The customer journey is a funnel. At the top, you’ve got people without the need to buy your products. As they move down the funnel, they get informed, considering different options and brands before finally making a purchase decision. Traditional marketing might focus on just the bottom of the funnel: potential customers who already know what they want. But what about those at the top, those who don’t even know your brand exists?
Full-funnel marketing and advertising addresses this gap. It’s a strategic approach that reaches customers across all stages of the marketing funnel: awareness, consideration, and decision. Instead of one unique message, full-funnel marketing adapts its approach to each stage, nurturing leads and building brand loyalty along the way.
The Stages of the Marketing Funnel
A full-funnel marketing strategy focuses on all stages of the marketing funnel and promotes your product in every one simultaneously. This is because every customer journey is different, so adapting to each stage of the marketing funnel has to be your goal. There are different strategies whatsoever:
Awareness
In the early stages of the marketing funnel, your strategy might involve eye-catching social media ads to showcase your product in various situations. During the awareness stage, you aim to introduce potential customers to your brand and products. Amazon offers various tools to achieve this on many platforms.
First of all, remember that potential customers may not know about your product yet. That’s why Amazon Sponsored Ads and Display Ads are great options for the awareness stage. Sponsored Ads with strong visuals and compelling messaging can leave a lasting impression on viewers, while Display Ads appear across various websites and apps frequented by your target audience. This expands your reach beyond search engines and exposes potential customers who may not be actively searching but might be receptive to your product.
Repeated ad exposure increases brand awareness and recall even if they don’t click immediately.
Consideration
The consideration stage of the marketing funnel is where potential customers, now aware of their needs and your brand as a possible solution, actively research options. It’s very likely they’ll compare different brands, read reviews, compare prices, and gather as much data as possible to make an informed decision. Sometimes, they even turn to blogs, articles, social media groups, and comparison websites to learn more about available options.
While keeping in mind all of these factors, it’s time to explore the tools that can be used during the consideration stage.
Compelling product listings with clear, informative descriptions, high-resolution images from multiple angles, and detailed specifications are needed for your listing to have high visibility. Consider utilizing A+ Content and Enhanced Brand Content tools to showcase your brand story and product benefits, differentiating yourself from competitors.
Amazon Advertising also plays a key role in this stage. Utilize Sponsored Products and Sponsored Brands campaigns to target relevant keywords and reach potential customers actively searching for products in your category.
Conversion
The conversion stage on Amazon is where all your efforts culminate. Potential customers have researched and compared products, and they are fully ready to make a purchase.
Price plays a significant role in customers’ final decisions. Before making a move in your full funnel strategy, analyze your competitors’ pricing and consider offering competitive prices or occasional discounts. To incentivize purchases, it’s important to consider fast and free shipping, as that is a major deciding factor, especially for Prime members.
Amazon-sponsored Display Ads play a huge role in this stage, as they let you retarget customers at your convenience.
Benefits of Full-Funnel Marketing and Advertising
Full-funnel marketing and advertising offers a comprehensive approach that nurtures leads from initial awareness to final purchase. Its key benefits are supported by data and examples:
1. Improved Customer Journey and Experience
Full-funnel marketing takes a holistic approach to advertising: it considers the entire customer journey, providing targeted content and messaging at each stage. This creates a seamless and informative experience with a detailed approach that guides customers through their journey and positions your brand as a helpful resource, not just a product to buy.
2. More Targeted Advertising Across Channels
As we saw, full-funnel marketing allows for precise audience targeting across various channels. Social media platforms offer demographic and interest-based targeting for awareness campaigns, while retargeting ads can reach website visitors with relevant messages in the consideration stage.
3. Higher Conversion Rates and Sales
Full-funnel marketing educates, informs, and builds trust with potential customers throughout their journey. This nurturing process increases the likelihood of converting them into paying customers when they reach the conversion stage. Full-funnel marketing can lead to a lift in marketing ROI, emphasizing the positive impact of this approach on driving sales and revenue growth.
Conclusion
Full-funnel marketing strategies are challenging to run. They require a chunkier marketing budget, deeper customer insights, and ongoing measurement to be profitable. The rewards, though, are substantial: Increased brand awareness, improved customer experiences, and higher conversion rates. The BellaVix Team can help you target the right audience, create compelling content, and optimize your campaigns for maximum impact.
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