With the majority of today’s consumers starting the buyer’s journey online, the traditional marketing approach has changed. More often than not, consumers are qualifying themselves after extensive research and reaching out to businesses when they are ready to buy – instead of the other way around. For this reason, it’s important that companies develop an approach that takes each step of the marketing funnel into consideration and provides touch points at every stage.
Full-funnel marketing is an approach that tailors messages to consumers based on which stage of the buyer’s journey they are in. The marketing funnel helps brands visualize the different stages consumers go through when making a purchase.
In order to pinpoint where a consumer is in the buyer’s journey, it’s important to have a good understanding of the four stages of the marketing funnel:
Because each stage is unique, they each require a different marketing approach. For example, consumers who have already made the decision to buy have no use for messaging that is tailored to the awareness stage.
Full-funnel marketing strategies focus on reaching consumers at each stage of the buyer’s journey. Here are some marketing tactics you can use for each area of the funnel:
It’s important to measure impact at each stage in the marketing funnel so you can see which strategies are working. From there, you can adjust your approach to maximize reach and conversions. During the awareness stage, you’ll assess things like impressions and reach to see which audiences are seeing your messages. It’s important to measure these analytics by demographic to make sure the audiences are relevant to your business.
For the consideration stage, you’ll want to measure key performance indicators (KPIs) that are specific to your business. This could include click-through-rates (CTR), web page or landing page clicks, and more.
During the decision stage, you can measure total conversions as well as how they happened. This will help you determine which marketing channels are most effective. Finally, during the retention stage, you should measure the impressions and clicks from past customers. You can also track how well your remarketing is bringing in audiences that have had a past interest in your brand.
Zero Gravity Marketing is an expert in full-funnel marketing strategies. Our team will work with you to determine the best strategies to help promote growth for your brand. We will also measure these tactics to ensure you are seeing success from your campaigns. If you need help with your full-funnel marketing strategy, reach out to us today.