Internet Marketing Digital_marketing_for_dummies | Page 94

Comparison/spec sheets: When someone at the BOFU is debating over different
products, comparisons and spec sheets are handy resources that people use to compare
products side by side (whether the comparison is between similar products that you
offer or between your product and your competitor ’s product). For example, the tax
preparation software company TurboTax might show a side-by-side comparison to the
features and pricing of its competitor, TaxAct.
Webinars/events: As previously stated in this chapter and Chapter 3, you can use
webinars and events at the middle of the funnel to gather leads, but you can also use
them at the bottom of the funnel to convert those leads. At the bottom of the funnel, a
webinar can be used to gather prospective customers in one place to ask questions
about a complex, risky, or high-ticket product or service.
Mini-classes: A mini-class is a type of event that you set up to teach a relevant topic to
your target audience. At the end of the short class, you make your pitch for your
product or service. You need to provide quality educational resources with the mini-
class, but in the end, the purpose of the class is to pitch a higher-dollar product related
to the class you just held.
Source: http://www.salesforce.com/customers/
FIGURE 4-6: Salesforce creates content that converts at the BOFU by telling customer success stories.
Is creating content that drives awareness at the top of the funnel important?
Absolutely. That said, particularly for existing brands, the place to start building
content is usually at the bottom of the funnel. Your prospects need information such as
pricing or how you compare to a competitor, so build content that satisfies those basic