How to build out a full funnel paid media strategy

A successful paid media strategy must encompass the entire sales funnel, from brand awareness and reach at the top of the funnel, to driving conversions and revenue at the bottom. Below, we’ll outline how to build out a holistic paid media strategy that will accomplish your business goals while maximizing your return on investment (ROI).

Paid media is a broad term that includes all marketing activities that involve some form of monetary compensation, including traditional advertising, sponsorships, and pay-per-click (PPC) advertising. Paid media is an important part of any comprehensive marketing strategy, but it’s especially crucial for businesses that are looking to generate leads and drive conversions.

A successful paid media strategy must encompass the entire sales funnel, from brand awareness and reach at the top of the funnel, to driving conversions and revenue at the bottom. Below, we’ll outline how to build out a holistic paid media strategy that will accomplish your business goals while maximizing your return on investment (ROI).

Top of the Funnel: Brand Awareness and Reach

At the top of the funnel, businesses should focus on building brand awareness and reaching their target audience. The goal here is not to generate leads or drive conversions, but rather to introduce potential customers to your product or service. 

There are a number of different ways to achieve this goal, including traditional advertising, sponsorships, native advertising, influencer marketing, and content marketing. The key is to select the channels that will reach your target audience most effectively. For example, if you’re targeting young millennial women, you might want to consider investing in sponsored placements on popular fashion bloggers’ Instagram accounts. 

Middle of the Funnel: Lead Generation

Once you’ve built up some brand awareness and reached your target audience, it’s time to start generating leads. To do this effectively, you’ll need to create compelling offers that will motivate your audience members to exchange their contact information for something of value. 

Some examples of lead generation offers include ebooks, whitepapers, webinars, free trials, coupons, and contest entries. Once again, which offer you choose will depend on your target audience and what they’re most interested in. 

For example, if you sell software products or services, offering a free trial or demonstration is usually a good idea. On the other hand, if you’re selling physical products like clothes or cosmetics, offering a discount coupon may be more effective. 

Bottom of the Funnel: Conversion Optimization

Finally, once you’ve generated some leads through effective top-of-the-funnel and middle-of-the-funnel strategies, it’s time to start converting those leads into paying customers or clients. This stage of the funnel is all about conversion optimization— tweaking your offers and messages until you find what works best in terms of getting people to take action.  Testing different variations of your offers and calls-to-action (CTAs) until you find what works best in terms of getting people to take action. A/B testing is a great way to do this— simply create two versions of your offer or CTA and see which one performs better in terms of conversion rate. 

Conclusion: 

Paid media is an important part of any comprehensive marketing strategy—but it’s especially crucial for businesses that are looking to expand their reach and drive conversions. A successful paid media strategy must encompass the entire sales funnel In order maximize ROI.  By following the steps outlined above — starting with building brand awareness at the top of the funnel and working all the way down to driving conversions at the bottom, you can develop a paid media strategy that will help your business achieve its goals while also generating a healthy return on investment.  Chat with Dossier Media and we’ll set you up with a strategy to fit your business goals.