Most marketing strategies focus on the classic ‘drive them down’ to conversion approach.
However, there’s more to marketing than just converting prospects.
A business also needs its customers to keep coming back for more to maintain a continuous flow of sales and engagement.
This requires you to evolve your marketing strategy to meet users where they are and how they want in their buyers’ journeys.
In this blog post, we’ll discuss building a full-funnel marketing strategy with an omnichannel approach to achieve these objectives and more.
What Is a Full-Funnel Marketing Strategy?
Full-funnel marketing is a customer outreach strategy that involves engaging with potential customers at each stage of the buyers’ journey.
It helps you acquire, nurture, and convert your target audience at different stages of the funnel with a holistic approach.
Firstly, it helps generate awareness of your brand/product; gives reasons to prospects to consider you for doing business; encourages them to make a purchase decision; and finally, incentivizes them to remain loyal customers.
Stages of Full-Funnel Marketing
A full-funnel marketing approach comprises four stages and each of these has its own goals. Let’s walk through them one by one with the example of a user, Sarah.
Stage 1: Awareness
The first step in moving a prospect down the funnel is to create familiarity with and interest in your brand/product. The goal is to bring in as many leads as possible by grabbing the audience’s attention.
For example, Sarah, a sports shoe enthusiast, is casually browsing on Google and comes across your ads for sneakers. She likes what she sees and clicks on the ad to know more about the product.
Stage 2: Consideration
The next step is consideration, where users realize the need for the product and research & compare their options. The goal is to educate them about your product’s benefits and highlight the brand appeal.
For example, Sarah visits your website to explore your collection and compare it with that of the competitors. She also reads the styling and caring tips about your sneakers.
Stage 3: Conversion
At this stage, the shopper is ready to make the purchase. So, the goal is to ensure their purchasing journey is as effortless as possible. Address any concerns they may have at this point and give them extra encouragement to commit to the action.
For example, Sarah finally decides to purchase your sneakers. She visits your website, places her order, and completes the checkout process.
Stage 4: Loyalty
This is the final step wherein you encourage the customer to keep shopping with you to extend their customer lifetime value. The focus should be on building long-term relationships with customers by incentivizing their loyalty and purchase.
For example, Sarah receives her order and a personalized thank you email for buying from you. She also gets a discount coupon which she can use for her next purchase.
What Is an Omnichannel Marketing Strategy?
An omnichannel marketing strategy provides a seamless and integrated customer experience across all channels and touchpoints.
It involves all marketing channels, such as social media, email, mobile, and website to be interconnected and work together to create a consistent message and brand image.
For example, a customer browses a brand’s website on their desktop computer, adds items to their shopping cart, and leaves. Later, they receive an email reminding them of the items in their cart. Meanwhile, they also see social media ads for the same products on their feed.
They open the brand’s mobile app and see their shopping cart and preferences already saved. So, they pick up where they left off and make the purchase.
Combining Full-Funnel Marketing With an Omnichannel Strategy
Customer journeys are no longer linear today.
Modern shoppers expect to seamlessly transition between stages, skip some, and engage with relevant content on different platforms that guide them toward the next step.
This requires brands to simultaneously build awareness, interest, and desire while offering an easy call to action for conversion.
By combining full-funnel marketing with an omnichannel strategy, brands are better equipped to capture shoppers at whichever stage they’re at and deliver effective shopping experiences.
It brings together various aspects of marketing such as performance marketing, KPIs, brand building, and analytics to make the customer journey shorter and their experiences as seamless as possible.
Essentials of Full-Funnel Omnichannel Marketing Strategy
This is the first phase where people look for answers, resources, opinions, and insight to deal with their pain points.
Creating valuable website content that makes you more searchable on Google can help you get the audience’s attention here.
Strategies for TOFU Marketing
Display Advertising: Use eye-catchy and appealing Google Ads and Microsoft Ads to grab audiences’ attention and make them aware of your product/brand.
Social Media Marketing: Show up consistently on platforms where your target audience is most active and create a two-way communication.
Search Engine Optimization (SEO): Optimize your website elements for search engines to boost rankings and organic traffic.
Content Marketing: Create interesting content that focuses on educating your audiences and establishing you as an authority on the subject.
This is the second step where users have clearly defined their problem and are focused on researching all the ways to solve it.
Here, you need to educate them about possible solutions with informational content that help cultivate a brand-audience relationship.
Strategies for MOFU Marketing
Social Media Ads: Continue to nurture prospects via Facebook, Instagram, and Snapchat ads based on product category/details pages they visited in the TOFU stage.
Email Marketing: Run email campaigns and newsletters to stay on your shoppers’ radars and invite them to engage with your content.
Retargeting: Target paid ads to past visitors of your website who didn’t take any action earlier.
Webinars and Events: Organize/participate in industry events and webinars to provide expert insights, have real-time conversations, and build a personal relationship with the audience.
Case Studies and Testimonials: Showcase your competence and reliability by letting your past customers recommend your solutions.
This is the third step where the prospects are ready to make the purchase decision and are weighing their options.
To win them over, you need to show them what makes your offer appealing by providing vendor comparisons, live demos, and consultation.
Strategies for BOFU Marketing
Personalization and Customization: Track user activities to provide them with tailored content.
Customer Reviews and Ratings: Increase your brand trust by exhibiting social proof and credibility.
Free Trials and Demos: Enable try before buy to enhance customer’s confidence in the product.
Direct Mail and Phone Calls: Connect with the prospect 1:1 to provide specific advice and offerings.
Hyper-personalized Paid Ads: Use hyper-specific Google, Facebook, and Instagram ads that feature easy-to-purchase options to remove any friction the prospects might have.
This is the fourth step for users who did not convert at the BOFU stage.
Reengagement enables you to stay at the forefront of your prospects’ minds until they don’t convert.
Strategies for Reengagement
Email Marketing: Re-engage your leads via a targeted email campaign.
Dynamic Remarketing: Show personalized ads of products/services most relevant to an individual at the moment.
Social Media Retargeting: Remind users of the products/pages they visited by displaying ads on their social media channels.
Video Retargeting: Serve personalized video ads to prospects for higher engagement and conversion.
Google Display Retargeting and AdRoll: Follow the prospects around via Google Display Retargeting and AdRoll as they browse the web or search for related terms.
This is the last step that involves keeping customers engaged and loyal to the brand after the initial purchase.
Repeat customers are a more predictable source of revenue for a business, thus, making it essential to have a place in your marketing funnel.
Moreover, it is comparatively easier to retain an existing customer than to acquire a new one.
Strategies for Retention
Personalized Messages and Offers: Send customers tailored content and offers to encourage repeat business.
Exclusive Content: Provide elite experiences to customers with special content such as newsletters, webinars, or blogs.
Up-selling and Cross-selling: Offer high-end options and related products to add to the average order value.
Loyalty Programs: Give incentives or gifts when customers hit a spending milestone with you.
Seems Like Too Much Work? Consider Hiring a Full-Service Marketing Agency
A full-funnel omnichannel marketing strategy is definitely worth the effort. But implementing it in-house can be a hassle.
The main challenge here is resources.
Delivering optimal experiences at every stage of the funnel requires experts dedicated to that particular field.
Bringing such a diverse talent together can be expensive, not to mention the effort needed to hire and maintain this team.
A full-service marketing agency can be a great alternative.
By partnering with an external agency, you get access to a whole team of domain experts that can save you time and provide you with much better results.
How To Choose the Right Marketing Agency for Your Business?
A marketing agency can be a great investment for your business. But selecting the right one is what makes all the difference.
Here’s how you can find your perfect fit.
Evaluate Their Experience and Track Record: Look for agencies that have experience in your industry and a track record of successful similar projects.
Review Their Portfolio and Case Studies: Check the past work and case studies of the agency to assess their performance and expertise.
Consider Their Approach and Methodology: Conduct thorough research on their processes and course of action and assess how they align with your requirements.
Look for a Good Cultural Fit: Do review the agency’s values and culture to ensure team understanding and cohesiveness in the future.
Start Your Full-Funnel Omnichannel Marketing Journey With Grazitti
At Grazitti, we specialize in helping businesses of all sizes and complexities with innovative digital solutions. Our digital marketing team knows the full-funnel omnichannel marketing lifecycle back-to-front; and can provide you with cutting-edge search, social media, analytics, and paid marketing solutions.
As a 2023 Google Premier Partner along with strategic partnerships with technology pioneers like Microsoft, HubSpot, and Adobe, we pride ourselves in being the catalyst of digital transformation and growth for a diverse global clientele. But first, we prioritize our customers and their goals to deliver them the right marketing and results.