Let’s talk about bottom-of-the-funnel (BOFU) content. Oh, wait—you’re not sure what that means? No worries! We’ll walk you through what it is and why it’s essential. Plus, we’ll share fun ideas to rock your BOFU.
What is bottom-of-the-funnel content?
To understand BOFU, we need to discuss what comes before it—and this involves a quick lesson on the basic stages that buyers go through: awareness, consideration, decision.
(You might see this labeled as awareness, evaluation, conversion—same thing, different labels.)
People at the top of the funnel (TOFU) are just getting started on their journey.
They’re becoming aware of their own need or problem. For example, adult children of seniors might have a family meeting because mom is having trouble maintaining her house now that dad is gone. What should happen next? Hire in-house assistance? Downsize to a smaller house? Retire to a senior living community? Something else?
At this point, your senior living community probably isn’t on anyone’s radar yet. The family begins researching, which is when top-of-the-funnel content, or TOFU, comes in:
- Blog posts
- General informational guides
- Social media posts
- Print/digital ads
People in the middle of the funnel (MOFU) have been doing their homework and considering their options.
Using our above example, maybe everyone (including mom!) agrees that downsizing and moving into a senior living community makes sense. Now, it’s a matter of learning more about IL, researching options, and evaluating them.
Types of content that speaks to the senior living MOFU crowd include:
- Deep-dive informational guides
- Deeper educational resources
- Review sites
When someone is in the bottom of the funnel (BOFU), they’re ready to buy.
This is known as the conversion stage. Again, using our above example, the family members might have narrowed it down to three contenders for their mom.
Types of senior living BOFU content include:
- Events/free lunches
- Exclusive move-in offers
- Rate sheets
- Photo galleries
- Floor plans
- Review sites
Keep in mind that there’s often overlap between stages. For example, people in the top of the funnel might not know the difference between independent living, assisted living, and memory care. They might assume nursing homes fall under the senior living umbrella.
However, people in the middle of the funnel have likely learned the basics. At this point, they might focus on the specific lifestyle they’re interested in, read reviews, and compare options.
And people in the bottom of the funnel might have their eyes on three different places. Even though they’ve already read some reviews, now they’re going back and reading more—especially what the one- and two-star reviews have to say.
Why is BOFU content important?
It’s easy to think that TOFU and MOFU content are more important than BOFU. After all, if you can get someone to the point where they’re seriously considering your senior living community, what more can you do?
Think of it this way: if someone hasn’t made a final decision, your community still has a chance. Great BOFU content can give your community a competitive edge over communities that don’t take this extra step.
And even if other communities also have a strong BOFU game, something that your BOFU content mentions might resonate more.
Bottom line: Don’t skimp on developing strong BOFU content.
BOFU content brainstorm for the win!
Need fresh BOFU content ideas? Check out the brainstorm below. Customize them to fit your needs. And if you need help bringing any of these to life, give us a shout. Our content team is ready to help.
“Real stories from happy seniors”
Showcase residents’ positive experiences to build trust and credibility. You can make a video using Canva (or its equivalent)—interspersing pics with words and audio. Then, email the prospect and their family a link with something like “This could be you in 30 days.”
Why this is effective bottom-of-the-funnel content: Happy residents talking in their own words is powerful marketing. And you never know what little nugget will motivate someone on the fence.
PRO TIP: You can create a similar version with clips from family members about how happy and relieved they are that their loved one has acclimated to your community—and how much easier it was than they were expecting.
“At your service: meet the team”
Here’s another video idea that can resonate, especially if you’re trying to create that bespoke senior living experience. Do a video montage featuring key people like the head chef and have them talk about how they can’t wait to meet “you” (the new prospect) and help you settle in.
- Why this is effective bottom-of-the-funnel content: It’s reminiscent of high-end hotels or cruise ships. Who wouldn’t want their own staff, right?
“Move-in made easy: a little something special for our newest resident”
This is a practical suggestion, but no less effective. Moving is HARD, no matter what the person’s age. Add in other challenges, like selling a house or moving to a new state, and the move becomes even more complicated. A move-in guide shouldn’t be generic. It should assume the close—that the person is moving into your community—and outline all the necessary steps, contact names, phone numbers, and what to expect on move-in day.
Ideally, this would be a nicely designed packet. Make it even more special by including an invitation to enjoy a welcome toast at the community’s lounge. The note can say something like, “We’re looking forward to toasting your arrival the afternoon you move into your new home at Awesome Senior Living Community!”
- Why this is effective bottom-of-the-funnel content: It’s helpful. It’s thoughtful. It gives people a taste of the service they can expect.
“What to expect your first day, week, and month”
Round up quick snippets from residents about their experience the first day, week, and month after they moved into your community. This is the place to highlight residents who might have been anxious/afraid/sad about making the move and their “pleasantly surprised” reaction to what happened the first day, week, or month.
- Why this is effective bottom-of-the-funnel content: Some people in this stage might be hesitant about moving—or even sad and anxious. Showing real people with similar sentiments and how your community “pleasantly surprised them” will resonate (while demonstrating empathy).
“Safety and security: your peace of mind matters to us”
Highlight the community’s safety protocols, emergency response systems, and 24/7 security measures to reassure prospective residents and their families that they’re making the right choice when they choose your community.
- Why this is effective bottom-of-the-funnel content: Safety is a big topic that doesn’t get as much airplay as it should in a community’s content initiatives. We get it. It’s not sexy. But it’s vital info—even more so to someone who’s about to make a decision.
“Your last-minute questions – including the ones you forgot to ask – answered”
Compile a comprehensive list of frequently asked questions (FAQs) and some not-so-common but still relevant questions.
Why this is effective bottom-of-the-funnel content: The title alone should make someone want to click, open, or continue reading. Because someone in the decision stage will likely be curious about knowing the answers to a question they forgot to ask.
This is just the beginning of our BOFU content brainstorm.
Need more ideas? Set up a 30-minute brainstorming session with us at no charge.