One of the most common causes for confusion for my clients, when trying to convert leads into sales, is figuring out how TOFU, MOFU and BOFU content should differ within the inbound marketing scheme of things.
Out of the three, BOFU is by far the hardest content to create well, it is also, arguably, the most important content.
This is because BOFU content needs to be crafted to push a prospect from consideration to decision of the marketing funnel. At the very least, they should be eager to know more about buying.
In addition, your sales team need to feel confident that contacting prospects that convert on your BOFU content, can lead to a sale.
So now that we know the importance of BOFU content, let’s get to the problem at hand.
Do you have good BOFU content?
Many of our clients have what they consider BOFU gated content, but when asked if leads converting with this content can be contacted directly by their sales team, they often feel that the leads need to be nurtured further. If this is indeed how you feel about your BOFU content, then you more than likely are working with MOFU content.
Prospects converting on BOFU gated content are warm leads. They are ready to talk about making a decision. That’s why a Contact Us form on a services page is considered BOFU content.
Obviously, you shouldn’t rely solely on the Contact Us form. It’s very passive and BOFU content can definitely be more proactive. There are different kinds of gated content that can be used for BOTF conversions:
- Automated assessments
- Top tips
- Contact Us form
How to generate great BOFU content in 5 easy ways.
#1 Find out what do your sales team think is a warm lead.
You are doing this because….
The problem in assuming you know what is a warm lead is realising that there is no one size fits all. BOFU content depends on a few factors, and the first starts with your sales team.
You need to ask them what kind of leads they can work with and what do they define as a good lead (within reason). Once you’ve figured that out, you can start working on what kind of content can nurture and indicate a warm lead.
#2 What do you use for a quick win when on-boarding a new client?
This question can be a bit tricky as it works mostly for businesses providing more complex services. If you’re providing a one-time product, then a form allowing a prospect to request a specific quote is as close to on-boarding as you are going to get.
If you are a service, there will be a few processes that take place at the start of a business relationship that you will need to go through. Such as a website review for inbound marketing agencies (see image above) . This usually consists of various assessments to find out where your new client is at so you can properly understand how you can service them.
An example of this is a business review (see image below of a landing page for an NPS business review which I do for all my clients and prospects).
A business review typically involves the prospect or client giving you some information about their business and their needs and you providing them with some advice. It’s what you may typically do when you first on-board a client.
Work out some quick wins that don’t cost you too much time that you can provide to a prospect in one phone call or downloadable without having to attain too much information. A good way to kick this off is with a 2 minute questionnaire.
Try and simplify and automate these processes so they can be used as gated content. Not only will it clarify to your prospect how much they need you, but it will also give your sales team a conversation starter and help you to skip a to the quick wins when they convert to being a client.
#3 What are the different problems you can solve?
Your business is likely to solve more than one problem. You may have two or three major problems that you solve and within each of them, lies several smaller problems. List all your problems down and pull out the ones that can be solved easily with a simple PDF, checklist or automated questionnaire.
#4 What are your client’s most common pain points?
This may cross over with the different problems you solve, but ask yourself and your team this question anyway and you might find different answers. Pain points may not have an easy solution like problems do.
For example, as an inbound marketing consultancy, a problem we solve is ‘I do not have enough leads’ to which there are a multitude of miniature solutions that can be put into a PDF.
A pain point in this field would be ‘My business lacks the marketing team to execute on an inbound marketing strategy’ this cannot be solved with a PDF, but solutions for this pain point can be proposed and exemplified as BOFU content. For example, a blog post titled ‘How to pay the salary for one and get a whole expert marketing team’
#5 Which of your blogs has the most views and engagement?
A great way to gauge what a popular pain point is for your prospects is to look at which of your blogs has the most views. What is it about? What do the comments say? Can you create a downloadable that solves the problem or pain point referenced in your blog?
This is our Google Analytics page for top page visits. The top two most visited pages involve survey questions and survey invitations.
The second one made for an easy downloadable, so I went ahead and created one called the ‘Perfect Survey Invite’ and that remains one of my top-performing BOFU downloadables.
To figure out which one of your blogs could make for BOFU content, you need to ask yourself a few questions.
What do your prospects do or say when you know they are most likely to convert? Ie what do you consider to be buying questions?
Once you’ve answered these questions, you’ll know your BOFU prospects better and be more able to conceptualised effecting BOFU content.
Once you’ve got yourself some great BOFU content, the next step to promoting its effectiveness is to place them in the right places. BOFU CTA’s can go on your website service pages, in MOFU and BOFU blogs where the CTA is related to the content of that page. This increases the likelihood that people who are already interested in similar content will engage with your CTA.
Do you have any great examples of successful BOFU content? Let me know in the comments below.
A marketing and PR strategist dedicated to helping companies leverage greater customer engagement, brand visibility and profits through tried and tested digital methodologies.