Module 1: Boosting Brand Visibility Through Top-Funnel Relationship Marketing Unit 1: Meeting Inbound Marketing Demands with Content Credibility
they decide to buy or not to buy following rational and emotional decision-making processes often leading to repeat sales. Escorting is not the same as pushing customers to decide. It means being ready to help your targeted audiences based on assessing where they are in their buying cycle. Herein lies a major advantage of social media marketing (and other digital marketing strategies like email) in their capacity to instantly identify and respond to an audience’s journey progression with useful information. Develop trust through their journey. For brands to break through the clutter of massive digital marketing competition, it behooves them to build trust with targeted audiences as they progress through their buying journey. Imagine instead if every audience touchpoint was greeted with an interruption intend to land a sale (i.e., conversion). A lost sale may
Escorting your customers through their journey greatly boosts your advantage. Several studies on first-touch influence have demonstrated the power of reaching potential consumers at the start of the decision-making journey. Awareness
Interest
Although some would suggest the traditional “sales funnel” has long since faded into obscurity, the buyer decision making
Desire
Action
journey stays the same. Consumers first validate their needs, then acquire information to help evaluate their best solutions. Finally,
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