Full Funnel Strategy (FFS)

Awareness

The potential customer makes initial contact with your company and is introduced to your
brand for the first time. This will normally be the fruit of the labor from your marketing
activities, which will include things, like creating social media post, blog post, hosting webinars
and giveaways.

You have now generated a new lead.

Interest

The second step is all about lead nurturing. You are discovering the potential needs of your
newly acquired leads and engaging with them for the first time. You will normally do this
through opt-in forms followed by email marketing.

The right email drip campaign will allow you to guide your lead down the purchase journey
using automation.

Decision/Offer a Solution

Now that you have established a relationship with your lead, you need to let them know you
could potentially have a solution to their problem. For example, you could offer them a trial
signup, ebook or a free tool.

Close the Sale

Once your lead has tried out your service through a trial, demo, or free version, it’s time to
close the sale. You could sweeten the deal by offering them a time-sensitive discount or bonus
with each purchase — allowing the lead to save money as part of a one time offer (OTO).

Follow Up

If you have more than one service or good to sell, your old customers are your best customers,
which is why you need to continue to reach out to them when it’s relevant and further build
your relationship.