Is the Marketing Funnel Still Relevant?
I don’t know why people bang on about the marketing funnel. I mean it’s a cute idea. You get 1,000 people in your funnel and then at the end 10 of them buy. Hurrah!
Only the funnel is dead. It’s a multi-device world bro. People jumping from one device to another and in different states of mind, easily distracted and a mite cynical.
Here’s a marketing model I like.
There’s so many ‘model’ that just make marketing complicated.
- Awareness
- Consideration
- Purchase
And that’s all you need to know for the different stages of the ‘journey.’
Awareness
No one has heard of you so you use the full range of ads out in the world online. You can use Google Display, video or gmail as a cheap way of creating awareness (well relatively cheap). PR is great, Google shopping if you have a product is also fine.
Consideration
Well, you need social proof, security on your website. Reviews help and so does the product or service information.
Purchase
You don’t have to give a deal but give them more than they were expecting. Upsell and cross sell fit in here.
So many different things to try when you keep your marketing simple. So, if the process is not a funnel what else is it like.
It’s a Bubble
That’s right. The internet is a vast ocean of seemingly multiple dimensions. People are floating across that ocean and every so often diving in, waving to other people on other boats and see you in your cruise ship motoring across in zigzags.
It’s a Multi-Touch World
You’ve most likely heard that people need ‘six, seven or nine ‘touches’ that is engagement with your business before they buy. It’s not always true but yes seeing your business in different forms, generating word of mouth even doing print or radio all add up to the ‘You know what I’m going to buy that’ moment.
Don’t get bogged down by the guru who has the multi-million pound funnel system. Digital marketing isn’t magic, it’s processes, graft, making connections and producing blends.
All the best,
About Conversion Detectives
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