April 19, 2022

Full-Funnel Marketing on Social

Likeable Team

The information and tips in this article come from one of Likeable’s Smarter Social™ modules. Learn more about Smarter Social™, our solution for in-house digital teams, here.

Folks in business, and marketing especially, are well aware of the purchase funnel. It’s essentially a sequential approach that moves people layer by layer through a journey that begins with awareness of a brand or product and ends with a purchase and loyalty.

For social media marketing, we use a modified version of the purchase funnel that looks like this. And in this blog post, we’ll go through the different phases and how your social posts for each one should differ.


This is the tactic that you use to bring people into the funnel, to grow your pool of potential customers. To accomplish this, you want to treat social media more like TV or PR—in other words, you want to reach a lot of people with a more or less universal message. For targeting, you should go broad with the goal of reaching people who don’t know much about your brand, if at all. For assets, you should use the creative type best suited for delivering a lot of information in a digestible and entertaining way: video.

When it comes to flighting and frequency, upper-funnel targets are always by definition a marketer’s largest audience pool. Growing awareness is about identifying the best prospects to move down the funnel, so reach goals outweigh frequency goals. In other words, marketers should try to reach many people at least once rather than a few people multiple times.

Lower Funnel

Moving lower in the funnel, marketers need to get more specific with everything. Targeting should get narrower, information should be more detailed, CTAs should be stronger, and goals should be more action-focused. You should narrow the audience to people that have in some way signaled some interest in buying your product (people who watched your video, people who have visited your website, people who look like current customers). For creative, you want to use units that drive actions, like clicks, form submits, purchases. It’s very important to stay focused and avoid confusing or distracting the consumer from the action you want them to take (e.g. don’t run a 30-second video if you want them to click a button). In terms of paid tactics, the list starts with the simplest and least valuable action (link click) and ends with the most difficult and most valuable action (purchase).

As you move consumers down the funnel, you’re narrowing audiences down to those that are more likely to convert. These are your high value targets. Higher frequency ensures your product stays top of mind with them and crowds out competitors. The main caveat is to avoid oversaturating the target to the point of a negative impact on return on ad spend.

Loyalty & Advocacy

Keeping your fans interested and updated on your brand and mission is a key purpose of organic activity. These people have publicly expressed interest in your brand and mission, and you want to leverage that outspokenness to drive loyalty as well as digital word of mouth. It’s crucial to remember in this phase that your social pages function as customer service channels—so if you have a presence, you have to maintain it by checking in, responding to comments, and posting content.


Want to schedule a Smarter Social™ session with our team to learn more? Get in touch.

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