What is full-funnel marketing?
The traditional marketing funnel works excellent as a simple way to illustrate the various stages of marketing, from creating awareness to post-purchase follow-up.
But, it's crucial to note that not all customers will progress through the funnel in the same way. Some may contact your brand at the bottom of the funnel; others may enter at the top. That's why it's important to have a full-funnel marketing strategy.
This type of strategy considers all the different ways customers can engage with your brand and seeks to create a consistent experience regardless of where they are in the funnel.
As a result, full-funnel marketing helps to ensure that no customer falls through the cracks and that everyone has a positive experience.
Difference between Full-Funnel Marketing & Traditional Marketing
A full-funnel marketing strategy has 8 distinct stages
Full-funnel marketing journey
Each Marketing funnel stage has its own set of goals and strategies and is vital to the overall funnel's success.
A traditional marketing strategy has 3 distinct stages
Traditional marketing journey
But what many businesses don't realize is that there's a lot more to a full-funnel marketing strategy than just those three steps.
Stages of a Full-Funnel Marketing
At the top of the funnel, the brand awareness stage is where a consumer is first introduced to a product or brand and becomes aware of a problem it might be able to solve.
Your website must offer value and insight into what you provide at this stage. Go above and beyond with free content to show that you are an expert in the industry. You can write blog posts, record videos, or create infographics.
After a buyer has conducted their research and decided that your product or service is a good fit for their needs, they will enter the consideration stage. During this stage, they will share their research with other decision-makers within their company.
The intent stage refers to the buyer's chance to get familiar with your product or service. If you offer a product demo, it opens the door to establishing a rapport with the buyer.
The evaluation stage is where buyers are in charge of deciding whether or not they want to go through with purchasing your product. Marketing and sales executives must be on hand throughout the process to answer any questions that may arise so there is no communication gap.
In the traditional marketing funnel, the conversion stage is when a potential customer becomes a paying customer. However, the conversion stage is not the final step in full-funnel marketing. Instead, it is just one part of an ongoing relationship between the customer and the company.
This is the stage where you continue to nurture and sustain your relationship with a buyer for them not only to enjoy their purchase but also to increase the likelihood of cross-selling other products or services. During this phase, you must educate buyers about what's available while building rapport so they'll come back again!
You've now reached the end of your sales funnel! You have delivered on all you promised, and it's time for some advocacy. This means you continue to engage with current buyers by asking for feedback and testimonials and offering rewards for loyal customers.
Importance of Full Funnel Marketing
Reach New Customers
Marketing success comes from creating a buzz that ensures that your brand is consistently top of mind. Pairing upper-funnel tactics with lower-funnel strategies can help you take advantage of reaching out while emphasizing that you keep them coming back for more!
Full funnel marketing is all about increasing consideration. By reaching potential customers at every stage of the buyer's journey, you're more likely to get them to consider your product or service. And the more consideration your product or service gets, the more likely it is to be purchased.
Full Funnel Marketing is a strategy that can help you drive more sales. Expanding your marketing beyond the purchasing stage of an individual's life cycle will allow for proactive engagement and conversion rates of new customers.
Investing in a full-funnel strategy is best to set your brand up for repeat purchases. By nurturing your relationships with customers at every stage of the funnel—from awareness to purchase to loyalty—you'll create long-lasting relationships built on trust and respect.
Full funnel marketing is essential for success in today's market.
Marketers should consider all customer journey stages to connect with a broader audience and generate more sales. Now that you have these tips and strategies, you can optimize your full-funnel approach.
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