We are on the last stage of breaking down the content funnel. Previously we have looked over how you can create strategies for TOFU Content and MOFU Content. In case you have not read our previous blogs, read them now.
Coming to the final straw, BOFU content.
Before moving ahead, remember that BOFU content will determine your conversions. If you have aced BOFU, you will have a higher percentage of conversions.
At this stage, your customer is aware of the problem, they are educated about your product and how it can solve their problem. This is where they make the final decision whether they will make a purchase or not.
In this stage, they are evaluating their options.
With BOFU content, we aim to convince them that your product is the best possible choice they can make out of all available options.
To create such convincing content, you need to address all the factors that may influence their final decision.
Aim to build trust in your audience and highlight the unique selling points of your product.
This means highlighting what sets your products apart from other available options.
To build trust, include:
- Testimonials
- Success stories
- Case studies
- Other valid social proof
You must also include product demos to show how your product works, its benefits, and encourage the customer to have a hands-on demo of the product.
Let's continue with the skincare brand example that we have been using throughout all our blogs.
Say that the customer is aware of your product and educated about how the product functions. Now they are evaluating if they should buy it or not.
To convince them, you can give them a trial pack and ask them to purchase it if they feel satisfied with the product.
You can also compare your products to competitors' products in terms of what sets it apart and price differences. Include exclusive deals, offers, and discounts in this stage to facilitate the purchase decision.
You can also offer personalized consultations. For our skincare brand example, personalized recommendations can be given according to the customer’s skin type.
Here you can also address common questions and concerns to give them confidence in their decision. Return policy, guarantees, and warranty can also be included here.
Concluding, let's see what can be included in your BOFU content!
- Testimonials and reviews: Show the credibility of the product and what others have experienced.
- User-generated content: Show both how the product works and build trust by showing other people's experiences.
- FAQs and guides: Answer all their concerns.
- Freebies and trial packs: Provide hands-on experience of the product.
- Discounts, promotions, and consultations: Make the customer feel valued and make their decision easier.
- Clear CTA: Include a clear call to action to take immediate action and purchase the product.
BOFU Content can make or break a deal! We help you crack the deal. We have helped our clients with effective BOFU strategies that helped them become their ideal customer’s choice.
If that is something you're interested in, check out our page and ping us and we shall take this ahead!