Why Combining Upper and Lower-Funnel Marketing Strategies Leads to Success
Are you neglecting your upper-funnel marketing efforts? Brand awareness is crucial for sustained success, yet performance marketing, a lower-funnel activity, has dominated the market in recent years. However, research by Nielsen shows that a combination of both lower and upper-funnel activities leads to the best results for companies.
Performance Marketing: Not the Holy Grail of Marketing
Performance marketing may seem like the perfect solution, but it's not as perfect as you think. Research shows that returns on certain performance marketing activities have remained flat or even declined due to the inflation of digital media costs, ad market saturation, and ad fatigue. In other words, people are tired of your ads. By focusing solely on lower-funnel efforts, you risk losing sight of the bigger picture, such as brand growth, which can result in abandoned brand recognition and consideration.
'People are tired of your ads.'
Combining Strategies: The Key to Success
When you combine upper and lower-funnel strategies, brand awareness activities drive emotional connections with your customers, which directly increases the likelihood of future sales. As the article states, "Increasing awareness and consideration by just one percentage point via upper-funnel marketing drives a 1% increase in future sales." That's an impressive number for your ROI.
Implementing a Full-Funnel Strategy
To increase your overall business profit, it's essential to implement a full-funnel strategy that balances short-term sales and long-term brand building. Start by developing the right tools to analyze your upper-funnel activities. Work data-based and learn to understand the long-term impact of brand awareness. Observe how it helps you to push customers towards lower-funnel activities.
In conclusion, don't neglect your upper-funnel marketing efforts. Combining upper and lower-funnel strategies leads to sustained success for your brand and increases your ROI. Implement a full-funnel strategy and watch your business grow.