How To Build a Full- Funnel Marketing Strategy (w/ example)

How to Reach Your Target Audience at Every Stage of the Customer Journey

A full-funnel marketing strategy is a marketing approach that covers all stages of the customer journey, from awareness to purchase and beyond. This type of strategy is designed to reach your target audience at every stage of their journey, with the goal of moving them closer to conversion.

Here are the steps on how to build a full-funnel marketing strategy:

Map your customer's journey. The first step is to understand your target audience and their needs. What are their pain points? What are their goals? What are their motivations? Once you understand your audience, you can map out their customer journey, from the moment they first become aware of your brand to the moment they make a purchase.

Choose your marketing channels. Once you know your audience, you need to choose the marketing channels that will reach them at each stage of their journey. For example, if your target audience is young professionals, you might use social media to reach them at the awareness stage. If they're further down the funnel, you might use email marketing or paid advertising to reach them.

Set your KPIs. Key performance indicators (KPIs) are the metrics you'll use to measure the success of your full-funnel marketing strategy. For example, you might track website traffic, leads generated, or sales. KPIs will help you track your progress and make necessary adjustments to your strategy.

Create content. Content is essential for any full-funnel marketing strategy. You need to create content that will appeal to your target audience at each stage of their journey. For example, at the awareness stage, you might create blog posts or infographics that educate your audience about your industry. At the consideration stage, you might create case studies or white papers that showcase your products or services.

Track performance and tweak based on data. Once you've launched your full-funnel marketing strategy, you need to track its performance and make necessary adjustments. This is where KPIs come in handy. By tracking your KPIs, you can see what's working and what's not. You can then tweak your strategy accordingly.

Example:

Let's say you're a SaaS company that sells a cloud-based CRM platform. Your target audience is small businesses and startups. Here's a possible full-funnel marketing strategy for your company:

Awareness stage: You could create blog posts and infographics that educate your audience about the benefits of using a CRM platform. You could also run social media ads that target small businesses and startups.

Consideration stage: You could create case studies that showcase how your CRM platform has helped other businesses grow. You could also offer free trials of your platform so that potential customers can try it out before they buy.

Purchase stage: You could offer discounts or promotions to encourage potential customers to purchase your platform. You could also create email marketing campaigns that follow up with potential customers who have expressed interest in your platform.

Use a variety of marketing channels. No single marketing channel will reach everyone. By using a variety of channels, you can reach a wider audience and increase your chances of success.

Track your results. It's important to track your results so that you can see what's working and what's not. This will help you adjust your strategy as needed.

Be patient. Building a full-funnel marketing strategy takes time and effort. Don't expect to see results overnight. Just keep at it, and you'll eventually start to see results.

Here are some examples of full-funnel marketing strategies:

A company that sells software could use a variety of marketing channels to reach its target audience, including social media, email marketing, and paid advertising. At the awareness stage, the company could create blog posts and infographics that educate its audience about the benefits of its software. At the consideration stage, the company could offer free trials of its software so that potential customers can try it out before they buy. At the purchase stage, the company could offer discounts or promotions to encourage potential customers to purchase its software.

A company that sells clothes could use a variety of marketing channels to reach its target audience, including social media, influencer marketing, and paid advertising. At the awareness stage, the company could create Instagram posts and Facebook ads that feature its latest fashion trends. At the consideration stage, the company could partner with influencers who have a similar target audience to promote its clothing line. At the purchase stage, the company could offer free shipping or returns to encourage potential customers to buy its clothes.

These are just a few examples of full-funnel marketing strategies. The specific tactics you use will depend on your target audience, your products or services, and your budget. However, the key is to create a strategy that covers all stages of the customer journey and uses a variety of marketing channels.