Bottom of Funnel Advertising

Extracted Attributes

• Field

  Digital Marketing and Performance Advertising

• Funnel Stage

  Action / Conversion (Bottom of the Funnel)

• Common Tactics

  Keyword search advertising, retargeting ads, direct comparison charts, and direct-response lead forms

• Associated Model

  Purchase Funnel (AIDA: Awareness, Interest, Desire, Action)

• Primary Objective

  Drive immediate purchase conversions, lead captures, and sales closures

Timeline

• William W. Townsend publishes 'Bond Salesmanship', formally introducing the association of the sales funnel with the AIDA model that establishes the bottom-of-funnel action stage. (Source: Wikipedia)

  1924-01-01

Purchase funnel

The purchase funnel, or purchasing funnel, is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. This staged process is summarized below: Awareness – When a prospective customer becomes aware that a seller offers a product, solution, or service that will meet their needs, they are in the awareness stage. This can happen through advertising, word of mouth, prospect research, or any of several other channels. After becoming aware, the prospect will begin to consider how they can find an appropriate solution to their problem. Interest – When a prospect expresses interest in a service, they go through an evaluation process in which they seek more information, compare the offerings of various competitors, and become more educated about the factors surrounding the offering. At this level, a seller must provide the prospect with a compelling argument for the effectiveness of their product. Desire – Getting a prospect to make a decision boils down to giving them all the information they need, answering any questions that are holding them back from taking action, assuaging any fears they may have, and convincing them that the action they’re about to take will result in satisfaction. This is the level at which the seller must demonstrate their authority and prove to the customer that it's the best option. Action – The final stage of the sales funnel is action. This is the point at which the prospective customer completes the process by becoming an active customer. It is possible to convert a one-time customer into a repeat customer as an additional stage to the action component. By giving the customer exactly what they want and more, you can keep them coming back and possibly raise awareness, attracting new prospects into the sales funnel. The purchase funnel is also often referred to as the "customer funnel", "marketing funnel", "sales funnel", or "conversion funnel". The association of the funnel model with the AIDA concept was first proposed in Bond Salesmanship by William W. Townsend in 1924. This early model has been modified by marketing consultants and academics to cater to the modern customer and is now referred to in marketing as the "purchase funnel" or "buying funnel". Many different business-to-consumer purchase models exist in marketing today, but it is generally accepted that the modern business-to-business purchase funnel has more stages, considers repurchase intent, and takes into account new technologies and changes in consumer purchase behavior. As a model, the buying funnel has been validated in a variety of domains, including searching, keyword advertising, and lead generation, , but also modified to include previously unconsidered steps and metrics such as outbound sales and internet impressions. The purchase funnel concept is used in marketing to guide promotional campaigns targeting different stages of the customer journey and as a basis for customer relationship management (CRM) programs and lead management campaigns.

Web Search Results

• Top of Funnel, Middle Funnel, And Bottom of Funnel Explanation

  ## Wrapping Up In this post, we reviewed how we are defining top, middle, and bottom-of-funnel activities. At the top of the funnel, we have activities focused on spreading brand awareness by reaching as many potential prospects as possible for the lowest cost. In the middle funnel, we’re focused on educating and engaging prospects who are already aware of the brand and are developing a better understanding of their pain and how your company can help alleviate it. Lastly, at the bottom of the funnel, we’re focused on generating leads from our audience by asking for meetings or capturing leads via advertising from people who have already shown interest and engagement. [...] Here’s how we define the bottom of the funnel: Bottom-of-funnel activities are all the mechanisms you use to generate leads and close deals from your audience. Bottom-of-funnel tactics should focus on asking for meetings and keeping your sales team busy talking to warm prospects. At the bottom of the funnel, we have people who have had their 10+ brand touches and their pain has reached a point where it’s time to take action. Since you’ve been doing a great job so far at staying visible and educating them about how your company can help, you’re on the short list of people to reach out to or they are at least receptive to taking your call. Effective tactics to move warm prospects over to a converted lead are things like: [...] It’s very hard to reach decision-makers specifically with laser precision so you need to be reaching a lot of people just to reach one decision-maker and chances are they aren’t going to remember your company on the first exposure. When thinking top of the funnel think of how you can get at least 10,000 impressions with your display advertising, blog content, or other brand awareness campaigns every month. Top-of-funnel campaigns should have one objective – to create a memory in the prospect’s mind of your company and how they can help. Think: ### Top Of Funnel KPIs

• Bottom-of-Funnel Marketing Explained: Tactics, Metrics & ...

  Bottom-of-funnel ads: BOF ads drive conversions by targeting people who have already shown interest in a product or service. Retargeting ads are a good example.

• 10 BOFU Marketing Strategies Every Local Business Should Be Using

  According to KhrisDigital, “95% of buyers choose a vendor who provides them with sufficient content which helps them navigate each stage of the buying process.” We’ve already covered the top-of-funnel (TOFU) and middle-of-funnel (MOFU) stages of the marketing funnel, and will now complete the series by discussing the final step, bottom-of-funnel marketing (BOFU). This stage is focused on converting prospects into customers and represents the culmination of a well-rounded advertising strategy designed to increase revenue and strengthen your brand. Before diving into specific strategies for this stage, let’s first clarify exactly what BOFU marketing is. ## What is BOFU Marketing?

• Marketing 101: What is bottom of funnel? | Signals & Stories

  Be More Direct The bottom of the funnel is where content should be most direct about the benefits of your product or service. You’ll want to clearly connect the dots between their problem and your solution. Stand Out From the Competition Don’t be afraid to toot your own horn when leads are at the bottom of the funnel. Leads are reviewing their options so comparing yourself to the competition and pointing out how your product or service is superior can help you win their business. You may even want to create a side-by-side comparison chart to clearly lay out the advantages of your product. Get Really Persuasive [...] Link the Trust You’ve Built to Your Product or Service Along the way, you’ve built trust with the lead. At the bottom of the funnel, you can capitalize on that trust by linking it to your product or service. Sharing customer-created content is a great strategy. Leads tend to put even more trust in what other customers have to say so a few testimonials, video reviews, etc. can build confidence in your product or service. Provide Information on Implementation [...] ### Company Goals at the Bottom of the Funnel The goal at this stage is simple – get leads to convert into customers. To do this the sales team needs to solidify their relationship with leads, and you’ve got to show why you are better than the competitors. ### User Objectives at the Bottom of the Funnel At this stage, leads are reviewing their options. By now leads know who you are and they have researched enough to trust your business. They want to make sure the decision they are about to make is a good one. Leads at the bottom of the funnel are looking for qualifiers and logistical information that give them confidence in their decision.

• What Is Bottom of Funnel Content? Marketing Funnel Guide

  Bottom of funnel content focuses on conversion. The goal is simple: move people who already know your brand toward a clear action such as