Challenges and features.
A marketing funnel is the most basic component of the marketing promotion of goods and services of a company.
This is due to the fact that it allows you to accurately and casually bring a potential lead to a purchase.
If you enter the phrase “marketing funnel” into the search engine, you can see a lot of different illustrations with an image of the inverted pyramid which consists of seven phases.
They determine the name of each stage from the moment when the client first learned about the company, and till the purchase of goods.
Therefore, our task is:
A) Adapt the idea of a marketing funnel for a taxi service;
B) To increase it with the help of the customer base of the carrier.
How did we see the marketing funnel for taxi services after detailed discussion and planning?
Awareness - the brand’s first contact with the lead who is yet to become a client. Contact platforms: Google search engine, social networks. Situation pattern: the client needs a chauffeur-limousine service from the region where he is currently staying and therefore turns to a search engine.
Review - Comparison of search engine results: who has the most positive reviews? Who is in the first lines of the search results? Who can I see on social networks?
Evaluation - the client's choice among the proposed options.
Purchase - the customer orders the car of the carrier.
As we see, due to the fact that
A) the client does not have the opportunity to walk around the shop and choose (this does not correspond to the specifics of the taxi service);
B) he knows exactly what he needs (get on time and comfortably).
... there is a reduction in the marketing funnel and, accordingly, a change in the focus of work.
Therefore, the task of our marketers was to bring the digital sites of our client to the leaders in the results of search engines. Or in other words - to establish an advantage in the first two stages, due to the maximum deployment on online platforms.
As a result, such positions were formed in our strategy:
Analysis of digital platforms of competitors;
Creating a website for the client with a description of the whole range of services, which covers a wide variety of situations (such as timely arrival at the airport, the need to travel to the clinic, etc.);
Creating pages on social networks as FB, Instagram. For each of them an original photo and text content should be created;
Setting ads in Google Ads with click fixation;
Creation and implementation of keywords - phrases and words that a potential customer could enter into a search engine at the first stage of the marketing funnel;
Targeted setting up of advertising banners’ display, which helps to save the promotion budget;
Repetition of this cycle until the full coverage of the marketing funnel.
Result: an increase in sales by 30% in 2 months of the strategy.
Thus, a well-built strategy in the digital segment leads to an increase in the volume of sales of the company.