User journeys can be divided into categories that indicate where they’re at on the road to buying a product or service. To ensure your marketing efforts convert the most people, you need to employ tactics that specifically tailor to users at each stage of their journey, and ensure these features are in front of them when they’re relevant. To do this, you can employ full funnel marketing.
At Squarebird, we’re a digital marketing and web design agency with a decade of experience in providing quality support for your marketing efforts at all stages of a user’s digital journey. In this article, we’ll discuss what full funnel marketing is, how it can be divided into stages, and how you can build an effective funnel that maximises your sale potential.
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What is full funnel marketing?
Full funnel marketing is a marketing technique used to target people across their buyer’s journey. To fully understand what it is, and how it applies to digital marketing, you need to know what the funnel looks like.
The marketing funnel can be split into three main categories consisting of granular components, with each component made up of users at a particular point on their journey. The reason it’s called a funnel is because it’s larger at the top and gradually gets smaller as you go down, with more users breaking away once they find a solution or decide they don’t need one.
Unlike other marketing techniques which only target people at a particular stage in their journey, full funnel marketing is designed to look at the entire process.
The 3 stages of full funnel marketing
As mentioned, full funnel marketing can be split into three overarching stages:
- Top of funnel users (TOFU): Awareness and discovery.
- Middle of funnel users (MOFU): Consideration, preference, and interest.
- Bottom of funnel users (BOFU): Decision, purchase, and retention.
The top of the funnel has the most people, as this is where they enter the process. During the user journey, as people drop out or break away to other solutions, the funnel gets smaller, with the bottom being the very smallest part – the users that choose your solution.
Digital marketing funnels traditionally have a small percentage of conversions, with around 3% of PPC ads and Google appearances resulting in users moving on to the next stage. Although the number may sound small, it’s mighty, as the potentially global reach for your digital marketing efforts means between thousands and millions of people could see your offering. Converting even a tiny percentage of those can result in some major returns.
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How to build an effective funnel
Now that you know what the three stages look like, it’s time to break them down into actionable steps that you can employ in your overall marketing strategy. Here are some tactics you can use that combine the different stages into one clear-cut process, taking people seamlessly from top to bottom.
Track user journeys
To understand the flaws in your full funnel marketing, you need to know where people are dropping out of the journey. Tools like Google Search Console, Google Analytics and Microsoft Clarity can provide helpful analytics that show user behaviours, helping you tailor your web design and content to match.
Segment your audience
Audience segmentation involves breaking down your audience into subgroups based on aspects like location, gender, age, and behaviour. Understanding the makeup of your audience through these factors allows you to tailor your messaging, ensuring your content is delivered in the right way.
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Create tailored landing pages
There is no one size fits all for digital marketing. People will come from a variety of places for many different reasons, and you need to make sure what they see when they get there matches their expectations. Rather than a generic service page or your homepage, you need to ensure users land on content that’s highly relevant to their point of entry, instantly showing the value of your offering.
Interlinking
A major part of a powerful user funnel is how easy it is to get from one place to another, keeping them moving towards the right information. For a website, this means including links to other places like service pages or relevant blogs, and capping things off with a call to action that takes the user to the next step of the funnel.
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Multi-modal marketing
Users will enter your marketing funnel via many different locations, from Google search results to social media and beyond. Making sure each of these touchpoints is tailored to where the user is at on their journey ensures the best conversions. Multi-modal digital marketing involves analysing these different channels and deploying wide-spread tactics to match the users.
Learn the importance of synergy with multichannel marketing >
Streamline your digital marketing with Squarebird
With full funnel digital marketing, you can provide users with the best journey to seeing your product’s value, helping them stay on the right track towards buying your product. It can be a tricky task to tackle alone, so finding the right partner can help you along the way.
At Squarebird, we’re here to make your job easier by providing digital marketing support that maximises your conversion rates. We look at the bigger picture, helping you to realise and capitalise on opportunities across the entire journey. To find out more, contact the team today!
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