The main issue for each business is, (and always has been,) to attract clientele.
The digital era, through tools and technology, has yet facilitated this action, giving us the chance to reach our potential costumers throughout the web. Nowadays it is indeed not a big deal to generate traffic as it was before the digital revolution; nowadays web traffic is available to everyone through the so called paid traffic (Facebook adv, Google AdWords, Linkedin adv, etc).
The real problem is how to handle such traffic and how to convert it into something useful to our business. So, in practice, how do we intercept prospect and how can we convert them into customers?
In digital marketing a Funnel is defined as an automatic system of processes that follow and/or overlap each other and that has the ultimate goal of maximizing the value that we give or receive from the main subject of our business: costumers.
By building a Funnel, it is therefore possible to put into action a path that enables the user to discover, understand, engage and buy (hopefully repeatedly) our product/service. In fact, this last aspect is crucial; there are two actions through which we can improve the value of our business: increase the number of customers or enhance the value that our customers give to the business. Through the Funnel we can begin from day 0 with an automatic system to acquire such clients and make the value we get from them bigger.In the end, if we enhance the value of every single costumer, we will increase our profitability. Moreover, getting a new user is seven times more expensive than converting one that is already ours. This type of Funnel is entirely focused on the so-called Customer Value Optimization (CVO).
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