Internet Marketing Digital_marketing_for_dummies | Page 93

Source: https://www.lyft.com/drive-with-lyft?ref=ROB055729 .
FIGURE 4-5: Rideshare company Lyft uses a landing page to start its driver application process.
The goal at the middle of the funnel is to convert prospects who were unaware of your
product or service into people with whom you can now follow up. As they say, however,
you can’t deposit leads in the bank. To generate revenue, you need content that assists your
prospects in making decisions at the point of sale.
Bottom of funnel (BOFU) content marketing
At the BOFU, you’re looking to convert leads into customers and customers into higher-
ticket customers. What types of content will your new lead need to make an informed
purchase decision? Your leads may be reading your blog and downloading your gated
offers (all of which helps to convert them), but to move them on through to the point of
making a purchase, you also need to offer content that helps them decide whether to buy.
Here are examples of content types that work well at the bottom of the funnel:
Demos: The downside of buying a product online is that customers can’t hold the
product in their hands — they have only an image (or two) and a description to base
their purchasing decisions on, which can make people hesitate to buy. Offering a demo
can help with this problem. A demo shows the product or service you offer in action,
so that consumers can see how it works. It’s as close to touching the product as they can
get from their screen. So find a way to demonstrate your product or service through
content such as video, screen shots, webinars, or s