“I need more customers," the client said to me as we were exploring his marketing needs.
"I agree,” I said, but then asked the client if he knew that his direct competitor had Seventy-Five 5-star reviews to his 3?
"If you were online," I asked, "and you needed emergency air-conditioning service, what would you do? If you searched for "air conditioning services near me," you would see ads. One ad has 3 reviews, and another has 75 reviews. Which ad would you choose to click on?
Human nature tends to draw us toward well-established businesses, that have a proven track record, and consistently excel in their field. This is why marketing is NOT a one-tactic exercise. The best small and medium-sized businesses invest in every part of the customer journey. This journey includes what a customer thinks about before making a purchase.
At Salem Surround, we take the customer journey very seriously, offering a variety of products and tactics tailored to address every stage of that journey. Successful campaigns today are designed not only to build your brand but also to effectively engage consumers during the critical consideration phase of their decision-making process.
Take the example of an air-conditioning client. When consumers are deciding which air-conditioning company to investigate further, the one with 75 reviews is often the winner. Why? Because it conveys a sense of higher engagement and credibility, suggesting greater success compared to competitors with fewer reviews.
During the consideration phase, potential customers are likely to visit your website. Like most consumers today, if they don’t find a site that immediately meets their needs, they’ll leave, and leave quickly. Once they’ve left, the chances of them returning are slim.
What is a Marketing Funnel?
A Marketing funnel is an important part of your marketing strategy, it has multiple stages that outline the customer's journey on their path from awareness to potentially converting or engaging. The marketing funnel has been around for a while now and can be broken down into different stages. The marketing funnel consists of three simple stages:
Top of the funnel: awareness
Middle of the funnel: consideration
Bottom of the funnel: engagement or conversion
Marketing funnels are designed to work in a linear way from top to bottom, but in the real world it does not always work like that. People aren't just going straight down the funnel hitting each stage, instead they are behaving like normal people. For example, a customer learns about your product (awareness) but doesn’t immediately proceed to consideration. Later, they see a social media ad or a friend’s review, which reignites interest, moving them back to consideration or even directly to purchase.
Stages of the Marketing Funnel
- Awareness
Imagine you’re scrolling through social media and see an eye-catching ad: "Feeling the Heat? Don’t Sweat It, Get Reliable Air Conditioning Today!" It’s a simple message that grabs attention and sticks in your mind. That’s what awareness is all about making sure your brand gets noticed.
For an air-conditioning client, this might look like running a display ad with bright visuals and a short, punchy message targeting local homeowners. The goal here isn’t to sell immediately, it’s to let them know your business exists so that when the need arises, you’re already in their head.
- Consideration
At this stage, the customer has recognized their need and is exploring options. This is where reviews, trust, and expertise take center stage. Think about a Google ad that says: "Voted #1 Air Conditioning Service with Over 75 5-Star Reviews!" The ad links directly to a page showcasing glowing testimonials, service guarantees, and a comparison tool to help customers make informed decisions.
It’s about building trust and providing the information they need to feel confident that you’re the right choice. This is where you win their consideration—by showing you’ve helped others and can help them too.
- Engagement
The potential customer is ready to act, and your ad needs to make that step as easy as possible. Imagine a retargeting ad that says: "Don’t Wait! Beat the Heat with a Same-Day AC Installation Call Now!" A clickable button takes them straight to a booking form, or better yet, a phone number pre-filled to make that call in seconds.
You’re removing friction and making it clear that now is the best time to choose you. At this point, urgency and ease are what seal the deal.
How to Create a Winning Full-Funnel Marketing Strategy
A successful full-funnel marketing strategy engages potential customers at every stage of their journey, awareness, consideration, and engagement. It’s about tailoring your approach to meet their needs and guiding them from one phase to the next.
1. Leverage Display Ads to Build Awareness
The awareness stage is about getting noticed. Display advertising is a powerful way to introduce your brand to potential customers, using eye-catching visuals and impactful messaging to capture attention.
Why It Works: Display ads put your business in front of the right audience at the right time. With programmatic advertising, you can target customers based on their location, interests, and browsing behaviors.
Examples by Industry:
- Roofing: Run geo-targeted display ads with headlines like “Storm Damage? Get Expert Roof Repairs Near You!” featuring striking images of completed projects.
- Dental: Use social media carousel ads showcasing new patient specials or before-and-after smile transformations.
- HVAC: Create video ads demonstrating energy-efficient systems to show how your services save homeowners money over time.
2. Personalized Engagement to Drive Consideration
In the consideration stage, prospects are exploring their options and seeking more information. Your goal here is to build trust and show why your business is the best choice.
Why It Works: Tailored content and personalized interactions resonate more with customers, helping them feel valued and informed.
Examples by Industry:
- Roofing: Send follow-up emails to leads with information about warranties, certifications, and testimonials from satisfied homeowners.
- Dental: Use retargeting ads with headlines like, “Looking for the Perfect Dentist? Book Your First Appointment Today!”
- HVAC: Offer downloadable guides like “How to Choose the Right HVAC System for Your Home” to position yourself as an expert in the field.
3. Focus on High-Value Leads to Maximize Conversions
At the conversion stage, the goal is clear: turn warm leads into customers. This requires eliminating any remaining hesitation and making the decision to choose your business as easy as possible.
Why It Works: By targeting the most promising leads with personalized offers, you can boost your ROI and drive higher-quality conversions.
Examples by Industry:
- Roofing: Run a retargeting campaign offering “Free Roof Inspections Limited Availability!” to nudge hesitant customers toward action.
- Dental: Provide limited-time promotions like, “Get $50 Off Teeth Whitening Book Today!” to encourage immediate booking.
- HVAC: Use ads emphasizing financing options or rebates, such as “Upgrade to Energy Efficiency, 0% Financing Available!
4. Re-engage Customers Post-Conversion
The marketing funnel doesn’t end at conversion, turning one-time customers into loyal advocates is critical for long-term success. Focus on retention through strategies like follow-up emails, exclusive discounts, and reminders for future services. Whether it’s offering a roofing maintenance plan, dental appointment reminders, or HVAC seasonal check-ups, post-purchase engagement keeps your brand top of mind and encourages repeat business.
5. Continuously Optimize and Evolve Your Strategy
Success requires constant refinement. Use data to analyze campaign performance, test new approaches, and adapt to customer feedback. Regularly evaluate metrics like ROI and engagement to ensure your strategy stays effective and relevant. By staying flexible and data-driven, you can maintain growth and improve your full-funnel marketing efforts.
Drive Growth at Every Stage of the Funnel with Salem Surround
Ready to transform your marketing strategy and connect with customers at every stage of the funnel? At Salem Surround, we specialize in creating tailored campaigns that drive real results, whether you’re building awareness, nurturing leads, or maximizing conversions.
Let us help your business grow with a full-funnel approach that’s customized to your industry.
Contact us today to get started!
- Get your free marketing report.
- Discover how our proven tactics can boost your ROI.
- Take the first step toward a strategy that converts customers into loyal advocates.
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