Lead Generation Mastery: A Balanced Approach to Full Funnel Marketing

By Chris Downing


You know you need more leads, but where do you start? Top of the funnel or bottom of the funnel? When it comes to lead generation, the answer isn't one or the other - it's both. A balanced full funnel marketing approach is key to sustainable lead growth.

If you've only focused on blog posts and social media, it's time to dive deeper. Email marketing, webinars and gated content can directly generate leads. But if you jump straight to the bottom of the funnel, you'll struggle to get enough traffic and interest.

The truth is, every stage of the marketing funnel is important for long term success. You need to grab attention, build awareness, nurture interest and create desire before you can close the deal. Mastering lead generation means balancing strategies at each stage of the funnel. Not sure where to focus your efforts? This guide will walk you through a balanced full funnel marketing approach to turn more of your website traffic into leads and customers. Time to stop picking one end of the funnel or the other - take a holistic approach and reap the rewards. Let's dive in!

The Importance of Awareness: Casting a Wide Net Through Top-of-Funnel Content

To generate leads, you need people to know who you are and what you offer. That’s where top-of-funnel content comes in. By creating awareness of your business through social media, blogging, and search engine optimization (SEO), you cast a wide net to capture potential customers.

Focus on educating and providing value. Share tips, insights, and helpful information related to your industry. This establishes your expertise and positions you as a trusted resource.

Optimize for search engines by including important keywords in your page titles, URLs, image titles, and content. This helps people find you when they search online for topics related to your business.

Build your social media following by posting regularly on platforms like Facebook, Instagram, and LinkedIn. Engage your followers by liking and commenting on their posts, and promote your new content to increase traffic.

Start a blog and post new content at least once a week. Include images and internal links to keep people on your site longer. Promote your posts on social media to boost views and shares.

While top-of-funnel marketing creates general awareness, the real goal is to convert readers into leads. Include strong calls-to-action (CTAs) like “Download our free guide” or “Schedule a consultation” to capture contact information. With a balanced full-funnel approach, you’ll gain exposure, build trust, and generate new leads to move potential customers further down your sales funnel.

Does this type of valuable content and social engagement sound like a lot of work? It is, but focusing on top-of-funnel marketing sets the foundation for lead generation success. When done consistently over time, you'll establish your business as an authority, gain more referrals, and ultimately convert more awareness into new customers. The effort is absolutely worth the reward!

Nurturing Your Leads: How to Move Prospects Down the Funnel

Once you've got people interested in your business, it's time to start nurturing those leads. The key is balancing top-of-the-funnel marketing to generate awareness with bottom-of-the-funnel marketing to generate leads.

Send an automated welcome email when someone subscribes to your list. This starts building familiarity and trust right away. In the email, share useful resources and invite them to a free intro call or webinar.

Run a lead nurturing email campaign with a series of 3-5 emails providing value. For example, share tips, insights, resources, or behind-the-scenes info. Keep things light and casual. The goal is to educate and build a connection.

Host a live webinar, video, or online event. This allows leads to get to know you, see your expertise in action, and ask questions. Promote your offer at the end and invite people to schedule a call.

Reach out for one-on-one calls. Once leads have consumed some of your content, invite them to a free consultation call. This gives you the chance to learn more about their needs and determine if they're a good fit.

The key to moving leads down the funnel is delivering value, building trust, and having meaningful conversations. By balancing general awareness-building with targeted lead generation, you'll fill your pipeline with prospects that are primed to become customers. Keep experimenting to see what resonates best with your audience!

Lead Generation Mastery: Putting It All Together in a Full Funnel Marketing Plan

A full-funnel marketing plan requires balancing both top-of-the-funnel and bottom-of-the-funnel lead generation tactics. TOFU marketing like content creation, social media, and search engine optimization (SEO) increase brand awareness and drive traffic to your site. BOFU marketing converts that traffic into leads through tools like:

Forms and CTAs

Place call-to-action (CTA) buttons, links, and lead capture forms throughout your site to convert visitors into leads. Offer an incentive like a coupon, guide, or checklist in exchange for their email address.

Live Chat

A live chat tool allows visitors to get their questions answered in real-time. When a chat is over, ask the visitor for their email to send more info. Many will provide it if they found your chat helpful.

Email Marketing

Collecting emails through your site and live chat allows you to continue the conversation through email marketing. Start a lead nurturing campaign to build trust and move leads down the funnel.

The key is balancing your marketing efforts at each stage of the funnel. If you only focus on TOFU marketing, you’ll drive lots of traffic but generate few leads. Only BOFU marketing means you’re trying to convert people who aren’t aware of or interested in your offering.

Put time and resources into both driving traffic through content and social media as well as optimizing your site to capture leads. Then continue nurturing those leads through email and other marketing to turn them into customers. With the right balance of TOFU and BOFU marketing, you’ll achieve lead generation mastery and a healthy sales funnel.


A balanced approach to full-funnel marketing will help you fill your pipeline with quality leads. Don't get too focused on just one area of the funnel or you'll miss out on opportunities. Work on building brand awareness and educating potential customers at the top, nurturing relationships and staying in touch in the middle, and optimizing your website and offers at the bottom to convert interest into leads. If you make the effort to strengthen your marketing across the full funnel, you'll gain momentum, build trust, and see your lead-generation efforts pay off over the long run. Keep at it and stay consistent - that's the key to lead generation mastery and sustainable business growth.

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Chris Downing

About the author

Chris is an experienced digital marketer and agency manager who has a love for helping businesses and organizations succeed. With years of experience behind him, he helps his clients' businesses grow with a combination of digital marketing strategies that address the customer journey at every step.