At each stage of the buyer’s journey, the user’s intention is different. Consumer touchpoints often take the form of content placements to achieve a variety of goals at each stage of the funnel. With 87% With marketers already creating content for different stages of the customer journey, it’s critical that brands take a full-funnel approach to stay relevant and visible to consumers among their competitors.
What is a full funnel approach?
A comprehensive marketing approach is more than just a campaign strategy; it’s a shift that combines branding and performance marketing. This approach involves tailoring a brand’s messaging and promotions at each specific stage of the buyer’s journey.
Each step of the funnel requires a different strategic approach, which means marketers must create unique and engaging content and messages that will resonate with potential prospects, with the ultimate goal of converting them into paying customers. The buyer’s funnel consists of three stages: awareness, acknowledgment, and conversion. At every step of the marketing funnel, there are many partnerships and tactics that marketers should use.
From the awareness stage, potential prospects were found to be most involved in social media, influencer marketing, and targeted emails. As prospects move down the funnel, they’ll typically search for your brand using review and loyalty sites, interact with paid search placements, case studies, listings, and more.
Once potential customers hit the conversion point, brands usually need to give those prospects a final boost through retargeting, cart abandonment, freebies, free trials, coupon and deal sites. , and more. Illustrated by the graphic below, a full funnel approach enables marketers to reach their target audience at all stages of the customer journey.
Let’s take a closer look at each stage of the funnel and what marketers should be implementing when creating and implementing a full funnel strategy.
Strategies for each stage of the marketing funnel:
Step 1: Awareness (upper funnel)
The awareness phase of the funnel focuses on impressions, audience reach, and engagement of potential prospects, while creating content to keep the brand in mind. This step is one of the most important parts of the funnel, as potential customers are looking for a product or service, but have yet to determine which brand to buy from. Through attention-grabbing educational content, marketers can educate new customers to influence consideration. Here are some examples of top performing top funnel content:
- Blogs and practical guides
- Display ads
- Quick video locations
- Influencer marketing
- Social media
The key to a successful full-funnel approach is making sure placements are reaching the right users on the channels they use the most. On social media, photos and graphics are the most frequently used type of content to increase brand awareness. Additionally, videos tend to generate strong engagement in the top funnel, with potential customers being 27.4 times more likely to interact with a video ad on a banner ad.
Carry out[cb] The agency recently determined that conversions generated in the top funnel are about five times more valuable to a brand than conversions below the funnel. Learn more about how a full funnel approach led to a 334% increase in order volume for Drizly in the fourth quarter!
In the early stages of the buyer’s journey, a clear understanding of consumer behavior and preferences is paramount. After establishing these agreements, the companies reported marketing efficiency gains of up to 30% and incremental revenue growth of up to 10% without increasing the marketing budget. While top funnel content typically doesn’t generate a high sales volume, it’s important to remember the Marketing Rule of Seven, or the fact that multiple touchpoints are required to convert users. Learn more about how top-of-the-funnel partners, such as niche bloggers, are great for increasing brand awareness and move potential customers through the buying funnel.
As marketers move beyond awareness campaigns and adopt a full-funnel customer acquisition strategy, they will find profitable success within CPA Marketing – more precisely the affiliation and performance marketing models. Download our guide will teach you more about how a full funnel approach can take your customer acquisition strategy to the next level.
Step 2: Review (mid-funnel)
The average consumer engages with at least three to five pieces of content when considering purchasing a new product or service. As marketers develop a full-funnel strategy, it is important to use the funnel consideration stage to focus on brand loyalty and desire for the product or service through the use of relevant content. Here are some examples of top performing mid-funnel content:
- Case studies
- Customer reviews and testimonials
- Personalized Email Marketing
- Paid search
- White papers and guides
The consider buying funnel step focuses on metrics like click-through rate (CTR), return on ad spend (ROAS), and others based on marketers’ goals. . The key to achieving these metrics is to build a relationship with the customer. This can be done successfully through interactive and personalized marketing messages that deliver engaging and informative content based on customer behavior and interests.
53% of marketers recently declared personalized email marketing to be the most effective channel for driving prospects down the funnel. As marketers test different content strategies in the middle of the funnel, it will be important to ensure that decisions are based on data and information about the target audience.
As customers move up the funnel, ongoing personalized messaging and targeting will be key to maintaining high levels of engagement. Customer personalization can go a long way in a successful full-funnel approach by improving conversion rates and attracting new customers to your brand. Learn more about the importance of applying consumer knowledge when building a full-funnel digital strategy.
Step 3: Conversion (lower funnel)
As potential customers hit the bottom funnel, it’s likely that they are familiar with a brand’s product or service and have continually engaged with the brand’s marketing touchpoints. By the time customers reach this stage, it will be essential for marketers to make it as easy as possible for consumers to lead consumers to the desired action and, if necessary, to give further impetus to the conversion.
When creating a low-funnel strategy, marketers should encourage customers to take action by offering them relevant coupons and offers. Check out these effective low-funnel tactics to incorporate into your conversion strategy:
- Free trials
- Special offers and sales
- Contests or giveaways
- Partnerships with offers and loyalty sites
- Cart Abandonment Retargeting
- Free delivery
If personalized marketing efforts are built consistently throughout the buyer’s journey, marketers will see an increase in conversions. A recent study has shown that 49% of consumers made impulse purchases after receiving a targeted ad, 44% become loyal customers after personalized shopping experiences. In addition, a study found that 83% of consumers changed their shopping habits when they received a discount code; we are aware that discounts are essential to a full funnel approach in the performance marketing channel.
As valuable customers move down the funnel, marketing efforts should become more relevant and focused. While a constant top funnel volume is important in building brand awareness, a full funnel approach is key to driving conversions. Discover our case study to see how a popular beauty brand, seeing constant volume in the top funnel, changed its strategy to use a full funnel approach to attract new customers into the funnel to convert.
As conversions start to add up, brands need to know that this is just the beginning; Marketers need to measure and evaluate their new customer data to maximize Customer Lifetime Value (CLV) and drive repeat purchases.
A full funnel approach allows marketers to nurture prospects and existing customers with awareness and consideration, throughout the conversion and after the purchase. The best performing brands meet consumers every step of the way in the buyer’s journey by implementing a comprehensive marketing strategy. By linking initial KPIs and results through the different channels and stages of the buying funnel, marketers can better understand the impact of their marketing efforts.
Complete marketing cannot be done effectively without close collaboration and relationship building among all stakeholders. This includes brand managers, performance marketers, PR and editorial teams, content partners, review sites, and more.