When looking for a digital strategy, every brand has unique goals to meet. However, in most cases, the end goal is to generate quality leads that have the highest chance to convert. This is where full-funnel marketing steps in. This approach captures leads by first casting a wide net, and then narrowing the funnel in order to help consumers along their journey to conversion. But how does his process produce quality leads?

There are three main stages involved in full-funnel marketing, and it helps to imagine a classic funnel shape when imaging the process. At the top of the funnel (TOFU), you have Awareness. Next, at the middle of the funnel (MOFU), you have Consideration. Finally, at the bottom of the funnel (BOFU), you have Action. But what do these stages mean? Let us imagine that you want to market a car that is geared towards wealthy auto-enthusiasts in their 40s due to its superior features and price tag.

Awareness

This TOFU stage utilizes platforms such as YouTube Ads, Display Ads, and InRead Ads to generate awareness and education among new audiences who may not be familiar with your brand. It is the widest part of the funnel, and tries to capture as many leads as possible by reaching out to your brand’s target audience. In this situation, these ads would be set to appear before content like a custom auto-detailing video on YouTube, as it would be shown to wealthy users between the ages of 35-45 that have shown an interest in auto. These ads will simply educate the public about your car and its top features to raise awareness.

Consideration

This MOFU stage targets the users that have been through the TOFU to get people to think about your brand over the competition. It utilizes CTA-driven GDN banners that appear on more targeted locations such as next to articles or reviews. At this point, your car ad will be much more CTA-oriented and offer your audience a strong reason to buy (think discounts or freebies) and a compelling CTA, eg – “Take a test drive today!” Clicking this ad will seamlessly lead your consumer to the BOFU – which is generally your brand’s website.

Conversion

This stage is at the BOFU, and this is when your brand is directly speaking to the consumer. This stage encourages action, whether it’s an online sale, landing page form completion, or another action. Now, your user’s info has been captured through the use of cookies, making it much easier to reach out to them. People who end up at the BOFU are the kind of leads your brand desires; they have shown interest and consideration, and are ripe for the picking. If your consumer at this point fills up a form wanting to learn more about the car you have on sale, you can now directly reach out and invite them to visit your dealership.

When crafted well, a full-funnel strategy is almost like a storytelling experience; it takes your customer on a journey that reaches out to them at the right time and with the right information. Each stage is tailored to lead seamlessly to the next, and employing this strategy can help you retain quality leads that are converted into loyal users. Get in touch with our experienced digital team to help take your brand’s target audience on a similar journey.