Full Funnel Marketing

What is Full Funnel Marketing today?

Should I be all in with Digital Marketing?

What about traditional media?

I think this needs to be answered almost in a way where we're starting from scratch and thinking through the impact a TRUE Full Funnel Strategy can have on a business.

Let's start with the obvious overwhelming reality that there are a ton of experts & businesses out there claiming things like:

"Stop doing this, come see how we can help you get leads using the (fill in the blank) method"

Or industry-specific lead funnels that just seem too good to be true.

When I think about all of this, it humbles me. It's good to be humbled and reminded of the important things from time to time.

I don't know how any business owner/marketing decision-maker ever moves forward or decides on anything.

EVER.

There are so many "experts" out there slinging their "next big thing" that it must be overwhelming.

Don't get me wrong, I'm as guilty as anyone getting the "shiny new object" and immediately pushing it out to partners we work with.

That said, I think there is a difference between my approach & those I work alongside, compared to the ones described above. I see a simple but important key.

EDUCATION.

Personally, WITH NO EXCEPTIONS, I always come from an Educational & Informational mindset. Even for actual proposal meetings.

Why?

I believe empowering a business owner/decision-maker to make informed decisions about the business through information & education should always supersede anything else.

Essentially DO THE RIGHT THING. If you do that, the rest should follow. If it doesn't follow, those are also answers you need.

As marketing experts and consultants, I feel like (and again this is my opinion) we can push the sale or that "our thing" is the ONLY way to go. I don't believe that will make you feel good about what you're doing and honestly, it's simply not true or in the best interest of anyone. Marketing Professional/Sales included.

Full Funnel Marketing is the way to go and professionals in this industry should get comfortable with not being the "everything to everyone" or the ONLY thing for that matter. As I said above, it actually may be in the best interest of all involved to not have that mindset.

Example for you:

Say I'm working with a client and we're running their Paid Search effort. Which scenario below is in the best interest of everyone involved?

Scenario 1: Encourage the advertiser to put all of their marketing budgets into paid search because it's producing leads/conversions for them.

Scenario 2: Encourage the advertiser to continue to have a diversified strategy with multiple platforms being utilized whether they're with you or another provider.

For me, scenario 2 is the only option. Look, I work my rear end off for everyone around me including our advertising partners. I want to earn a good living for that like everyone else.

At the same time, I have always believed that doing the RIGHT thing, even if it doesn't help you directly, will ultimately lead you down the better path making you the living you desire (and I'm sure that has come back to bite me a few times at past jobs).

I shared a scenario in a previous article about a client considering dropping their TV and moving the budget to other things we were doing and including some "new to them" tools they were contemplating. I encouraged them to stay the course and fit some of those "shiny objects" if and when they're budget opens up more in the future. Sure, negotiate your broadcast plan, absolutely understand that.

I'd be a fool though to think our "things" are the only thing driving results or that Branding tools like Broadcast TV/Radio don't make something like Search more trustworthy & recognizable.

My advice with all of this?

For Marketing Professionals...

BE THE PROFESSIONAL. Be a true consultant. One who listens (I mean really listens), someone who is a true educator & information provider. BE OK with not being everything to everyone.

For Business Owners/Decision-Makers...

If it sounds too good to be true, it probably is. I get it, you want to reduce the number of people you have to work with perhaps while saving money. Makes a lot of sense. The question to always ask yourself... At what cost? Cutting (fill in the blank) media, will that lessen My Brand Equity & Awareness? Lower my trustworthiness? The list goes on and on. Save a buck to do what? Weaken your entire investment?

My final advice for both sides...

For Marketing Professionals...

Work with potential clients who truly treat it as a relationship (two-way, not one-way) and understand that they need to be involved even if you're taking on a LOT of the "things" for them. NO ONE knows their business and industry better than them.

For Business Owners/Decision Makers...

Work with Marketing Professionals/Companies that truly put you, the advertiser first, above the dollar that they can make. Ones who truly help you evaluate ALL the moving parts. Whether it financially benefits them or not. That is a true partner that becomes an extension of your Company & Team.

And above all else, Always Be Learning!

~Ryan

Ryan Sheehy - Director of Digital Training & Strategy with Townsquare Media.

Ryan is a marketing/training/public speaking professional with over 15 years of Management, Marketing & Training Experience and over 20 years of Sales experience.

Questions for him can be sent through LinkedIn or at his email: [email protected]