Creating a Digital Advertising Strategy that Delivers Results

The other day I was doing some basic maintenance on my lawnmower. Everything was going smoothly until I needed to remove a few pieces of hardware that were tough to reach. I wedged my pliers in there and worked at it, but after plenty of time and a bruised knuckle, I had almost nothing to show. Finally, I grabbed the right wrench from the toolbox and had everything apart in just a few minutes.

Marketing works the same way. When the wrong method is used on a hard-to-reach audience, results are minimal despite heavy time, effort and budget. However, with the right tools and strategy, your advertising can work more efficiently, deliver a stronger return on investment and help build lasting customer relationships. That’s where a digital advertising strategy comes in.

Building a Digital Strategy with the Marketing Funnel

So, how do you create a digital advertising strategy? One proven approach is using the marketing funnel as a guide. This framework helps identify the best advertising methods for each stage of the customer journey, from first introduction to long-term loyalty.

There are many versions of the funnel, but the one we use at Callis is designed to work for most businesses. The funnel stages inform our digital marketing process and are useful for any business owner to understand and apply to their own strategy. That said, every marketing objective and audience is unique. In some cases, certain stages can be skipped or emphasized differently depending on the goal. This is especially true for businesses in rural markets, where methods that perform well in larger metro areas may not resonate in the same way. Understanding your audience and tailoring the funnel to their behaviors and preferences is what makes a strategy effective, whether you’re reaching a broad city audience or a tight-knit rural community.

Stage 1: Find Your Audience

The audience step is often skipped or assumed, which can be a costly mistake. Your audience’s interests, habits and platforms may be very different from what you might expect, and they change over time. Validating who your audience really is can be the most important step in creating your strategy.

Ways to identify your audience include:

• Surveys
• Focus groups
• Discovery sessions
• Trends research
• Data analysis

Using first-party data across these methods can also strengthen targeting through lookalike modeling and improve campaign performance by reaching audiences that closely resemble your best customers.

According to Bannerflow, recent studies show that “72% of consumers say they only engage with marketing messages tailored to their interests” and 91% of consumers feel more likely to shop at a brand that personalizes communication and offers. Taking time to truly understand your customers upfront pays off across every stage of the funnel.

Stage 2: Build Awareness

At the awareness stage, the goal is to get your brand in front of the right people so they know who you are, what you stand for and what you offer. This is where first impressions are made. Effective awareness campaigns give your brand recognition and set the stage for deeper engagement later on.

Methods to build awareness include:

• Programmatic advertising (display ads, native ads, Connected TV(CTV)/Over-the-Top Television (OTT) video and audio ads)
• Reserved placement ads
• AI-powered and optimized campaigns, such as Google Performance Max
• SEO-focused educational content (web pages, blog articles, research, custom tools)
• Geofenced ads that reach people in specific locations
  
• Social media influencer marketing, advertising and organic presence
  
• Digital Out of Home ads (billboards, gas station screen ads, movie theaters, screens in retail and restaurants, transportation and waiting room environments, etc.)

Stage 3: Increase Consideration

After awareness, the next step is influencing your audience to consider your brand over others. While awareness says “we exist,” consideration campaigns say “we’re the solution you need.” This is about showing value, building trust and making it clear why you’re the right choice.

Methods to increase consideration include:

• Case studies, customer testimonials, influencer reviews
• Digital PR, media mentions and reputation management
• Educational blog articles and videos
• Social media engagement and community-building content
• AI-powered and optimized campaigns, such as Google Performance Max
• Native advertising and sponsored content
• Video advertising (CTV/OTT, YouTube, etc.)
• GEO interactive tools like AI-powered chat features or messaging platforms

According to research by Pathmonk, buyers in the consideration stage are “typically 57% of the way through their decision-making process before they even speak to a sales rep.” Pathmonk attributes this to buyers being self-reliant and conducting personal research to determine the right solution for themselves. This is why the marketing tactics used during this stage can make or break a potential conversion and be the difference between an abandoned cart or a new customer.

Stage 4: Drive Action and Conversions

Once your audience knows who you are and why you matter, it’s time to prompt them to take action. Conversions can mean a product purchase, email sign-up, contact form fill-out or other desired outcome. Being in the right place, with the right message, at the right time makes conversions far more likely.

Methods to drive action include:

• Search advertising
• Shopping ads
• AI-powered and optimized campaigns, such as Google Performance Max.
• Retargeting campaigns aimed at users who’ve engaged with your website or marketing, but have not converted yet
• Social media advertising that includes offers and time-sensitive incentives like a discount code or sale

Stage 5: Post-Conversion and Loyalty

Marketing doesn’t stop with a successful conversion; it’s just the beginning of a long-term relationship. According to Adobe for Business, “94% of customers say a positive experience motivates them to make future purchases.” A smooth post-purchase process and ongoing communication can turn a one-time buyer into a loyal customer and even an advocate for your brand.

Methods to build loyalty include:

• Marketing to existing customers using first-party data/customer lists
• Follow-up FAQs and support content
• Post-purchase surveys to identify pain points
• Collecting reviews to help influence others’ decisions
• Personalized email automation and SMS campaigns for updates, offers, related products and upsells
• Loyalty programs with rewards or discounts
• Strong customer service and communication

Why a Full-Funnel Marketing Strategy Matters

When your advertising works together across the funnel, you maximize efficiency and improve ROI. Instead of pouring resources into disconnected efforts, you’re guiding your audience step by step, from awareness to advocacy. A well-researched and well-tested strategy is essential for implementing the right tactics across each stage of the customer journey.

At Callis, we help businesses of all sizes, especially those serving rural America, create digital advertising strategies that effectively integrate proven methods and platforms. Combined with traditional marketing channels, this approach ensures your brand grows stronger, smarter and more connected to your audience.

This article was previously published on September 26, 2018, and updated on September 16, 2025.

SOURCES

https://www.bannerflow.com/blog/guide-to-audience-targetingv
https://business.adobe.com/blog/basics/customer-journey
https://pathmonk.com/the-consideration-stage-strategies-and-types-of-content/