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The Modern Marketing Funnel Isn’t a Funnel at All

If you’ve been involved in marketing in the modern era, you’re familiar with the call for the death of the marketing funnel. But is it really dead?? No…not really. What IS true is that the funnel is no longer THE marketing strategy. Back when the business world controlled the marketplace, the funnel made the most sense. But times have changed. In the digital marketplace, consumers are in control.

Enter the latest buzzword in marketing, the flywheel. The flywheel, however, shouldn’t replace the marketing funnel. For best results, the flywheel should work alongside and in conjunction with the funnel.

How do the flywheel AND the funnel both make sense as marketing strategies? Let’s take a look.

First, today’s marketing funnel. The funnel has three layers, each smaller than the previous. At the top is Awareness, where marketers cast a wide net, hoping to catch the eye of as many potential customers as possible.

This is done with digital marketing-blogging, video, social media, SEO…Here the unknown future buyer becomes a lead. Data is gathered on the buyer and is placed into a lead management system. So when John C. Customer needs a new roof, your roofing company knows and can market straight to him.

Now the funnel narrows and the next stage is Consideration. Here, the customer begins narrowing down his choices. John C. Customer will research several roofing companies in this stage. With the competition knocking at his door, your company needs to nurture John’s interest with content marketing-blogs, ebooks, videos, vlogs, and podcasts.

Finally, the funnel narrows to its last, and smallest stage, Decision. Buyers zero in on the best solution to their needs and make the purchase. John C. Customer signs a contract with Shiny Shingles Roofing.

Now, this funnel marketing model clearly has its benefits. But it leans less on word of mouth and customer referrals than the flywheel does. And in the modern marketplace, word of mouth is THE BEST influence on the purchase process.

The flywheel understands that customers are in control and that referrals are their driving force behind making a purchase. In the flywheel, there is no top and no bottom, no start, and no end. It is a circle that continuously stores and releases energy.

The three phases of the flywheel are Attract, Delight, and Engage. In the attraction phase, you attract customers with useful content marketing including social media marketing and SEO.

With Delight, you support customers with customer service, ticketing, and onboarding. And with Engage, you make it easy to shop by focusing on ongoing communication with customers, through methods like chat features, email, and “try before you buy” programs. In all of these phases are customers, prospects, promoters, and even strangers (who provide valuable word of mouth referrals.)

At each stage, the flywheel spins as you apply force. And growth in each stage drives growth in the one next to it.

So what’s the best way to get your own flywheel spinning?

First, connect with an internet marketing firm that understands flywheels AND funnels and knows how to employ both for proven results. Thankfully, you’ve landed here with us, an expert marketing firm that is ready to help NOW.

Ready to give your own flywheel a spin? Push HERE

Categorized: Blog, General, Marketing, Tips