What is full-funnel marketing?
The concept of a marketing funnel can be traced back to the late 18th Century, when department stores began to use the idea of a "funnel" to describe how customers were led through the store, starting at the entrance and ending with a purchase.
The modern marketing funnel, as we know it today, was popularized in the early 20th Century by Elias St. Elmo Lewis, an advertising pioneer who developed the AIDA model (Attention, Interest, Desire, Action) to describe the stages of consumer engagement with a product or service.
The AIDA model refined over time and became the basis for the modern marketing funnel, which typically includes awareness, interest, consideration, and conversion stages.
The modern full-funnel approach
Full-funnel marketing is a comprehensive approach that targets individuals at every stage of the customer journey, from awareness to consideration to purchase. It involves creating a cohesive and integrated marketing strategy that addresses the needs and concerns of potential customers at each stage of the funnel.
By implementing a full-funnel strategy, you can effectively engage with potential customers at every stage to increase the chances of converting them into paying customers.
Stages of the funnel
The three stages of the funnel are:
TOFU (Top of the funnel)
MOFU (Middle of the funnel)
BOFU (Bottom of the funnel)
1. Top-of-the-funnel (TOFO)
TOFU marketing strategies focus on reaching and attracting potential customers early in the buying process. These strategies aim to increase brand awareness and generate interest in a product or service.
Some common TOFO tactics include:
Content marketing: Create valuable and informative content such as blog posts, videos, and infographics that educate and inform potential customers about a product or service.
Social media marketing: Utilize social media platforms to reach a large audience and increase brand awareness by engaging with accounts on a given platform to build an organic following.
Search engine optimization (SEO): Optimize website content and structure to improve search engine rankings and increase visibility.
Influencer marketing: Partner with famous or respected figures in your industry to promote your product or service. Influencers can reach a wider audience and increase brand awareness.
Event marketing: Host or participate in trade shows, webinars, and meetups to connect with potential customers and build brand awareness.
Public Relations (PR): Building relationships with media outlets to get coverage of your brand in print, TV, and online publications.
Paid advertising: Use paid advertising such as Google Ads, Facebook Ads, or other platforms to reach potential customers.
Referral marketing: Encouraging current customers to refer their friends and family to your business.
Branding: Build a strong and consistent brand image that resonates with potential customers.
2. Middle-of-the-funnel (MOFO)
MOFU marketing strategies focus on engaging potential customers who have shown interest in a product or service and are actively considering purchasing. These strategies aim to move potential customers closer to making decisions and converting them into paying customers.
Some common MOFO tactics include:
Lead nurturing: Send targeted messages and content to potential customers to build trust and establish credibility. Tactics can include email campaigns, personalized content, and webinars.
Demos and trials: Offer potential customers the opportunity to try a product or service before making a purchase. This allows them to experience the value of the product or service firsthand and can help to increase conversions.
Case studies and testimonials: Share real-world examples of how other customers have used your product or service to build trust and credibility.
Interactive content: Create interactive content such as quizzes, calculators, or assessments to increase engagement and capture qualified leads.
Personalization: Tailor marketing messages and content to specific target audience segments to increase relevance and engagement.
Analyzing data and behavior: Gain insights by analyzing potential customers' data and behavior to identify areas of opportunity and tailor your strategy accordingly.
3. Bottom-of-the-funnel (BOFO)
BOFU marketing strategies focus on converting potential customers into paying customers. These strategies aim to overcome any final objections or concerns a customer may have and help close the sale.
Some common BOFO tactics include:
Lead scoring: Prioritize leads based on their level of engagement and likelihood to convert. This will focus efforts on the most promising leads.
Personalized sales pitches: Create tailored sales pitches that address specific objections or concerns a potential customer may have.
Special offers and discounts: Consider special deals or discounts to help overcome common objections and close the sale.
Email marketing campaigns: Send targeted email campaigns with a clear call-to-action to encourage potential customers to purchase.
Live chat and customer support: Provide live chat and customer support to answer any final questions or concerns a potential customer may have.
Upselling and cross-selling: Offer complementary products or services to existing customers to increase revenue.
Product demos and free trials: Offer potential customers the opportunity to try a product or service before making a purchase.
Guarantees and return policy: Offer guarantees or a return policy can help to ease any final concerns about the product or service.
Remarketing: Sending targeted messages or ads to potential customers who have previously shown an interest in your product or service.
Get higher conversion rates and more sales
By taking a fully-integrated approach and tailoring marketing to potential customers at each stage of a business, you can more effectively address the needs of potential customers throughout the buying process, which increases conversions making your company a more effective and efficient marketing and sales organization.
