Choose a Stage
in the Funnel

This section showcases my marketing work through the marketing funnel, highlighting how I tailor strategy and content to each stage of the customer journey—from awareness to loyalty.

Using past projects, I demonstrate how I apply funnel thinking to guide audiences from discovery to action and retention, combining content creation, branding, and optimization to drive results.

AWARENESS STAGE

Created Customer Personas

I developed customer personas for a catering business, identifying two key segments: budget-conscious planners and variety-driven shoppers. Budget-focused users were concerned with how to order, including flexibility and pricing, while variety shoppers prioritized clear website organization and easy access to menus and process details.

These insights support the awareness stage of the marketing funnel, where clarity and accessibility are essential. By addressing these needs early, the brand can reduce confusion, build trust, and guide users toward engagement.

Social Media Content

For the artist visualizer, the content emphasized mood, aesthetic, and storytelling, using cinematic visuals to introduce the artist’s sound and identity. The goal was to help new audiences discover the vibe before focusing on the artist’s full catalog or streaming platforms.

All pieces sit in the awareness stage of the marketing funnel, where the priority is to build recognition, emotional connection, and interest, encouraging viewers to explore the brand further on their own.

Filmed & edited pre- album content for Keith Anthoni, christian artist, in efforts to promote the upcoming release of his album.

CONSIDERATION STAGE

Measuring Follower Count & Engagement

This campaign fits into the consideration stage of the marketing funnel because the content focused on building a stronger connection with the audience after initial discovery. Through consistent short-form video content and a structured posting system, the brand increased engagement and encouraged viewers to interact more regularly with the page.

The results included +1,923% follower growth (26 → 526) within 3.5 months, showing increased audience interest and retention. By consistently showcasing the brand’s personality and content style, the strategy helped move users from simple awareness into actively considering and engaging with the brand long-term.

Tracking Impressions, Like, Comments, Shares etc.

Comparing two Instagram posts shows a difference between reach and engagement. The “high-profile visits” post had higher reach (65,000), while the second post had lower reach (37,000) but more comments and shares.

This strategy fits into the consideration stage of the marketing funnel because it focused on measuring and strengthening audience engagement after initial brand discovery. I monitored key performance metrics including impressions, likes, comments, shares, and overall engagement to better understand how audiences were interacting with the content.

Tracking comments also provided insight into customer interests, questions, and sentiment, helping identify what content resonated most with viewers. These engagement insights were used to refine content strategy and move users closer to making a purchasing decision.

This means the first post was stronger for awareness, while the second drove higher engagement, showing the need to balance both depending on the goal.

CONVERSION STAGE

Better Product Images

This project fits into the conversion stage of the marketing funnel because the focus was on improving product presentation to encourage purchasing decisions. I created enhanced product imagery for the catering business’s signature BBQ sauce, using cleaner visuals and more appetizing presentation to make the product feel more premium and trustworthy.

The updated images helped communicate product quality more effectively, giving potential customers a clearer idea of what they were buying. The content was designed to increase buyer confidence and drive conversions.

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Optimizing Google Business Store Front,

This project fits into the conversion stage of the marketing funnel by optimizing the business’s Google storefront to encourage customer action. I improved visuals, business information, and service organization to create a more professional and trustworthy experience.

The updates helped increase visibility, customer trust, and purchase intent, making it easier for users to discover the business and take action through calls, inquiries, or directions.

Website & Landing Page Improvements

This project fits into the conversion stage of the marketing funnel because it focused on optimizing a talent agency website to drive casting call applications and submissions. I improved layout, clarity, and information flow so aspiring talent could easily understand requirements and take immediate action.

By refining the site’s structure and highlighting key details like submission guidelines, deadlines, and application steps, the experience became more direct and conversion-focused. These updates reduced friction and made it easier for users to go from interest to applying for the casting call.

LOYALTY STAGE

Encourage Reviews

This project fits into the loyalty stage of the marketing funnel because it focused on encouraging repeat customers to leave reviews and build long-term trust with the catering business.

By simplifying the review process and highlighting the value of customer feedback, the business was able to strengthen relationships with existing clients. This helped increase brand credibility, repeat engagement, and ongoing loyalty beyond the initial purchase.

Choose a Stage in the Funnel