Building a BOFU Strategy with Lashay Lewis

3. Make sure your internal team is aligned (10:10)

"If the content is misaligned, all of the collateral that comes from this is going to be misaligned."

• Alignment between sales, customer success, product, and marketing teams is the first step towards success here because misalignment leads to inconsistent messaging and ineffective content

• When Lashay says alignment, what she means is that all teams should be on the same page about what the product is, what it does, and who it's for

• Lashay uses a dashboard to collect and organize internal information

4. BOFU keyword research (24:47)

"When confusion doesn't sell, simplicity does."

• Begin your keyword research after you've researched your customer and aligned your team

• For successful bottom of the funnel keywords focus on product features and customer pain points

• Lashay uses "dynamic frameworks" to match search terms with customer research elements and make it easier to stay consistent and scale

• Keep it simple because confusion doesn't sell

5. Article creation (35:37)

"Somebody that is on a bottom of funnel piece is already in the mindset of like, okay, I think I'm ready to get a thing."

• Write articles based on your keyword research—you know what your audience is looking for so lean into that

• BOFU content can and should be repurposed across various channels (webinars, social posts, etc.)

• Fun fact: live chat on BOFU articles has proven to be extremely effective for conversions

• Alignment doesn't quit after the first step, stay at it across channels and content types to provide a consistent customer journey

6. What's next? (43:15)

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