Let’s talk full-funnel marketing – but in a way that won’t make you feel like you’re drowning in jargon. I’ve seen way too many articles that go overboard on complex KPIs, performance metrics, and all that jazz. Here, I’m going to break it down simply. Full-funnel marketing isn’t rocket science; it’s about guiding potential customers through each step of their journey, from “What the heck is this?” to “I need this now.”
Oh, and spoiler alert: I’ll throw in some real-life examples to help it all click.
So, what exactly is full-funnel marketing?
Think of full-funnel marketing as crafting content for each stage of your customer’s journey: the top, middle, and bottom of the funnel. You’re meeting people at their level and pulling them closer to a buying decision, step by step.
Here’s how it plays out:
Top of the Funnel (TOFU): The “Who Are You?” Stage
This is where your audience is the widest, but let’s be honest, they don’t really know (or care) who you are yet. They may not even realize they have a problem that you can solve. So, it’s your job to introduce yourself without overwhelming them.
For instance, While leading the marketing team at Turabit LLC, I once put together a guide answering “What is Conversational AI?” Now, if someone’s Googling that, chances are they’re clueless about Conversational AI, and they’ve never heard of Turabit (or you). At this stage, you’re just making an introduction.
Middle of the Funnel (MOFU): The “Hmm, I Need a Solution” Stage
Now we’re getting somewhere. These folks know they have a problem but aren’t sure what the right solution is. The audience is a bit more refined here, and they’re starting to consider options.
For example, I created a detailed guide on Choosing the right Conversational AI platform for Enterprise. If someone’s searching for that, they’re no newbie. They know enough to realize they need to figure out how to improve their customer service with the right AI and Automation tools but haven’t committed to a tool like Tuva CX by Turabit.
Bottom of the Funnel (BOFU): The “I’m Ready to Buy” Stage
This is where things get serious. Your audience is actively weighing their options and deciding whether your product or service is the right solution. The funnel has narrowed, and now you’re speaking directly to people on the verge of making a purchase.
A great example of BOFU content is when I created a detailed comparison guide among various competitor tools against Tuva. If someone’s searching for that, they’re this close to pulling the trigger. They’re just trying to figure out which tool to go with.
Full-Funnel Content: A One-Stop Shop
Sometimes, you can take someone through the entire funnel in just one piece of content. It should take people from “What is this?” to “Okay, I need this” all in one go.
Why Full-Funnel Marketing is Non-Negotiable
Here’s the deal: If you’re only focusing on BOFU, you’re missing out on a huge chunk of potential customers. Yes, BOFU is where conversions happen, but it’s also where the competition and costs are highest.
TOFU and MOFU efforts help you plant seeds for future customers
Building Your Full-Funnel Strategy in 5 Easy Steps
1. Map the Customer Journey
Before you can create content, you need to know what your customer journey looks like. How do people go from knowing nothing about you to buying from you? Answer that, and you’re on the right track.
2. Choose Your Channel
Don’t try to be everywhere at once. Pick one marketing channel to start. While leading the marketing at Turabit, Me and My team went all-in on SEO. Why? Because SEO works for every stage of the funnel and brings consistent traffic month after month. Plus, it helps with authority, which is a win-win.
3. Set Your KPIs
Let’s keep it simple: start with traffic. The more eyes on your content, the better. Sure, there are other KPIs, but if you’re just getting started, traffic is your best indicator of success.
4. Create the Content
Once you’ve nailed down your strategy, it’s time to actually create the content. Whether you’re writing blog posts, shooting videos, or crafting social media posts, make sure you’re meeting your audience where they are in the funnel.
5. Track and Tweak
After your content is out there, keep an eye on how it’s performing. Use tools like Google Analytics and SEMrush to monitor traffic and keyword rankings. If something’s not working, tweak it. Marketing isn’t static – neither should your strategy be.
Final Thoughts: Keep It Simple, But Strategic
Look, full-funnel marketing is essential if you want to maximize your impact. But don’t overcomplicate it. Understand your customer, create content for every stage of their journey, and track your progress. Rinse and repeat.
That’s it. Easy, right? Let’s stop making marketing harder than it needs to be.
Got questions? Hit me up on my LinkedIn.
