How focusing on bottom-of-funnel content marketing brings us around 300 appointments and some extra 400 trials a month.
Although we recently hit 40k unique visitors a month, but I recommend that neither you focus on traffic metric nor you hire your next SEO agency/content marketing team keeping traffic as goal.
Here is the thing, I can get you traffic really quick on writing on some upper funnel keywords with low keyword difficulty.
If you're a company with a limited budget, you need instant revenue from content, not spiffy traffic numbers.
Of course, if you've got lots of dough and want to generate more branding awareness, then by all means go for it.
In this post I want to share, how we changed our strategy after hitting some traffic.
When we started hitting 10k unique visitors a month, the issue that arose was that most of the signups weren’t serious buyers or didn’t have budgets. There were high rates of no-shows as well.
We struggled with this for a while, and then we experimented. We pivoted to testing out 50 pieces of bottom-of-the-funnel content.
We put brakes on top and middle of the funnel content.
We focused all our back linking effort on those keywords. Previously, we were getting backlinks on high-traffic articles.
Bottom of the funnel caters to the customers who are ready to purchase. They want to buy a product in your niche or consider your competitor or simply try to solve a big problem that you solve.
Now let me explain more, what does bottom of the funnel look like in SaaS/Tech niche.
1. Comparison posts: These are the type of frameworks that help you in comparing your brands to other brands. For example, if you are a marketing CRM, it could be Salesforce vs Hubspot vs (your brand).
Note: You’ve got to ensure that the comparison keywords you choose here have volume. That’s the baseline metric to ensure that it converts. A keyword volume of more than 40 is a good selection.
2. Best product/ service lists: Here’s a quick example. https://clickup.com/blog/10-best-project-management-tools/. People are always searching for top, best, and cheapest tools in your niche.
3. Alternatives to ‘X’: this framework helps searchers discover alternatives to your competitor's products. One of my articles, Alternative to Salesloft, ranks on page 1 and brings us 2 trials every day. Ex - https://blog.hubspot.com/sales/salesforce-alternatives4. Articles discussing pricing: Do a teardown of your competitor's pricing and then compare your pricing with them.
Here’s an example: https://clientvenue.com/blog/manyrequests-pricing/5. Use cases driven: Talk about use cases and pain points of your niche and then write how-to articles on it. So in my case, one of the pain points is how to set up cold email campaigns. https://www.cliently.com/blog/guide-to-book-70-demos-from-cold-emailing-per-month-per-rep
If you follow this framework in your niche, your pages will convert at double-digit percentages.