Businesses spend plenty of resources and time filling the top of their sales funnel with potential customers. Of course, having a flow of new leads is essential to keeping the business running.
Cutting the flow would be like cutting off the business’s oxygen supply. But what happens when those leads get to the bottom of the funnel and don’t convert into paying customers?
It’s a common problem that many businesses face. They generate leads, but they don’t know how to get those leads to convert into paying customers. While it’s challenging to get someone to commit to a purchase, it’s not impossible.
Remarketing Audiences
One of the best ways to generate lead conversions in the lower funnel is by remarketing audiences using their lists or URLs in any paid search. So, if you have a remarketing list of people who visited your pricing page but didn’t convert, you can redirect them to a custom landing page that speaks to that specific audience.
For example, you could create a “thank you” page for people who submitted a form. Then, you can remarket to them and show ads like, “Thank you for subscribing!”
It’s important to remember that you can’t just create a custom landing page and then stop there. It would help ensure that the page is relevant to your target audience and optimized for conversion. Otherwise, you’re just wasting your time (and money).
Remarketing customers at the end stage of the buyer’s journey can be demanding, but it’s worth it. Remarketing to these customers can increase brand awareness and build trust, ultimately encouraging conversion.
Offer Promo Codes
The users in the bottom marketing funnel are aware of your products and services, plus their benefits. And to get them to convert or buy, you must make a compelling offer. You can leverage the ability to offer discounts or promo codes to these people.
While the cost reduction might injure your margins in the short term, it will pay dividends later as you acquire a loyal customer. By offering a discount, you are essentially saying that you are confident in your product or service and willing to give the customer a break on the price. It’s a win-win for both you and the customer, and it can help build long-term relationships.
Of course, the amount or duration of your discount promo code is up to you. You don’t want to devalue your product or service by offering too deep a discount. Instead, find the right balance that will entice customers to buy without eating your profit margins.
Upsells
You can use advertisements on paid media to target customers in the bottom funnel with upsell opportunities. Unfortunately, many people think that a business can only upsell if the user is a paying customer.
But that’s not always true. You can upsell bottom-of-the-funnel customers. For example, suppose you’re an insurance company and opted to get Nectar Marketplace insurance leads. You can upsell them on additional insurance policies or remarket them with a custom offer.
How do you do it? To upsell bottom-of-the-funnel customers, you need to:
- Showcase the benefits of upgrading: Make it clear what the user will gain by upgrading to a premium version.
- Offer a discount: A discount is a powerful motivator. It can persuade people on the fence about upgrading to take the plunge.
- Make it easy to upgrade: The process of upgrading should be straightforward.
Use In-product Tools
Many tools on the market are available that can help engage and convert bottom-of-the-funnel prospects. For example, when you offer a free trial on your platform, you can communicate with leads through in-app messages or email marketing to send them helpful information about your product, its use, and customer success stories.
This way, users will be more likely to convert to paying customers, and you’ll be able to nurture your leads into becoming brand advocates. Another in-product tool that can boost conversions is live chat.
Live chat allows you to have direct conversations with prospects and answer any questions they may have in real-time. This way, you can address any objections they have and help them make a purchasing decision. Not to mention, live chat also provides an excellent customer support experience that can help build brand loyalty.
Address Customer Pain Points
Perhaps bottom-of-the-funnel customers are not converting because they have a couple of pain points or concerns that have not been fully addressed. So instead of avoiding it, please take the opportunity to engage with them and learn more about what’s holding them back.
There are a few ways to go about this, but one approach is to reach out to customers who have started but not completed a purchase or have visited your pricing page but haven’t signed up for a free trial. You can do this through website chat software or even by sending a personal email.
When you reach out, let them know that you’re not trying to sell them anything but rather that you’re interested in understanding their needs better. From there, see if they’re willing to share any insights.
When customers feel like they’re being heard, it can make a big difference in whether or not they decide to do business with you. So even if you don’t get an immediate sale, consider this time well spent.
Conclusion
It’s pretty easy to build awareness about your business and attract people to your brand. However, when they’re further down the marketing funnel, it can be challenging to make them convert and become a paying customer. But these strategies can help supplement your marketing efforts and increase conversions at the bottom of your marketing funnel.
