About full-funnel marketing on TikTok

A marketing funnel illustrates the customer journey to guide businesses in understanding and optimizing their sales process. You can maximize your return on ad spend (ROAS) from marketing campaigns by using this framework to identify and address key stages in the customer journey. A typical marketing funnel includes the following stages:

• Awareness

• Consideration

• Intent

• Purchase

• Loyalty

Benefits

Traditionally, a person goes from learning about a product to purchasing it and becoming a loyal customer. However, on TikTok, people don't always start at the top of the funnel because there is already an existing level of demand and willingness to purchase products. There are going to be people who:

• Know about your brand

• Have visited your website

• Are currently shopping for a product or service your offer, and

• Are your existing customers

With full-funnel marketing on TikTok, you can start at whatever stage makes the most sense for your business.

Marketing funnel stages

• Awareness: The audience is aware of their problems and possible solutions, which makes them a prospect for your company. They are new to your brand and might not know a lot about your product or service yet, so it may take some convincing to become aware of your brand to engage with it for the first time. You can assume that people who have seen your ad 2-3 times per week over a 4-week period are aware of your brand.

• Consideration: Once your target audience gains awareness, consideration of your product will increase over time. You will engage with prospects to earn their trust and set your brand apart.

• Intent: Your target audience has been narrowed down to people who plan to buy your product or service. They are aware of what your business offers, have interacted with your brand on TikTok and on your website or app, and can now be considered potential customers. They have expressed their willingness and interest in purchasing from you through a measurable action, but have not completed a purchase.

• Purchase: The prospect has turned into a customer by purchasing your product or service. This is the last stage a potential customer goes through before they convert.

• Loyalty: Repeat purchases can increase your customer lifetime value, which allows you to spend more on acquisition costs to accelerate growth.

Next steps

Every customer experiences your marketing funnel differently. Learn tips for how to focus and optimize each step in the customer journey to push your potential customers down the funnel as efficiently as possible when you buy ads on TikTok.