Methods involving full-funnel advertising and marketing and omnichannel advertising and marketing might be complicated. Many articles on the subject talk about advanced KPIs and purpose monitoring. This information retains it easy.
Relatively than providing you with pointless particulars, this text goals to show you how one can construct a easy and efficient full-funnel advertising and marketing technique so you possibly can goal potential patrons in any respect phases of your buyer journey.
I’ll additionally provide you with real-world examples that can assist you perceive and observe alongside.
Full-funnel advertising and marketing means creating specialised content material for every a part of the marketing funnel: prime of the funnel, center of the funnel, and backside of the funnel.
Content material for every a part of the funnel has a unique purpose and a unique viewers, as proven within the graphic under:
Let’s break these down additional, with examples:
Prime of the funnel (TOFU)
Top-of-the-funnel marketing is geared toward prospects who might not even pay attention to your model/product or an issue you possibly can assist them repair.
The biggest viewers normally falls underneath TOFU as a result of individuals on this stage don’t have specialised information like these farther down the funnel—which is why it’s additionally the most important a part of the funnel.
For instance, we wrote a guide to answer the question, “What is SEO?”
Somebody trying to find that query on Google in all probability doesn’t know what it’s or that Ahrefs even exists—not to mention perceive why our software program is essential. That is TOFU content material.
Center of the funnel (MOFU)
Center-of-the-funnel advertising and marketing is geared toward individuals who know they’ve an issue however don’t but know what the answer is. The funnel is starting to get smaller at this stage.
Our guide to keyword research is an efficient instance of MOFU advertising and marketing.
Somebody looking out “key phrase analysis” in all probability understands fundamental search engine marketing however might or might not be conscious that Ahrefs exists to assist them with it. They’re nearer to changing into a buyer than somebody trying to find newbie info however might not be prepared to tug the set off but.
Backside of the funnel (BOFU)
Backside-of-the-funnel advertising and marketing is geared toward individuals who know what their drawback is and are contemplating your services or products to resolve it. That is usually the smallest, most focused portion of the funnel.
A fantastic instance of BOFU content material is our comparison of Ahrefs vs. SEMrush.
Somebody looking out “ahrefs vs semrush” is probably going prepared to purchase however isn’t positive which product to go together with. Our comparability web page helps information them to creating the ultimate buy determination.
There’s additionally full-funnel content material…
It’s potential to take somebody via your entire funnel in a single piece of content material.
For instance, our “What Is search engine marketing?” information takes somebody from not realizing what search engine marketing is, to understanding why it might probably resolve their drawback, to realizing how Ahrefs can assist.
Be looking out for alternatives like this so you possibly can maximize gross sales with much less effort.
It’s essential to create content material or media for all phases of the funnel. If you happen to don’t, you’ll miss out on a number of potential prospects.
Most corporations focus solely on BOFU advertising and marketing, which is able to normally have the best conversion charges. Nonetheless, additionally it is usually the most costly and aggressive stage of the funnel.
Together with TOFU and MOFU advertising and marketing efforts broadens your pool of potential prospects and vegetation seeds for future progress.
In truth, a Nielsen meta-analysis of CPG campaigns discovered that full-funnel advertising and marketing methods obtain as much as 45% greater ROI and seven% will increase in offline gross sales in comparison with single-funnel campaigns.
You may create an efficient full-funnel advertising and marketing technique in 5 steps:
- Mapping your buyer’s journey
- Selecting your advertising and marketing channel
- Setting your KPIs
- Creating content material
- Monitoring efficiency and tweaking primarily based on information
Step 1. Map your buyer’s journey
Earlier than something, you need to spend a while understanding how your prospects go from no consciousness of your model to creating a purchase order—i.e., the buyer’s journey.
The customer’s journey is damaged down into three phases:
Right here’s an instance purchaser’s journey for a brand new Ahrefs buyer:
Our buyer might start by searching for methods to get extra site visitors—with none information of search engine marketing or Ahrefs. From there, he might determine to pursue search engine marketing, understand he wants instruments, and start researching what is obtainable. Lastly, he might determine to buy an Ahrefs subscription.
To uncover a buyer’s journey relevant to what you are promoting, put your self within the prospects’ sneakers.
Who’re your prospects? What issues have they got which you can resolve? How do they discover the answer to those issues? How are you going to create content material to be part of this journey?
After all, everybody’s journey is totally different and all you possibly can actually do right here is attempt to perceive how potential prospects are more likely to make choices, then use content material/media to information them.
Step 2. Select your advertising and marketing channel
Attempting to create a full-funnel advertising and marketing technique for a number of channels on the identical time is a surefire solution to kill your plan earlier than it even will get going.
As a substitute, it’s higher to decide on one channel at first and develop, execute, and monitor its efficiency till you create a system that works—then transfer on to a different.
You may select from any of the social media platforms, paid promoting, and many other marketing channels. Nonetheless, at Ahrefs, we give attention to natural search by performing search engine marketing.
search engine marketing is nice for full-funnel advertising and marketing as a result of you possibly can goal key phrases throughout the funnel, rank them in Google search, and get constant site visitors month after month.
For instance, our piece on how to get more website traffic (TOFU content material) will get an estimated 1K–2K month-to-month search visits, based on Ahrefs:
Our list of free SEO tools (MOFU content material) will get an estimated 36K visits:
And even our Ahrefs vs. SEMrush vs. Moz comparison (BOFU content material) will get an estimated 1.2K visits:
It’s additionally potential that by creating content material for each stage of the funnel, you possibly can truly obtain compounding outcomes as a result of Google’s search algorithm cares about topical authority. In different phrases, when you cowl all of the matters focusing on key phrases throughout the entire funnel—not simply the BOFU key phrases—your general rankings might enhance.
Hopefully, it’s clear to see why we focus a lot on this channel.
If search engine marketing sounds proper for what you are promoting, try our complete SEO content strategy guide.
Step 3. Select your KPIs
That is the place different guides might get difficult. However don’t fear, I’ll maintain it tremendous easy.
Key performance indicators (KPIs) are metrics which you can monitor to maintain tabs on how effectively (or poorly) your advertising and marketing is performing so you possibly can adapt your technique accordingly.
KPIs could possibly be something: web site site visitors, purpose conversions and attributions, time on web page, bounce price, and so on.
However I like to recommend you begin with a single KPI: site visitors.
Site visitors to your content material is among the best and strongest indicators of how effectively your advertising and marketing efforts are performing. Usually, extra site visitors = extra gross sales.
Now, you don’t simply need site visitors for site visitors’s sake. However when you’re focusing on the precise key phrases and creating content material round your advertising and marketing funnel, site visitors to these pages is an efficient indicator that your efforts are working.
What qualifies as success right here varies relying in your area of interest. Some niches are low-volume and hyper-competitive, whereas others have a number of high-volume key phrases. The essential factor is seeing your site visitors numbers enhance over time.
One other strong KPI that goes hand in hand with site visitors—when you’re utilizing search engine marketing as a method—is key phrase rankings. The upper you rank for a given key phrase, the extra site visitors you’ll get.
Personally, I test Ahrefs a minimum of as soon as every week to see how my web sites are performing. I’ve been in enterprise for over 10 years, and the general web site site visitors and key phrase rankings are nonetheless my primary KPIs (alongside general earnings) to find out whether or not my efforts are working or not.
I’ll speak about my monitoring course of in step #5. For now, it’s time to roll our sleeves up.
Step 4. Create content material
Now that you’ve your technique in place and know what your KPIs are, it’s time to start creating your content material.
What sort of content material you create is determined by your area of interest and advertising and marketing channel. I can’t probably cowl all of them on this article. So as a substitute, I’ll assume you’re going with my recommendation on utilizing search engine marketing as your primary site visitors channel.
Step one in making a full-funnel search engine marketing technique on your web site is keyword research.
That is the method of uncovering what key phrases your potential prospects are trying to find on Google at every stage of the funnel. The best method to do that is by plugging a seed key phrase into Ahrefs’ Keywords Explorer and filtering the outcomes to suit your wants.
For instance, within the consciousness/TOFU stage of Billy Blogger’s purchaser journey, I’d begin with a seed key phrase like “web site site visitors” and have a look at the key phrase concepts.
Instantly, I see two potential articles from these concepts:
- Easy methods to test your web site’s site visitors
- Easy methods to drive site visitors to your web site
I can then repeat this with totally different seed key phrases for every funnel stage to get extra concepts.
For the MOFU stage, I can search “website positioning” because the seed key phrase. This offers me key phrases like “what’s website positioning,” “how one can do website positioning,” “website positioning greatest practices,” and extra.
For the BOFU stage, I can enter broad key phrases which might be particular to my product, corresponding to “ahrefs,” “greatest website positioning instrument,” and so on.
For extra key phrase analysis ways, try these different guides and instruments:
After you end your key phrase analysis, you possibly can prioritize which key phrases to create content material for first primarily based on a mixture of search quantity, key phrase problem, and proximity to the underside of the funnel. I prefer to create my BOFU content material first, then MOFU, then TOFU—just because content material nearer to the underside normally converts higher.
Upon getting your goal key phrases in thoughts, it’s time to create search-optimized content. There’s so much to be taught right here, however I’ll break it down into 5 fundamental steps (you possibly can learn the linked articles for a extra in-depth look):
- Determine the search intent of the key phrase you want to rank for
- Create a content outline if writing a weblog put up or touchdown web page
- Observe my SEO writing tips whereas writing the content material
- Publish the content material and carry out some basic on-page SEO
- Learn link building to assist your web site and articles achieve authority
That’s all there’s to it. There are extra nuances to search engine marketing, after all, however the fundamentals are easy: Create high-quality content material that matches the search intent of your goal key phrase, then construct inner and exterior hyperlinks to that content material to show its trustworthiness.
Step 5. Monitor efficiency and make tweaks
When you’ve revealed some articles and started promoting them, you’ll want to monitor these KPIs over time to see how effectively they’re performing.
Once more, Google Analytics and Google Search Console will help you monitor your site visitors. However when you additionally wish to monitor key phrase rankings like I discussed, you are able to do so with Ahrefs’ Rank Tracker.
Merely plug in your web site and the key phrases you wish to monitor, and also you’ll be proven a dashboard along with your present rankings and which pages are rating for which key phrases.
This can be a nice solution to see how effectively your pages are performing on your chosen key phrases, however I additionally like to have a look at my web sites in Ahrefs’ Site Explorer by diving into the Natural key phrases and Prime pages experiences.
The Natural key phrases report will present you all the key phrases you’re rating for, in addition to provide the choice to match present rankings to earlier rankings.
If you happen to discover you’re shedding rankings over time, that’s an indication it’s possible you’ll must refresh your content to maintain it related and maintain your funnel working.
The Prime pages report, then again, will present you which of them pages are your prime performers by way of site visitors and variety of rating key phrases. That is nice to see which components of the funnel are performing the very best, permitting you to create extra of what’s working.
For instance, our blog post on affiliate marketing is our top-performing article on your entire web site:
This tells us it’s in all probability a good suggestion to create extra content material round affiliate internet marketing which, for us, is a MOFU matter. We’ve revealed dozens of articles about affiliate internet marketing since studying how effectively this one is performing, they usually’re now bringing in hundreds of recent guests each month.
Lastly, the Prime pages report is the right solution to determine which pages to invest in conversion optimization to enhance the variety of leads and gross sales you’re getting out of your highest-traffic pages.
Full-funnel advertising and marketing, when completed proper, can maximize your gross sales and decrease your prices. And fortuitously for you, it doesn’t need to be that difficult.
Briefly: Attempt to perceive your prospects, create content material for every step of their purchaser’s journey, then monitor how that content material is performing and tweak your technique primarily based on the information.
Questions or feedback? Ping me on Twitter.