As a Direct-to-consumer (DTC) brand, standing out in today's crowded marketplace can be daunting. Considering the number of options available to consumers, it is crucial to have a solid marketing strategy to convert leads into paying customers. One strategy that can help you achieve this is a full-funnel marketing approach.

A full-funnel approach focuses on the entire customer journey, from the initial spark of interest through to the final conversion. It encompasses three key elements — WOW messaging, HOW messaging, and NOW messaging.

A Multi-dimensional Messaging Approach

How Can We Use Full-Funnel Approach for DTC Brands Effectively?

This approach allows DTC brands to effectively tell a consistent story that resonates with their target audience.

One example of a DTC brand that has effectively implemented a full-funnel marketing approach is Dollar Shave Club. The brand used WOW messaging to showcase its unique and humorous approach to men's grooming, HOW messaging to demonstrate the effectiveness of its products, and NOW messaging to entice customers to subscribe to its monthly service. This approach has helped Dollar Shave Club to build a strong brand identity and convert leads into paying customers.

WOW Messaging

HOW Messaging

NOW Messaging

But why is this full-funnel approach so crucial for DTC brands? To put it into perspective, 96% of your website visitors are not ready to make a purchase yet, making it crucial to nurture leads and guide them throughout the customer journey. This is because it helps to build a cohesive brand narrative throughout the customer journey. As a matter of fact, most consumers passively consume content, and when the need arises, they begin actively engaging with brands that they had discovered passively.

Let’s Define the Process

To aid you to understand this process better, here are some easy steps you can adopt to implement a full-funnel, multi-dimensional marketing approach:

• Begin with identifying your target audience and tailoring your messaging to resonate with them.
• Use WOW messaging to spark interest and drive awareness.
• Use HOW messaging to engage the audience and build credibility.
• Use NOW messaging to drive action or conversion.
• Utilize remarketing tactics to target leads at different stages of the customer journey.
• Continuously measure and optimize your marketing strategy to improve conversions.