Full funnel marketing strategy is great thing to have for any platform since it helps you get a better idea of how you are reaching users and on what level. It also gives you an good idea of your general sales cycle and how long it is.
Top of Funnel – Get them ready
At this lever, we are wanting to make ready the new users who haven’t interacted with your brand yet. These users typically won’t be searching for things about your brand, that is why a display campaign works pretty good. This will allow without being too aggressive, to put your ads and brand name in front of these new potential customers. But we are not really expecting these users to convert, so to find success in these types of campaigns we will have to look at metrics that measure things like impressions, time on page and bounce rate.
Campaign Type: Display
Performance Metrics: Time on Page, Bounce Rate, Impressions
Content: Whitepapers, Blog Posts, Ebooks
Middle of Funnel – Remind
You want to remind users from the top of the funnel of your brand in this stage and also to get users who are aware of the problem they have and are already searching for the solution, and that should be your business. They maybe seen your ads before but have not converted yet on your site. In this stage, you want to run non-brand search campaigns and display remarketing campaigns and also target keywords related to your business and products. These campaigns can be measured with new user metrics and content metrics like downloads or webinar views.
Campaign Type: Non-Brand Search, Remarketing
Performance Metrics: New User Metrics, Gated Content Metrics
Content: Podcasts, Webinars, Case Study, Expert Guides
Bottom of Funnel – Adopt
At the funnel bottom you want to get the users that are aware of your brand and your products and are ready to convert, they already went through your other funnel stages and trust your brand. In this stage, you will want to run a branded search campaign and also a remarketing campaign. You want to target users searching your brand terms for branded search and audience that engaged in the middle of the funnel for remarketing. You want to look at returning users, content downloads and conversions your account tracks like “Contact Us” or “Request A Demo”.
Campaign Type: Branded Search, Remarketing
Performance Metrics: Returning Users, Content Downloads, Etc.
Content: Consumer Reports, Competitor Comparison Pieces