This is the path that the brand will take: target audience, what it will communicate and how it will transmit its communicational premise.
Brand Building means providing valuable actions for the target audience of a brand, while telling the story of it. This means that it is a combination between Storytelling and Doing, but in a totally balanced way.
It is about the purposes or statements that a company or brand wants to achieve. They must be SMART (Specific, Measurable, Achievable, Realistic and Timebound).
The leads are the potential and valuable customers that are achieved by reaching an action. Generally leads are captured by filling out forms that allow a second contact to finalize the sale.
The conversion funnel allows you to see where the customer is in the customer journey in order to establish appropriate messages that answer his/her questions and so you can progress in closing the sale and, even better, this client can be a kind of your brand ambassador.
It refers to analyzing and monitoring your competitors in various aspects, including their search engine optimization (SEO), social media communication and digital strategy in order to learn from their methods and mistakes.
A digital content strategy is a goal-oriented process that assists with your overall marketing efforts. It´s purpose is to provide direction towards an outcome.