4 Professional Digital Advertising Methods for Changing Backside Funnel Prospects
30 second summary:
- In order to convert potential customers in the lower funnel, data-driven remarketing must be combined with product experience demonstrations, exclusive offers and relevant upsell opportunities. The first determines who to target while the remaining three explain how to target them.
- With dynamic remarketing on (Facebook and Google) you can target potential customers who have previously visited your website or app with a call to action to make an instant purchase.
- Product demos, customer reviews, testimonials, etc. work best when they are personalized. They show how your product can help a potential customer solve similar problems they may face.
- Use specials and discounts as last minute nudges to convert prospects.
- Cross-selling / upselling before you buy can work well if you don't use aggressive strategies.
The toughest prospects are at the bottom of the marketing funnel. The lowest level is the phase in which potential customers take the conversion action. That makes it a hot battlefield. At this point, the potential customer already knows all the options. Marketing to them is a matter of conviction and it gives them the final push to make a buying decision in your favor. There are no sales if you can't convert potential customers for the bottom funnel.
The further down the funnel a customer should position your product as the best possible solution they need. To do this, you need to combine remarketing with product experience demonstrations, exclusive offers and relevant upsell opportunities. The first determines who to target while the remaining three explain how to target them.
1. Remarketing / Retargeting Ads
The whole idea behind remarketing is to regain the interest of brand-conscious sales prospects and implement them next time. It's the perfect BOFU strategy and is best for e-commerce businesses. However, it's not as simple as it seems. BOFU remarketing should be aimed at an easy transition, and not just the prospect Learn more.
For example, if you have an ecommerce website, your retargeting strategy might include a call to action with a direct link to check out (if the prospect already has products in the cart) or to quickly add products to the cart (if any) they had previously only Searched your shop). The hot ones dynamic ads from Facebook (or dynamic remarketing from Google) and used by many ecommerce stores to serve ads containing products that people viewed on their website or app.
Source: Facebook Dynamic Ads Formats
When setting up remarketing ads using the Google Display Network or Facebook Ads Manager, you can set goals based on the actions you want customers to take, such as: For example, buy from your website or call your company directly (customers may need assistance to complete a purchase, especially in B2B marketing).
2. Demonstrate the implementation
The BOFU is your ultimate chance to stand up for your product and show not only why it is better than its competitors, but most importantly how it can help the potential customer.
When displaying testimonials and video demos, personalization remains inviolable. Show each prospect a review or demo that suits their specific needs. This works best if you have previously gathered some information about the prospect (in the TOFU and MOFU phases).
For example, if your product is targeting customers from multiple industries, you will see industry-specific use cases, demos, customer reports, and ratings. Prospects are more likely to be encouraged to make the switch when they see how your product has helped other people who had needs similar to theirs. You have to show them.
Source: A Hubstaff demo video is running on its landing page
Demonstrating implementation for B2B products is not limited to content, however. It can also come as a consulting offer. Consultations can help you gather valuable data and understand your prospect. Plus, you can directly break down how your product helps them solve their specific problems in ways that online ads can't.
3. Offer a discount or special offer
The BOFU's marketing aims to turn a potential customer into an irresistible proposition at the decision-making stage that offsets the balance of their beliefs about your product. Special offers can help you with that. For example, if you offer free delivery or free installation when your competitors are charging the same service, you can get many more customers / customers than usual.
Customers love discounts. According to the 2020 Valassis Consumer Intel Report60% of customers say that coupons encourage them to try new products, while 53% admit that coupons can make them choose a brand they would not normally patronize. Additionally, 72% prioritize saving money by using coupons / discounts.
While perhaps the most common strategy to get prospects to buy is not always effective. Especially in times like the holiday season, when there is no shortage of discounts. You need a clear plan to move forward and convert potential customers to the bottom funnel.
Discount pricing isn't just about throwing offers around at random. It requires careful strategy development. To make discounting successful, you need to know the type of special offers that will be best for your audience. A / B testing is useful here. It can help you determine if free shipping works better than a 10 percent discount, for example, or a giveaway for your audience.
4. Cross-sell or upsell before you buy
It does not seem intuitive to offer an additional (even more expensive) item to a potential customer if he is not yet convinced to buy the main product. Marketers usually wait for a lead to convert before selling it. Cross-sells / upsells before buying are difficult, which is why many marketers avoid them. You don't want to scare off an already convinced customer by asking them to spend more money on an expensive supplement. On ecommerce websites, cross-sells / upsells are usually displayed on the product page, cart page or checkout page prior to purchase.
To get it right, it takes a sure instinct. Cross-sell / upsell opportunities before buying must be:
- Relevant – They work best with complementary products.
- Easy to refuse – You want to appear as non-aggressive as possible to avoid turning off your prospects.
- Easy to Accept – W.If a prospect is just a click away from converting, lengthening the process can cause you to lose the prospect. Ecommerce businesses are now opting for one click upsells that don't add an extra step to the buying journey.
See the following examples. Both are cross-selling / upselling offers for relevant products. While the first lengthens the buying process but makes it very easy to decline, the second is more streamlined in both directions with its one-click checkout options.
Creativity is more important than intensity if you are looking to convert potential customers down the lower funnel. It's all about the impetus. This is the time to use all of the information you have gathered about the prospect during the customer journey to determine what moves them. Perhaps a 5% discount would work for a certain class of your audience while another section of the population needs to be persuaded via video demos. It all depends on the type of product you are offering and the type of audience you want to convert.
Guy Sheetrit is the CEO of Over The Top SEO, an award-winning marketing agency providing bespoke SEO marketing solutions for ecommerce, local and Fortune 500 companies. He can be found on Twitter @guysheetrit.