Noah Cisneros

During my first real marketing interview I was asked to draw a marketing funnel.

I knew the essentials, however, I did not then really understand how it completely worked.

I went home, studied, and then studied some more. I am now able to to use marketing funnel practices in the digital marketing realm as a professional.

It is important when creating advertising campaigns, branding campaigns, paid social campaigns, or simply an awareness campaign, to understand how the message relates to the buyer’s journey. Where will the consumer be in the buyer’s journey when they hear the message? How will the message impact the buyer’s journey? Where will the message direct the customer?

Understanding how personas, target audience, target customer, etc. will play into marketing campaigns is essential to really utilizing this strategy. This is because understanding how these personas interact within the funnel is critical to know how to best reach them.

For example, if I wanted to reach people in the awareness part of the funnel, I would consider doing a YouTube advertising campaign. This would make the most sense if my buyer’s persona is someone within the age range of 13-45. If I was more interested in an older demographic I may want to do a print mailer campaign. Though measurement on each may take different forms, both would be targeting the awareness segment.

If we move the customer through the funnel however, there is often the last step that is forgotten: retargeting.

Retargeting is one of the most essential steps. To continue with the example, if someone had clicked on the awareness YouTube ad and went to the website, clicked “add to cart”, but then abandoned it, we could run a YouTube remarketing campaign for all cart abandoners. This could then potentially bring them to the “action” portion of the funnel.

Integrated Business Core

I have attached a simple marketing plan that I made while I was a student in the Integrated Business Core. I was CEO of a small student led company selling clothing products. We made over $11,000 in revenue from start to finish within 9 weeks. I was able to use the marketing funnel and other marketing practices to find success. There were about 10 competing companies and my company was the highest performing company of that class.

©NoahCisneros2021