from top of mind to friend of mine
TRANSCRIPT
Differentiating Value with Bottom-
Funnel Content & Conversion Tactics
Dr. Jim Barry
June, 2017
Session VIII
MKT 5225
Slide 2
Thought LeadershipBrand Utility/Ubiquity Visual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Relate to Customer Journey
Getting Audiences to Know, Like & Trust You
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
Community
Integrity
Community
Expansion
Community
Excitement
Know You Like You Trust YouInspiring Your
CommunityValidating Your AuthorityHelping to Find You
Personalized
FREEmiums • Endorsements
• Success Stories
& Case Studies
• Live Demos
• Reviews
• Trials
EvidenceReal-Time Help
• SoLoMo Context• Messaging• FAQ Chatbots• Decision/ROI
Templates
• Strategic Offers• Complimentary
Apps• Free Audits/
Assessments
Slide 3
Developing Bottom-Funnel Conversion
Goal of Bottom Funnel is to:• Differentiate your brand
• Convince your target audience (WITHOUT
COLD CALLING)
• Minimize the risk of selecting you (Incentivize
them to test trial)
Slide 4
Developing Bottom-Funnel Conversion
Content Strategy should:• Be decision oriented (focused on closure)
• Be personalized
• Offer real-time help
• Offer complimentary aids
• Rely on advocates
• Show evidence
Slide 5
Bottom Funnel Content & Engagement
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 6
Mobile Retail Apps
Slide 7
Make Bottom-Funnel Easy-to-Use
Understand End-to-End Journey
• Sometimes just location & call
• Simplify and shorten steps
Make Hassle Free
• Less is more
• Avoid links
• No scrolling
Slide 8
Bottom Funnel Content & Engagement
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 9
Messenger Apps
Social customer care• Answer Q’s about products/services
• Privacy
• Handle complaints
• Confirm orders
Slide 10
Messenger Apps
Slide 11
Chatbots
Slide 12
Bottom Funnel Content & Engagement
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 13
Decision Aids & ROI Templates
Templates help
finalize choice• ROI Calculators
• Task specific
• Simplified setup
• User entered data
• Estimates• Cost to acquire,
operate & maintain
• Risk/reward analysis
• Style Guides
• Comparisons
Slide 14
Strategic Offers
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 15
Complimentary Apps
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 16
Grader Tools
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 17
Complimentary Apps
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 18
Success Stories & Case Studies
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 19
Success Stories & Case Studies with Case
Studies
Slide 20
Live Demos
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 21
Reviews
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 22
Reviews
Slide 23
Trials
Bottom-Funnel Content & Engagement
Real-time Help
SoLoMo Context
FAQ Messaging & Chatbots
Decision/ROI Templates
Personalized FREEmiums
Strategic Offers
Complimentay Apps
Free Audits & Assessments
Evidence
Endorsements
Success Stories & Case Studies
Live Demos
Reviews
Trials
Slide 24
Trials
Slide 25
Know You Like You Trust You
Inspiring Your
CommunityHelping to Find You Validating Your Authority
Personalized
FREEmiums
Thought LeadershipVisual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Social Content Strategies for Customer Journey
Getting Audiences to Know, Like & Trust You
EvidenceReal-Time Help
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
Community
Integrity
Community
Expansion
Community
Excitement
Brand Utility/Ubiquity
Slide 26
Know You Like You Trust YouInspiring Your
Community
Helping to Find YouValidating Your Authority
• Entertainment
• Inspiration
• T-R-U-S-T-E-D Behaviors
• T-R-U-S-T-E-D Content
Personalized
FREEmiums
Thought LeadershipVisual Storytelling
Top-Funnel(Connect)
Bottom-Funnel(Differentiate & Convert)
Awareness(Stranger)
Evaluation(Consider Your Business)
Differentiation(Prefer Your Business)
Social Content Strategies for Customer Journey
Getting Audiences to Know, Like & Trust You
• Endorsements
• Success Stories
• Live Demos
• Reviews
• Trials
EvidenceReal-Time Help
• SoLoMo Context• Messaging• FAQ Chatbots• Decision/ROI
Templates
• Strategic Offers• Complimentary Apps• Free Audits/
Assessments
Top/Mid-Funnel(Influence)
Bottom/Mid-Funnel(Engage & Nurture)
Interest(Know About Your Business)
• Brand Affinity
• Themes & Story Arcs
• Emotional Appeal
• Framing Your Scarcity
• Influence Outreach
• Inspirational Appeal
• Influence Tactics
• Social Networking
Community IntegrityCommunity Expansion Community Excitement
• Pain Point Alignment• Topic Appeal• Compelling Content• Optimization• Amplified Exposure
Brand Utility/Ubiquity• Curating
• Shadowing
• News Feeding
• Teaching
• Campaign Support• Frequency• Hosting• Tagging• Hashtagging
• Acknowledgement• Involvement• Fun • Greater Good• Motivating
• Voice Consistency• Open Communication• Generous Sharing• Accountability• Empowerment