Please stop with your so-called marketing “funnel”. It’s not working.
Marketing funnels are dead. We’re all tired of the simple, ‘altruistically promoted’, linear, step by step models that make some horrifying assumptions about your audience and their behaviours.
It’s also far beyond keywords now. It’s about choices, pathways, and decisions. And fundamentally understanding the story and “choose your own adventure” along the pathways to purchase.
Google has found that …”no two journeys are exactly alike, and in fact, most journeys don’t resemble a funnel at all. They look like pyramids, diamonds, hourglasses, and more.”
What separates a good funnel from a bad funnel? Understanding the real intent of your audience. And, understanding the context that surrounds this.
Intent is really understanding the reasons behind the needs of your audience. Why are they searching for certain things, and what they are doing and demonstrating to communicate this. This is the ‘why’.
Context is ensuring that your storyline, your experience that you provide is completely relevant to your audience. It also encompasses the ‘how’
Where to go next? Look at predicting intent and anticipating needs and developing context around all of your assets — throughout the real customer journey.
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Written by: Doyle Buehler
Doyle Buehler, MBA, is a best-selling author, global entrepreneur, international speaker & digital business thought leader, specializing in strategic digital branding, digital business transformation and marketing. He has mentored, coached, trained & inspired many in the areas of startups, digital leadership, digital innovation, disruption, transformation, social media marketing, online marketing, and entrepreneurship.
His latest book on digital business transformation, #Breakthrough – Unleash Your Remarkable Brand Value, Influence & Authority, is available at all online retailers, or from www.breakthrough.digital