A customer journey supported by a carefully characterized and planned marketing funnel, ensures that every interaction between a potential customer and your brand will be meaningful and bring you closer to the business goals with optimal ROI.
The marketing funnel is the dynamic framework through which customers navigate their journey. It is a constantly changing space, and within it every interaction, decision and touch point on the customer’s journey takes place, starting from the initial awareness stage at the widest end of the funnel, up to the conversion point at the bottom and beyond.
Customer behavior and customer journey in the digital sphere include many touch points, interactions and intensive consumption of information. Accordingly, the marketing funnels are of a complex and multi-stage nature. They are cross-channel, integrate a variety of platforms and automated systems, and require careful characterization and planning.
Funnels make the sales process functional and efficient. It is imperative that we know all the stages of the consumer journey, and provide potential customers with the correct response at all the touch points with the brand. This is the only way we can match them with trust-building content and value propositions that gradually encourage them to make a decision and support the closing of the sale.
Conducting an in-depth persona research based on qualitative research tools, which allow us to build for you detailed profiles of potential customers with extremely high conversion chances. Personas research provides a socio-demographic and psycho-demographic picture of the customers, including behavioral insights, motivations, aspirations, barriers and objections, centers of influence and so on.
Developing attractive content and engagement strategies for each stage of the funnel, to ensure messaging is consistent, relevant and compelling.
Detailed characterization of the decision-making process that your potential customers go through throughout the consumer journey, from the stage of arising need to making a purchase. Characterization refers to the behaviors, motivations and buying intentions of the potential customers, as they progress through the consumer journey. The characterization includes mapping of all possible touch points and scenarios for interactions between customers and the brand or business in the various channels.
Characterization and planning of marketing funnels in all their stages and components while integrating all the relevant digital channels. The characterization of the funnel is adapted to each customer persona according to their unique consumer journey, from the awareness stage to conversion and loyalty. The planning includes defining performance goals and success indicators (KPIs), planning the mix of activity channels and touch points, the content strategy and messages, including building workflows for marketing automation.
