10 Lower Funnel Marketing Tactics to Drive Conversions

Last Updated: July 11, 20245.2 min readCategories: Marketing

In the realm of digital marketing, driving conversions is paramount for success. Lower funnel marketing focuses on converting potential customers who are already aware of your brand into paying clients.

This article will explore ten effective lower funnel marketing tactics to enhance your bottom of funnel marketing efforts.

What Is Lower Funnel Marketing?

Lower funnel marketing targets potential customers who are at the final stage of the buyer’s journey, ready to make a purchase.

It involves strategies designed to convert these prospects into paying customers by addressing their specific needs and concerns. This stage is crucial for maximizing conversion rates and driving revenue.

Lower Funnel vs Upper Funnel Marketing

Upper funnel marketing focuses on building brand awareness and attracting a broad audience who may not yet know about your products or services.

The primary difference is that lower funnel marketing aims to convert prospects who are already familiar with your brand and are close to making a purchase decision.

Lower Funnel vs Mid Funnel Marketing

Mid funnel marketing targets leads who have shown interest in your products or services and are evaluating their options.

Again, lower funnel marketing focuses on turning those warm leads into revenue.

Now, let’s get into our list of the best lower funnel marketing tactics and strategies to keep your sales funnel full and enhance demand generation efforts.

1. Personalized Email Campaigns

Personalized email campaigns target potential customers with tailored messages that address their specific needs and interests, increasing the likelihood of conversion. By using data such as past purchases and browsing history, marketers can create highly relevant content that resonates with the recipient.

Example: An online bookstore sends personalized recommendations based on a customer’s previous purchases, encouraging them to buy more books.

2. Free Trials or Demos

Offering free trials or demos allows potential customers to experience a product or service firsthand, reducing their perceived risk and increasing their likelihood of making a purchase. This tactic builds trust and showcases the value of the product, leading to higher conversion rates.

Example: A SaaS company offers a 14-day free trial of its project management software, allowing users to explore its features before committing to a subscription.

3. Limited-Time Offers and Discounts

Limited-time offers and discounts create a sense of urgency, prompting potential customers to take immediate action to avoid missing out on a deal. This tactic can significantly boost conversions by leveraging the fear of missing out (FOMO) effect.

Example: An e-commerce store runs a 24-hour flash sale with 20% off on all items, encouraging shoppers to make a purchase quickly.

4. Cart Abandonment Emails

Cart abandonment emails are sent to remind potential customers who have added items to their cart but have not completed the purchase. These emails often include incentives like discounts or free shipping to motivate the customer to finalize their order.

Example: An online clothing retailer sends a reminder email with a 10% discount code to customers who left items in their cart without checking out.

5. Loyalty Programs

Loyalty programs reward repeat customers with points, discounts, or exclusive offers, encouraging them to continue purchasing from the brand. This tactic not only increases customer retention but also boosts lifetime value by incentivizing frequent purchases.

Example: A coffee shop offers a loyalty card where customers earn a free drink after every ten purchases, fostering repeat business.

6. Referral Programs

Referral programs incentivize existing customers to refer new customers by offering rewards such as discounts, cash bonuses, or free products. This tactic leverages the trust and satisfaction of current customers to generate new leads and conversions.

Example: A ride-sharing app offers a $10 credit to both the referrer and the new user when the new user completes their first ride.

7. Direct Sales Outreach

Direct sales outreach involves personally contacting potential customers via phone, email, or face-to-face meetings to discuss their needs and how your product or service can help. This personalized approach can significantly increase the likelihood of closing a sale.

Example: A B2B software company schedules a phone call with a prospective client to discuss their specific challenges and how their software solution can help.

8. Detailed Pricing Pages

Detailed pricing pages provide comprehensive information about product or service costs, features, and benefits, helping potential customers make informed decisions. Transparent pricing can reduce hesitation and build trust, leading to higher conversion rates.

Example: A web hosting company lists all available plans with detailed features and costs, allowing customers to easily compare options and choose the best fit.

9. Custom Proposals

Custom proposals are tailored to meet the specific needs and goals of potential clients, demonstrating how your product or service can address their unique challenges. This personalized approach can enhance trust and increase the likelihood of conversion.

Example: A digital marketing agency creates a customized marketing strategy proposal for a potential client based on their industry, target audience, and business objectives.

10. One-on-One Consultations

One-on-one consultations offer personalized assistance and advice to potential customers, helping them understand how your product or service can solve their specific problems. This direct interaction can build trust and significantly boost conversion rates.

Example: A financial advisor offers a free consultation to discuss an individual’s financial goals and how their services can help achieve them.

  • Ready to get started? Learn about the proven step-by-step funnel building process.

Bottom of Funnel Metrics to Measure Success

To effectively evaluate the success of your bottom of funnel marketing efforts, tracking specific metrics is essential. Here are five crucial lower funnel metrics to monitor:

  • Conversion Rate: The percentage of visitors who complete a desired action, such as making a purchase.
  • Customer Acquisition Cost (CAC): The total cost of acquiring a new customer, including marketing and sales expenses.
  • Average Order Value (AOV): The average amount spent by customers per transaction.
  • Customer Lifetime Value (CLV): The total revenue expected from a customer throughout their relationship with your brand.
  • Sales Cycle Length: The average time it takes to convert a lead into a paying customer.

Bottom of Funnel Marketing: Final Thoughts

Lower funnel marketing is crucial for converting potential customers into loyal clients. By implementing tactics like personalized emails, free trials, and loyalty programs, businesses can effectively drive conversions. Tracking relevant metrics ensures that these strategies are successful and continually optimized for better results.

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