What’s a full-funnel marketing strategy?

16 Feb 2023 | Digital Marketing, Growth

Let us guess, you’ve been told by 6 different marketers 6 different platforms you should be using to promote your business online?

Digital marketing today means businesses are presented with an overwhelming amount of marketing options, from social media and email marketing to search engine optimisation and paid advertising. While these options provide a wealth of opportunities for businesses to connect with their target audiences, they also create a challenge: what should you be using and how should you be using them?

The answer is: a full-funnel marketing strategy. But what is that exactly?

A full-funnel marketing campaign is a strategy that aims to guide people through the entire process of becoming a customer. This includes making people aware of a product or service, generating interest, and ultimately convincing them to buy.

To achieve this, businesses use different marketing channels like social media, email, advertising, and content marketing. By coordinating all these channels and making sure they work together, businesses can create a smoother experience for potential customers and improve their chances of success.

Overall, a full-funnel marketing campaign is a more comprehensive and strategic way of marketing that aims to engage and convert customers at every stage of their journey.

How should a full-funnel strategy be run?

Many businesses are struggling to achieve their marketing goals because they’re relying on multiple providers to handle different aspects of their marketing, which can lead to fragmented and ineffective campaigns. For example, a business may be working with one provider for social media management, another for search engine optimisation, and yet another for email marketing. Each provider may be doing a great job on their own, but the lack of coordination and integration can lead to disjointed messaging and a lack of focus.

To truly succeed in marketing, businesses need to have a full-funnel marketing strategy executed by a single team. A full-funnel marketing strategy ensures that all marketing efforts work together to achieve a common goal. When all marketing channels are coordinated and integrated, businesses can see better results, a stronger brand identity, and a more positive return on investment.

What are the steps in running a full-funnel marketing campaign?

So, how can businesses create a full-funnel marketing strategy? The first step is to identify your target audience and the message you want to convey to them. Once you have a clear understanding of your target audience and message, you can then select the most effective marketing channels to reach them. For example, if your target audience is primarily active on Instagram, then focusing your efforts on that platform may be the most effective strategy.

Next, it’s important to ensure that all marketing channels work together to support the full-funnel marketing strategy. This can be achieved by maintaining a consistent brand identity across all channels, creating messaging that reinforces the brand’s values and goals, and coordinating the timing and frequency of marketing efforts.

Finally, it’s important to regularly monitor and analyze the effectiveness of the full-funnel marketing strategy, and adjust it as needed to ensure that it remains relevant and effective.

In summary, a full-funnel marketing strategy is essential for businesses looking to achieve their marketing goals in today’s digital age. By focusing on a comprehensive approach that works across all marketing channels, businesses can create a stronger brand identity and achieve better results. So, take the time to evaluate your marketing strategy, identify any areas of fragmentation, and work to integrate your efforts for maximum impact.

At Birdcage, we have been using a full-funnel marketing approach for over 7 years. And with our newly launched Managed Marketing packages, it’s now more affordable than ever to bring all of your marketing under one roof.

And if you’re located in Mackay, our upcoming workshop on 1st March 2023; Simplifying Digital Marketing covers full-funnel marketing so you can implement one in your business yourself. Secure your ticket now.

About the Author

<a href="https://birdcagemarketing.com.au/author/kellee/" target="_self">Kellee Muscat</a>

Kellee Muscat

Naturally gifted in visual marketing, Kellee supports Maddy, Jess and the team in delivering world-class marketing campaigns for Birdcage brands. A natural fit for the Birdcage team, Kellee continues to grow her expertise in graphic and UX web projects.