, let’s start.

Why Is BOFU Content Crucial For Your Marketing Funnel?

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Suppose you wrote numerous articles and began producing an enormous quantity of site visitors. But in case your conversion charge is beneath 3%, then you might be in all probability dropping numerous potential.

Let me clarify.

In a advertising funnel, the three levels have their very own benefits, however you’ll solely take pleasure in success for those who can interconnect all of them in the correct manner.

So, reasonably than focusing solely on one stage of the funnel, try to be planning all three levels for a similar target market when planning content material. That manner, it is possible for you to to interlink and switch site visitors from one stage to the opposite in a wholesome ratio.

Let us take a look at an instance when it comes to weblog content material.

We created an article, “5 Benefits Of A Virtual Tour For Real Estate Businesses,” which acquired us numerous new natural site visitors.

Next, we created one other content material, “How To Create A Virtual Tour For Real Estate Properties?” and interlinked this into the earlier article on the conclusion. This content material acquired its personal natural site visitors, and, on the identical time, it began to get site visitors from the individuals who go curious after studying the earlier article.

Finally, we created a conversion-optimized touchdown web page to your product, WPVR, and interlinked it with the second article. This touchdown web page additionally ranked fairly nicely on SERPs and began getting extra guests because of the interlink.

To see how these acted as 3 levels of the advertising funnel:

Top of the funnel content material: “5 Benefits Of A Virtual Tour For Real Estate Businesses,”

Middle of the funnel content material: “How To Create A Virtual Tour For Real Estate Properties?”

Bottom of the funnel content material: “WPVR – No. 1 Virtual Tour Creator For Realtors”

As per stats, the first article achieved over 1200 new natural site visitors per 30 days, with 0.2% site visitors that instantly transformed to a buyer. However, 15% of those folks clicked the hyperlink and entered the second article.

The 2nd article achieved about 700 site visitors per 30 days in whole, with a 1.3% conversion charge. About 25% of its site visitors clicked on the touchdown web page.

The touchdown web page delivers about 3.5% conversion charge in whole. (It will get much more site visitors as we interlink it within the conclusion of most of our associated MOFU content material.)

Here, you may see how interlinking helped to switch site visitors between every stage. However, the touchdown web page transformed far more than different types of content material.

This is proof that you have to have BOFU content material so that you’ve got the possibility to transform a few of the site visitors you generate on different levels of your advertising funnel.

Types Of Bottom Of The Funnel Content

At the underside of the funnel stage, your prospects are gross sales certified, and your most important goal is to make them take motion. So right here, you might work on content material that acts as direct options, case research, or proof of worth for cash to your merchandise/providers.

Following are a few of the mostly used Bottom Of The Funnel Content:

Product Demonstration MoviesYou might create movies to showcase how your product works and clarify its use circumstances. People who’re searching for an identical software might convert in case your product meets their necessities.

Comparison Pages and ArticlesYou might examine your software program or service to different accessible options, which can assist patrons eliminate doubts or conversions.

Webinars or WorkshopsYou might host webinars or workshops to your focused viewers the place it is possible for you to to showcase your experience and pitch a proposal. Again, workshops are a good way to get folks used to your steerage so that you could be provide your providers on the finish of the occasion.

Long-Form Sales PagesLong-form gross sales pages are a good way so that you can create a one-web page funnel and function BOFU content material to your advertising funnel journey.

Promotional Email CampaignsAny electronic mail campaigns the place you ask folks to purchase your product or take your service will fall into this stage.

Product Sales PageWhether or not it’s a touchdown web page or a particular gross sales web page with a VSL, gross sales pages are extra direct and aimed toward changing prospects.

Customer TestimonialsIf you may gather real buyer testimonials, they are often nice property to transform prospects.

How To Plan BOFU Blog Content The Right Way

Let us take a look at how one can plan on creating BOFU weblog content material.

Suppose you’re a digital video studio and wish to create content material for the underside-of-the-funnel stage. Following are the steps you might comply with.

Step 1 – Identifying Keywords For The Right BOFU Search Intent

Conduct key phrase analysis to search out the perfect key phrases it’s best to goal. You might do that by discovering key phrases that immediately confer with your services or products (or their options). You may do a reverse search in your rivals to search out what key phrases they’re rating for. Eventually, you discover a listing of key phrases for which you wish to rank increased to get extra attain from potential purchasers.

However, which key phrases will be thought-about TOFU or which key phrases will be thought-about BOFU will rely upon the search intent.

Let me clarify.

A single key phrase can have various associated key phrases. Together, they are often known as a single key phrase cluster. From every cluster, it’s worthwhile to differentiate which key phrases have informational and business intent.

For instance, for those who take a look at the key phrase “Local search engine marketing,” you’ll discover associated key phrases, corresponding to “native website positioning providers,” “native website positioning knowledgeable,” “native google website positioning,” “native website positioning optimization,” and so forth.

Now, observe which content material is rating within the high 3 for every of those key phrases. You will discover some are aimed toward educating folks solely, whereas others are extra services or products centered. For instance, the time period “Local search engine marketing” will generate numerous informational content material to show folks what “Local search engine marketing” is and the way it works. But for those who seek for “Local search engine marketing Services,” you’ll both get web sites of corporations that provide native search engine marketing providers or listicles highlighting the perfect native search engine marketing providers. So, the primary one will be focused utilizing TOFU or MOFU content material, whereas the latter can be utilized as BOFU content material.

So, for every cluster, plan a couple of TOFU & MOFU content material, after which select at the least 1 business key phrase with which you’ll put together BOFU content material.

You might use Ahrefs or SEMRush to conduct the key phrase analysis and establish these key phrases.

Step 2 – Define The Content Plan & Interlinking Journey

Next, you might determine the headlines and goal audiences for every of the key phrases you chose by observing the opposite articles that rank for a similar key phrase.

From there, analyze the content material define for the highest 3-5 content material for every key phrase and discover out what subjects you have to cowl in your content material. Then outline the define. Do the identical for the remainder of the deliberate articles.

You might use Ahrefs SEOChecker to look at the competitor content material outlines.

And then, determine which article you’ll interlink to every article. This will rely upon the journey you create. For instance, you might plan 4 articles:

What is Local search engine marketing?

How To Implement Local search engine marketing Step by Step?

How To Optimize An E-Commerce Store For Local search engine marketing?

Case Study: How Local search engine marketing Services Helped XYZ To Grow 2x Times!

Here, on the first article, you might interlink to each the 2nd and third articles.And then interlink the 4th article into the 2nd and third articles.Finally, hyperlink to your Landing web page for providers or gross sales funnel within the 4th article.

If you could have this journey deliberate, the content material will make extra sense and can rank nicely for the correct viewers.

Step 3 – Execute And Publish the Bottom Of The Funnel Content

Maintain a content material calendar and begin engaged on creating your deliberate articles.

Have clear deadlines for every article and goal to have excessive-high quality content material that may simply outweigh different rating content material for a similar key phrases.

To generate high quality content material, you might use a mixture of private expertise and ChatGPT.

In the BOFU content material, you must add further information associated to make use of circumstances, stats, or outcomes in order that your content material can truly show that the answer you might be proposing will work.

In the execution course of, you might wish to begin with the BOFU content material after which transfer up the levels. This will assist to take care of high quality interlinking from the get-go.

Bonus: Crucial Part Of BOFU Content Planning

When planning content material, whether or not blogs, movies, and even electronic mail campaigns, you have to first do an intensive competitor evaluation to see what works for them.

Find out their greatest-rating articles, high-seen movies, social posts with the very best engagements, and many others., to know what sort of content material is sweet to work on.

At the identical time, discover out from the SERPs what sort of content material will get the very best rankings for every key phrase. For instance, we have now a weblog on “How To Create A Virtual Tour” on the web site of our different plugin. When we analyzed its efficiency, we observed {that a} video is getting the highest rank for a similar focused key phrases. Hence we determined to create video content material for a similar matter as nicely.

So, conducting efficient competitor analysis is essential to determine what sort of content material to provide for profitable BOFU advertising.

Tools and Resources to Help with Bottom of the Funnel Marketing

You have to rely extra on analytical and analysis instruments at this stage.

Keyword Research and AnalysisYou can use Ahrefs to dive deep into key phrase analysis, revealing these with excessive intent, and analyze search outcomes for an intensive aggressive panorama evaluation. For key phrase variations, search volumes, and competitors insights, each natural and paid, you need to use SEMRush to refine your methods.

Content Creation and OptimizationCrafting content material that resonates together with your viewers requires precision and readability. Use Grammarly to make sure your content material is polished and mistake-free, elevating its professionalism and credibility to new heights. Plus, use instruments corresponding to StoryChief and RankMath that will help you preserve content material calendars and optimize content material.

Landing Page with CTA CreationYou might create a gross sales funnel with a customized touchdown web page to advertise your core services or products. In this case, you might use WPFunnels.

Email Marketing and AutomationYou will want a software that you could be simply use to plan electronic mail campaigns and arrange electronic mail automation with out a lot trouble. You might use Mail Mint for a self-host electronic mail & lead administration expertise, and you may additionally take a look at different nice instruments corresponding to Encharge or ConstantContact.

Hosting Webinars or WorkshopsYou might use instruments corresponding to Zoom, WebinarJam, or Restream (together with Youtube stay) to host webinars.

Final Thoughts

As we wrap up this newbie’s information to the advertising funnel, it’s clear that the underside of the funnel (BOFU) is tremendous essential to deal with in your funnel journey. This is the place you’ll convert prospects and generate income.

So go forward and overview your complete advertising funnel and discover out which space you’ll have a spot in. In most circumstances, folks fail to do correct interlinking and infrequently don’t produce BOFU content material for sure key phrase clusters.

Optimize your backside of the funnel advertising content material plan and begin changing extra.

If you suppose you might be prepared with the right plan and wish to begin creating funnels, then go forward and use WPFunnels & Mail Mint to construct gross sales funnels & lead era funnels, and automatic emails.

Try WPFunnels & Mail Mint now.

Sakiba Prima

About Author

Sakiba Prima

Prima works as a technical content material author at Get WPFunnels with a robust enthusiasm for WordPress & WooCommerce. She likes to study and write about WooCommerce Plugins, Sales Strategies & Sales Funnel Builders.