Credibility is also important at the end of a full funnel marketing approach where the focus moves to customer retention through building loyalty and encouraging advocacy. The loyalty stage serves to reinforce the decision that was just made, to validate that it was the right one to make, and that the relationship should continue.

The final phase is advocacy, where a person goes from a nameless face in a crowd to a purchaser and re-purchaser, and finally to someone who actively supports your brand and helps you promote it.

When every person has access to social networks and the means to disseminate information that could potentially go viral, it’s more important than ever to court brand ambassadors who will spread awareness, cheer your successes, and build up your stock of coveted earned media – which in turn feeds into your organic search engine optimization efforts.

It’s a virtuous cycle that all smart brands have to nurture today.

To see the variety of ways that you can nurture leads through a full funnel, try our full funnel marketing tool.