From awareness to conversion and beyond, the customer journey is mapped out by a full-funnel digital marketing plan. Making ensuring your audience is interested at every stage is the aim:
1-Awareness stage at the top of the funnel (TOFU)
2-The middle of the funnel (MOFU): the stage of consideration
3-Stage of conversion at the bottom of the funnel (BOFU)
4-Following Purchase: Advocacy and Loyalty Phase
To bring prospects closer to becoming devoted clients, each level calls for customised messaging, focused strategies, and particular instruments.
Step 1: Identify Your Audience and Business Goals
- Before starting any campaigns, make sure you understand what success means:
- Are you trying to increase revenue, brand recognition, lead generation, or customer retention?
- Determine the personas of your ideal clients. Think about motivations, pain spots, behaviours, and demographics.
- Establish precise KPIs (Key Performance Indicators), such as customer lifetime value (CLTV), click-through rate (CTR), return on ad spend (ROAS), and cost per lead (CPL).
Knowing your audience will guarantee that your message is understood and motivates action.
Step Two: Map the Funnel Stages
TOFU: Consciousness
- Goal: Educate and draw in a large audience.
- Channels include influencer collaborations, SEO blog content, paid social media advertisements, organic social media, and video marketing.
- Content Types: Listicles, explainer videos, quizzes, infographics, and instructional blog entries.
MOFU: Taking into Account
- Goal: Establish credibility and illustrate your value offer.
- Channels include seminars, downloadable materials, remarketing advertisements, and email marketing.
- Email newsletters, product comparisons, case studies, how-to manuals, and gated content are examples of content types.
BOFU: Conversion
- Goal: Influence purchasing choices.
- Channels include direct response campaigns, landing pages, sales emails, and search engine marketing (Google Ads).
- Content Types: Pricing pages, testimonials, limited-time deals, free trials, retargeting advertisements, and demos.
Advocates and Loyalty
- Goal: Encourage brand advocacy and keep customers.
- Channels include customer support touchpoints, loyalty programs, referral programs, and email and SMS marketing.
- material Types: Customer success stories, loyalty prizes, thank-you emails, and unique material.
Step 3: Pick the Appropriate Channels for Marketing
Select platforms according to the stage of the funnel and where your audience spends their time:
- TOFU: TikTok, YouTube, Facebook, Instagram, and blog SEO
- MOFU: Lead magnets, email marketing, and LinkedIn
- BOFU: retargeting, landing pages, and Google Search Ads
- Retention strategies include SMS, CRM software, email marketing, and loyalty schemes.
Diversify your strategy to increase effect and reach.
Step 4: Create Engaging Content for Every Phase
Create material that satisfies user intent:
- TOFU: To spark interest, educate and amuse.
- MOFU: Educate and cultivate connections.
- BOFU: Convert and persuade.
- Retention: Make customers happy and get them to come back.
Prioritise importance, pertinence, and unambiguous invitations to action. Particularly throughout the MOFU and BOFU periods, personalisation boosts engagement.
Step 5- Build Your Tech Stack
To properly manage and measure campaigns, you’ll need the following tools:
- CRM: Salesforce and HubSpot
- Email marketing platforms: Klaviyo, ActiveCampaign, and Mailchimp
- Analytics: Hotjar, Google Analytics
- Platforms for advertising: LinkedIn Ads, Google Ads, and Meta Ads
- Automation Resources: Marketo and Zapier
- Improve targeting and data flow by integrating your tools.
Step 6: Start, Examine, and Improve
To keep things simple, start with one campaign per stage of the funnel. Keep an eye on important metrics:
- TOFU: Traffic, Impressions, and Reach
- MOFU: Time on page, engagement, and leads
- BOFU: ROAS, CPA, and conversion rate
- Retention metrics include Net Promoter Score (NPS), customer satisfaction (CSAT), and repeat purchase rate.
To improve your offerings, creatives, and messaging, use A/B testing.
Step 7: Expand and Change
As you learn more:
- Put twice as much effort into high-performing channels.
- Increase the size of your content library.
- Invest in upselling and remarketing.
- Investigate new regions and audience segments.
There is more to a full-funnel strategy than meets the eye. For growth to be sustained, optimisation must be ongoing.
Concluding remarks:
Although creating a full-funnel digital marketing strategy from the ground up requires preparation and time, the results are worthwhile. You can develop long-term loyalty, boost conversions, and establish trust by using intelligent targeting and customised content to walk your audience through every stage of their journey.
Need assistance creating your funnel? For a free strategy session, get in touch with me!