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What’s Backside of the Funnel Content material & How To Create It

Do you want concepts to your backside of the funnel content material?

Backside of the funnel, or BOFU, content material is important in case you truly need to make any gross sales. Luckily, it’s not exhausting to supply. In actual fact, you could have already got some backside of the funnel advertising content material you could optimize.

On this article, we’ll focus on the various kinds of BOFU content material and how you can create it. Right here’s a desk of contents that will help you discover your means round.

Let’s have a look!

What’s Backside of the Funnel Content material?

Backside of the funnel content material is supposed to influence a possible buyer to make a purchase order. BOFU content material is commonly the final piece of content material the shopper sees earlier than shopping for.

However your BOFU content material can’t be a pure gross sales pitch. It nonetheless has so as to add worth in a roundabout way. That could be eradicating ultimate objections, making the buying course of simpler, or educating the shopper.

The “funnel” in BOFU refers back to the gross sales and advertising funnel that many companies use. The form of the funnel represents what number of clients are at every stage. There are extra potential consumers on the high of the funnel than on the backside. As clients transfer by means of the funnel, they progressively construct belief, consciousness, and readiness to buy.

funnel stages

Let’s examine backside of the funnel content material to content material from different funnel phases:

  • Prime of the funnel content material (TOFU) ought to construct consciousness of the downside
  • Center of the funnel content material (MOFU) ought to construct consciousness of the resolution
  • Backside of the funnel content material (BOFU) ought to construct consciousness of the product

For instance, if an organization sells hair coloring merchandise, right here’s what their funnel content material would possibly appear like:

  • Prime of funnel: 5 Causes Your Hair’s Going Grey
  • Center of funnel: 3 Completely different Forms of Hair Dye Processes
  • Backside of funnel: Hair Dye Model A vs. Hair Dye Model B

Guests on the high of the funnel have simply begun their analysis. These on the backside of the gross sales funnel are able to decide.

Tips on how to Create Backside of the Funnel Content material

With the intention to create BOFU content material, you should perceive the customer’s journey in nice element. What downside are they attempting to resolve? The place do they search for options? How do they decide?

To determine your content material concepts and messaging, we recommend conducting buyer analysis. Communicate to your previous and present clients to know their thought course of and ache factors. It’s additionally a good suggestion to ask clients who thought of shopping for however didn’t. That is additionally a great way to try to get better a few of these misplaced clients.

Listed here are some questions you may ask as you form your advertising technique:

  • What downside had been you attempting to resolve?
  • What else did you strive?
  • How effectively did the opposite options work?
  • What would you’ve preferred to be completely different in regards to the different options?
  • For present clients: What tipped you over into shopping for our services or products?
  • For guests who didn’t find yourself shopping for: What stored you from shopping for our services or products?

With this in-depth buyer information, you’ll have the ability to produce the proper content material to influence certified results in take the following step.

Within the subsequent part, we’ll go over particular ideas for various kinds of content material for the underside of the funnel.

8 Forms of Backside Funnel Content material

Case Research

dealdoktor case study 1

A case research is an in depth buyer story about how they used your services or products to succeed in their targets. Case research will also be used in the midst of the funnel, however due to their size are typically only close to the ultimate stage of the funnel.

Case research are greater than easy success tales. They need to additionally embrace an trustworthy have a look at the issue the shopper was going through earlier than they encountered your organization. Individuals love to listen to tales, particularly if they’ll relate to the “most important character.”

When writing case research, make the shopper the hero. Your model is the sidekick or sensible mentor who helped them discover their means.

Tips on how to Write a Case Research:

  1. Discover a buyer to characteristic who matches one among your purchaser personas.
  2. Collect any information you’ve about this buyer’s outcomes.
  3. Interview the shopper about their expertise. You should utilize the shopper analysis questions we talked about within the earlier part.
  4. Write up the case research. Be certain that to incorporate the problem, resolution, and outcomes.
  5. Embody a compelling headline that emphasizes the shopper profile and a particular end result they achieved.

Listed here are some examples from our case research library:

Critiques and Testimonials


A evaluate is an opinion a couple of services or products, which can be given on to the corporate or to a third-party web site. A testimonial is a private advice. Each can attraction to clients in any respect phases of the customer journey.

Critiques and testimonials are a strong type of social proof. They sign to potential clients, “Hey, different individuals are shopping for this!” We are inclined to look towards different individuals’s actions as an indicator of what the only option is.

Take into consideration once you search for one thing on Amazon. You most likely look to see what number of opinions the product has, and whether or not the general ranking is excessive or low. Everybody else is doing the identical factor. Scores and opinions may even present up on engines like google, so they could be a type of TOFU content material as effectively.

Embody opinions and testimonials in your touchdown pages, product pages, weblog posts, and all through your web site. For those who discover a notably compelling evaluate or testimonial, take into account reaching out to the shopper for a extra detailed case research.

Tips on how to Ask for Testimonials, Critiques, and Scores:

  1. Attain out on the proper time. This is probably not instantly after buy however after they’ve had time to see outcomes.
  2. Ship worth earlier than you ask. If somebody brings up a difficulty, resolve it first earlier than requesting a testimonial or evaluate.
  3. Supply an incentive for buyer suggestions.
  4. Ask the proper questions so it’s simple for the shopper to reply.
  5. Attain out on completely different channels, reminiscent of e mail, social media, on-page popups, and extra.
  6. For software program merchandise, publish your model on exterior evaluate websites like G2, Product Hunt, Capterra. This can assist herald natural visitors.


competitor comparison

The options format may be very standard and may appeal to a number of search engine marketing visitors.

People who find themselves contemplating a particular product usually search for phrases like, “OptiMonk options” or “Elementor options.” They need to ensure they aren’t lacking out on a greater resolution.

These options pages are a good way to point out off your particular superpowers. That doesn’t imply you’ll want to insult your rivals. Merely emphasize what your model does higher than others.

Tips on how to Write an Options Web page:

  1. Select a well-liked competitor. You should utilize search visitors metrics to information this determination.
  2. Establish the options, use circumstances, and outcomes that this product lacks, however that your product delivers.
  3. Write a evaluate for the competitor, emphasizing what your product provides that they don’t.
  4. Repeat the method for comparable merchandise. Make sure you take into account oblique rivals in addition to direct rivals.
  5. Place your product as the perfect different to your goal market, and embrace a name to motion (CTA) to strive it out.

Competitor Comparability

OptinMonster vs. MailChimp FB Image min

A competitor comparability is sort of a focused model of the options web page. As a substitute of showcasing quite a lot of choices, you’re taking a more in-depth have a look at one particular competitor.

Competitor comparisons meet the same search intent because the options web page. People who find themselves looking for phrases like “OptinMonster vs. Mailchimp” or “OptinMonster vs Bloom” are more likely to be contemplating each choices. As soon as they resolve which one is best, they’re most likely able to make a purchase order.

Your purpose with a competitor comparability is to speak your distinctive worth proposition (UVP). In different phrases, what makes your product completely different from everybody else?

As soon as your reader understands your UVP, they’ll resolve in case your product is precisely what they’re on the lookout for.

Tips on how to Write a Competitor Comparability:

  1. Decide a well-liked competitor. This is usually a direct or oblique competitor.
  2. Establish your distinctive worth proposition in comparison with this competitor.
  3. Select the options, efficiency metrics, or use circumstances that you simply need to examine. Ideally, select those your perfect buyer cares about most.
  4. Overview the competitor product compared to yours. Be truthful and trustworthy to take care of your credibility.
  5. For those who can, create a comparability desk or infographic that’s simple to scan. Save the main points for the physique of the web page.
  6. Write a conclusion that factors to your product because the winner.

Use Circumstances

use case publishers

Your potential clients most likely don’t know all of the options of your product, and so they truthfully might not care that a lot. What they care about is fixing the issue they’ve. That is the place use case pages can assist.

A use case is a proof of how your product options can assist a particular kind of consumer. For instance, now we have completely different pages about:

Moreover, on most of our characteristic pages, we focus on particular use circumstances for every characteristic. You may write use circumstances primarily based on wants, trade, buyer kind, and different variables.

Use circumstances assist clients perceive how all of the completely different options can profit them. They do that by making a psychological image of what utilizing the product would possibly truly appear like for that buyer.

Tips on how to Write a Use Case:

  1. Select one among your perfect buyer profiles to deal with.
  2. Establish what advantages that buyer wants probably the most and why.
  3. Choose the product options that present these advantages.
  4. Clarify how every characteristic delivers the advantages your buyer wants.
  5. Present how your product can assist the shopper.



Webinars are a superb lead technology technique on the backside of the funnel. You should utilize webinars to coach your audience and invite them to change into your perfect buyer.

There’s nothing higher than seeing a product in motion. Bodily merchandise could be proven off from completely different angles and in numerous conditions. Digital merchandise could be demonstrated dwell, or pre-recorded primarily based on the most typical questions and eventualities.

Webinars provide the prospect to work together along with your gross sales staff in a extra partaking means than e mail and even dwell chat. This could construct a stronger buyer relationship earlier than and after the sale.

Tips on how to Promote Something With Webinars:

  1. Establish the answer you need to assist clients with on the webinar. They’re not signing up for a gross sales pitch. They need to study one thing and clear up an issue.
  2. Concentrate on a single subject, not every thing that your services or products might presumably do.
  3. Set a date and promote the webinar in your e mail listing, websites like LinkedIn, and naturally, by yourself web site.
  4. Put aside time for questions on the finish or all through the webinar. That is the place the high-value interactions happen.
  5. Optionally, embrace particular provides on the finish of the webinar to thank members for attending and inspire them to buy.

Take a look at our free webinar about rising your e mail listing quick!

Product Demo Movies


Along with dwell webinars, take into account making a video tutorial or demonstration. Clients usually use YouTube as a search engine now, and video content material usually converts very effectively.

A buyer who’s looking for “OptinMonster demo” or “SeedProd overview” already is aware of about your product and desires to see it in motion earlier than making a purchase order determination. These high-intent searches are a superb alternative to point out off your product’s options. You may exhibit bodily items, SaaS merchandise, or different digital downloads.

Tips on how to Make a Product Demo Video:

  1. Decide a course of or characteristic to exhibit. Search time period visitors can assist you determine standard phrases that clients are serious about.
  2. Use a digital camera or screen-recording software program to file your self demonstrating the product. Be certain that to say the advantages in addition to the options.

Pricing Web page

OptinMonster Pricing Page for blog min

Don’t overlook the pricing web page, which is likely one of the most considered pages on any web site. Don’t waste the chance to transform high-intent clients!

The pricing web page is commonly the final web page a prospect sees earlier than deciding whether or not to purchase or not. These clients don’t simply need to know the worth. What they actually need to know is, “What do I get for this worth?”

The most effective pricing pages present how every plan can swimsuit various kinds of clients, completely different funds ranges, or completely different use circumstances.

A pricing desk can lay all this data out in a means that’s simple to know.

Tips on how to Create a Pricing Web page:

  1. Put the costs in a high-visibility spot, above the fold. Customers who can’t discover this data shortly will depart as a substitute of attempting to find it.
  2. Present the best choice for various varieties of shoppers, reminiscent of startups, enterprise, and different teams.
  3. Spotlight the preferred choice to attract consideration to it.
  4. Embody a transparent name to motion.
  5. Remind the consumer of the advantages they’ll acquire.
  6. Use social proof like testimonials, consumer numbers, and opinions.

You may see we’ve performed all these items on OptinMonster’s pricing web page.

Greatest Practices for Creating Backside of the Funnel Content material

Whatever the backside funnel content material sorts you resolve to create, we suggest these finest practices to your content material technique.

Concentrate on One Purchaser Persona

At this stage within the shopping for course of, the customer may be very critical about making a choice. Take them severely in return by tailoring your content material to their particular wants and considerations.

Don’t attempt to write a white paper or case research that each attainable buyer will discover attention-grabbing. That’s simply not attainable, and also you’ll find yourself with boring, generic content material that nobody cares about.

As a substitute, focus every bit of BOFU content material on one particular purchaser persona. It’s possible you’ll need to slim even additional to 1 or 2 particular use circumstances for every persona.

Match the Intent of the Purchaser

When creating your BOFU content material, ensure it aligns with the precise questions your potential clients are asking.

Somebody on the lookout for “[product] options” might have some hesitations in regards to the authentic product. Perhaps it’s dearer than they actually needed to pay, or it’s lacking a characteristic they really want. Handle these hesitations in your content material.

As one other instance, somebody looking for “[product] pricing” needs to know the worth and the worth of the product. Make that data clear and straightforward to seek out.

Don’t Stress About Search or Visitors Quantity

Backside of the funnel content material might not have notably excessive quantities of search visitors. That doesn’t imply you must ignore these key phrases or searches.

What issues most is intent. BOFU search phrases are very high-intent, which suggests the reader needs a solution and can also be able to decide.

Key phrase analysis and visitors patterns can information your BOFU advertising technique, but it surely’s not the one issue to think about. Extra necessary is the precise purchaser journey your clients are on.

Embody a Clear and Constant CTA

The worst factor to do can be to draw so many high-intent guests, then overlook to ask them to take the following step! Your name to motion on the backside of the funnel will probably be a purchase order, or maybe reserving a name with you. Be certain that to incorporate not less than one CTA on every bit of BOFU content material. For those who embrace a number of CTAs, ensure they’re in line with one another. Don’t ask them to obtain a lead magnet in a single place after which comply with you on social media elsewhere.

Conclusion: Begin Creating Backside of the Funnel Content material As we speak!

We hope this text helps you perceive the significance of backside funnel content material and how you can create your personal.

Subsequent, try extra specifics about:

Don’t overlook to advertise your backside of the funnel content material in your web site utilizing OptinMonster!


Printed by Jennifer

Jennifer is a content material author and course creator. She has a ardour for serving to small companies develop sustainably and ethically. In her spare time, she enjoys writing fiction, cooking, and exercising.



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