Bottom of the Funnel (BOFU)
What is the bottom of the sales funnel?
Within the sales funnel you can identify its bottom part. Bottom of the Funnel content is designed and optimised for buyers, not for search engines, social media or any other channel. It's crafted for prospects already interested in buying the product or service you're offering.
Content for the bottom of the sales funnel
This web content usually takes the form of "blog posts" but can also be delivered as downloads like PDFs, through videos or audios, or sent by email.
Case studies
Case studies are one of the most used tools for strengthening the bottom of the sales funnel. Their effectiveness comes from providing critical social proof from individuals or groups unrelated to the company selling the product.
White papers or ebooks
Making PDFs, reports, ebooks or other long-form informational content available to the customer generates stronger trust and credibility for the prospect.
Webinars
Webinars are one of the fastest-growing tactics across the different stages of the sales funnel. They're mainly used for lead generation (top of the sales funnel), but they can be repurposed to support the bottom of the funnel.
How long do prospects stay in the bottom of the funnel?
It's the final stage of the buyer's journey, where they move from prospect to full customer by making a purchase from your company. That said, customers may stay in the bottom of the funnel stage for a longer period.
The customer may have decided not to buy for now, so you need to follow up and stay aware of the decision they may make later on. If a customer has delayed the purchase, you need to maintain the relationship and understand their pain points.
Once the purchase is made, that's not the end — maintaining the relationship still matters. A customer may want to buy again or recommend your company to someone else. Reviews, the company blog or comments on social media are among the most valued assets in any business and can help you attract more customers into the sales funnel.