The stages a customer moves through from first noticing a problem to buying and staying: Awareness, Consideration, Decision and Delight. Each stage needs different content, channels and measures.
When planning content and campaigns, mapping the funnel, choosing KPIs per stage, and finding where prospects stall.
Awareness: a guide to 'why is my energy bill so high'; Consideration: a heat pump vs furnace comparison; Decision: reviews, pricing and a free quote; Delight: a maintenance reminder and referral ask.
A dependable planning frame for every business. Flagged when every asset targets the Decision stage, or when Delight is left to chance.
