May 04, 2021 | B2B Marketing

Looking for a way to maximize your marketing budget and increase your return on investment?

Well, optimizing your content for Google isn’t enough.

You also want to implement full-funnel marketing. This particular strategy will have you building out a funnel that takes people from prospective customers to paying customers. By using a marketing funnel, you’ll be able to deliver the right content at the right time depending on where a person is in their customer journey.

It’s a powerful way to generate more conversions (when it’s done right).

What is Full Funnel Marketing?

Picture a funnel in your mind, wide at the top and narrow at the bottom. At the top of the funnel, you’re casting a wider net in an attempt to boost exposure and get your brand in front of more people. When people are in this stage, they’re visiting your website for the first time or maybe joining your email list.

As they move through the second and third stages of full-funnel marketing, the content you deliver will be more targeted. You’ll take steps to differentiate yourself from others online and finally lead people into the purchasing stage, after which the funnel ends.

What we need to remember about the customer journey is that it isn’t linear. No two customer journeys are the same. That means you need to meet your customers where they are at and deliver the content they need based on the customer journey stage they’re in. Full funnel marketing allows you to do this effectively, always accommodating their needs and leading into the next step.

The Three Stages of Full-Funnel Marketing

Full-funnel marketing features three primary stages that people will navigate once they’ve first stumbled upon your business. Understanding each of these stages allows you to optimize the messaging you deliver to them along their customer journey. After all, it’s important to meet them where they’re at to guide them from the top of the funnel to the bottom.

The three stages people will move through are:

  • Awareness: This stage is at the top of the marketing funnel. Here, people are just discovering and familiarizing themselves with your brand. They do this by accessing and consuming your content. You’ll want to measure impressions and reach during this stage to track success.
  • Consideration: In this middle stage, your goal is to get people thinking about your brand over your competitors. You can do this through paid search and other advertising or email marketing, for example. Keep an eye on your click-through rate during this stage to ensure people are taking action.
  • Conversion: At the bottom of the funnel, we have the most coveted stage of conversion. When people convert, they have taken some sort of action such as purchasing a product or service you offer. You can make this stage more effective by using retargeting ads and tracking things like total conversions, cost per conversion, and your overall return on investment (ROI).

Ensuring that each step of the funnel is working will increase conversion rates overall. If you notice that people aren’t progressing through each stage of the funnel, you’ll need to make adjustments to improve your results. This is when A/B testing will come in handy, as it’ll guide you in making small tweaks to your marketing efforts to see what garners the best response from your audience.

Why You Should be Using Full Funnel Marketing

Now that you know the three stages of full-funnel marketing, let’s talk about what it can do for you.

There are several benefits to creating a funnel that accommodates each phase of the customer journey. However, there are three key things it’ll help you accomplish, all of which will have you wanting to get to work ASAP. Here’s what you need to know:

1. It’ll Build Brand Awareness & Trust

Gaining exposure for your brand and building trust with your target audience is crucial to your success. If people don’t know you, they can’t buy from you. And if people don’t trust you, they simply won’t buy. Having a funnel in place allows you to address both of these important steps in establishing the customer relationship.

Consistently producing content for your audience gives them a reason to keep coming back for more. Plus, it allows you to reach more people with every new piece you publish. Over time, you’ll build up a library of evergreen content that will always be drawing people to your brand.

And when you’re creating high-quality and valuable content, people will begin to see you as an expert in your field. That’s going to help in building trust over time because they’ll know they can always count on you for great content.

2. It Can Help Generate Customers at a Faster Rate

Every business wants to make sales, however, that’s sometimes easier said than done. You can’t always expect people to consume your content and make a purchase on their own. Sometimes you have to hold their hand and lead them to the purchasing stage. That’s what full-funnel marketing does.

With a funnel in place, you’ll steadily move prospects from one stage to the next, until they finally get to the purchasing stage. Every step of the way, your relationship with them will grow stronger, meaning you’ll be more likely to make sales faster and easier.

3. You’ll Be Ahead of the Other Business

The internet is a crowded space—it can be difficult to stand out from other businesses doing the same thing you are. Too many businesses focus too much on pitching and promoting that they fail to establish a relationship with prospects beforehand. And when they fail to make that connection, they also fail to make the conversion.

By implementing full-funnel marketing, you’ll be ahead of the game. You’ll develop a strong relationship with prospective customers right off the bat, thus positioning you in a better place to make the sales you desire.

Building Your Own Full-Funnel Marketing Strategy

With an effective full-funnel marketing strategy in place, you’ll be well on your way to getting the conversions you desire for your business. It’ll enable you to reach a wider audience, establish trust, and bring in a steady stream of sales. Not only that, but people will begin to see you as the go-to expert within your field.

At Televerde, we help you target your ideal prospects, engage potential buyers, and close deals. Learn more about what we do and how we can grow your business.

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