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Chelsey Wyatt , Senior Digital Strategist
Chelsey Wyatt is a PNW native who has spent over three years specializing in Paid Social Ad Strategy for both large enterprise or start-up level companies. She functions as a strategic partner who loves combining humor and positive thinking and brings the brightest attitude to even the toughest client calls. There's no challenge she won't meet head on.
On days off you can find her wine-tasting with friends, walking her dog around town, spending time with family, reading, or playing video games to unwind.
August 3, 2023 | Gain Knowledge
What is full-funnel marketing? Discover how to boost your conversions, engagement, and ROI with our expert-backed strategy guide.
You are on a mountain overlooking a large landscape covered with green evergreen trees, and at the bottom, a flowing river rapidly pushes the water towards its overall destination; the ocean.
This remarkable view is your marketing funnel, a carefully curated ecosystem that leads potential customers and drives revenue for your business.
At the top of the mountain, you see storm clouds and feel rain falling. These raindrops are your awareness leads flowing from the infinite sky into your overall lead funnel.
You also see these droplets dripping off surrounding tree branches to the ground, flowing into a larger stream. This is your mid-funnel, a place to nurture leads into customers on their schedule.
At the bottom of the mountain, you also see the faster-moving stream meeting the rapidly-moving river. This is the bottom of the funnel, the end of the marketing funnel. Here, you pass leads to the sales team for a warm reach out that leads to revenue.
These seemingly simple stages are how 32% of businesses gain revenue. However, companies that utilize full-funnel strategies see up to 45% higher ROI and 7% increases in offline sales compared to marketing campaigns across a single purchase stage.
Whether you’re a B2B company navigating a vast forest or a B2C firm climbing a small hill of sales and marketing funnels, every customer will depart on a journey. And to gain sales efficiently, you need to ensure they have a clear path to their destination.
Full-funnel marketing is a carefully created ecosystem that captures, nurtures, educates, and entices users to become customers over time. It curates messaging based on the customer’s intent and exposure to your brand. It also utilizes a 360-degree of the entire customer journey to categorize behavior instead of focusing solely on sales messaging.
Full-funnel marketing is important because it considers the entire customer journey. It identifies the path from initial brand or product awareness to consideration, decision, and purchase. Here’s why it’s critical:
Full-funnel marketing is the foundational structure that leads businesses to drive consistent revenue and scale over time. According to Think with Google:
The marketing funnel encompasses the overall customer journey and is usually referred to in three steps.
This is usually the first interaction a potential customer has with your brand. Ways potential customers discover your brand, product, or service include:
The goal of these campaigns is to draw attention and gain brand recognition for your ideal customer.
In the consideration stage, users are typically looking for educational and informational content. Having this helpful content leads them to a better understanding of your product or service.
It can also help them achieve their overarching goals or point out a potential problem a customer has, then shows them how your product or service solves it. This can be done in a multitude of ways but varies drastically depending on the industry your business is in.
For example, in the B2B space, helpful content like ebooks, whitepapers, webinars, infographics, or other types of long-form content reign king. Whereas, in the B2C space less nurturing is usually required. Here, educational visuals and videos on how the product works can lead people further down the funnel faster.
When a potential customer, finally reaches the conversion stage they are ready to become a customer and either need to pull out their credit card or contact your sales team for the next steps.
At this stage customer testimonials, ROI statistics, highlighting the benefits of your software, and CTAs like “Get a Demo” or “Contact Us” usually do the trick.
In addition, you can run collaborative and complementary Paid Search ads leading qualified users to search for your site when they are ready to purchase. Users in this industry may also look up your business on BBB, G2Crowd, or other relevant publications to check on the reputation of your brand.
Usually, you can bring users to a sale with a really good UGC influencer video, a well-done shopping, or a carousel ad that will bring people to the conversion stage.
Users will often purchase directly from the ad in this sector. However, others may google your brand to check your overall site and check your Google reviews depending on whether you work in the e-commerce industry or the brick-and-mortar sector.
Recommended Reading
Now that you have learned about what a full-funnel strategy looks like, let’s get started on building one for your business.
Now, we are back to the top of the mountain in the awareness stage trying to gain the interest of potential prospects. The key here is to interrupt the feed, the scroll, and bring attention to your brand. This can be done through multiple channels. The most popular are:
Moving down the funnel, our middle-of-the-funnel tactics, your strategy should depend on which industry you reside in. For this blog, we will mainly separate these categories based on whether or not you sell directly to consumers.
Email Marketing
At the bottom of the funnel, your prospective customers have finally gained enough knowledge to reach a conclusion.
They either want to try and test your product or want something like your product. They’re also shopping around at your competitors to find a solution to their problem within their price point.
To bring these people into the sales funnel, there are a few ways to reach them per tactic.
Looking from that mountain top, the journey to acquiring customers and consistent revenue can seem as vast and overwhelming as overlooking an evergreen forest.
However, you can acquire an agency partner who knows the trail and can help you reach your finish line.
If you don’t adopt a full-funnel approach to marketing it’s like dropping your customers off at the top of that mountain and telling them to find their own way down. Some may make it, but many may get lost.
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