Customer interaction should be compelling at every stage of the marketing funnel.
The author highlights that brands can keep customers engaged at every stage of the marketing funnel by expanding its marketing strategies. The author recommends creating a relatable brand character by building awareness through a continuous focus on humour, authenticity and humanity in the company’s messaging.
Being relatable makes a brand’s content more sharable and engaging. To keep a customer interested in the middle or the evaluation stage of the funnel, the author suggests providing “informational treats” to the audience. These “treats” could include e-books, white papers and webinars.
A brand’s final stage of the marketing funnel should not only be about conversion or sale but also about retention. Companies can retain customers using gamification and referral programs. This could also turn a customer into a brand advocate.
[5 minute read]