The 3Fs of our funnel

At Bottle, we use our own version of the traditional marketing funnel as an early-stage model when we start thinking about a client’s problem, and the priorities for their strategy.

The funnel shape illustrates the audience narrowing as they progress toward purchase. Of course, IRL, the customer journey is much more complex, but this is our first step in setting up a digital PR strategy made for success.

Our marketing funnel is called the 3Fs - because we think of our priorities for clients as split between each stage of the funnel.

Bottle PR 3F marketing funnel

‘Fame’ at the top of the funnel (TOFU)

The goal: to make the brand famous, memorable, for the largest (potential category) target audience we can reach. For potential customers that aren't (yet) looking for a solution – so we want to be chanced-upon, noticed, and remembered. We’re growing mental availability, becoming ‘front of mind’.

Here we're aiming for prominence and frequency. That's the likes of headline credits in editorial PR coverage, stop-the-scroll social content, brand advocate influencer partners, hero campaigns (maybe, multi-channel). 

‘Findability’ in the middle of the funnel (MOFU)

The goal: to make the brand more easily discoverable. When the target audience is searching online - for answers, for information, sometimes for entertainment. It’s a more purposeful behaviour, but they might not be in-market, yet. They’re potential customers who are curious, intrigued, and perhaps actively researching and shortlisting brands that they are considering for purchase.

Here we need to show Google the E-E-A-T (Expertise – Experience – Authority - Trust) with the well-optimised, high-quality onpage content, matched with relevant, quality of earned backlinks, so that for searchers the brand becomes ‘top of find’.

‘Fulfilled’ at the bottom of the funnel (BOFU)

The goal: simply – to become the ‘one of a kind’ choice for buyers and consumers so that their searches translate into clicks and purposeful traffic, and the brand is in their basket.

Here we're going for earned media mentions in product or service round-ups, customer testimonials, click-to-buy driving content.

Digital marketing funnel metrics

The joy of digital PR... it's measurable.

So, we align the goal of each stage of our 3Fs funnel, to the metrics that matter and will feel meaningful when looking at brand impact.

At the top of the funnel, it's reach and impressions. At the middle of the funnel, it's the search visibility and at the bottom of the funnel, it's traffic.

Bottle PR PESO model

Why we love our Bottle 3Fs

It’s super-simple - but then keeping things simple, at the start of planning, is good.

Informed by measurable strategic insights we can agree the balance of priorities, and then build a digital PR plan.

We align the funnel with PESO channels (Paid, Earned, Shared, Owned) and the tactics that we know will work to drive success in each of the 3Fs.

And each of the 3Fs are measurable – to see both the short-term gains and the long-term shifts that grow fame and findability.