Sponsored content
You've probably heard that the key to successful marketing is reaching customers where they are. But what does this concept actually mean in the digital age?
Rather than focusing on just one customer lifecycle, use a holistic marketing approach to deliver the right content to the right people throughout the buying journey. It has been proven to help businesses achieve a 45% higher ROI and a 7% increase in offline sales compared to campaigns that only focus on one stage of purchase.
Let's explore this marketing approach and how it can benefit your business.
What is full funnel marketing?
Full channel marketing is a comprehensive marketing strategy that addresses all channels through which a brand interacts with its customers. This helps build brand awareness, increase engagement, foster relationships, and increase conversions.
Rather than focusing solely on sales, a holistic approach considers the 360-degree customer experience. It includes a variety of ingredients.
• Custom campaigns to build relationships with prospects and customers.
• Marketing messages are tailored to each stage of the customer life cycle.
• Content, offers, or interactions designed to take prospects to the next level.
• Multiple touchpoints and ways for customers to interact with your brand.
Three steps to a complete channel marketing approach
A comprehensive marketing strategy should consider the following three stages of the customer lifecycle:
The pinnacle of the path: the level of consciousness
In this early stage, prospects understand their challenges, but don't know your solution. To attract their attention, create interesting and engaging content. Use search engine optimization (SEO), social media marketing, native advertising, and partnerships with social influencers to get your message out.
Measure your success with metrics like impressions, clicks, and CPA.
Tip: Your content should focus on sharing useful and relevant content and interacting with potential customers.
The fun middle part: levels of thinking
The further your prospects go, the more specific they want to be about your offer. Build your audience's trust by sharing relevant content such as guides, webinars, reviews and case studies. At this stage, email marketing campaigns, targeted social media ads, banner ads, and sponsored posts can effectively drive leads.
Tracking leads generated, click-through rate (CTR), page visits, and time on site can help measure success and improve growth strategies.
Tip: Your content should aim to show how your product solves your audience's problems.
Bottom of the fan: phase transition
At this critical stage, potential customers are ready to make a decision. Offer social proof, personalized offers, and pre-sales support. Simplify the purchasing process to remove all friction. Implement retargeting ads, personalized email sequences, and live chat support on your website to encourage customers to buy.
Monitor conversion rates, customer lifetime value, and cost per acquisition to measure your success.
Tip: Your content should trigger action: the purchase of your product or service.
The advantages of a fully funded marketing approach
A comprehensive marketing approach can help you reach new audiences and increase brand awareness. By better meeting their needs, you can generate more leads and expand customer relationships. It also helps generate high-quality sales and profits.
Additionally, by looking at the big picture (i.e. the entire customer lifecycle journey) and measuring relevant metrics, you can develop a more accurate understanding of your audience and insight into the effectiveness of your marketing strategy.
Why choose our integrated digital marketing solution?
Implementing a holistic approach requires skill and precision. Our integrated digital marketing solutions ensure you get everything from social media and email marketing to native and digital out-of-home advertising. We help you develop and implement clear, effective strategies that deliver results.
Are you ready to transform your business?
Learn more and contact us to find out how our customized approach can take your business to the next level. Unleash your brand's true potential with expert advice and comprehensive digital marketing solutions. Let's start this journey of success together.
Bay Area News Group news and editorial had no involvement in the preparation of this article.
