Building a Full-Funnel Paid Media Strategy That Actually Converts

TOFU (Top of Funnel): Awareness

• Channels: YouTube, Meta, LinkedIn, Display

• Tactics: Problem-focused videos, blog promotion, influencer partnerships. These tactics are essential for capturing the attention of potential customers who are at the beginning stages of their buying journey.

• Goal: Engagement, brand recall. The primary objective is to ensure that the audience remembers the brand when it comes time for them to make a decision.

MOFU (Middle of Funnel): Consideration

• Channels: Meta, Google Display, LinkedIn. Engaging potential customers through these platforms allows for targeted outreach and personalized messaging.

• Tactics: Lead magnets, product education, testimonials. Providing valuable content and proof from other users can significantly enhance the brand's credibility and encourage inquiry.

• Goal: Form fills, email capture, retargeting pools. Collecting information during this phase is crucial for nurturing leads towards making a purchasing decision.

BOFU (Bottom of Funnel): Conversion

• Channels: Google Search, Retargeting, YouTube. Utilizing these channels effectively can help reach customers who are already interested and are in the final stages of decision-making.

• Tactics: Case studies, discount offers, sales CTAs. These strategies are critical for persuading potential buyers to take that final step and make a purchase.

• Goal: Demos, purchases, trials. The aim here is to convert interest into action by encouraging customers to experience the product or service firsthand.

Best Practices:

• Align creative messaging by stage. Understanding the customer's journey and adjusting communication accordingly can maximize efficacy.

• Budget 60% lower funnel, 30% mid, 10% top for most B2B. Allocating resources strategically is essential for optimizing the overall marketing efforts.

• Retarget TOFU viewers with BOFU offers. This approach can effectively move potential customers down the funnel, bridging the gap between awareness and conversion.

A full-funnel strategy doesn’t just increase conversions. It builds trust along the way, fostering a deeper relationship with the audience. By carefully guiding them through the funnel, brands can ensure that customers feel valued, understood, and engaged throughout their journey, which ultimately leads to higher loyalty and repeat business.