At the bottom of the marketing funnel, you’ll find the most valuable prospects — the ones ready to purchase. These are the leads that sales teams love, and as a marketer, it’s your job to help them along their journey toward becoming customers.
Creating a lower-funnel marketing campaign is all about targeting these high-value leads and using tactics that will drive conversions. In this article, we’ll take you through a step-by-step guide to crafting an effective lower-funnel marketing campaign.
Step 1: Define your bottom-of-funnel objectives.
Before you can begin creating your campaign, you need to clearly define your objectives. This will help guide your strategy and ensure that all of your efforts are aligned toward achieving specific goals. Some common objectives for lower-funnel campaigns include:
- Increasing sales for a specific product
- Decreasing cart abandonment rates
- Promoting a specific product or service to a targeted audience
- Encouraging repeat purchases from existing customers
Realistically, you’ll probably have all of these goals. The point is, segmenting them ensures you can take a targeted approach to each one and drive better results overall.
Step 2: Identify your target audience.
Figuring out who your messages will reach is a crucial step in bottom-of-funnel marketing. It isn’t as simple as identifying everyone who’s about to make a purchase, though. You want to ensure the right customers are considering a purchase. If they aren’t, you won’t retain them long-term.
You have to create buyer personas — fictional representations of your ideal customers based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
Here’s a brief guide on how to create them:
- Gather data. Start by collecting demographic and psychographic information about your existing customers. This can include age, location, job title, industry, and any other relevant details.
- Identify your customers’ needs. You can find out what they’re buying your product to do by looking at customer feedback, surveys, and social media discussions.
- Analyze their behavior. What channels do they use? What prompts them to make a purchase?
- Create profiles for different buyer groups. These should include all demographic info, goals, challenges, and behavior traits.
Remember, the accuracy of your personas will influence the effectiveness of your marketing efforts, so invest the necessary time to get them right.
Step 3: Craft targeted messaging.
With your objectives and audience in mind, it’s time to craft the actual message that will resonate with your target audience. Keep these tips in mind:
- Your messaging should be personalized. Use data from your personas to tailor your language, tone, and content to their specific needs and interests.
- Focus on highlighting the benefits of your product or service, rather than just its features. How will it make the customer’s life easier/better/happier?
- Use social proof to build trust with your audience. Testimonials, reviews, and user-generated content can all be powerful tools in convincing leads to convert.
- Utilize urgency and scarcity tactics to create a sense of FOMO (fear of missing out) and encourage immediate action.
The exact messaging will depend on your target audience and objectives, but these general principles can be applied to most lower-funnel campaigns.
Step 4: Choose the right channels.
There are many different channels you can use to reach your target audience at the bottom of the funnel. Some effective options include:
- Email marketing (cart abandonment emails and personalized promotions/product suggestions)
- Retargeting ads (paid search, CTV, and social media)
- Personalized landing pages
- Product comparison pages
- User-generated content on social media and your website
- Case studies, how-tos, and testimonials (text and video)
Again, your buyer personas will come in handy here. Consider which channels your target audience is most active on and what delivery methods are most likely to grab their attention.
Step 5: Test, track, and optimize.
A crucial step in any marketing strategy, especially lower-funnel campaigns, is tracking the performance and optimizing accordingly. It allows you to understand what’s working, what’s not, and how you can improve your strategy for better results.
Here are some steps to do that:
- Set up tracking pixels and UTM parameters. By placing tracking pixels on your website and adding UTM parameters to your campaign URLs, you can track user behavior and see how people are interacting with your ads or content.
- Use analytics tools. Tools like Google Analytics and Adobe Analytics can provide valuable insights into how your campaigns are performing, including click-through rates, conversion rates, bounce rates, and other important metrics.
- A/B test your campaigns. This involves creating two versions of a campaign (A and B) and testing them against each other to see which one performs better. You can A/B test different elements of your campaign, such as your call-to-action, headline, or images.
- Monitor your competition. Keep an eye on what your competitors are doing. By monitoring their campaigns, you can gain insights and inspiration to improve your own.
- Regularly review and adjust your strategy. Don’t make the mistake of setting and forgetting your campaigns. Regular reviews will allow you to make necessary adjustments and continually optimize for better results.
Remember, the goal of your lower-funnel marketing strategy is to convert leads into customers. By tracking and optimizing your campaigns, you can ensure you’re doing just that. But don’t forget about the importance of creating and targeting personalized messaging and understanding and catering to your target audience’s needs and interests. With a strategic and data-driven approach, you can see success in your bottom-of-funnel efforts.