In our Brand Value Spectrum series, we’ve discussed the ways in which we help create and/or reinvent brands to help them solidify their place in the market. We’ve covered how we claim that space through the quality and quantity of content our in-house team is able to develop. Now, we’re going to address how we help audiences connect with your brand through every marketer’s favorite model—the funnel. Just picturing that inverted triangle gets you fired up, doesn’t it? If it’s working properly, it should! But often times, clients find themselves challenged by proper funnel optimization. It’s broke somewhere. And we’re here help you fix it.
Perhaps you’ve been focusing your communications on more conversion-based assets like digital because you’re able to see the direct impact those channels have on sales. But if you forget to fill the funnel at the top, you have no one to move through to the conversion stage. Conversely, some brands might be adept at driving audiences to the top through big brand messaging campaigns but aren’t great at filling the bottom and converting them to sales. In either scenario, the funnel is faulty somewhere and through testing and optimization, we can help pinpoint what’s working and for whom at each stage of the drip down.
To us, there is no playing favorites when it comes to the funnel. Each stage is crucial, so we never bring the B team to the table (do we even have a B team??). From in-house experts to partner specialists in our agency collective Force Multiplier, we align tech, media and content to deliver data, analyze and act on it. Client-side subject matter experts and in-house agency talent are also great sources with which we often collaborate to produce the most impactful results. When the funnel is flowing in the Now, your options for what’s Next increase:
- Reinvest funds in new ways to build your brand.
- Outpace the competition in terms of growth.
- Find new ways to surprise and delight customers, because you’ll learn more about them and their behaviors.
- Push the brand in a new direction if it’s not working as hard as it could.
- Experiment, so you can get to the why, which leads to doing things differently—and more impactfully.
Curious as to where you might fall along the Brand Value Spectrum? Let’s start a conversation. Much like the work we’ve done for Cox Automotive and Georgia’s Own Credit Union, there are often issues to be addressed across multiple stages, each impacting the other.