Two Ways In
The entry funnel was determined by two possible markets. Buyers who knew what they wanted, and were seeking specific services based on their needs. And prospects interested in BofA/ML and what their value proposition as a brand was. Depending on what message the user identified with, they would be presented with the services of BofA/ML differently.
We asked users questions about what products they were seeking, in quick, bit-sizes. This enabled us to save them time, and learn a little more about our audiance simultaniously.
Social Media Campaign Considerations
BofA/ML also was seeking ways for users to be pulled in through social campaigns. We considered scenarios for how users might dive deep into content via tweets specific to their interests. Leveraging important thought leadership written regularly by their teams.