One of the keys to success working with clients is using the right marketing strategies (or “channels” if you prefer) – the right tool for the job. And I’ve found that not every strategy applies equally to each part of the funnel.
The following table helps show how most digital marketing strategies affect prospects in the funnel. I recommend you diagnose each part of your funnel with funnel-stage-specific metrics, and then apply strategies to the ones that aren’t working well based on what each marketing strategy is good at.
Also, though we’d love to be able to hold every channel accountable for ROI, some channels aren’t as strong at that as others. And so you’ll need to look at secondary metrics that indicate progress in each part of the funnel.