April 13th, 2023 | 2 min. read
By Kim Kovelle
Find out exactly how marketing with Zoe Marketing & Communications works in a free guide.
Looking to attract new customers, convert them or keep them coming back? If you’re like most businesses, you’re doing all three — at once, all the time.
That’s the essence of full-funnel marketing. It acknowledges that prospects don’t move in a straight line. Instead, they explore, engage and decide on their own terms.
Managing this can feel overwhelming. That’s where we come in. At Zoe Marketing & Communications, we help businesses streamline their marketing funnel so it’s effective and manageable.
In this guide, we’ll break down the funnel into three core stages — attract, engage and delight — and the best tactics to use at each.
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What full-funnel marketing means
A full-funnel strategy ensures you’re always reaching people at different points in their journey. At any given time, you’re:
- Attracting new prospects by increasing visibility.
- Engaging them with relevant, useful content.
- Delighting them to keep them loyal and encourage referrals.
This approach requires different tactics depending on where your audience is in the funnel.
10 best full-funnel tactics in digital marketing
Top-of-funnel tactics: Attract new prospects
At this stage, your goal is visibility. You want to grab attention, introduce your brand and spark interest.
1. Search engine marketing (SEM)
When people have a problem, they Google it. Paid Google Ads (SEM) put you in front of them when they search for related solutions.
- How it works: You bid on keywords people search for. If you win, your ads appear in search results and across relevant web pages.
- Why it works: Even though only 3% of people click on paid ads, they’re highly targeted — meaning they’re already interested in what you offer.
2. Content marketing
Blogging and educational content attract customers organically. The key? Answer their questions. Create high-quality, helpful content that aligns with their needs.
3. Social media marketing
Your prospects are scrolling. Be where they are. Meta (Facebook/Instagram) is dominant, but consider YouTube, LinkedIn, Pinterest or wherever your audience spends time.
4. Quality landing pages
Once someone clicks your ad, don’t disappoint them. Your landing page should be:
- Clear: Introduce your brand and offer concisely.
- Actionable: Make it easy to take the next step (download, sign up, buy).
- Visually appealing: First impressions count!
Middle-of-funnel tactics: Engage your audience
Now they know you exist — but they’re still deciding. Your job is to build trust and guide them forward.
5. Free downloadable content
Offer something valuable in exchange for an email. Examples:
- Guides, e-books or checklists that solve common problems.
- Webinars or tutorials showcasing your expertise.
6. Email marketing
Once you’ve captured emails, nurture the relationship.
- Personalize: Use their name and recommend content/products based on past behavior.
- Automate: Send follow-ups triggered by their activity (or inactivity).
- Provide value: Mix helpful content with offers — don’t just sell.
7. Retargeting ads
If they’ve visited your site but haven’t converted, stay top of mind.
- Retargeting ads remind them of what they viewed.
- Remarketing ads use email lists to send personalized offers.
Bottom-of-funnel tactics: Delight your customers
Once they’ve bought from you, the job isn’t done. Keep them engaged so they return — and tell others.
8. Email marketing (yes, again!)
- Keep them informed: Announce new products, updates or exclusive offers.
- Show appreciation: A simple “thank you” email builds loyalty.
- Encourage reviews/referrals: Happy customers bring in more customers.
9. Chatbots + live chat
Customers expect immediate responses. Chat tools help:
- Chatbots: Handle simple, quick inquiries automatically.
- Live chat: Offers real-time support for more complex needs.
10. Loyalty perks
Reward repeat customers with:
- Points-based programs (spend more, save more).
- Exclusive offers for longtime customers.
- Referral incentives (discounts for referring friends).
Next steps to building your full-funnel strategy
A full-funnel approach ensures you’re attracting, engaging and delighting customers — keeping your brand top of mind at every stage.
Want to fill your funnel? Talk to us at Zoe Marketing & Communications. We’ll help you create a strategy that works without overwhelming you.
To learn more about healthy digital marketing, check out these resources:
Download Your Guide to Marketing With Zoe
From the first steps and your role in success to specific services, pricing and success stories, learn all about partnering with Zoe.
