Crafting a marketing strategy that covers every stage of the customer journey can feel overwhelming—but it doesn’t have to be! By leveraging the unique strengths of 20 digital marketing channels, you can build a full-funnel approach that’s both powerful and practical. Whether it’s attracting new audiences, engaging curious prospects, or closing the deal, every channel has a role to play.
Here’s a breakdown of how to align these channels with the three key stages of the funnel:
1. Top of Funnel: Build Awareness with Broad Reach and High Impact Channels
At the top of the funnel (TOFU), your mission is simple: get noticed! This stage is all about making a memorable first impression and generating brand awareness.
Go-To Channels for TOFU:
Programmatic Display Ads: Reach potential customers wherever they browse online with visually compelling ads.
Social Platforms: Meta, TikTok, and Snapchat excel at grabbing attention with engaging, scroll-stopping content.
OTT/CTV (Over-The-Top/Connected TV): Platforms like Hulu and Disney+ deliver premium video ads to large, targeted audiences.
Audio Ads: Spotify and Pandora let you connect with listeners during their daily routines, like commutes and workouts.
These channels provide the massive reach needed to introduce your brand to new audiences. Think of it as planting seeds that will grow into interest and engagement down the line.
2. Mid-Funnel: Nurture Interest and Educate Prospects with Engaging Content
Once your audience knows who you are, it’s time to build trust and educate them on why you’re the right choice. The middle of the funnel (MOFU) is where curiosity turns into consideration.
Best Channels for MOFU:
YouTube Ads: Showcase your brand story or answer FAQs with educational, engaging videos.
SEO and Content Marketing: Blogs, guides, and case studies help prospects find answers while positioning your brand as an authority.
Pinterest Ads: Perfect for inspiring ideas and showing how your product fits into the user’s life.
LinkedIn Ads: Ideal for B2B audiences looking for professional solutions.
Programmatic Video Ads: Visually rich and targeted, video ads help bring your value proposition to life.
By educating and inspiring, you’ll keep your brand top of mind while building the trust that motivates prospects to take the next step.
3. Bottom of Funnel: Drive Conversions with Targeted, ROI-Driven Performance Channels
Metrics-Driven Strategies:
Success depends on defining and tracking Key Performance Actions (KPAs) and account goals, such as cost per lead or return on ad spend. At Conduit, we integrate goals directly into campaign management to ensure every effort is ROI-focused.
Partner Education and Support:
Provide continuous learning opportunities for your team and the partner agency. For instance:
Workshops and Webinars: Share knowledge on new trends or tools.
Strategic Sales Support: Arm your team with data-backed recommendations to close deals.
Shared success metrics foster accountability and shared wins. Education initiatives help your team stay ahead in a dynamic digital landscape, ensuring the partnership's longevity.
Why a Full-Funnel Strategy Works
When all funnel stages work together, the magic happens. For example:
TOFU Channels introduce new audiences to your brand.
MOFU Channels guide them with the information they need to feel confident in your solution.
BOFU Channels deliver the final push that turns potential into profit.
By leveraging all 20 channels in harmony, you create a seamless experience that ensures no opportunity slips through the cracks.
Next Steps
Curious how to tie all these pieces together into a cohesive strategy? Dive deeper with our blog, Why Clients Stick Around: The Secrets to Lasting Agency Relationships.
Ready to bring your funnel to life? Contact us today to explore how Conduit Digital’s 20-channel expertise can elevate your agency’s results.
