Working in the marketing industry I have been through my fair share marketing audits. What I mean by this is that before our work on a full funnel marketing strategy with any brand who has worked with a previous agency I ALWAYS conduct a marketing audit. I usually start by auditing their advertising campaigns and performance.
Time and time again I see agencies creating one campaign and combining cold targeting with retargeting. WHAT?! I know I am always shocked when I see this.
It always makes me question the legitimacy of some of these agencies.
Whenever we take on any new client we build out a full funnel marketing strategy and build out a custom funnel for them. This usually requires around 3-5 campaigns.
Starting from the top with awareness and traffic campaigns, these are really important. Especially if you are a new brand or startup company that has not driven any traffic to your site. We like to utilize this campaign to drive traffic to popular pages on your site or your social media accounts.
Next, and probably one of the most important campaigns for your full funnel marketing strategy is the Lead Gen campaign. We highly recommend running this campaign all year round. Generating leads is a solid way to collect potential customer information. I cannot stress enough the importance of email marketing and how it works hand in hand with all aspects of your marketing.
Once we have these set up this leads us to launching our conversion campaigns. We always launch a top of funnel conversion campaign that will target your “ideal customer” or a cold broad audience. The next conversion campaign is usually a retargeting campaign that targets a warmer audience of website visitors and people who may have added to their cart but not purchased your product. Sometimes we even like to sprinkle in a loyalty campaign potentially during the holidays or during a special promo season. This campaign targets loyal customers.
So you see…if you are not building out a full funnel marketing strategy on your ad platforms, you are missing out on HUGE opportunities within your marketing plan. Contact us if you need help with your marketing and ad campaigns!