Building a Full Funnel Strategy

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Testing New Initiatives

Building a company with a strong foundation for future growth requires a focus on the full sales funnel. The traditional sales funnel focuses only on bottom-funnel sales and conversions, demonstrated by remarketing or branded keywords. To ensure the long-term vitality of any business, investments need to be made in top-funnel marketing initiatives. These innovative campaigns don’t directly produce ROI – instead, they help cement a business’s branding, acquire new customers, and lock in repeat customers.

Think beyond traditional KPIs and experiment with top funnel initiatives that focus on prospecting

The full funnel strategy has two crucial goals


Generate new to file customers and target your ideal audience profile.


Shorten time to second purchase and increase customer lifetime value.


is the best way to demonstrate the full funnel strategy


Proven Campaigns That Produce Ideal Return


Awareness & Top Funnel Initiatives That Help Long Term


Experimental Campaigns, New Betas, & Expansion Opportunities

This approach posits that three different strategies must be pursued in order to ensure not just that ROI goals are met, but that overall growth for the company is achieved:

  • ROI – Standard campaigns that typically focus on the bottom of the funnel and shorter-term gains.
  • BRAND – Strategy that raises brand awareness through long term initiatives focused on reaching new eyeballs.
  • TESTING – Innovative campaigns and experiments to determine what works well for a company and what doesn’t.

Investing in the second and third steps is crucial. Solid growth relies on testing, finding new channels, experimenting with different ad types, and constantly seeking out new audiences. Even though these ventures may not immediately generate returns, they will pay off with lifetime value.

One of Wpromote’s biggest full funnel strategy successes came in helping Zenni Optical establish themselves as the premier eyewear brand on the web.


Our campaign, called “The Secret of the Eyewear Industry,” involved a strategic media buy on the AOL homepage on July 2nd, 2015 for twenty-four hours. In the fourth position of AOL’s rotating homepage banner, Zenni Optical placed a paid content advertisement piece alongside news clips for that day. When clicked on, the banner linked back to an infographic landing page on Zenni Optical’s site.

Zenni Optical Gained 100,000 Potential New Customers With An AOL Media Buy

Although no immediate sales were guaranteed from this media buy, many people did proceed to immediately purchase. More importantly, every person who clicked was cookied and then targeted with a robust remarketing campaign. This meant that viewers became potential leads that could have future ads retargeted to them. This focus on customer acquisition led to incredible results within the first month:

7M Impressions

Top Funnel Initiatives Are Almost Endless

A large-scale AOL media buy is not your only option. There are lots of different ways to carry out full funnel strategies. From media buys to lightboxes, Wpromote encourages businesses looking to grow to test at least one of the following initiatives:

  • Google Display Network
  • Yahoo Native Ads
  • Programmatic Display
  • YouTube Buys
  • Instagram Ads
  • AOL Programmatic Video
  • Facebook Video Ads
  • Lightbox Ads
  • & More

If you’re ready to get started on your next top funnel initiative, give us a call today!

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