BeardBrand is one of the most popular direct-to-consumer men’s hair products brands in the world. They started out with these incredible viral YouTube videos, like this one:
This eCommerce brand was able to grow really fast through content marketing. Specifically, creating content for top-funnel, middle-funnel, and end-of-the-funnel visitors.
Top of the Funnel (ToFu)
This part of the funnel is where the user begins their discovery phase with informational or how-to questions. For example, if you search for “how to grow a beard” you will find a beautiful comprehensive guide from BeardBrand.
This guide ranks for over 3,000 keywords by the way, so it’s spreading out to more and more search terms for the top-of-the-funnel user.
Middle of the Funnel (MoFu)
This is where the user starts learning about and comparing products. They are not buying just yet but they have started to shop. Mofu search terms could be “difference between a beard wax and a beard oil”.
Most brands focus on the top and bottom parts of the funnel and often ignore the middle. These are super important search terms and can be easily added to an existing article as a Q&A schema.
What’s really smart is that BeardBrand puts in small CTA’s throughout these middle of the funnel articles, like so:
Bottom of the Funnel (BoFu)
This is where the customer is ready to purchase something, and they are looking for the best deal they could get. They would be using transactional search terms like “buy beard oil online”.
Another really brilliant thing they did is to create a free lead magnet that forces the user to go through their checkout process. They offer these cool-looking posters with their logo on them:
Here is what these posters look like up close:
When the user clicks to get one of these posters they are taken to the checkout process.
Here’s their product page.
And when you click “Shop” you are taken to the checkout page. Where they display similar products, paid products. And that’s how they get an unassuming poster-lover to buy their beard products.
In short, you came for a beard poster and you left with a basket full of beard wax and shavers. And if you didn’t purchase anything, BeardBrand has your email and can easily retarget you with email marketing and Facebook ads.