A full funnel marketing approach must be at once holistic and granular, with increasing specificity and personalization as a customer moves through the funnel. At the top of the funnel, your audience is at its largest. You are considering huge demographics and large segments.

By the middle of the funnel, the stage where a lead is considering a purchase, you have had some interaction with them, whether just tracking their online behavior or through live interactions. At this stage, they aren’t a faceless member of the crowd, but a specific person or entity. The information you’ve gathered allows for retargeting and customizing further interactions to their persona, which optimizes the funnel.

The old end of the funnel, the preference or decision stage, used to be focused on a one and done conversion. But, in a modern full funnel, your buyers now are prospects for an entirely new engagement: a long-lasting, mutually beneficial business relationship.

How do you shape your content strategy to fill the funnel? Because the funnel narrows your focus at each stage, you’ll utilize the information you gather to cultivate an ongoing relationship with recurring purchases and the potential for customers to influence other buyers.

Want to see what activities you can take to move buyers through your funnel? Try this simple full funnel marketing tool.