What is a Marketing Funnel in Digital Marketing?

If you delve into the world of digital marketing blogs and podcasts, it won’t be long before you encounter the term “marketing funnel.” And then hear it a second time. And again. The so-called marketing funnel is a deeply entrenched concept in the marketing community.

What is the marketing funnel (also known as a purchase funnel)? It’s not a new idea or method, really, but a different way of thinking about an old one. This digital marketing agency in Kitchener describes it as “a way of visualizing how people make the decision to purchase (or not) a product or service.” In other words, it’s the buyer journey imagined as a vertical path from awareness to consideration to conversion.

The marketing funnel helps you think about how to market to customers at different points in the decision-making process. This strategy was used in the world of traditional marketing as well, but it’s especially prominent in digital marketing because the internet provides the ability to get really specific information about buyer intent.

It’s now possible to see exactly how people arrive at a website, where they go from there, and at what point in the process they pull the trigger to buy or bounce. That gives marketers the insight to refine and improve the buyer journey to maximize the chance of a customer making it all the way through the marketing funnel and convert (buy, order, sign up, etc.).

The same digital marketing agency in Kitchener points out that the funnel never really ends, because once customers convert, they become even more valuable to the business. It’s easier to convince a former customer to buy again than it is to persuade a new one for the first time.

Plus, these customers have the potential to become advocates for the business if they are happy with the product or service they get.

The marketing funnel is not only useful for strategizing new customer acquisition, but customer retention as well. This viewpoint enables you to create content that caters to varying needs and preferences at these various points.

Some good resources for further reading on the funnel:

Meaningful Ways to De-Stress as a Personal Support Worker

Being a personal support worker who cares for senior citizens can be an incredibly rewarding career. But as PSWs won’t hesitate to tell you, it’s far from easy.

Not only is being a PSW physically challenging (you’re always on your feet, often helping people move around), it can take a big mental toll as well.

Stresses of Being a Personal Support Worker

The complex responsibility of caring for another adult’s needs can lead to feelings of loneliness, loss of sleep, and other signs of caregiver stress. That’s why learning to de-stress is an important skill to learn as a personal support worker or other RAH home health care provider.

Here are a few meaningful ways to de-stress as a personal support worker:

  1. It’s not that you don’t get enough exercise on the job, but being on your feet at work is different from structured exercise. Exercise has a way of clearing your mind and putting stressful thoughts onto the backburner for a while. Plus, it’s a big part of maintaining your overall health and wellbeing. Find a physical activity you enjoy, whether it’s weightlifting, jogging, cycling, yoga, or a team sport.
  2. Join a support group. One of the best ways to cope with stress is to talk it out with people who you relate to. Your fellow PSWs and RAH health care providers are a great source of camaraderie, but it helps to have people to talk to outside of work as well. Find a group of caregivers locally or online you feel comfortable sharing with.
  3. Take time to be with your own thoughts (or just “be”). Between the constant activity on the job and responsibilities back home, it can be hard as a PSW to find time to take it all in. But self-reflection is important for mental health. Whenever possible seize the opportunity to be with your own thoughts — no work, no entertainment, just you and yourself. A bit of light yoga, deep breathing, or meditation can help you accomplish this.

Remember: there is absolutely no shame in seeking professional support for caregiver stress. It sounds cliché, but you really do have to take care of your own needs first. Only then can you put your best foot forward and give your clients the quality of

How to Recover from a Break-Up

No matter how old you are or how many years you have been in the dating game, break-ups can be very painful. This is particularly true if you and your partner shared a strong connection and the relationship progressed from genuine affection to outright love.

Life goes on after a break-up, though you usually wish that it didn’t. We won’t lie and say that such times are not tough because they certainly are. Here are some steps that can help you recover from a break-up:


Want to eat a huge amount of ice cream in one go? Want to spend an entire day in bed watching Netflix? Feel like just moping around the house in your pajamas? Go ahead. There is nothing wrong with indulging yourself, but try to keep it to just a day or two.

Spend Time with Friends

It can be very tempting to isolate yourself from the world, but you should only do this briefly. Do your best to get back to a regular schedule and that includes doing fun things with your friends. Chances are they will also provide the moral support you need at this point in time.

Have Something to Look Forward to

Been meaning to travel to New York City? This is the time. Keep forgetting to visit your aunt and uncle in Canada? Give them a call and make arrangements. Come up with something that fills you with anticipation and a promise of fun.

Throw Yourself into Your Hobbies

Hobbies can be a wonderful way to get a sense of satisfaction and accomplishment from life during times when it seems empty and unfulfilling. This can also be a time to broaden your horizons and try new things. Who knows? You might end up discovering an interest that not only fills a void, but also leads to new career possibilities.

Swimming for Health

Do you know how to swim? It’s a popular sport, but one that has perhaps not been given its full due as a very healthy pursuit. Here are a few reasons why swimming can be an excellent addition to your health regimen:

Low Impact

People with certain debilitating physical conditions and senior citizens have trouble doing certain exercises. However, swimming is often an option for these individuals, thanks to the fact that it is low impact.

The buoyancy of water means that your bones, muscles, and joints don’t have to work as hard as they do when you are on land. Fortunately, these parts of your body still gain all of the exercise benefits in the process.

Blood Pressure Benefits

High blood pressure is a problem plaguing a distressingly large percentage of the population. There can be various reasons for this, but lack of exercise is a common component. Swimming allows people who find other exercises challenging to get in the amount of physical activity they require to keep their blood pressure at a manageable rate. Added bonus benefit: 90 minutes of swimming per week is a great at lowering your levels of the so-called “bad” cholesterol (LDL).

Cardio and Strength Training

Want to build muscle mass and increase your endurance? Swimming is great for those, too. While the buoyancy of water makes it possible to do certain exercises that would otherwise be prohibitive, it also makes exercising more challenging. Reason? It’s tougher to move through water than through air, so that resistance increases the amount of work (and benefits!).

Mental Health

One common component of depression is that the person largely stops doing things, including regular exercise. That is self-defeating because exercise generates serotonin, the brain’s “feel good” chemical, which helps to lessen the effects of depression. Swimming is also an enjoyable activity and less high pressure than some exercises, which may encourage people with depression to try it.




Feeling Unwanted? Don’t Give Up Hope

Do you consider yourself to be a solitary person? Introverted people often need to spend time alone because extended periods in crowds can leave them feeling quite uneasy. For them, being alone is not a curse, but a wholly desirable state of affairs.

However, for many others, being alone is not only undesirable, it can be downright depressing. It can lead to feelings of being unwanted and unloved. If these are not reduced/eliminated, mental health issues can follow.

Are you feeling lonely and unwanted? Not sure of what to do? Consider the following:

This Will Pass

Unless you are like Tom Hanks in CASTAWAY and stuck on a remote island with only a basketball for company, you will not be lonely forever. Think about times in the past when you felt this way. Now remember how these periods were only fleeting and, eventually, you felt better. Keep that at the front of your thoughts.

Try Journaling

Many therapists recommend journaling because it provides a way for you to put your thoughts and feelings down on paper. This not only makes them easy to revisit later, but also provides a way for you to let them out. Once those negative emotions have poured out on to the paper, you might be in a better position to deal with your current emotional state.

Ignore That Negative Inner Voice

Ever heard of an inner critic? This is that voice in your head that constantly dresses you down. It may seem logical at the time, but the “advice” given by this voice is almost always irrational and should be avoided. This is especially true when you are feeling down. Call up a friend or relative, and talk to a real person in a better position to offer the kind of supportive words you really need to hear.

Are We Turning a Corner in the Fight Against Sexual Harassment?

The past few weeks have seen a series of high profile Hollywood personalities accused of sexual harassment. In some cases, this behavior has occurred over a period of years. They were apparently able to carry on for so long because no one dared go up against a person with that degree of power. Denial of employment, threats of being blackballed, and other forms of coercion were used, and when those failed, hush money was offered.

Hollywood is certainly not the only industry where such criminal activity takes place, but because of its reputation for glamor, it often holds the spotlight. Now that spotlight is being shone on a part of the movies that everyone knows exists, but tinsel town would like to keep quiet. The big question is: will it make a difference?

You don’t have to do much research to find previous instances of harassment similar to that allegedly committed by figures like Harvey Weinstein, Kevin Spacey, and Brett Ratner. Many people enter the movie industry based on the lure of money, glamor, and sex. The power dynamic can feed into a growing sense of entitlement that may occur when a person begins to find fame.

However, while scandals have broken out before, we have not seen so many at one time. Also, the penalties that the alleged perpetrators will likely end up paying seem far greater. What is clear is that these stories will not be going away overnight and that is a good thing.

There has been some worry expressed that this could lead to caution that might even impede some people’s careers, but this seems like much less of an issue than the thought that it will instead give pause to would-be predators. It will also likely lead to more and more victims coming out and making their stories known.

Managing Vet Bills Without Compromising Your Pet’s Health

For many of us, our pets are our children and the thought of compromising on their care can be quite distressing. However, the reality is that, depending on your financial circumstances, vet costs can take a substantial bite out of your savings. As with humans, there is no way to know for sure whether your pet will be healthy more often than not, though there are some things you can do to lower your vet bills:

Do your research

Vet costs can vary from clinic to clinic, just like any other service. Talk to friends about how satisfied they are with their vet care and the cost of that particular doctor. If you pet needs a major procedure, don’t be afraid to ask around for an estimate. It might take some time to find the right doctor who also offers the right price, but it is worth the effort for both that procedure and work that will be done in the future.

Put away money in advance

If you don’t have pet insurance, you can still plan ahead for future bills by putting a little money aside each month. Look at your budget and decide both how much you can put away and how much you typically spend at the vet in a year. You need to exceed that amount in order to help meet the cost of unexpected expenses on top of regular ones (eg. yearly shots).

Know when to stop treatment

It can be incredibly painful to stop treating your pet and ask for them to be put down, but you have to weigh the options honestly. If continuing with a treatment will prove to be a hardship for you and the benefits for the animal are not substantial, eventually you have to recognize when the time has come and be able to make that tough decision.

How to Have a Great Halloween Party

Now that another Thanksgiving Day is behind us, Canadians have Halloween to look forward to at the end of the month. Have you had a Halloween party recently? They can be extremely fun, not only when you are having them, but also when you are in the planning stage and getting them ready.

Here are some tips that will help you plan your next terrific Halloween party:

Make some cool invitations

Use your artistic skills (or ask an artistically inclined friend) to come up with a suitably gruesome, but fun, design for your invitations. Try to incorporate the theme of your party. For example, if zombies are the theme, make sure that is reflected in the invitation.

Create a food and decorations list

Choose food and your drinks that reflect the season. They can also be indicative of your overall party theme. For example, if vampires are the theme, serve a drink that is red and frothy like blood.

Decorations should suit the theme, while also reflecting a Halloween look and feel in general. Choose some decorations that will only be used this year and others that you can reuse for later Halloween celebrations. That way, your planning will be partially completed in advance.

Buy or create a costume

There are many excellent costumes on the market, though you can also create your own. This approach will make it more uniquely individual and all-around you.

Think up some Halloween games

You can rely on old standbys like bobbing for apples, or even create all new, fun games that reflect both your guests’ tastes and the theme of the party.

Be spontaneous

Once the party starts, the planning stops. Go with the flow, monitor how your guests are enjoying themselves, and adjust accordingly. But most important of all…never forget to enjoy yourself!