Can your Funnel Monster be Tamed?

How marketers can create journeys made up of meaningful digital experiences

September 8, 2015

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As a marketer, I don’t fear much outside of the marketing qualified lead (MQL) number we chase quarterly, annually. But there’s a new phrase in the Marketing Hub here at LinkedIn that brings with it a whole new and different kind of dread. It’s what digital marketing pioneer Brian Solis calls the “funnel monster.”

The funnel monster, among some friendlier characters, comes alive in our latest collaboration with Solis and Hugh Macleod, entitled “Attention is Currency.” While the funnel monster can cause sleepless nights, read on as we calm your fears with a digital strategy lullaby that will tame even the most frightening of funnel problems.

The funnel monster is full of modern day prospects who are distracted at best. They don’t enter at the very top of the funnel as we so politely guide them to. They’ll enter at any stage. In fact, they’ll jump stages, hang in stages indefinitely, move back and forth.

Ninety-five percent of them will not provide us an email when they visit our site. Of the 5% who do, only a fifth will actually open our emails. Which means most of us are converting less than 1% of all possible leads. Now that will make any marketer shake in her boots.

So, how does the marketer tame the funnel monster? Well, it begins by entirely reimagining the funnel, creating remarkable content and delivering it with relevancy.

In fact, Solis asserts “The funnel isn’t a funnel at all. It’s a journey.”

The very marketing technology that enables responsive design, one-click form fills, retargeting, data and even the social channels that give your buyers a voice is evolving at a rapid pace, leaving us at the mercy of a funnel that’s not simple nor linear. The funnel is now a complicated dynamic journey that can get wildly out of control.

In essence, the funnel monster flat out ignores our digital, mobile and social age allowing consumers to very easily ignore your content and your message, even when they are interested -- as the fact that 95% of web visitors don’t share their email addresses will attest.

The funnel reimagined is really a series of meaningful moments.

Which means we as marketers have the opportunity to get the attention of consumers throughout the entire customer journey with our content.

But here’s the thing -- 63% of consumers reported they may defect from brands due to irrelevant content.

Ok, so the funnel is now a series of meaningful moments. Regardless, it still stands true that the effort behind creating remarkable content can at times be a matter of blood, sweat and tears. And so how do we make sure your efforts aren’t for nothing, eaten alive by the funnel monster?

How do you become confident your content will get the attention and engagement required to become these meaningful series of moments along the customer’s journey?

Hi. Meet relevant content.

Relevant content has intent. It has empathy.

Best said by Solis, “The gap between what you know and what you need to know is separated by listening, observation and understanding of people and the specific groups to which they belong.”

This is when your digital marketing will really matter. When the funnel monster is truly tamed. Because you’re reimagining the funnel. You’re creating remarkable content. And you’re delivering it with absolute relevancy.

To be fair this is a very broad stroke on defending your funnel from the monster.

There’s more to this tale, I promise. Download Solis’ “Attention is Currency” which expands on the relationship funnel loop, how irrelevance will cost you and what makes remarkable content remarkable.

Discover how to earn attention and create mutually beneficial consumer experiences that matter by downloading your copy of Attention Is Currency.

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