A marketing engine is not complete unless the brand is present at every stage of the customer journey.   

AWARENESS 

Before you start running cost-per-click ads you need to start an awareness campaign. This allows you to identify a pool of potential prospects at the lowest cost possible before running the more expensive cost-per-click ads. An acquisition will cost an average of 3x or more if you haven't pre-qualified your prospects with an engagement or awareness campaign first. For example: Run video views only ad on Facebook or Instagram. The average cost of engagement will be between $0.01 to $0.10. Then you save those audiences and run a consideration ad to them. Being that the prospect has already interacted with your awareness campaign they are more likely to purchase because they trust you more. 

CONSIDERATION

In this stage, the prospect has either selected your brand as the solution for their need or is comparing you with other options. Make sure your branding and message are consistent from the ad they saw to the website they landed on. Colors, fonts, offers, and brand voice consistency is key here. 

RETARGETING

A non trivial number of your visitors will not buy on the first try. Sometimes they may wait for a better price, or maybe they aren't ready yet or don't trust your brand yet. And sometimes life happens, the baby starts to cry or phone call comes in and the prospect leaves the buy-cart. Make sure you are running retargeting ads for those who took some action but didn't complete the purchase. This will make a big difference in your sales and allows you to capitalize on your marketing ROI.

SERVICE

You can have the best products and branding in the world, but if the customer has a negative experience or an average one they will most likely leave as soon as a new option is presented to them. Psychologically speaking, we only remember the most negative or positive experiences. Make sure you treat your employees in the same manner you want them to treat your customer. 

LOYALTY

Keep them engaged and loved. It costs 4x more on average to get a new customer than to keep the one you have. Make sure your marketing machine allocates enough focus on emails, promotions, parties, freebees to keep your customers thinking of you.