Example one: a physical product

This might be a company selling a product through their website for example.  They first need a strategy to make people aware of the product (in this case Facebook advertising) and then follow-on strategies for each stage of the funnel after this.

Goal: Make a potential customer aware of my company or product.
Tool / channel: Facebook advertising to find new potential customers and make them aware of you.
Strategy: The Facebook advert takes someone to the product’s landing page on your website.

…then…

Goal: Make an aware potential customer evaluate my company or product.
Tool / channel: Product landing page.
Strategy: Include reviews, testimonials from happy customers, FAQs, money-back guarantees, money off your first order pop-ups to help them decide to buy the product.

…then…

Goal: Make an evaluating potential customer purchase my product.
Tool / channel: E-commerce site.
Strategy: Once someone has decided to buy, provide a clear and clean buying process that works on both computers and phones, using payment services people will be confident putting their card details into.

…then…

Goal: Retain my customer so they keep buying from me.
Tool / channel: Sending the product to the customer.
Strategy: Personal thank you note in the package with a free gift, or a money off a second order voucher if the code is used in the next two weeks (to prompt them to buy again).

…then…

Goal: Turn my retained customer into an advocate so they make more people aware of my company or product.
Tool / channel: Ongoing communication of mission.
Strategy: Behind the scenes videos showing the good work you are doing with that person’s money, and how your product is helping so many other customers.