The Basics of Full-Funnel Marketing

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Full-funnel marketing is a new strategy in online marketing and the idea is to only spend money on profitable returns. Sounds good, right?

Marketing can make or break your business. If done correctly, it can be the sole reason for giving your business new customers. If done incorrectly, you can feel like you’re aimlessly pumping money into something that’s not giving your business any positive results.

Full-funnel marketing is a newer online marketing technique that truly focuses a business’s marketing efforts, using your spending dollars in a smart, calculated way. The idea is to only spend money on profitable returns.

There are three basic steps to full-funnel marketing:

1. Target the correct audience

The first phase of full-funnel marketing involves finding an audience that would be interested in your product or service. When marketing, it can be tempting to just shoot your message into the abyss of the internet for anyone to see, but focusing in on just one type of person- the type of person who wants your product, is a much more successful way to go about things.

Most of the time, there are huge gaps in searching for where specifically your customers are coming from, but this method tracks potential customers with cookies and retargets them through search engines with the use of specific keywords. So full-funnel marketing starts by locating people who are searching the web for things related to your industry. Then, these likely customers are introduced to your business via ads in a way that’s especially tailored to them and your business.

Related Article: Your Target Audience Awaits in These Niche Social Networks

2. Nurture your audience

The next step is to nurture your audience. Introducing your business to likely customers by presenting ads opens the funnel wider to a group of valuable people. Once those likely customers are located, they are “nurtured through the funnel.” The ads will continue to keep popping up in likely places until some form of action has been taken. This makes it so your business is always at the forefront of your audience’s mind. So instead of paying per view, you’re paying for what actually works. Your ROI should be matching up to the money your company’s making.

3. Evaluate

Each business is going to need a very specific formula for full-funnel marketing. Before you even get started, a lot of planning needs to go into the process. Specificity is key for this technique. So instead of picking broad words to focus on, pick something truly unique to your business. If you sell baked goods online, shipping to different parts of the country, instead of focusing on the word ‘bakery,’ focus on the words ‘online bakery.’ Lots of people search for bakeries, but a different audience goes online to ship baked goods. Once you find the right message to put out there, you have to find the right channels. This can take some trial and error, as well as a good amount of research.

And once you've completed a full round of full-funnel marketing, take the time to measure the impact and evaluate the experience. Will you try different key words for round two? Did your spending and money gained add up in the end? How did this method compare to other marketing efforts you've tried?

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