Full-funnel marketing isn’t just some marketing buzzword; it is a systematic approach to ensure you engage with potential customers at every step of their journey. You see, the thing is, it’s doubtful that your potential customers would buy from you if you get ‘’Salesy’’ with them from the very beginning. It’s like begging them to buy without incentivizing them, without any introductions first. Would YOU buy from someone like that? Let me answer on your behalf, no.
This article simplifies the full-funnel marketing strategy, showing you how it’s done with real-world examples (Perhaps from your competitors, too. Or maybe not yet.)
Why Are We Raving About Full-Funnel Content Marketing?
Full-funnel marketing is about custom-creating content for each phase of the marketing funnel: the top, middle, and bottom. Each phase has its audience and goal. The same audience, but at different stages of purchase decisions—yes, being a marketer, you must take customer psychology very seriously.
Let’s see each phase with some examples.
Top of the Funnel (TOFU)
TOFU is about catching the eye of those who might not know your brand or the solution you offer. They might not even know their problem exists (so let’s remind them they have a problem they are not giving much attention to). It can be about something they should be doing but aren’t doing. Or a thing they should be using but are using.
For instance, making an essential guide like “What is a Medical Billing Software?” can serve as TOFU content. It’s aimed at individuals who are just starting to explore the topic and are probably unaware of your brand.
Middle of the Funnel (MOFU)
At this level, individuals know they have a problem but are still exploring solutions.
For example, a guide that talks about the general features of such software may not be aware of how this can streamline their operations.
Bottom of the Funnel (BOFU)
BOFU content is for individuals who are well aware of their problem and are actively considering your products or services to solve it.
A good example could be a comparison article between your product and a competitor’s. This content caters to individuals on the brink of making a purchase decision.
The Magic of Full-Funnel Content
Sometimes, a single piece of content can take someone through the entire funnel journey.
For example, a comprehensive guide that begins with explaining a basic concept transitions into how it can solve a particular problem, and finally introduces your product as a solution is a full-funnel content goldmine.
Why Go Full-Funnel?
Creating content for all stages is important to ensure you engage potential customers wherever they are in their journey.
Many focus on BOFU marketing due to its high conversion rates, yet it is often the most competitive and costly. By embracing TOFU and MOFU marketing, you expand your reach and set the foundation for future growth.
Building a Full-Funnel Marketing Strategy that Clicks
HHere’sa simplistic step-by-step plan:
1. Mapping Your Customer’sJourney: Understand how your customers transition from having no awareness of your brand to making a purchase. Think psychology. Think customer behavior. Consider all the touchpoints. We will talk in detail about this in the next few articles.
2. Choosing Your Marketing Channel: Start with one channel, master it, and then consider exploring others. This channel should be strategically chosen based on where your leads are most populated.
3. Setting Your KPIs: Keep it as straightforward as your start. Start tracking traffic, as it strongly indicates your marketing performance.
4. Crafting Your Content: Begin by identifying problems your potential customers are complaining about at each funnel stage, then create content around those keywords.
5. Monitoring Performance and Tweaking: Once your content is live, monitor its performance and make necessary adjustments to improve its effectiveness.
What now?
Embracing a full-funnel marketing strategy can significantly boost your sales while keeping costs in check. It’s about understanding your customers, creating tailored content for each stage of their journey, monitoring how that content is performing, and adjusting your strategy based on the insights you gather.
Know the basics of a content marketing funnel now? Check out the following few articles for more details.