Understanding the Full-Funnel Marketing Strategy

Many businesses try several marketing strategies and invest in paid advertising to promote their brand; however, their conversion rate remains low. The reason for this could be that the brand doesn’t understand how or where to reach its target audience. Therefore, understanding the target audience is the first part of creating a marketing strategy; from the awareness stage to the purchasing stage, and the process in between. 

This blog will focus on full-funnel marketing or the marketing funnel, which involves understanding the customer journey step by step to craft an effective marketing plan.

What is Full-Funnel Marketing?

A deep understanding of the target audience and campaign objectives should be identified before starting any marketing campaign. Not all prospects will become customers; therefore, it’s important to understand the customer journey to be able to drive conversions. 

A full-funnel marketing campaign involves understanding each step of a customer’s journey to making a purchase and using that data to craft a strategy that attracts the target audience, generates leads, and drives conversions. Therefore, the marketing at each step should influence the target audience to follow the marketing funnel.

For example, if the customer searches for products on a search engine, clicks on the first website, compares the product with other websites before purchasing, places a product the basket, selects the payment method, and confirms the payment with the security password to complete the purchase, there are many steps that could become obstacles for the brand to convert potential customers.

Therefore, the marketing funnel helps map the customer journey, reduce obstacles and convert the target audience into actual customers.

What are the Steps of the Marketing Funnel?

The marketing funnel is divided into four steps: awareness, interest, decision, and conversion or action. The steps of the marketing funnel start from attracting the target group to the awareness stage and turning them into customers. Let’s look at the four steps of the marketing funnel in more detail:

Awareness

The first step is to create awareness about the brand through ads, content marketing on social media, blogs, etc. The content you create should relate to the brand to explain what the business is about. You first need to find the customer pain points and then create content to show how the brand can solve the customers’ issues. 

Interest

The next step is creating interest so that the audience searches for your brand specifically. At this stage, SEO is important so that your website ranks as high as possible on the search engine results pages. If the target searches keywords related to your product or brand, you want your website to appear first. This helps build trust and credibility with your target audience. 

Social media is another platform to consider, as it’s a part of most people’s daily routines. Facebook, Instagram, YouTube, and TikTok can all be used to build brand awareness and drive interest in your products and services. However, it’s important to select the right platforms to reach your target audience and to create content they will want to share with others or engage with.

Decision

Now we understand the target audience, the next step is to encourage them to purchase and convert them into actual customers. This stage is very competitive as the customer will spend time making a decision and comparing other brands before purchasing. Therefore, it’s important as a brand to create a point of difference by communicating things like your USPs, a limited-time offer or your outstanding customer service. 

Conversion

The last step of the marketing funnel is conversion or action. Here you can use techniques to encourage customers to purchase products or services, i.e., promotional offers, giveaways, and CRM (Customer Relationship Management) tools.

Conclusion of Full-Funnel Marketing

A marketing funnel is a support tool used to create an accurate marketing plan that understands the customer journey from brand awareness to the purchasing stage. It helps businesses drive conversions and tailor marketing efforts to each stage of the customer journey. 

If you need marketing support for your business, contact Primal Digital Agency. We are a leading Thai digital agency supporting businesses across all industries. Get in touch with us today to find out how we can help you drive conversions!