Here’s an idea! Bottom-funnel conversions are the goal of every sound digital marketing strategy. Setting up effective strategies that lead your prospects towards a final yes will not only help you maximize profits but also grow your business.
The importance of lead-nurture in your bottom-funnel conversions
In the marketing funnel, interest means showing potential customers why your product is the right choice. They haven’t decided to use your product yet, but they also haven’t ruled you out yet. Lead nurturing is key here.
Go back to your digital marketing strategy and compare it to the buyer journey so far. This will lead to interesting discussions that would help find your audience’s pain points.
Ask yourself, “what do your target audience want? What problems are they having? How can you help them see your product as a solution? What can you do to make them believe it’s the right product for them?
Making your potential customers offers they can’t refuse, (e.g. giveaways or free downloads if you would like to give best smartwatches people don’t mind just kidding) they will efficiently lead them towards the decision stage. Once they get a taste of what it feels like to own your product, good science confirms that they would want to keep it.
Provide free trials for a hands-on experience
You can describe a product using the most attractive words possible, but show me, someone, who is offering a free trial, and I’ll choose the second one. That’s just how we’re wired. After all, I’m not interested in your words; I’m interested in what you offer.
Free trials and free consultations have the power to change a maybe into a yes. Let your potential customers get hands-on experience using your product.
Free trials may extend to 2 months and should provide customers with full access to all key resources that a purchased product does. It’s also important to offer live demonstrations to trigger customer engagement.
At the end of every live demonstration, remember to follow up with a Q&A session to handle any hesitation or reluctance your prospects might have.
This is also a chance to encourage your audience to engage with your brand on social media using a target hashtag. This will raise product awareness and keeps your prospects engaging with it.
Use remarketing to generate bottom-funnel conversions
Remarketing simply means to market to the same audience multiple times.
One of the most successful ways to positively impact your bottom-funnel conversions would be to remarket to your prospects.
There are multiple ways you could do that. You could remarket to your target audience either by offline, phone, email, or social media using paid ads.
For example, if your promotions redirect prospects to a thank-you page after submitting a form, you can retarget those prospects by using the forms they’ve submitted.
To track this action, you’ll need to install pixels on your site. There are a few options out there, like Amplitude Analytics, Mixpanel, Adobe Analytics; I recommend Google Tag Manage or Facebook Pixel.
Adding “remarketing audiences” to your search campaigns will be a huge benefit to your remarketing strategy. If you have a large audience, you could include them in your search campaigns by selecting “observation” instead of “targeting” on Google Analytics. Then, you can adjust your bids based on specific audiences.
So, if your target audiences are show interest in your product, you could increase your bid for those people and increase your chances of bottom-funnel conversions.
Successful businesses know that sales promotions can have a huge Return on Investment, because they increase sales, boost customer satisfaction, and raise brand awareness.
According to Hootsuite, more than 90% of companies tend to use Instagram and Facebook much more heavily to promote their media assets. That’s no coincidence considering the vast majority of social media users exist on those two platforms.
Add that to the fact that 93% of shoppers use a coupon or discount code throughout the year. People would like to think they’re getting a good deal, even when it’s an illusion.
Knowing that prospects look for discounts is a valuable piece of information because you can leverage that and translate it into a marketing strategy for your bottom-funnel conversions.
There are several promotional methods to make that happen.
Coupon codes and discounts
Coupon codes, or promotional codes, are mostly used by eCommerce websites to make people purchase a product. There are 3 types of coupon codes:
- Public codes: codes that can be seen by anyone. E-commerce websites use these codes to attract new prospects and giving repeat customers a good reason to visit their sites again.
- Restricted codes: Codes that only one user could use just the one time. This type of code is given as a token of gratitude for making a certain amount of purchases from their site.
- Private codes: Codes that stores use in an attempt to target a particular audience.
DealNerd reports that coupon users spent an average of 46% more at checkout than regular shoppers.
Online businesses cannot afford to ignore discounts. A study at Claremont Graduate University shows that perks like these radically change the shopping experience. Users become more willing to buy before the discount expires. Moreover, you can check the gopuff discount code for amazing discounts on home essentials as well as food deliveries.
Upselling is a sales strategy that seduces prospects to buy a more expensive, or premium version of the product they chose. It also includes any other add-ons or pack suggestions that would result in a bigger sale. The goal is to maximize profits because prospects’ will to buy is very strong.
80% of your future profits will come from only 20% of your repeat customers; that’s because the probability of selling to an existing client is 60-70%. Compare that to a 5-20% chance of trying to sell to a new prospect.
As you can see above, building your bottom-funnel conversion strategy around lead-nurture, free trials, remarketing, and promotions will not only help you convert new prospects but also build a strong bond with your existing customers.