Whether you’ve experimented with content for a while now, or your SaaS company has just started building a new digital strategy, you’ve probably heard the term “sales funnel.”
Also known as the “marketing” or “conversion” funnel, the sales funnel has been around for years, helping marketers figure out how to attract and convert their customers. No matter what your business goals entail, the funnel is vital for any profitable business.
The question is, how do you get from the top of the funnel to the bottom? More importantly, why is bottom of the funnel content so crucial to SaaS brands, and how can you create the material that motivates and inspires your buyers?
Welcome to your definitive guide to bottom of the funnel content.
What is Bottom of the Funnel SaaS Content?
The sales funnel has three separate sections:
- The top of the funnel: Where keyword research helps you raise awareness for your brand.
- The middle of the funnel: Where you convince your customers you have a solution to their problems.
- The bottom of the funnel: Where you convert your leads into those all-important sales.
People who encounter your SaaS brand at the top of the funnel have a long journey ahead before they become paying customers. While every component of the funnel plays its part in optimizing conversions, the bottom of the funnel content or “BoFu,” is where you use all of your most successful tricks to convince prospects to take that final leap and invest in your service.
74% of companies say content marketing increases the quality and quantity of the leads they get. However, your content can also increase your chances of turning those leads into sales. All you need to do is figure out which kind of content creates the trust you need.
The Crucial Types of Bottom of the Funnel Content to Consider
Bottom of the funnel saas content comes in many different forms. Anything from an eBook, to an email drip campaign, can guide your prospects off the fence and into your checkout page.
The trouble is, 65% of B2B marketers struggle to determine which content is effective at specific times in the buyer’s funnel.
Fortunately, we’ve got you covered. Here are the best bottom of the funnel SaaS content options to consider (along with examples!)
1. Help Desk Articles and Blog Posts
Blog content creation is a top priority for 53% of marketers.
Blogs help customers to find your brand, but they can also drive sales if you cover the right information. Helpdesk articles and how-to posts increase confidence in your service by showing clients how they can solve their problems with your offering.
To create the best help desk bottom of the funnel content, ask your sales team for the most common issues and questions they face from customers. For instance, do your customers have a hard time setting software up? Show them your solution is easier to use than your competitors with a quick article packed full of useful pictures and actionable tips.
The aim here is to show how your service is better than the competition, and how you can deliver more value to your target customer. Speak directly to the concerns of your buyers and put their mind at ease. Check out Campaign Monitor’s in-depth help desk articles, for example, the automated email article below shows customers how to instantly set up workflows with a simple step-by-step process:
2. Case Studies
Case studies are particularly valuable for bottom of the funnel SaaS content because B2B customers are continually searching for proof they’re making a good investment. When you’re selling to other companies, you need to show them first-hand that your product will work for them, and case studies are a great way to do this. 78% of B2B buyers use case studies when researching purchases.
Make sure the studies are available on your site, and referenced during your emails and blog posts, but don’t force them on your visitors. Case studies should be there for when your prospects need extra information to make their decision. For instance, Intercom has a case study on their site showing how Copper (previously Prosperworks) generated 19 new opportunities in a month with their software.
3. Product Tours and Demos
People at the bottom of the funnel already know all about your company. However, they may still feel a little uncertain about things like unique features or ease of use. An interactive product tour is a great way to eliminate unnecessary fears.
If you don’t have the time to guide your customers through your content in video form, you could go one step further and give them a free trial or demonstration instead. Discounted trial periods are perfect for people just on the edge of conversion. Your SaaS consumers will be able to get hands-on with the software they’re considering, before making a long-term commitment.
Dropbox Business is an excellent example of a company using the product demo strategy for their bottom of the funnel saas content. Dropbox offers a 30-day free trial to anyone who wants to try their cloud storage software.
4. Whitepapers, Reports, and eBooks
White Papers and eBooks usually show up at the front of the funnel, or in the middle, when SaaS companies want to generate leads. A free download is a great way to convince someone to hand over their email address, so you can continue to contact them in the future. Long-form content generates 9 times more leads than short-form posts.
However, well-produced eBooks and white papers are also excellent at the bottom of the funnel, because they give your business extra credibility. For instance, this ProfitWell whitepaper on the importance of statistics for SaaS executives sets ProfitWell apart as a thought leader in their industry. You’re far more likely to buy from someone who seems to know everything there is to know about your sector.
5. Drip Email Campaigns
It takes multiple touches to transform a lead into a sale (usually between 7 and 13). If you want to keep in touch with your prospects without being “overly” clingy, a good option is to start a drip email campaign. Automated emails allow you to drip your bottom of the funnel SaaS content out to potential customers over an extended period, moving them gradually to the point of conversion.
Salesforce uses drip campaigns to send personalized follow-up messages to people who have already signed up for their free trial. A follow-up could remind a customer to convert after their free trial runs out. Ongoing campaigns that spotlight great features and speak to user pain points encourage them to take advantage of the benefits you’re offering.
6. Product Updates
Product updates are ideal methods of keeping in touch with your customers through simple pieces of bottom of the funnel content. A product update doesn’t have to provide your prospects with pages of information, it just reminds them quickly of all the benefits you offer, and the upgrades you’re making to your SaaS system every week or month.
Remember, when introducing your product updates, don’t just look at the new features, explain what they do, and how they can help your target customer . If you’ve struggled to gain leads in the past because your product didn’t have an API integration, show them the new integration option will make their software more extensible. If possible, include stats or quotes from a case study within your emails too! This is what Trello did with their Trello Custom Fields update:
Finally, webinars are a proven lead generation tactic, but they’re also excellent at supporting bottom of your funnel conversions too. If you don’t have time to create webinars right now, but have a selection you’ve used for lead generation in the past, why not add them to your website? Making your webinars freely available will give customers another form of content to explore when making their purchasing decisions.
AdEspresso offers dozens of fantastic webinars for people who need more information for their purchasing decisions. You can use the series of videos to discover how to get started with AdEspresso, and what you can do with the software when you have it.
3 Quick Tips for Killer Content
76% of B2B marketers blog, while 73% regularly publish case studies. Despite this, many organizations still don’t know how to use bottom of the funnel SaaS content.
Although there’s no one-size-fits-all strategy to the ideal bottom of the funnel content, you’ll notice all the examples covered above had one thing in common: they’re all helpful, valuable pieces of information. If you want to encourage customers to buy, you need to prove your value.
1. Start with a Strategy
The best way to begin is to create a specific content marketing strategy that resonates with your target audiences pain points, and what might hold them back from making a purchase.
Great bottom of the funnel content often aligns with the core USPs of your offering. This means you’ll need to craft a point of difference in your material and challenge any negative assumptions your prospects have. Use your content to drive home the real value of your business.
2. Be Data Driven
B2B customers are obsessed with data and statistics. Studies show 72% of customers turn to Google to help them make decisions all the way through to the point when they make a purchase.
Your bottom of the funnel content needs to provide solution-oriented information addressing your audience’s most pressing issues with quantifiable facts and figures. The more factual information you provide about your brand, the easier it will be for a B2B buyer to present your solution as the best option.
3. Continue Nurturing After Conversion
Finally, remember if your chosen bottom of the funnel content works and encourages your prospect to complete a sale – your work isn’t necessarily over. Just because you’ve successfully completed a conversion doesn’t mean you should stop nurturing your sales. After someone buys something from you, provide them with additional content about how to make the most of your software.
Staying in touch with customers is what turns single one-off sales into repeat customers. You can also use your relationships with existing buyers to create advocates for your SaaS brand. These advocates will recommend your software to others and provide you with case studies to use in your BoFu content.
Let’s Get to the Bottom of Bottom of the Funnel Content
The marketing funnel seems like a complicated thing at first, but it doesn’t have to be.
If you learn how to master the bottom of your funnel and the content you use to transform prospects into conversions, your business will begin to grow in no time.
Just remember like all things in the marketing world, you need to tailor your strategy to suit your company.
Pay attention to the performance of your campaigns and tweak your strategies as you learn more about the kind of content your customers respond to best.
Used correctly, bottom of the funnel saas content can be great for your bottom line.