What Is a Full-Funnel Marketing Strategy (How to Build One)

Jul 19, 2022|Read time: 10 min.

Patrick Lane Marketing Manager

Key Points

Customers person unlimited ways to interact with your marque passim the buyer’s journey. And the champion mode to consistently scope them is with full-funnel marketing.

Consider each these touchpoints:

Potential customers could sojourn your website, research your blog, oregon work your emails. They mightiness hunt for answers successful Google, prosecute with you connected societal media, oregon ticker your TV commercials. They mightiness adjacent find your products done a podcast.

Offline, customers mightiness look for coupons successful the Sunday paper, oregon browse an endcap show in-store.

In different words, the lawsuit travel is fragmented. Fortunately, full-funnel selling solves this problem.It gets you successful beforehand of your assemblage astatine each stage, digital selling channel, and marque touchpoint. Read connected to larn however full-funnel selling helps you to thrust greater gross and selling ROI.

What is full-funnel marketing?

Although we deliberation of the income funnel arsenic a consecutive line, it’s much similar a maze. A full-funnel strategy connects the dots crossed channels and touchpoints.

When you see the full journey, you tin make a holistic attack to selling that combines marque gathering with show marketing. Full-funnel campaigns pull attention, thrust engagement, spur consideration, physique relationships, thrust sales, and create marque loyalty.

It considers the lawsuit acquisition astatine each signifier of the lawsuit journey. On apical of this, full-funnel selling seeks to make an optimal acquisition crossed each selling transmission and each customer interaction point successful the journey.

A “marketing funnel” is often thought to beryllium linear successful nature. In reality, galore existent assemblage members instrumentality a non-linear way to purchase. This whitethorn see going from online to offline to online again. 

Your imaginable whitethorn find your marque done a Google search, interact with your marque connected societal media, sojourn your website, spot your merchandise successful a store, and past cheque retired online reviews connected their smartphone portion in-store. With full-funnel marketing, your extremity is to make a affirmative acquisition for prospective customers passim their meandering journey.

Stages of the selling funnel

The selling funnel has 3 main stages:

• Awareness: The consciousness signifier is erstwhile assemblage members archetypal go alert of your merchandise oregon service. The extremity astatine this signifier is to grow scope and summation brand awareness. It’s besides to amended prospective customers and make interest.
• Consideration: The information signifier is erstwhile customers are funny successful your merchandise oregon work and privation to larn more. The extremity astatine this signifier is to physique connected the customer’s involvement by providing much elaborate accusation astir your product.
• Conversion: The conversion signifier is erstwhile customers are acceptable to bargain your merchandise oregon service. The extremity astatine this signifier is to adjacent the merchantability and get the lawsuit to perpetrate to utilizing your product. Useful selling astatine this signifier includes ROI calculators, rival matrices, coupons, guarantees, etc.

High-funnel selling efforts are intended to formed a wide nett to make consciousness among arsenic galore radical arsenic possible. As customers determination down the funnel, you constrictive your absorption to those who are astir apt to convert.

Why is full-funnel selling important?

Full-funnel selling is important due to the fact that it covers the full lawsuit travel and spans each the selling channels you usage to present the cleanable connection astatine each lawsuit touchpoint. In fact, Nielsen recovered that full-funnel selling campaigns present 45% higher ROI than those that people lone the bottommost of the income funnel.

In contrast, full-funnel selling strategically targets each measurement successful the acquisition process. It hits prospects with applicable messaging and calls-to-action (CTAs) for the fixed signifier of the lawsuit journey. 

Full-funnel selling ensures individuals person a affirmative acquisition with your marque nary substance wherever they participate the funnel. It seamlessly guides them toward the adjacent measurement successful the funnel. It creates momentum truthful they determination fluidly from 1 signifier successful the funnel to the next.

The extremity effect is simply a superior lawsuit acquisition astatine each measurement of the lawsuit journey. This leads to greater conversions, orders, and revenue.

Elements of a full-funnel selling strategy

The pursuing are a fig of cardinal elements of a full-funnel selling strategy:

Customer travel mapping

The archetypal measurement successful full-funnel selling is to map the lawsuit journey. This volition assistance you recognize what your customers request and privation astatine each signifier of the funnel.

Full-funnel selling approach

Full-funnel selling needs to screen each signifier of the funnel, from consciousness to information to purchase. This is customized for each buyer persona’s lawsuit journey. This is the halfway instauration of full-funnel marketing.

Audience segmentation

Segment your people assemblage truthful you tin tailor your selling messages and funnels accordingly. There are a fig of ways you tin conception your audience, including geographic, demographic, behavioral, and psychographic. Each conception whitethorn necessitate antithetic approaches to thrust them done the funnel to purchase.

Multi-channel marketing

Use aggregate selling channels to scope your assemblage wherever they walk time. This could include:

If you usage respective selling channels, past you tin execute greater scope nary substance wherever they look for caller products.

Cross-functional collaboration

The occurrence of your full-funnel selling initiatives is babelike connected collaboration among assorted stakeholders. Everyone from marque managers to performance-marketing teams should assistance each different recognize the champion premix for optimal selling results.

Data-driven selling and unified KPIs

Rely connected information to thrust your decisions truthful your selling portfolio is good optimized. Collect information connected your audience, their behavior, and your selling results. Conduct caller tests continually, measuring the interaction of antithetic selling connected antithetic stages of the funnel.

This information informs the types of campaigns you should run, the channels to utilize, and the assemblage segments to target.

And erstwhile looking astatine your selling data, origin successful some branding and show selling efforts. If unaided marque consciousness increases, measurement the interaction connected traffic, leads, orders, and revenue. If unaided marque consciousness drops, what types of show selling alteration you to inactive deed your people numbers?

Marketing automation

Marketing automation is an fantabulous mode to way and optimize your strategy. Use bundle to automate your full-funnel selling tactics, including lawsuit narration management, email marketing, nurturing, and pb generation.

Marketing automation makes it easier to usher a imaginable from 1 signifier of the funnel to the next.

Top of the funnel

Upper-funnel selling increases reach, creates marque awareness, and educates your people audience. This is important due to the fact that these activities physique spot which influences decisions aboriginal successful the journey.

Create marque awareness

If radical are not alert of your marque oregon products, they can’t go a customer. That’s wherefore 1 of the superior goals astatine the apical of the funnel is to make marque awareness.

There are a fig of ways you tin make consciousness for your brand, including:

• Paid advertising: This includes TV, radio, print, societal media, and show ads.
• Organic search: Optimizing your website and contented for Google integrated search.
• Content marketing: This includes creating blog posts, articles, infographics, lookbooks, etc. It’s focused connected contented that educates and informs your audience.
• Social media: Creating engaging contented and gathering a pursuing connected societal media platforms specified arsenic Facebook, Pinterest, Instagram, Twitter, and LinkedIn.
• PR: This includes getting media sum for your marque successful print, online, and connected TV.

Two things are cardinal erstwhile it comes to creating marque oregon merchandise awareness. 

First — It’s important not to propulsion excessively hard astatine this stage. Your superior nonsubjective is to get radical funny successful your brand, not to merchantability your product.

Second — Be contiguous wherever your imaginable customers are. Identify the superior channels they usage and make accordant messaging crossed those channels.

Middle of the funnel

In the mediate of the funnel, your superior goals are to boost information and differentiate your marque from your competitors.

Boost consideration

In the mediate of the funnel, it‘s clip to summation information of your products. This means getting imaginable customers to commencement reasoning astir your offerings arsenic a solution to their problems. You don’t request to person them that you are the solution. Rather, you simply privation to get them to commencement considering your marque oregon merchandise arsenic a imaginable option.

There are a fig of ways you tin boost consideration:

• Develop thought-leadership content: This contented volition assistance presumption you arsenic the authoritative marque successful your industry.
• Participate successful commercialized shows and events: This volition assistance get your marque sanction successful beforehand of imaginable customers.
• Generate affirmative word-of-mouth, reviews, and testimonials: Social impervious volition assistance amusement imaginable customers that others person had occurrence with your merchandise oregon service. This volition instill assurance successful your brand.
• Offer merchandise demos and escaped trials: Allow them to drawback a front-row spot and research your product. Enable them to trial retired your merchandise done a demo, interactive webinar, escaped trial, etc.

Differentiate your brand

The mediate of the funnel is wherever imaginable customers commencement to comparison your marque to different options. It’s important to differentiate your marque astatine this signifier truthful you tin stay top-of-mind arsenic imaginable customers proceed their journey. 

Start educating them connected what makes your merchandise oregon work unique. It’s conscionable arsenic important to clarify the audiences who would payment astir from your differentiators.

There are a fig of ways you tin differentiate your brand:

• Target middle-of-the-funnel keywords: This volition assistance you fertile for keywords that are further down the funnel. The purpose is to supply your assemblage with a deeper knowing of your products oregon services.
• Create examination content: Help imaginable customers comparison your products oregon services to different options connected the market.
• Develop merchandise videos: This volition assistance imaginable customers recognize however your merchandise oregon work works and however it tin payment them much than competing options.
• Host webinars: These webinars should chiefly beryllium acquisition successful quality arsenic opposed to a demo for your merchandise oregon service. They should supply existent worth to prospects.
• Brand-personality-driven content: When you merchantability a commodity, your marque property is sometimes what sets you isolated from competing options. In that case, fto your property radiance done successful bid to usher them to the bottommost of the funnel.

Bottom of the funnel

When prospects scope the little funnel, your extremity is to adjacent the deal.

Close the deal

To adjacent the deal, supply prospects with a wide call-to-action (CTA). This CTA should person prospects to marque a acquisition oregon nonstop them to a landing leafage that strengthens your worth proposition.

There are different types of contented marketing that enactment peculiarly good astatine the bottommost of the funnel, specified as:

At this point, you should propulsion to marque the sale. Ensure prospects consciousness assured successful their buying determination and region the friction that mightiness forestall them from completing the transaction.

Measure performance

To guarantee your full-funnel selling strategy is effective, measurement your show with multi-touch attribution modeling. This volition assistance you place what’s moving and what needs to beryllium improved.

To measurement show effectively, found cardinal show indicators (KPIs). Track your integrated selling show to measure the wide portfolio’s occurrence towards your stated concern goals. 

Couple that with metrics that measure the publication from idiosyncratic components to determination prospects from 1 signifier of the funnel to the next.

Here are immoderate communal metrics astatine each signifier of the funnel:

• Top of the funnel: Keyword rankings, impressions, unaided marque awareness, website traffic, etc.
• Middle of the funnel: Keyword rankings, contented downloads, webinar attendance, mailing database subscribers, qualified leads, etc.
• Bottom of the funnel: Conversions, orders, caller customers, revenue, customer acquisition cost, etc.

Track these metrics to measurement your advancement and optimize the levers that nutrient the top selling instrumentality connected concern (ROI). Then, fortify lawsuit retention to boost your bottommost enactment adjacent further.

Full-funnel selling FAQs