A Powerful & Customizable Agency Marketing Strategy (FREE)

A comprehensive marketing agency marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your marketing agency business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
😃
Your Target Persona #1: Sammy Smallbiz
Age: 38 | Education: Bachelor's in Business Administration | Occupation: Owner of a small retail business
"I’m overwhelmed with managing my store and trying to market it online. I don't have the time or expertise to create effective strategies on my own."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Increase online sales by 30% this year
Grow social media following to 5,000
Launch a new product line successfully
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True Goals
These are the real things they want to achieve.
"I want to make my business more recognizable in my community"
"If I increase sales, I can hire more staff to lessen my workload"
"I need to show my family that my hard work is paying off"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I fear that investing in marketing will not bring a clear ROI"
"I'm unsure if a marketing agency understands my unique business needs"
"I'm concerned about ongoing costs and sticking to my tight budget"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Our previous clients have seen an average ROI of 150% in increased sales within six months
We specialize in tailored marketing strategies for small businesses like yours, ensuring we meet your specific needs
We offer flexible pricing models to fit varying budgets, including project-based options
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Since working with the agency, I've seen a real boost in online sales. I’ve finally stepped away from managing everything alone. Now, I can focus on strategically growing my business while enjoying more time with my family."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
😃
Your Target Persona #2: Maxie Mediumcorp
Age: 45 | Education: Master's in Marketing | Occupation: Marketing Director at a mid-sized tech firm
"Our in-house team is stretched too thin, and I often feel like we're missing the latest marketing trends and strategies essential for keeping up with competitors."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Improve overall brand presence and customer engagement
Launch two major marketing campaigns this quarter
Analyze data to optimize performance metrics
👀
True Goals
These are the real things they want to achieve.
"I want to establish myself as a leader in the industry"
"If our campaigns succeed, I hope to secure funding for larger projects"
"I need my team to collaborate efficiently and innovate constantly"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"Can this agency really provide fresh ideas that our in-house team hasn't thought of?"
"How do I know they'll understand our brand's voice and values?"
"I've had poor experiences with agencies that didn’t deliver results."
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Our team stays updated on the latest trends, enabling us to bring innovative ideas that resonate with your audience
We prioritize understanding your brand through in-depth consultations and continual feedback loops
We have a proven track record with businesses like yours, and we provide case studies to demonstrate our successful collaborations
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Since engaging with the agency, my campaigns have been more successful than I imagined. I’ve gained invaluable insights into data analytics, allowing me to make informed decisions and proactively lead my team towards innovation."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on content
Engagement rates on social media
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Digital Marketing Tips for Small Business Owners' tailored for Sammy Smallbiz and Maxie Mediumcorp
Infographic: 'The State of Online Sales in 2023' showcasing insights for retail and tech businesses
Video series: 'Marketing Myths Debunked' addressing common misconceptions faced by small business owners like Sammy
Webinar: 'Maximizing ROI in Your Marketing Initiatives' targeting concerns of both personas about investment risks
Seasonal email campaign with tips for holiday marketing to increase sales during peak seasons for small businesses
Podcast episode: 'Understanding Your Audience in 2023' featuring interviews with successful business owners
What to measure:
Page views
Average time spent on content
Social shares
🔎
SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Keywords related to 'digital marketing tips for small businesses'
Phrases like 'online sales strategies for retail'
Long-tail keywords such as 'how to improve brand presence online'
Search queries similar to 'digital marketing trends for small business 2023'
Keywords focusing on 'small business marketing success stories'
Questions like 'what is ROI in marketing?'
Keywords around 'effective strategies for social media growth'
Phrases that include 'how to launch a product successfully'
Keywords for 'data analytics in marketing'
Terms like 'how to grow a social media following'
What to measure:
Organic traffic
Keyword rankings
Domain authority
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Targeting small business owners aged 30-50 interested in digital marketing solutions.
[Prospecting] YouTube Ads: Individuals searching for 'how to increase online sales' within the last 30 days.
[Prospecting] Google Ads: Users searching for phrases like 'best marketing agency for small businesses'.
[Remarketing] Facebook Ads: Visitors to previous marketing webinars offered by the agency.
[Remarketing] YouTube Ads: People who viewed content about effective social media strategies.
What to measure:
CPC (Cost per Click)
Ad impressions
Click-through rate (CTR)
📱
Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Create a campaign highlighting customer testimonials from small businesses showcasing their success stories.
Run a social media challenge aimed at small businesses promoting engagement, such as sharing their digital marketing wins.
Host live Q&A sessions on platforms like Instagram posing questions received from followers concerning digital marketing.
Regularly post engaging graphics related to the benefits of digital marketing for businesses.
Share informative posts on trends and tips for online marketing tailored specifically for retail and tech industries.
What to measure:
Engagement rate
New followers gained
Traffic driven to the website from social channels
🧪
Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
Test different blog post headlines to see which drives more clicks from the homepage.
A/B test call-to-action buttons on landing pages focused on marketing consultations.
Experiment with different content formats (e.g., infographics vs. videos) to measure engagement rates.
Run a split test for the placement of social sharing buttons on blog content.
Examine user flow on the website to identify where new visitors drop off before taking further action.
What to measure:
Bounce rate
Conversion rate of landing pages
Number of new leads generated

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Returning visitors
Lead conversion rates
Email subscription growth
📝
Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
Webinar: 'How to Craft an Effective Marketing Strategy for Your Small Business' tailored for Sammy and Maxie, addressing their unique challenges.
Case study blog post: 'Success Story: How a Local Retailer Increased Sales by 150% with Tailored Marketing Strategies', showcasing real-life results.
Video tutorial: 'Understanding Analytics to Optimize Marketing Campaigns' that demystifies data analytics for both personas.
E-book: 'The Ultimate Guide to Social Media Marketing for Small and Medium Businesses', offering in-depth strategies and tips.
Interactive quiz: 'What Marketing Strategy Fits Your Business?' leading to personalized recommendations for users.
Monthly newsletter sharing curated content, industry news, and actionable marketing tips, aimed at nurturing leads.
What to measure:
Number of webinar registrants
Engagement on case study posts
Newsletter open rates
🔎
SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
Keywords like 'how to create a marketing strategy for small business'
Phrases such as 'case studies for small business marketing success'
Long-tail keywords like 'steps to improve social media engagement'
Search queries focusing on 'how to analyze marketing data effectively'
Keywords around 'marketing strategies that work for retailers'
Terms like 'data-driven marketing for small businesses'
Phrases including 'best practices for email marketing campaigns'
Questions like 'what makes a successful marketing agency?'
Keywords targeting 'metrics for monitoring marketing success'
Terms such as 'online resources for marketing education'
What to measure:
Organic lead generation
Impressions on key content pieces
Bounce rate from content pages
🎯
Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Facebook Ads: Targeting small business owners interested in marketing strategies and business growth.
[Prospecting] YouTube Ads: Users searching for phrases like 'how to increase customer engagement in retail'.
[Prospecting] Google Ads: Individuals searching for 'effective digital marketing strategies for small businesses'.
[Remarketing] Facebook Ads: Visitors who engaged with the agency's previous webinars or case studies but didn’t convert.
[Remarketing] YouTube Ads: People who watched videos on marketing analytics but didn't sign up for additional materials.
What to measure:
Cost per lead
Click-through rate (CTR) on remarketing ads
Ad engagement rates
📱
Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Share snippets from the upcoming webinar, showcasing key learning points and inviting followers to register.
Run polls on social media to engage followers on topics related to marketing pain points and solutions.
Highlight case studies in team posts, encouraging shares and discussions about effectiveness in real scenarios.
Create short video testimonials or insights from clients reflecting their experiences and transformations after collaborating with the agency.
Regularly post educational infographics summarizing helpful statistics or tips for effective marketing.
What to measure:
Engagement on educational posts
Poll participation rates
Clicks to webinar registration
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Welcome email sequence for new leads explaining agency services and inviting them to upcoming webinars.
Dedicated email featuring a recent case study showcasing successes and inviting questions.
Follow-up emails post-webinar with summarized key points and links to relevant resources.
Monthly curated newsletter focused on industry insights and actionable tips for marketing improvement.
Feedback email after content engagement encouraging subscribers to share their thoughts on what they want to learn next.
What to measure:
Email engagement rates
Click-through rates on case studies
Registrations from email invitations to webinars
🧪
Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
Run A/B tests on webinar registration pages to find higher-converting layouts or messaging.
Experiment with different email subject lines to increase open rates for newsletters.
A/B test the format of the landing page for case studies to see which prompts more inquiries.
Adjust the call-to-action wording on blog posts to find the most effective phrasing for lead generation.
Implement feedback forms on completed webinars to gather insights on improvement areas or additional topics.
What to measure:
Conversion rate of landing pages
Registration rates for webinars
Email open rates across campaigns

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate of leads to paying customers
Average order value
Customer acquisition cost (CAC)
📝
Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Case study video: 'How We Helped Sammy Smallbiz Grow Online Sales by 30%' showcasing measurable results and personalized strategies.
Blog post: 'Top 5 Reasons Small Businesses Choose Our Agency' addressing concerns around ROI and understanding client needs.
Email campaign: 'Exclusive Offer for First-Time Clients: Get Your First Month at 20% Off' targeting leads to encourage immediate sign-ons.
Webinar: 'Live Q&A: Discussing Your Marketing Concerns with Our Experts' allowing potential clients to voice worries and hear direct answers.
Testimonial roundup: 'Hear From Our Happy Clients: Real Results from Real Partnerships' sharing success stories to alleviate purchasing objections.
Interactive ROI calculator: 'Calculate Your Potential ROI When Partnering with Us' allowing leads to visually see the potential impact of hiring the agency.
What to measure:
Video views on case studies
Inbound inquiries after blog posts
Conversion rate of promotional email campaigns
🔎
SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Keywords like 'best marketing agency for small business' tailored to attract leads in decision-making stages.
Phrases like 'how to choose the right marketing partner' addressing common concerns among prospects.
Long-tail keywords focusing on 'marketing agency success stories for small businesses'.
Search queries involving 'affordable marketing solutions for small businesses'.
Keywords optimized for 'client testimonials marketing agency'.
Terms surrounding 'ROI for small business marketing investments'.
Phrases reiterating 'case studies on successful marketing strategies'.
Questions like 'what makes a marketing partnership successful?'.
Keywords for 'small business marketing ROI calculator'.
Terms like 'best local marketing agencies reviews'.
What to measure:
Keyword ranking for target phrases
Organic traffic to conversion-focused pages
Bounce rate on high-intent landing pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Remarketing] Facebook Ads: Targeting visitors who engaged with case studies or testimonials but didn't convert.
[Remarketing] Google Ads: Users who searched for pricing information related to marketing services offered by the agency.
[Prospecting] YouTube Ads: Small business owners who have shown interest in marketing webinars and case studies.
[Remarketing] YouTube Ads: Individuals who watched the agency's promotional videos without taking action.
[Prospecting] Google Ads: Targeted ads focusing on phrases like 'cheap marketing solutions for small businesses'.
What to measure:
Conversion rate from remarketing ads
Cost per acquisition (CPA)
Click-through rate (CTR) on promotional ads
🚀 Help me execute this paid ads strategy
📱
Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Share client success stories through engaging posts to build trust and showcase effectiveness.
Run a limited-time offer campaign via social media: 'Sign Up This Week to Get 10% Off Your First Project'.
Conduct a live AMA (Ask Me Anything) session on Instagram to answer real-time questions regarding marketing decisions.
Create content highlighting the benefits of investing in marketing, using data and testimonials for credibility.
Post snippets or quotes from satisfied clients to reinforce brand credibility and decision-making support.
What to measure:
Engagement on success story posts
Conversion rate on campaign posts
Inquiries generated from social media interactions
📧
Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Personalized follow-up emails from initial consultations summarizing tailored proposals and key insights.
Limited-time offer email encouraging potential clients to schedule a consultation and receive a discount.
Client success highlight email showing recent wins to demonstrate capability and reliability.
Reminder email about upcoming webinar focused on easing marketing concerns and addressing specific dilemmas.
'Thank You for Considering Us' nurturing email showing appreciation and inviting further dialogue.
What to measure:
Open rates on follow-up emails
Click-through rates on promotional offers
Conversion rates from email engagements
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test various call-to-action designs and placements on key landing pages to boost conversion rates.
Experiment with different pricing display options on service pages to identify what resonates best with leads.
Conduct user testing on the consultation booking process to reduce friction for potential clients.
Implement exit-intent popups offering an 'Exclusive Discount' to those who are about to leave the site.
A/B test demonstration videos vs. text-based case studies on the homepage to see which engages more.
What to measure:
Conversion rate on key landing pages
Bounce rates after A/B tests
User behavior tracking on checkout processes

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Retention rate
Churn rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly performance report email detailing the results achieved through our marketing strategies for both Sammy and Maxie.
Exclusive case study: 'How Continued Partnership with Us Led to Sustainable Growth for Your Business', highlighting long-term success.
Video tutorial series on advanced marketing strategies tailored for existing clients, addressing their evolving needs.
Quarterly client feedback webinar to gather insights on service satisfaction and opportunities for improvement.
Interactive Q&A session for past clients, focusing on sharing best practices and new marketing trends.
What to measure:
Engagement rates on performance reports
Feedback response rate from webinars
Views on video tutorials
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Keywords targeting existing client support queries like 'how to improve marketing campaigns with analytics'
Phrases such as 'success stories with [Agency Name]' during searches for continued partnerships
Long-tail keywords like 'ongoing marketing support for small businesses'
Search queries involving 'improving ROI with existing marketing partner'
Keywords like 'advanced marketing strategies for small retail businesses'
What to measure:
Organic traffic to support content pages
Keyword rankings for retention-focused terms
Customer engagement on SEO-optimized resources
🎯
Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Target users who have previously engaged with our content but haven't utilized additional services.
[Remarketing] Google Ads: Individuals searching for follow-up services or continued marketing support from previous engagements.
[Prospecting] YouTube Ads: Target small business owners who have previously attended our webinars promoting advanced marketing topics.
[Remarketing] Facebook Ads: Customers who viewed case studies or testimonials recently without taking action.
[Remarketing] Google Ads: Clients looking for marketing updates or new campaign strategies post-service completion.
What to measure:
Click-through rate (CTR) on remarketing ads
Conversion rate on follow-up service inquiries
Return on ad spend (ROAS) for existing clients
📱
Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Encourage satisfied clients to share their success stories via social media, tagging the agency to build community trust.
Run a client appreciation campaign featuring customer success stories, thanking them for their partnership.
Post poll questions to existing clients regarding new services or areas they'd like enhanced support on.
Engage in conversations by responding to brand mentions and customer inquiries on social platforms.
Share industry updates and marketing tips tailored for current clients to keep them informed and engaged.
What to measure:
Engagement on client success posts
Increased followers from client advocacy
Responses to polls or inquiries made
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly check-in emails to discuss client progress and suggest additional services for improvement.
Exclusive offers for existing clients to incentivize further collaboration through discounted package upgrades.
Personalized birthday or anniversary emails celebrating milestones together with special promotions.
Feedback follow-up emails requesting testimonials or reviews based on previous services provided.
Newsletter featuring new marketing techniques and success tips tailored specifically for loyal clients.
What to measure:
Open rates on follow-up emails
Click-through rates for promotional offers
Response rates on feedback requests
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different formats for performance reports to identify what provides more valuable insights to clients.
Optimize email follow-up sequences to enhance engagement and conversion rates among previous clients.
Run split tests on landing pages designed for upselling additional services to see which versions perform better.
Gather client feedback via surveys to improve service delivery processes and tailor future offerings.
Analyze the churn prediction metrics to proactively reach out to clients showing decreased engagement patterns.
What to measure:
Client engagement scores post-report receipt
Conversion rates on upsell landing pages
Survey response rates for service improvements

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