BOFU (Bottom of the Funnel)

The BOFU stage is the bottom part of the conversion funnel and is comprised of users who have already considered all of the available options on the market and remain interested in your company or brand. This can also include consumers who don’t yet have a relationship with a company but are confident in their purchase or short-term hire.

In the BOFU stage of the Funnel Advertising Methodology, you begin to make your brand known to consumers through self-promotion. At this stage of the funnel, there is a much higher chance that a consumer will decide to buy from you.  

The actions best suited for this stage of the funnel are:

• SEO. SEO, or Search Engine Optimization, is a technique which focuses on improving your company’s website, specifically improving its positioning in organic search results on search engines like Google.
• Non-branded SEM.  SEM, or Search Engine Marketing, is an advertising technique which involves advertise via paid ads on search engine, thus increasing your overall visibility online (ads are qualified as “pay-per-click”). Non-branded SEM is characterized by using keywords that do not specifying the brands of the products in question. These ads are much more general.
• Branded SEM. Branded SEM references the specific brands of an advertised product. This type of advertising only focuses on consumers who are looking for a particular product from a particular brand.
• Social Retargeting – Purchase (BOFU Stage). With social retargeting, brands try to impact consumers who have previously visited their website and/or used their app via social media .
• Social Lookalike Audiences. Lookalike audiences are groups of people on social networks who sharing characteristics, especially with your target audience. Working with these audiences on platforms like Facebook and Instagram allows you to impact consumers who are more likely to be interested in your brand.
• Email Remarketing. Email remarketing is based on detecting when someone visits your website and what actions they carry out during their visit. Afterwards, you can send them a personalized email based on what they did or what they looked at on your website.
• Remarketing or Retargeting Acquisition (purchase has been made). Remarketing aims to impact users who have previously visited your website. Remarketing in the BOFU stage is focused on impacting people who have already made a purchase on our website.
• Price Comparison Site Affiliation. Price comparison site affiliation campaigns are comprised of showing and comparing offers and prices from different web pages within the same category of product or service that you are advertising.
• Cash-Back Affiliation. This consists of partnering with a website or company, publishing their ads on your website, and earning a commission for each click that they get. For cash-back, it is not just the website or company that gets a commission. Consumers also get to partake in the commissions (money, discounts, etc.). This way, the partnered company/website ensures a large number of visits.
• Coupon Affiliation. This only differs from the previous type of affiliation in that the “commission” a consumer receives is in the form of a coupon from the partnered company.