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Marketing Without the Full-Funnel: Strategic Approach to Attract Customers

Apr 30

In the past, marketers and advertisers could rely on a single strategy to attract customers. But in today’s world, this is no longer the case. Digital marketing has changed the way that companies interact with their customers. Customers are now more aware of what they want and where to find it than ever before.

In order to survive in this new environment, marketers need to adopt a “full-funnel” approach. This means that they need to focus on strategies at every stage of the customer journey - from awareness through conversion - in order to be successful.

Introduction to Full Funnel Marketing

The marketing funnel is a model of customer journey that marketers use to analyze and optimize the customer journey. It can be used to identify the most valuable customers and help them get the most out of their purchase.

This model was developed by Dr. Elmore Leonard in 1960s and it has been widely adopted in marketing industry. The funnel starts with awareness, moves to interest, then consideration, leads to purchase, and finally advocacy.

The funnel is divided into three sections: top of the funnel (TOFU), middle of the funnel (MOFU) and bottom of the funnel (BOFU). The TOFU is where you attract new customers through channels like SEO or social media ads. MOFU helps you convert those visitors into leads by providing valuable content through webinars or blog posts for the lead to read. The BOFU is where you convert those leads into customers by providing valuable content through webinars, blog posts, and PPC ads.

Product Marketing

Product marketing is the process of developing a product and its market. It includes the research, design, pricing, distribution, promotion and sales.

Product marketing is a process that starts as early as the development stage of a product. This is when it needs to be decided what type of product it will be, what features it will have and how it will be distributed. Once this has been done, the next step is to create a marketing plan for the launch strategy. The marketing plan includes how to promote and sell the product from launch until after its life cycle has ended (i.e., when it has been discontinued).

The end goal of product marketing is to increase sales through an effective distribution plan in order to make profit for both parties involved - manufacturer and retailer/consumer.

Sales Marketing

Sales Marketing is a process that is used to generate and nurture leads and convert them into customers. The first step in this process is lead generation, where prospects are contacted by sales representatives. The second step is the qualification of these leads, which ensures they have enough potential to be converted into customers. The next step in the sales marketing process is nurturing the leads with content until they are ready to buy a product or service.

Sales Marketing can also be divided into two parts: prospecting and closing deals. Prospecting refers to activities that are performed before the close of a deal, like lead generation, qualification and nurturing. Closing deals refers to activities that happen after the close of a deal, like customer acquisition strategy and management.

Brand Marketing & Customer Acquisition

In order to create a successful marketing campaign, brands need to know their audience. They need to understand what they want and how they can provide them with what they want.

A good way for brands to get a better understanding of their audience is by conducting surveys and focus groups. Brands can use survey data as a guide for content creation.

When it comes to customer acquisition, it is important that brands have an idea of the channels that are most effective in reaching their target audience. It is also important that they have a clear conversion funnel in mind before launching any campaigns.

Read more about the Full Marketing Funnel Strategy on Vivo Mentor: