The marketing funnel is a marketing myth — Kelford Labs Daily

There’s no such thing as marketing gravity.

You can’t fill the top of the funnel and expect anything to come out the bottom. That’s not how marketing works.

Instead, don’t think about your marketing as a funnel you fill, but as a set of distances at which your ideal customer resides.

Some customers are Far away. They don’t even know you exist.

Some are Close. They’ve been on your website or they subscribe to your newsletter.

And some are right Here. They’re in the process of buying or have just bought.

And some are Connected to you. They’ve bought, they’ve experienced, and now they can refer others.

Our job as marketers is to have specific messages for each customer at each distance from our business. So we can move them one step closer at a time.

So don’t get caught up wondering how you’re gonna fill the top of the funnel.

Instead, ask yourself, “Where are my prospects in relation to my business?” And what do they need to know to get one step closer?

You can move a prospect from Far to Close by focusing on getting them to sign up to your content.

You can move them from Close to Here by revealing via your content the trade-offs you’ve made to focus on what they value most.

You can move them from Here to Connected by being extremely curious about how they see your value and then over-deliver on what they prioritize.

And then you keep them Connected and referring others by focusing all your marketing efforts on what they value above everything else.

So don’t fill the funnel. Focus on the distance.

And move your prospects one step closer.

Kelford Inc. shows entrepreneurs the way to always knowing what to say.