Managing Your Customer's Flight Path
You've crafted your strategy, established your brand and voice, identified your target audience and set your goals.
Now it's time to efficiently and effectively manage the channels and touchpoints as your customers flow through the marketing funnel.
Marketing Funnel Flow
Managing Your Customer's Flight Path
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The customer journey through the marketing funnel is a dynamic and fluid passage, much like the air flowing over a bird's wings, propelling it through various stages of flight.
01
Awareness
At the initial stage of awareness, the air touches the wings lightly, much like the subtle brand encounters that first alert a potential customer to a product's existence. This is the stage where marketing efforts need to be widespread and gentle to stir interest among the masses.
03
Conversion
In the decision-making stage, the eagle navigates the air flow, honing in on its target or tacking to another objective. This is the point where value propositions must be compelling and calls-to-action strong, to tip the balance from consideration to purchase.
02
Consideration
As customers move into the consideration stage, the air flow becomes more focused, just as marketing messages become more targeted, resonating with those who have shown interest. Marketing tactics become more personalized, aiming to build a connection.
04
Loyalty
In the loyalty phase, the air flow is steady providing support for graceful gliding and maneuvering. Nurturing the relationship post-purchase, ensuring ongoing satisfaction through customer service excellence, rewards, and engagement that fosters a long-term bond.
01
Awareness
Channels
SEO, PPC, PR, Display Advertising
Social Media Marketing
Content Marketing
Utilize these channels to capture attention and reach a wide audience. SEO and paid search place your brand in front of those actively seeking related information. Utilize broad and phrase search terms in PPC to direct to overarching landing pages, build brand identity in display ads, and use social media to boost brand awareness​.
Crafting Compelling Narratives:
Messaging, Personas, and Storytelling
Communicate powerfully by understanding your audience through detailed buyer personas and weaving this insight into compelling stories. This approach not only enhances the effectiveness of your messaging but also fosters a stronger, more emotional connection with your audience, driving engagement and loyalty.
Buyer Personas
Buyer personas are not just a box to tick on the way to a marketing plan but the critical foundation upon which it should be built.
Messages and Matrix
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Storytelling
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