Advertising is not a one size fits all proposition. In these Streamadigital Times (good phrase/real phrase), marrying the right message with the right tactic and delivering it at the right time to the right people—is a very necessary art.
And it’s not to be ignored; especially by brands who value efficiency, effectiveness, and ROI. (So, basically, all brands.)
And the model by which this is most effectively achieved is the Purchase Funnel. Also known as the Sales Funnel. Also known as every smart marketer’s best friend…Funnel.
The key, of course, is knowing how to utilize every part of the Funnel to unlock its ULTIMATE POTENTIAL (all caps for emphasis). With three distinct zones that each have unique strengths and benefits, the Funnel is most effective when each zone is uniquely leveraged to achieve your overall advertising strategy—working together like a utensil designed to catch and direct the flow of something to a desired endpoint.
Welcome to the Upper Funnel
(the awareness monster)
The Upper Funnel is the widest zone for an obvious reason: it’s all about driving brand/product awareness by reaching as many people in your target audience as possible. We’re talking CTV/OTT, OOH, linear television, digital and/or broadcast audio—basically, media vehicles with the largest possible reach. Messaging wise, this calls for creative with broad appeal. Here in the Upper Funnel, you’re focusing less on educating your audience and more on grabbing attention, entertaining, piquing interest, and looking to be remembered for your simple, relevant, and original creative.
The Greater Cleveland Regional Transit Authority (RTA) used Upper Funnel vehicles (good pun) to bring their vision of “connecting the community” to bright, bold, empowering life.
Upper Funnel tactics are also ideal for brands that are ready to reintroduce itself to the sugar-toothed masses, like Malley’s Chocolates.
You are now entering the Mid Funnel
(the capital of consideration nation)
Good news: the Upper Funnel did its party-crashing work and there are now members of your target audience who are showing a real interest in what your brand has to offer. And the Mid Funnel is the ideal, more intimate (poor choice of words) zone to start driving purchase consideration. Here, you’re using tactics like paid social, native social boosts, influencers, pre-roll, and programmatic display to make the leap from general interest to genuine engagement. How? By encouraging customers to interact with your brand, answering their questions, addressing their pain points, and demonstrating the ways your brand can help meet their needs.
To push purchase consideration, Cayman Jack used Mid Funnel tactics like paid social and pre-roll to demonstrate how their premium prepared drink made being a bartender effortless—a strategy that helped make it the #1 SKU in the Flavored Malt Beverages category. (So, bottoms up.)
Learn more now!
(about the Lower Funnel.)
It’s really happening; your pairing of creative and tactics has been so effective, members of your target audience are saying things like, “I have achieved maximum purchase intent.” Okay, at least they’re thinking and acting that way based on behavior, engagement, and the like. Which means it’s time to encourage action with personalized, targeted tactics like paid search, direct mail, email blasts, and audience extension. It’s time to get more direct, urgent, and well, READ MORE NOW.
Is there life after the Funnel?
(um…stick around for Post Purchase)
You did it! Customers are racing through the funnel. Your work here is done. (Hold on, getting a note from the editor…just gonna read this…) Okay, turns out, you’re very much not done. It’s time to build loyalty with customers during their post purchase glow. In this phase, you’re looking to ensure the best possible customer experience with specific, helpful content around topics like getting the most out of their new product or service; tips and tricks for maximizing value and usefulness; how-tos; and messaging that may include special offers or promotions to buy additional products and services. You can even take steps to increase your customer base by building lookalike audiences of people you’ve successfully converted.