How to Build a Profitable Full-Funnel Marketing Strategy
A full funnel digital marketing strategy is an all-encompassing approach that considers the entire customer journey, from brand awareness to customer acquisition and retention.
As a business leader, you must understand the key components of a full funnel digital marketing strategy and how businesses can create an effective and successful strategy.
Building a Full Funnel Digital Marketing Strategy
Consider the following effective lead generation and revenue-boosting strategies:
1. Effectively Raise Brand Awareness
The first stage of the customer journey is awareness, where the customer becomes aware of your brand or product for the first time.
At this stage, you need to make a positive first impression and create brand awareness.
Fortunately, there are several channels that businesses can use to increase brand awareness:
1.1. Social Media
Social media platforms like Facebook, Twitter, LinkedIn, and Instagram are excellent for creating brand awareness. By creating engaging content, running ads, and building a strong social media presence, businesses can increase their reach and visibility.
1.2. Influencer Marketing
Partnering with influencers who have a large following and are relevant to your brand can help increase brand awareness. Influencers can promote your brand and products to their audience, which is more likely to trust recommendations from people they follow.
1.3. Content Marketing
Creating valuable and informative content, such as blog posts, videos, and infographics, can help businesses attract potential customers and increase brand awareness.
Whether or not to spend a lot on brand awareness depends on your business goals, target audience, and available resources.
The amount you should spend on brand awareness will depend on several factors, including:
Industry
Competition
Marketing budget
Investing in brand awareness can be valuable, but it's essential to ensure that it aligns with your overall marketing and business objectives.
2. Use the Consideration Stage to Encourage Leads
The consideration stage is where the customer begins to research and evaluate different products or services.
You must convince potential customers that your product or service is the best choice for them.
Here are a few ways you can increase consideration:
2.1. Search Engine Optimization (SEO)
SEO is the practice of optimizing your website to rank higher in search engine results pages.
By targeting keywords that potential customers are searching for, businesses can attract more traffic to their website and increase their chances of converting visitors into customers.
There is also what we refer to as local SEO, which is crucial for businesses that serve a specific geographic area or have a physical location.
This is beneficial for retail stores, restaurants, or service providers.
By implementing local SEO strategies, you can increase your chances of appearing in the "local pack" of search results, which is the set of three businesses that appear at the top of Google's search results page for local queries.
2.2. Pay-Per-Click Advertising (PPC)
PPC advertising allows businesses to place ads at the top of search engine results pages or on social media platforms.
By targeting specific keywords and demographics, businesses can attract potential customers who are actively searching for their products or services.
Here are some best practices for PPC (pay-per-click) advertising that can help you maximize your return on investment and achieve your marketing goals:
Set clear goals
Identify your target audience
Conduct thorough keyword research
Create effective ad copy
Optimize your landing pages
Test and refine your campaign
Monitor and measure your results
2.3. Email Marketing
Email marketing is an effective way to nurture leads and provide them with valuable information about your products or services.
By creating targeted email campaigns that address the pain points of potential customers, businesses can increase their chances of converting leads into customers.
Below are the best email marketing tools to consider:
Mailchimp
Constant Contact
Brevo
HubSpot
Campaign Monitor
ConvertKit
Aweber
3. Increase Conversion
The conversion stage is where the customer decides to make a purchase or take some other desired action.
You must be able to make the purchase process as easy and seamless as possible.
Here’s how you can improve your conversion:
3.1 Prioritize User-Friendly and Responsive Website Design
A well-designed website that is easy to navigate and optimized for conversions can help businesses increase their conversion rates.
By removing any barriers to purchase and providing clear calls-to-action, businesses can make it easy for customers to make a purchase.
3.2. Implement Remarketing Strategies
Remarketing allows businesses to target customers who have already interacted with their brand or visited their website.
You can show ads to these customers and remind them of the products or services they might be interested in.
Below are the best remarketing strategies to consider:
Cart Abandonment: Target users who have abandoned their shopping cart on your website with personalized ads to remind them to complete their purchase.
Cross-selling: Show ads to users who have previously purchased from your website with related products or services they might be interested in.
Upselling: Display ads to users who have previously made a purchase from your website, promoting upgraded or premium versions of the product they bought.
Loyalty Campaigns: Offer special promotions or discounts to loyal customers to encourage repeat purchases and build brand loyalty.
Brand Awareness: Use remarketing ads to increase brand awareness among users who have previously visited your website but have not yet made a purchase.
Personalization: Use dynamic remarketing to display personalized ads to users based on their browsing behavior, such as previously viewed products or services.
Engagement: Use remarketing ads to re-engage users who have previously interacted with your brand, such as by visiting your website or social media profiles, but have not converted.
4. Improve Retention
The retention stage is where the customer becomes a repeat customer and continues to purchase from your brand.
The goal at this stage is to build a loyal customer base and increase customer lifetime value.
There are a couple of ways businesses can increase retention:
Loyalty Programs: Offering loyalty programs to existing customers can incentivize them to continue making purchases from your brand.
Personalization: By using customer data to provide personalized product recommendations and tailored marketing campaigns, businesses can create a more personalized experience for their customers.
Wrapping Up: The Ultimate Full-Funnel Marketing Strategy
Building a full-funnel digital marketing strategy is essential for businesses that want to attract and retain customers in today's digital landscape.
You must:
1. Effectively raise brand awareness
2. Use the consideration stage to encourage leads
3. Increase conversion
4. Improve retention
By using a combination of channels and tactics to target customers at every stage of the customer journey, businesses can increase their chances of success and build a loyal customer base.
