“Why is my marketing funnel not working?’, I get asked a lot. Because more and more businesses earn money online. But in spite of the courses they take, they can’t figure out how to get the results they expect. Therefore, it’s time to debunk the 5 myths of a marketing and sales funnel.
In case you’re thinking ‘What is a funnel?’, let me explain…
(But if you know what it is already, then go to the next chapter.)
A funnel is a marketing & sales word. Another word for funnel is ‘pipeline’, for example. In other words, a step-by-step process.
It has the purpose of pulling people to the next step, so they – rather sooner than later – become clients or customers. It’s a series of connected web pages and supporting emails that are triggered by an ad, a conversation, visiting a webpage, etc.
An example of a marketing and sales funnel is when you see a Facebook Ad for a free downloadable guide. First, you click on the ad, land on a page to submit your name and email address, and then on the next page, you’re invited to watch a webinar. Then, at the end of the webinar, they give you a link to a web page that contains the paid offer.
Let’s say you visited that offer page, but you decided not to buy. Later, while scrolling down your Facebook feed, you see another ad of the webinar host with an invitation to enrol or buy. And additionally, an email like that will pop up in your Inbox.
So, does this explanation give you a good picture of a funnel?
Have you ever been frustrated with a marketing and sales funnel?
Many business owners are frustrated with funnels that don’t work, that is when people are not engaged or don’t sign up for that free guide or webinar for example, or when they start creating a funnel in the first place.
No wonder. The structure of a funnel is so outdated in the context of today’s world.
Let’s start with exploring the myths of marketing and sales funnels
Myth #1 – People follow the steps in a linear way
The reality is that people come from everywhere to buy. They skip steps and go back to places where they have been before. It looks more like a squiggle than a straight path, right?
Myth #2 – Only a part of the entire path is needed
The funnel covers only 4 steps, or sometimes 3, of the entire 7-step path.
In addition, there are shortcuts and loops that aren’t the focus of a funnel. But that’s the reality as mentioned above in myth-busting #1. You need a path beyond the 4 funnel steps to truly make it work.
Myth #3 – Many steps make the funnel work better;
People think that additional steps will make the funnel work better. The reality is that you can have a successful business with only a few steps, but the steps as marketing funnel stages have to be the right ones at the right time. As Leonardo Da Vinci used to say “Simplicity is the ultimate sophistication.” And that is a great philosophy to debunk the myths of a marketing and sales funnel.
Simplicity is the ultimate sophisticationLeonardo Da Vinci
Myth #4 – Funnels will work with a sales goal as destination and focus;
It’s an outdated view and belief of what compels people to buy. It’s not a rational decision. On the contrary, people are seeking authenticity, emotional connection, and experience nowadays, and trends show that this will only increase. A funnel doesn’t describe the thoughts and behaviour of people when engaging with a brand. And if people don’t feel that connection, they are bored and start looking elsewhere.
Myth #5 – There is one right way.
Many business coaches and marketers will tell you which one right way that is, according to them. The truth is… that there is NO one right way!
It’s about finding your own way, and therefore your true wisdom, that aligns with the essence of your brand by taking your own small actions and testing your assumptions.
Because your ideal clients or customers are finding their own way too.
They are on a journey of self-discovery, and their quest is to first find the right message at the right time, and then second, the right product or service for their needs at the right time.
So why does knowing the myths of a marketing and sales funnel matter to you?
Well, in summary, the myths of marketing and sales funnels show that building funnels that lead to sales isn’t the only goal. It’s short-term thinking.
On the other hand, the real success of your business depends on loyal fans that become return customers or clients and ambassadors who actively refer your brand to others.
Additionally, some may even engage in a co-creative partnership with your business and contribute to the development of your product or service.
In summary, it’s about authenticity and connection. That’s long-term relationship thinking.
What is the key to success to get loyal clients?
The key to success starts with providing people with a seamless, personalised experience. Also, you can guide that experience by consciously designing their journey with you in a way that expresses what you stand for and that provides them the right message at the right time.
Additionally, you need to know what such a journey looks like, right?
So, what do you think of the myths?
Is debunking them helpful for you?
And finally, have you discovered more myths of a marketing and sales funnel yourself?
Please share your thoughts in the comments box below.
Monika, the myth-busting brand & business strategist
Discover my 7-step Customer Journey roadmap that will make your ideal clients feel special and highly engaged, so they are more likely to buy 🙂
Photo-credits, of course:
Blog cover – Torsten Detlaff – Pexels (lightning)
1 – Cottonbro – Pexels (woman working on a laptop)
2 – Tim Gouw -Unsplash (man working on a laptop)
3 – Joshua Rawson Harris – Unsplash (bored, looking out of a window)