Now more than ever, brands must be able to reach their customers. When is the right time, though? Surprisingly, it’s not only when they need the exact product or service you have to offer. The right time to reach customers is all the time.
All consumers move through a number of stages before they become a full-on new customer for your business. Much like the funnel used when baking, the widest point of a funnel used in marketing is on top. As you move down, it gets gradually smaller and more narrow. Essentially, you will have a very wide audience at the starting point of your marketing, then you will eventually end up with a small, specific group of people who eventually become paying customers.
There are three layers of the customer journey, and it’s crucial for you to be visible in all of them. Using full-funnel marketing as a strategy is the best way to go about this. This is particularly helpful when you keep in mind that most people will engage multiple times prior to making any actual purchase or availing of any services.
Layer One: Awareness
The very top of the funnel—the widest part that addresses the general audience—is all about awareness. This is when the first point of contact occurs with the potential customer. It’s possible that they have no clue regarding your services or even your company or organisation in general. However, they are already seeing your business. After all, knowing of the existence of your business in the first place is where everything begins.
Advertising from the top of the funnel includes leveraging marketing tools, many of which a remote digital agency can help you with:
- Billboards and/or flyers
- Blog posts
- Campaigns on social media (Instagram, Facebook, Twitter, and the like)
- Marketing and advertising through videos (Facebook, YouTube)
- Television ads.
The awareness is rather self-explanatory: it’s all about building visibility of your brand on various platforms. When consumers need to make a final decision about purchasing, they are far more likely to lean on familiarity and go with a brand or business they know somehow.
Layer Two: Consideration
The funnel’s middle part holds potential customers who are already aware that there is something they need for an issue they have. At this point, they have an awareness of your business. They’re already trying to decide whether your company or organisation is their best bet. It’s also known as the research phase.
A cloud digital agency can help with the strategies at this level:
- Coupons and specials
- Email campaigns
- Product information
- Referrals through word of mouth
- Targeted content.
At this stage, it is crucial to be able to communicate why your company or organisation is the best choice.
Layer Three: Conversion
The final stage, the funnel’s bottom, is when customers are finally willing to commit to a company or organisation. These customers will be incredibly responsive to the ads such as Google paid ads (pay-per-click) and local services ads.
Depending on what industry you’re in, there will always be a peak and off-peak season. It is key to be visible to potential customers at all times, and a full-funnel marketing strategy will undoubtedly help with this. Familiarity will boost the chances of someone reaching out to your company when they’re in need of your product or service, therefore boosting sales and improving conversions!
In need of a remote digital advertising agency in London? Contact Routes 4 Media today! We are a full funnel digital ad agency that produces the best results for our clients.