To succeed in the marketing world, it is important to have a 360-degree view of your customers. Too often, companies focus on just one stage of the marketing funnel, and this can lead to disaster. In this blog post, we will discuss the concept of 360-degree marketing and how it can help you achieve your business goals. We will also give examples of how this strategy has been used successfully by other companies. So don’t miss out, read on for more information!
Full funnel: from top to bottom
In the marketing world there are many technical terms to represent these full funnel strategies (TOFU, MOFU, BOFU…) but this time we are talking about going a step further. A complete funnel not only represents the steps of your strategy but the entire path to its full execution.
From the first ad a user sees, to the actual purchase or conversion and even post-purchase actions. All these phases are essential to achieve the highest possible return on investment (ROI).
To achieve this, we must have a strategy that allows us to be present at all stages of the funnel, starting with the awareness phase. Only then will we be able to guide the user through the journey to becoming a paying customer.
It’s not just about more sales. Some companies think that their only goal should be to increase sales, but this is a short-sighted view. If your only goal is to make more sales, you are likely to miss other important opportunities. For example, you may not focus on customer retention or loyalty, which can lead to problems in the long run.
Get to know the ecosystem
Market research is one of the first and most important steps, knowing your entire environment will allow you to be more competitive. You should not only know your target audience, but also your competition.
This will allow you to better understand the market and make more informed decisions about your marketing strategy. It is also important to keep abreast of changes in the ecosystem, such as new technologies or changes in consumer behavior.
By staying on top of these changes, you can ensure that your marketing strategy is always up-to-date and relevant.
Choose the right tools
Once you know your ecosystem well, it’s time to choose the right tools for your marketing strategy. There are many different options, so it is important to take the time to find the ones that best suit your needs.
It is time to generate sales opportunities and this will not be possible if we are not visible.
For this we will discuss some of the keys to 360° marketing to increase visibility.
Keys to a 360º Marketing strategy
Designing 360º Marketing strategies is a complex task and, depending on the business model, buyer persona and other conditioning factors, it is necessary to work along certain lines or others, but if we want to identify some of the most common lines implemented by companies, we will comment on the main ones:
Inbound marketing
It is time to work those sales opportunities that we have been generating and for this, Inbound Sales solutions are ideal.
Thanks to them, we can convert a greater number of potential customers into customers.
Some Inbound Sales tools are:
- Salesforce
- Hubspot
- Zoho
SEO Positioning
Although it is an internal strategy of inbound marketing, it is so important that we wanted to represent it separately.
SEO positioning is and will be a key part of our conversion funnel, since organic or natural traffic tends to be much more interesting and valuable content for users compared to paid content.
This has a direct impact on the conversion rate since users who arrive at our website through paid ads are usually less interested in our product or service.
Paid media
Have you heard of Paid media? The truth is that the paid media, as an advertising channel, also plays an important role.
Whether you are thinking of working new markets or strengthening existing ones, Paid media offers strategies for both sides.
Branding
The opening of new markets or products is a complex task and in this situation branding will be our initial ally.
Solutions such as programmatic advertising will allow us to work on Brand Awareness and Prospecting strategies with an immense reach.
In addition, in recent years DOOH has been gaining momentum to develop a branding strategy. Do you want to know more about DOOH?
Performance
On the other hand, if we want to address a much lower point of our funnel, we will go to Performance or conversion actions.
In this way we can segment according to the objectives we have set and create specific actions for each stage.
We could even tackle the entire funnel with a single tool, but keep in mind that not all tools are the same and that each one has its own particularities.
The important thing is that you identify which are the best, some of the most representative are:
- B2B channels: Linkedin Ads, RTB, Youtube Ads…
- B2C channels: Google Ads, Instagram and Facebook Ads…
Marketing automation
As mentioned above, user retention and loyalty is also an area that we cannot neglect.
A good marketing automation strategy will allow us to send personalized messages at the right time and thus improve the user experience.
Chatbots, email marketing or artificial intelligence will be some of our key allies to maximize retention and loyalty efforts.
The importance of a marketing consultancy
One aspect we always emphasize is that no matter whether our business model is B2B or B2C, there are always solutions.
What are the benefits of 360º marketing?
There are many benefits of 360 marketing, but some of the most important are:
- Increased visibility of your brand or company
- Increased reach and engagement with your target audience
- Improved conversion rates through targeted marketing actions
- Increased customer retention and loyalty
If you want to learn more about 360 marketing or need help implementing a full funnel marketing strategy, please don’t hesitate to contact us. At Inprofit we are a 360 marketing agency and we will be happy to help you.
Marketing tecnológico en vena. Fanático de las tecnologías Martech que rompen moldes: IA generativa, blockchain, no-code, metaverso, automatización extrema… Convencido de que el futuro no se espera, se construye (y se vende muy bien).
Responsable del marketing más disruptivo y tecnológico.
