2023’s Top Growth Marketing Tactics for Each Stage of Your Funnel

In the past, many marketers focused on inbound marketing tactics to build awareness and generate leads. Today, the game has changed. You can’t just attract prospects and hope for sales you have to nurture them through your funnel until they’re ready to buy. To help you do this, we’ve compiled a list of growth tactics you can use at each stage of the customer journey.

Awareness

Awareness is at the top of the buyer’s funnel. People in this stage are aware of the problem or opportunity they have. They start conducting an in-depth study to determine how to seize their chance or resolve their issue. The targeted audience has probably just become aware of your brand and its products at this stage in the buying journey.

As a result, the content for this awareness stage must be primarily focused on solidifying your position as an industry authority and winning over this audience’s trust. Articles, blog posts, videos, and infographics are excellent methods for creating easily accessible and informative content.

Consideration

Consideration is when people look for information about a product or service. It is also known as the “shopping” phase because they have identified their problem and researched potential solutions. In this stage, you should focus on nurturing existing customer relationships while encouraging them to take action now. You can use email marketing, in-app messaging, and push notifications to target customers in consideration mode.

Decision

With this decision-making stage, you can use retargeting to convert visitors into leads. You can also use behavioral data to do the same thing. It is an essential step in your funnel because it’s where most people drop off and miss out on opportunities to grow their businesses. Behavioral data is the information you get about people’s actions on your website. It includes things like:

• What pages do they visit?
• How long do they stay on each page (or how many pages do they view before leaving)
• What links did they click on (and whether those links were provided by you or not)

Top-of-funnel (TOFU) content

Top-of-funnel content leads people to your website. Sometimes this is also called external or indirect marketing. It’s used to attract new customers or users by setting up an introduction through which you can eventually convert them into paying customers. TOFU campaigns aim to create awareness, build credibility, and drive traffic to your landing page.

Here are some examples of top-of-funnel tactics:

• Social media: Posting content on Facebook, Twitter, and other platforms that will generate shares, likes, and comments from target audiences. If possible, include links back to a landing page for more information (e.g., “Click here for more info!”).
• Search engine optimization (SEO): Optimize web pages to appear higher in search results. Combined with social media promotion, this can lead directly to bottom-of-the-funnel activities such as product purchases or trials.
• Middle-of-funnel (MOFU) content: MOFU content should help you build trust, credibility, and a relationship with your audience. Use messaging that aligns with the buyer’s journey stage when they find your content. They might still be just exploring their problem/opportunity (awareness), looking for solutions (consideration), evaluating providers (decision-making), or purchasing from one provider over others (conversion).
• Bottom-of-funnel (BOFU) content: It is the content you use to persuade visitors who are already interested in your product or service but haven’t yet taken action. It might be an ebook, whitepaper, case study, or other content that helps them determine if your solution will be a good fit for their needs. BOFU content should be available in many formats to accommodate different readers’ preferences: blog posts, ebooks/whitepapers, videos, etc. Also, consider using various media channels like social media networks or paid advertising on platforms like LinkedIn and Facebook. They can help you reach potential customers who may not have found you through organic search results.

Influencer Marketing

Influencers can be bloggers, social media stars, or celebrities. They all have large audiences that trust them and follow their advice. Influencers are ideal partners for your business because they can help you build credibility and trust with your target market, which will increase brand awareness and drive conversions.

You can use influencer marketing throughout the funnel in several ways:

• At the top-of-the-funnel stage (awareness): Get the attention of potential customers who may not even know about your product or service by creating content around a specific topic related to your offer.
• In the middle-of-the-funnel stage (consideration): Encourage people already interested in purchasing something similar but unsure whether yours would fit into their lifestyle. Readers or viewers might be able to relate more easily with someone they know personally versus just reading statistics from some random company website.
• In the bottom-of-the-funnel stage (decision): People at this stage of the funnel are very familiar with your brand. You must consider the user experience offered and make it as simple as possible for customers to subscribe, sign up for trials, and make purchases.

Targeted social media ads

Social media ads effectively target leads in the early stages of their buyer journey and may not have been exposed yet to your brand or product offerings. You can target people based on several characteristics, including age, gender, and location. That means you can choose the subset of customers that fits your business best and ensure they see your ads. You can also target people who have visited certain pages on your site or interacted with specific material like blog posts or videos on social media channels Facebook, Twitter, and Instagram.

Paid search campaigns.

It is the most common way to reach new prospects but it can also increase customer retention and loyalty. For example, a company might run a paid search campaign to help drive traffic back to its website after an initial purchase (or even before one). The goal is to keep customers returning so they’ll buy again in the future and recommend them to other potential buyers online as well.

Sponsored email/newsletter campaigns.

Email marketing is the only direct marketing channel with a higher ROI than Facebook, Google, or Instagram ads. It can be used in all funnel stages to increase sales and build brand awareness. An email subscriber’s lifetime value is 3x more than a Facebook fan or Twitter follower because they are interested in what you’re doing and have already opted-in to receive updates from you. Email subscribers are also much more likely to purchase from you when they see something interesting in their inboxes.

Remarketing campaigns

If someone has visited your website, remarketing is a great way to keep your brand’s message in front of that potential customer. You can execute remarketing to target people who have already visited the site. It can be a great strategy to increase conversion rates on products or services visitors have previously researched but did not purchase online.

Conclusion

These growth marketing tactics will help you increase engagement and conversions, leading to more sales and revenue for your business. As we’ve seen throughout this post, each funnel stage offers unique opportunities for marketers to reach potential customers through specific channels—so don’t overlook any of them.

Author Bio

A highly creative and motivated self-starter with exceptional project management skills and a strong ability to work independently desires the job of a Brand Marketing Coordinator at Healthcare Mailing, a leading provider of healthcare email lists, Physicians Email Lists, medical email lists, and healthcare-related marketing services.