Full Funnel Affiliate Marketing

Full Funnel Affiliate Marketing: The New Way to Achieve Explosive Performance Marketing Growth

‍

Affiliate marketing has long been seen as a low-cost, conversion-focused channel, but this bottom-of-funnel mindset can severely limit growth potential. Instead, embracing a full funnel affiliate marketing strategy that engages publishers at every stage of the customer journey can unlock greater success. By working with diverse publisher types across awareness, consideration, and conversion stages, brands can maximise their performance marketing results.

‍

Top of Funnel Affiliate Marketing: More Than Just Brand Awareness

‍

Top-of-funnel marketing isn’t just about generating awareness, it’s also about educating future customers and building trust.

‍

In the past, influencer marketing and media house engagement operated independently from performance marketing budgets. However, collaboration between PR, brand, and affiliate teams has grown as businesses increasingly need to prove ROI on influencer campaigns. Views and reach alone are no longer enough to justify marketing spend — instead, brands now focus on tangible revenue outcomes.

‍

At the same time, media houses have adapted their strategies due to declining revenue from traditional display ads and print publications.

‍

How Can Influencer Marketing Drive Sales?

‍

Influencer marketing is booming, and brands are capitalising on this growth to drive sales. While major influencers can be costly, micro-influencers and mid-tier influencers often deliver better engagement — and at a fraction of the cost.

‍

For example, at Growth HQ, leveraging influencers across platforms like TikTok, Instagram, and YouTube has reduced customer acquisition costs (CAC) by 500% for one of our major US clients.

‍

How to Get Featured in Leading Publications

‍

For brands aiming to secure features in top newspapers and glossy magazines, a two-pronged approach works best. This combines securing editorial mentions with performance-driven campaigns that deliver measurable results. As media houses pivot away from traditional ad revenue, this method ensures brands gain both visibility and conversions.

‍

Can Top-of-Funnel Efforts Boost Conversion Rates?

‍

Yes! Across Growth HQ clients, top-of-funnel content such as listicles, dedicated content, and influencers contribute to 25% of total conversions. For e-commerce brands, this figure spikes even higher during Q4. Meanwhile, FinTech brands benefit significantly from educational content that builds trust, often delivering conversion rates up to 3x higher than other paid media channels.

‍

Middle of the Funnel: Building Consideration Through Long-Form Content

‍

Middle-of-the-funnel publishers play a crucial role in guiding potential customers through their decision-making process. Some examples include: SEO affiliates, review content creators, and employee benefit providers.

‍

For Growth HQ clients, up to 45% of total conversions are attributed to these publishers, thanks to their detailed, long-form content that aids consideration.

‍

Maximising Revenue from Closed Platform Incentive Sites

‍

Simply being listed on employee benefit platforms isn’t enough to drive meaningful results. Instead, focus on leveraging their powerful email marketing channels, which show impressive open rates. These trusted sites can significantly increase campaign engagement and conversion rates when utilised effectively.

‍

Competitor Comparisons: A Revenue-Boosting Tactic

‍

Including your brand in comparison content may feel risky, but it’s a proven way to improve conversion rates. Customers actively comparing brands are already engaged in the decision-making process, making them highly valuable prospects.

‍

Bottom of the Funnel: Driving Conversions Effectively

‍

While offer sites, cashback platforms, and coupon websites are essential at the bottom of the funnel, success lies in careful partner selection. Focus on collaborating with one or two major sites within your niche to avoid diluting value and potentially harming your brand’s image.

‍

How to Optimise Your Discount Strategy

‍

Large cashback and comparison sites across the UK, USA, and Europe hold vast customer databases. At Growth HQ, we go beyond simple listings and leverage their CRM outreach strategies to maximise reach. For example, participating in cashback events can significantly boost conversions.

‍

Aligning CPA Expectations with Funnel Stages

‍

To implement a successful full funnel affiliate strategy, brands must set appropriate CPA targets for each stage. Naturally, top-of-funnel affiliates driving awareness may have higher CPAs than those positioned closer to conversion. However, maintaining a strong focus on overall bottom-line CPA ensures efficient spending across the funnel.

‍

Conclusion

‍

Affiliate marketing offers diverse opportunities to reach customers throughout the full decision-making funnel. By working with partners across awareness, consideration, and conversion stages, brands can unlock greater growth potential. Don’t limit your strategy to bottom-of-funnel tactics — instead, embrace influencer marketing, paid PR, and employee benefit partnerships as part of your full funnel approach for explosive performance marketing success!

‍

Get Expert Guidance on Your Affiliate Strategy

‍

If you're ready to elevate your affiliate marketing strategy and unlock new growth opportunities, simply fill out our contact form to get started with a FREE consultation.

‍