Audience First Digital Marketing Ecommerce Marketing Strategy

Converting Customers

This is the last of three blogs in our Funnel series.  Here, we will be talking about the conversion stage at the bottom of the marketing funnel. 

After building awareness for your brand and informing the audience about why they should buy your product, you’re ready to start converting prospects and turn them into real customers. This is called the “bottom of the funnel” (BOF) stage. 

At this stage, your audience is already on the verge of buying your product or service. Below are some techniques you can use for your business to seal the deal.

Ways you can convert customers at the bottom of the funnel

  1. Create content for common keywords that customers use to search. Just because a customer is almost at the end of their purchase journey doesn’t necessarily mean they’re going to buy from you. There are other players out there too who are fighting for the customer’s business. After extensive research, chances are they’re also now deciding which product or service to avail, yours or the competitor’s. 

Give them a little nudge in your direction by creating content that includes the common keywords they might be using to search for your product related to:

  • Sale
  • Discount
  • Reviews
  • Buy
  1. Use Social Proof. Let’s borrow a page from psychology and make use of Robert Cialdini’s concept of Social Proof. In his book “Influence – the Psychology of Persuasion” he talks about the principle of social proof, which is the common inclination to look at other people to guide their own behavior. 

Now, this is especially important for online sales because a customer is not able to touch or see the product for themselves. Naturally, a brand or service will play up what’s great about what they’re selling which is why most customers generally do not trust brands. Because of this, people will turn to other customers to see what their experience is like. 

Content-wise, you can provide social proof in the form of testimonials or reviews posted or shared by real customers. These reviews are something you can re-share on your social media pages. With the proper permissions of course! 

  1. Ask for the sale. Once you know that your customers are ready to buy, nudge them toward the purchase. Sometimes it’s as simple as making the ask. Make sure you have a strong call-to-action (CTA). A call to action is simply provoking the customer to take an action related to: “buy this product now.”
  1. Set up an offer. Just like what you’ve done in the middle of the funnel, you can continue to set up a convincing offer to help the customer convert. Study what your competitors are offering and try to see how you can make your deal even sweeter.
  1. Send reminder emails. If customers made an attempt to buy but didn’t go through with the purchase, you can use a remarketing tactic like sending emails to those who have abandoned their carts. 

It’s possible they just needed some time to think about it. Don’t let them forget you and re-open that communication line by sending them a friendly email reminder. 

Ultimately, consistency and messaging are crucial to winning customers. It helps to use a framework such as the marketing funnel to organize your efforts and communicate the right information to the customer in the stage they are in.

With the right data, insights, and digital tools to learn about your audience, you can create successful campaigns to help your business grow. 

Miros Digital

Looking for a partner to help optimize your content and elevate your online business? Get in touch with us today! We have a team of highly dedicated and experienced marketing professionals that can help you create data-driven marketing efforts and achieve your revenue goals.

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