Published on August 31st, 2022
If you’re looking to grow your business, you’re likely thinking how you can build and develop your marketing strategy.
There are so many components of marketing, from social activations to newsletter deployments to in-person events.
Each of these components individually can help your business grow, but they may only hit a few of your long-term goals.
It’s important to take a look at the big picture. Developing a well-rounded marketing plan that is sustainable, reliable, and attainable is key.
You may have heard the phrase full funnel marketing strategy thrown around recently. This isn’t just a fad or a buzz word, however.
A full funnel marketing strategy can help you grow your revenue, improve customer satisfaction, and expedite fulfillment.
Rather than just focusing on sales, this approach aims to help customers at each stage of the purchasing process. From awareness to consideration to purchase to retention, each piece of this strategy works together to help your business thrive.
Now that you have a better sense of what a full funnel marketing strategy is, you may be wondering how to execute it.
It can be a bit of an overwhelming and intimidating process, especially if you are just building your business. But, don’t fret.
You’ve come to the right place. Here are three tips for creating a full funnel marketing strategy to propel your business and grow your revenue.
1. Know How To Fuel Your Funnel
Demand generation may be a new term for you too, however you’re likely already working on it.
In essence, demand generation is a marketing strategy focused on driving awareness to your business, products, and service line. The long-term goal is attracting customers and gaining long-term engagement.
There are four core components or actions that support revenue growth within a full funnel marketing strategy.
These are creating demand, capturing demand, accelerating demand, and growing demand. Take a step back to think about this.
Without demand, you wouldn’t have customers and without customers your business wouldn’t be growing. Each of these tactics relies on one another, working together to create cohesion.
Fueling your funnel will look different for every company. Larger businesses will have more robust marketing strategies and deployments than smaller ones.
Up and coming businesses will need to focus most of their attention on creating demand.
Yet, one key point to remember is that a full funnel strategy isn’t just capturing leads. That’s only one component of the funnel, and getting leads will only get you so far.
2. Provide Valuable Touchpoints
Getting customers down the funnel is very much like herding young cattle. It can be a slow, unsteady process at first.
Yet the more and more you do it, the easier it will become. When you’re building your full funnel marketing strategy, you will find holes in which customers exit.
These holes are learning opportunities for you, as you’ll learn why potential customers are leaving without checking out.
You’ll want to leverage insights and data to get a better sense of why customers aren’t following through.
Are they exiting the site after seeing the cost of shipping? Then, perhaps you’ll want to provide a free shipping code for new customers.
Are they clicking off when they see how many products you offer and become overwhelmed? Perhaps you offer a quiz for users to see which of your products is best for their needs.
Through this exercise, you’ll likely discover that providing valuable touchpoints throughout the customer journey is essential.
Touchpoints are just little reminders with exciting nuggets of information to remind customers to stay within the funnel. They can help move the customer down the funnel.
However, there’s a fine balance between being a supportive brand and being relentless and domineering.
Keep in mind that no customer wants to feel pressured and may become annoyed if the brand is constantly reminding them to complete their purchase.
3. Prioritize Customer Service
Providing valuable touchpoints leads nicely into this next tip: prioritizing customer service. Your customers — including potential buyers as well as returning buyers — are your holy grail.
And they should be treated like it too! With millions of new businesses entering the market each year, consumers today have plenty of options to choose from.
One of the ways you can stand out as a brand is to provide excellent customer service throughout the funnel.
Customer service looks different during each stage of the funnel. During the exploratory phase, you’ll want to be there to answer their initial questions.
You’ll need to prove why your product or service is not only necessary but in many ways life changing too.
You’ll need to entice consumers so much that they begin to realize that life without your product isn’t possible. Perhaps this is an extreme way of thinking, but creating a demand is essential.
Once a consumer has entered the funnel, you’ll want to make their experience seamless.
You need to have a no barrier to entry mindset, meaning that the checkout process should be easy. Not allowing for certain types of payment methods, for instance, can deter customers and have them exit the funnel.
Once an order is placed and processed, fulfillment should be as quick as feasibly possible. Being upfront with customers about potential delays or issues shows that you care as a brand and are there for their needs.
Takeaways
Building and developing a full funnel marketing strategy can be a bit daunting. However, once the initial funnel is built, you’ll be able to make tweaks to enhance the overall process.
Keep in mind that no one part of the funnel is more important than another. It should be a well-rounded structure and approach, meaning you need to focus your efforts on all parts rather than individually.
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