The biggest mistake that marketers consistently make is that they don't prime consumers to buy. They expect the consumers to just be there, and that's simply not how it works.
In order to build relationships with consumers via paid media, you first need to allocate budget to get people into the top of your sales funnel. As for a KPI for the top of the funnel, you don't expect immediate sales because all you're really doing is asking the person to notice you. Once they notice you, then you provide them with details about your product or service, such as pricing, varieties, etc. You've now reached the middle of the funnel, as you're getting people to think about buying.
They then progress to the bottom of your sales funnel, as they’ve been primed and are ready to buy. See our second post on this topic for more tips on how to prime consumers to buy.
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