Calling it a sales funnel creates a mental model that often disadvantages our marketing efforts. Rarely does a customer become aware of your brand and then follow a linear path to a purchase. Instead, most customer journeys are erratic and unpredictable - gyrating from periods of whirlwind urgency and complete inactivity. This is why it’s important to develop strategies and campaigns to capture customers in various (online) locations, at various times, and design for the prevailing mindset at those various stages. Take a look at how I think through designing to The Sales Cyclone.

1. Building a Digital
Audience
It Takes Impressions.
Lots of Impressions.

2. Agenda
● Customer Journey: Understanding our online experience
● Personas: Getting into the customer’s perspective
● Digital Marketing: Options to engage the customer
● Campaigns: How we connect the dots

3. This is not an online Sales Funnel!

5. Right Place
Right Time

6. Right Place = Personas

7. Esther Lowenstein
PAIN POINTS
GAINS
-Find loving place with 24
hour care for spouse
-Not have to worry that she
is doing what is best
-Getting back freedom to
continue with things she
loves
LIFESTYLE
-Community socialite
-Bridge club/ country club
-Very involved in
grandchildren’s lives
Wife whose spouse recently
diagnosed with Alzheimer’s
7
Wife, grandmother,
socialite. Spouse
diagnosed Alzheimer’s
-Loss of companionship
-inability to care for her
spouse’s needs
-Fear, how will she take
care of himInfo Sources:
● Facebook
● Doctors
● Social Worker
● Family
● Google searches
Where you’ll find them:
● Senior community
center
● Grandchild’s recital
or game
● Country Club
● Early bird special

8. Lynn Santos
Daughter,
stay-at-home-mom caring
for aging parent
PAIN POINTS
GAINS
-Father will get loving care
-Father will be in a beautiful
community with a new found
social life
-Time for her teenagers
activities, games, college visits
LIFESTYLE
-Needs to know her father is
cared for with love and respect
-Incredibly busy with teenage
children
-Needs to start college visits
with her child but afraid to leave
father
Busy daughter caring for
aging parent
8
-Very busy mother involved in
church and school
-Meetings, games, competitions,
church events every evening and
weekends
Info Sources:
● Facebook
● Instagram
● Snapchat
● Google
● Church
Where you’ll find them:
● Parent group
meetings
● Fundraisers
● Cheer competitions
● Volleyball games
● Senior trip planning
committee

9. Jaclyn Bradford
PAIN POINTS
GAINS
-Worried about aging
parents being alone
-Where can my parents live
so they have assistance
and are still close to family
.
-Peace of mind that
parents aren’t alone
-Parents will be close
enough to be involved with
family
-Parents will have social
opportunities and 24 hour
care if needed
LIFESTYLE
-Stay-at-home mom busy
volunteering at
school/church
-Weekend family dinners
Daughter working with
parents to transition into a
senior community
9
Daughter, professional,
mother. Helping parents
transition into senior living
community
Info Sources:
● Facebook
● Instagram
● SnapChat
● Church
● Google
Where you’ll find them:
● Coffee shop
● Target
● Child’s games
● Yoga
● Church events

10. Right Time = Behaviors

11. Awareness
● Display Ads
● Facebook Ads
● Referral to
Google Search
● Forwarded
Email

12. Awareness

13. Interest
● Google Search
○ Organic
○ AdWords
○ Google My
Business
● Website Browsing
● About Page
● Landing Pages
● Blog Posts

14. Interest

15. Re-engage
● Email Campaigns
● Facebook Ads
● Display Ads
● Google Search
○ Organic
○ AdWords

16. Re-engage

17. Desire
● Google Search
○ Organic
○ AdWords
● Website
● Email Campaigns
● Display Ads
● Facebook Ads

18. Desire

19. Conversion

20. Q&A
Bill Rice
bill.rice@kaleidico.com
734-775-4487