→ Buyer Persona : This is a fictional character that is built based on real sociodemographic information about your target audience, for example, what type of information they search for on the Internet, interests, challenges, aspirations, personal information (marital status, whether they have children, what sector they work in). In other words, the idea is that we can learn about their work, personal, and online behavior, and their relationship with the company.
→ Buyer Journey : As our own source says, it is the active search process that the consumer carries out before making a purchase or contracting a service. The process is made up of 3 key and clearly identifiable phases: discovery, consideration and decision.
What is a Marketing Funnel?
A marketing funnel is the process by which a lead or prospect goes from being a complete stranger to a brand evangelizing customer.
Because of everything we have mentioned so far (student research process), it is almost impossible for a person interested in enrolling to study to do so without having completed a research process. Good luck if this is your case!
But typically, people do their research, educate themselves, interact with brands, and then, after a while, make a purchasing decision.
It's exactly the same with students, so your school needs to use a marketingto nursing homes email list attract them and convert them into enrolled students. So what should a marketing funnel be like? Filled with valuable content!
But not meaningless content, on the contrary, before creating content you should know what stage of the Buyer Journey the people you want to convert into enrolled students are in and based on that information create much more personalized content.
TOFU
Or what is the same as Top of the funnel, is the upper part of the funnel. The content in this part of the marketing funnel should cover some of the questions your Buyer Persona has when they discover that they have a problem. For example:
“Tips for choosing the right career.”
“How to study remotely”.
The idea of creating content for this part of the marketing funnel is that you can help your Buyer Persona to clear up some doubts regarding their concerns, that is, try to gain their trust through content that allows them to solve some problem.
