When it comes to marketing funnel strategy, brands often look to the traditional idea of the top, middle, and bottom funnel concept, which is a simple, linear idea: create a well-structured funnel, guide customers through it step-by-step, which will eventually lead them to a final purchase decision.
However, reality will rarely align with this model. Consumers don’t follow a straightforward path, and relying too heavily on such a rigid model can distance your business from potential high-value customers. So, instead of focussing on the top, middle and bottom funnelling framework, switch to a more customer journey-focusses approach that can be more closely related to their individual needs and desires.
Every customer journey begins with a trigger point. This is the moment when a person identifies a need or desire, or a problem they want solved. This trigger can be applied universally. It applies whether you're is buying a house, a can of Coke, or selecting a B2B software provider for your business.
At this moment, the customer starts their journey. However, not everyone will reach the final stage: the point of purchase; many will drop off at different stages along the way.
Take this scenario: Suppose you're thinking of buying a jacket. A trigger point might occur when you're out with a friend, and notice their great-looking jacket. Inspired, you may decide to search for it online once at home. You find it, but at £150, it feels too expensive and abandon the idea for now.
A week later, you revisit the idea. That initial interest will still linger. And so you go back to researching options, comparing alternatives, and narrowing your choices down to two or three brands. At this point, you finally make a purchase decision.
This non-linear path — with starts, stops, and loops — more accurately reflects how the majority of customer journeys unfold, regardless of the product or service. Through this approach, you can control how you expose people to your brand, increase awareness and therefore optimise the experience for those who are already engaged, ensuring your existing assets, like your website or social media platforms, are effective at converting visitors into customers.
