Knowing the marketing funnel is more than simply a nice-to-have in the modern digital era, it’s necessary. The steps a prospective consumer takes before completing a purchase are shown in the marketing funnel. Keywords are really important on this path, making the correct keyword selection guarantees that everything you write corresponds to the customer’s stage of the purchasing process. Imagine having accurate communication with a consumer right before they make a purchase. That is how lower funnel keywords work. Let’s examine this in more detail.
Understanding the Marketing Funnel
Top of Funnel: Awareness
Potential clients are only getting started in this situation. They are recognising issues and trying to find simple fixes. Thus, if a business-to-business marketer finds it difficult to optimise processes, they may look up “how to improve marketing productivity.”
Middle of Funnel: Consideration
At this point, clients look further. They are looking for certain answers. Take that B2B marketer we mentioned, for example? Now that marketing automation is on their radar, they may look for “top marketing automation solutions.”
Bottom of Funnel: Decision
This is the big moment; the clients have done their homework and are nearly prepared to make a decision. They now wait to make that decision until they get the final bits of information. Now, our business-to-business marketer may type in “how to buy a marketing automation solution.”
Knowing these phases is the starting point. It facilitates the creation of material that speaks to the audience’s present state of mind. However, to truly experience the enchantment, we must go into the realm of keywords.
Defining Lower Funnel Keywords
Keywords are signals, not simply words. They provide a glimpse into the thoughts, emotions, or needs of the individual. And terms in the lower funnel? They are the strongest signals available. How come? since they show that they are prepared to purchase.
General keywords such as “marketing tools” are rather wide. However, the phrase “best marketing tool for small business” implies that a decision has been made. They’re not just surfing; they’re searching for a specific answer. Our prospects of increasing conversions are higher the more we can use these strong signals.
The Significance of Lower Funnel Keywords
| Direct Sales Link | High Conversion Rates | Clear Intention |
| There is a significant correlation between these keywords and sales. The lower funnel keyword searches bring the user closer to the purchase. | These searchers are more likely to convert since they are almost ready to make a decision. Therefore, lower-funnel keywords generate more revenue even though top-funnel keywords may generate more visitors. | Keywords in the lower funnel attract users when their intent is at its greatest. That’s excellent. Because it indicates that we are drawing potential customers rather than just site traffic. |
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Effective Keyword Research for Lower Funnel
Without a doubt, keywords are significant at every point of the purchasing cycle, from top-funnel keywords to lower-funnel keywords. However, SEO is frequently used by marketers at the top and centre of the funnel, but less so at the bottom. The fact that prospects are so close to making a purchase is another reason a good SEO agency adores phrases at the bottom of the funnel. This is a crucial topic since B2B sales cycles are growing longer.
So, where should you begin? Choose a “seed word” first. This phrase, which is generic in nature, sums up your subject. For the case above, “marketing automation” may be our choice.
Put this seed word into an SEO tool now. A variety of options are available, such as Ubersuggest, Ahrefs, and SEMRush. Our objective is to identify long-tail keywords. These are longer and more precise phrases. What this means is that although “marketing automation” is our seed word, “how to choose the best marketing automation tool” is a long-tail keyword.
But we haven’t finished yet. Go on to terms that convey a desire to make a purchase, phrases like “book,” “buy,” or “hire.” Add these to your list of long-tail keywords. Thus, rather than “How to book a marketing automation demo,” it should be “How to buy marketing automation tools.”
Recall that these are signals, these phrases. They convey to us the idea that someone is not just inclined to act, but also prepared. Any marketer’s life may change if they can attract this audience.
Common Mistakes Marketers Make with Lower Funnel Keywords
It’s not always easy to navigate the realm of lower funnel keywords. Many marketers aim for success but fall short of their goals. Therefore, let’s address a few typical issues before getting into techniques.
Ignoring the Search Volume: Sales are directly correlated with lower funnel keywords. Nevertheless, a few marketers neglect to look at the search volume. It might not be worthwhile to target a word if relatively few people are searching for it.
Neglecting Content Quality: While crucial, keywords are only one element of the picture. Bad content has the power to turn off potential buyers even with the finest keywords. Aim for excellence at all times.
Ignoring User Intent: Not every “buy” or “book” search results in a transaction. Context is important. Knowing the real purpose of the searcher is important.
Marketers may avoid setbacks and continue on their successful path by avoiding these blunders.
Creating Engaging Content for the Lower Funnel
After determining the appropriate lower-funnel keywords, the following stage is to produce content that appeals to prospective customers. This is about material that speaks to people, not simply any stuff. Consider how your content will fit into the consumer journey as you plan it. Does a resource aid in awareness, deliberation, or decision-making? After doing this, you may match the appropriate keywords to the content.
Examples of content at the bottom of the funnel include:
White Papers: These comprehensive reports have the ability to address problems, give solutions, and offer insights. Establishing trust with prospective clients is the key.
Comparison Sheets: Customers frequently consider their alternatives while making a decision. A feature- and benefit-focused comparison sheet can swing the odds in your favour.
Webinars: Putting on a webinar gives it a more intimate feel. It can answer particular questions or concerns and enables real-time contact.
Demos and Free Trials: Allow your offering to speak for itself. Providing a sample to prospective buyers can frequently encourage a purchase.
Keep in mind that customers want confirmation while making decisions. They want confirmation that they are making the best decision. Customised, high-calibre content may offer precisely that.
Calls to Action that Seal the Deal
Content may draw in and hold attention, but a call to action (CTA) is what gets things done. CTAs are the final push in the lower funnel, encouraging the client to make a purchase.
A strong call to action is concise, appealing, and straightforward. Rather than using the generic “Click here,” use something like “Start your free trial today” or “Book your personalised demo now.” These calls to action not only point to the activity but also emphasise the outcome.
CTAs ultimately fill the gap that exists between interest and action. Make them matter, then.
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Repurposing Lower Funnel Content
It takes money to create content. Thus, why not optimise its yields? Marketers may increase the reach and lifespan of their content by repurposing it.
One way to use insights from webinars is to turn them into a blog series. Infographics and social media postings may be created using highlights from a white paper. The goal is to maximise the content’s value while making sure it reaches as many people as possible.
However, it goes beyond simple reshaping. Re-aligning is the key. Every piece that is repurposed should continue to target the lower funnel and entice potential clients to take action.
Gaining More Targeted Traffic with Lower Funnel Keywords
In the marketing domain, traffic is substantial. focused traffic? Better indeed. The key to getting this kind of focused traffic is using lower funnel keywords.
Although a wider audience may be drawn to broad keywords, they frequently lack purpose. Conversely, lower funnel keywords are more in line with purpose but may result in fewer visits. Therefore, concentrate on value rather than volume.
Consider bringing 5,000 visitors, but just a small number showing interest in making a purchase. Suppose that out of 300 visits, a sizable fraction is about to make a transaction. With focused traffic, the latter option is frequently more profitable.
Even though SEO could seem complicated, begin simply by consulting with a reliable SEO company. Measure, try new things and improve. When the proper strategy and constant work are combined, the outcomes can be spectacular.
