In B2B, we put all the effort to get people to your website, and then market the products to them unless they either convert if they are new customers or grow by buying more products if they are already your customer. Initially this strategy might be successful, but does not work in the long term. If you are focusing on getting only the best quality leads at the top of the funnel, people feel harassed than helped by marketing activities and your brand will be affected.
Thoughtful advertising strategies will help to find the right people for prospecting, nurture those leads with relevant resources, and share the best prospects to your sales team. This planning helps you to create automated marketing campaigns and use your free time on other important things like customer relationships and customer retention. Learn how to create a full-funnel advertising strategy along with best channels for each stage.
To move leads through the different stages of the marketing funnel, requires the right message at the right time. Customer at the awareness stage is not ready to buy, since he/she is evaluating options so they may not be right fit to see brand marketing campaigns.
- Raise Awareness through Paid Marketing
In the areas like e-commerce and SaaS, you would be attracted to focus marketing efforts on bottom-funnel conversions. However, top funnel marketing is the key to sustainable growth. You can only get more customers if people are aware about your company. Paid marketing helps you reach wider audiences who have not visited your company site before, in the awareness stage. Grab the opportunity to introduce visitors to your brand and explain about product features. In the awareness stage, reaching the right people is vital. After awareness marketing, it exposes you to the ideal customers before they actually start searching for competing services and let you as the top choice.
- Create Interest with Advertisement
Interest is all about making people more knowledgeable and explaining them why your product or service is the right choice for them. Person has considered your brand for purchase but still convinces you that you’re the best fit in the available choices. Here lead nurturing is important. Train your employees to explain about your product and how it is going to help them. For instance, if a prospect reads a blog post, then interest marketing campaigns could promote a lead magnet (content download). Then, you can re-market to those leads with a product page and followed by a case study. These kind automated marketing campaigns are not relevant for companies with a long sales cycle or with target audiences who do not share personal information in exchange for content.
- Close the Deal with Evaluation Marketing
By the time, they already know what is the problem at hand and what can be the best possible solution, the only thing they need to decide is which solution to opt for. At the bottom of the funnel, people have a list of choices including the competitors in the same space to think which one works best. So think about what information or offers motivate this person to purchase before they proceed for a sale.
Creating and implement full funnel advertising strategy for sustainable growth
In the B2B marketing funnel stage, paid marketing plays an important role. Crucial channels for each stage include:
Top funnel awareness – email sponsorships, Ad networks, syndicated content, sponsored content.
Middle funnel interest – Search Engine Marketing, Ad networks, re-marketing campaigns
Bottom funnel evaluation – Quora advertising, re-marketing campaigns, Search Engine Marketing
Most successful advertising funnels utilize these channels to deliver messaging and resources to align with a prospect’s readiness to buy. Using appropriate platforms and information techniques improves lead quality, nurtures more leads toward a purchasing behavior, and lays the foundation for sustainable growth.