Briefly about the classic marketing funnel
Everyone probably knows what a traditional funnel looks like, and a marketing funnel isn't much different. Starting from the top, we usually distinguish 3 stages (some marketers say 4).
STAGE 1 – ToFu (Top of the Funnel) – the customer doesn’t know your brand, they’ve never heard of you. At this stage, we focus on customer touchpoints and on getting noticed. Social media, ads, blog posts, podcasts, webinars will be helpful in this.
STAGE 2 – MoFu (Middle of the Funnel) – the customer already knows you, has heard something about your brand and may like your offer. This stage is about building relationships, presenting the offer, interest in the customer. In this case, we focus on: case studies, live shows, newsletters, engaging stories (Q&A, showing the life of the brand, etc.).
STAGE 3 – BoFu (Bottom of the Funnel) – the customer likes your brand/product, trusts you and wants more. He is close to buying, so here it will be good to show a review, results, FAQ, and in storytelling focus on sales.
STAGE 4 – after purchase – an additional stage that is worth adding to your marketing funnel. This is about retaining the recipient. The customer has already bought a product or service from us, but let's not end our cooperation there. Let's show our willingness to retain the customer as long as possible, how? For example, through newsletters for customers or closed Facebook groups. Maybe it's worth giving some additional materials/promotions. This stage is also contact with the customer. Is something wrong with our product? Let's not leave the customer without an answer, let's always try to solve problems, because even if the product/service did not delight the recipient, our customer service can leave a positive impression.
But we didn't come here to discuss the traditional approach to a marketing funnel, right?
Marketing Funnel – Disadvantages
Marketing funnels are still relevant and many companies and people use them – and very well. Especially if they work. However, like everything in the world, it also has its flaws. What doesn't work in it?
The marketing funnel assumes that a sale can only take place at one stage and after the purchase, we return to the very top and start all over again. Is this what our customer's purchase path looks like? Not always! So is there another approach that will help us organize our activities? Yes - the flywheel!
Flywheel – what exactly is it?
The Flywheel is a model that puts customer relationships and satisfaction first. A modern approach promoted by HubSpot is based on cyclical traffic, where satisfied customers drive further purchases and recommendations.
In times of huge competition we should encourage to get to know us and our offer, to delight the way of communication and our products/offers, engage customers in the company's activities. It differs from a funnel in that, by definition, a purchase can occur at any stage and is a continuous process that happens all the time.
Gen Z and Marketing Funnels
As we well know, the influence of Generation Z is increasingly felt – from the job market to consumer choices. So how does Gen Z influence the perception of marketing funnels?
According to the latest report of the youth culture agency Archival the approach of young people significantly changes the traditional perception of marketing funnels. Generation Z is growing up in completely different conditions than previous generations - they have different priorities, influences and ways of development, they are inextricably linked to technology. It is no wonder that their purchase paths do not fit into classic marketing models.
Young people have been online since their earliest years, and social media is not only a form of entertainment and contact with friends, but also a source of education and information. For this reason, their consumer choices are the result of a mix of influences. Research shows that for Generation Z, the purchasing process is more like a loop than a straight path. The brands that win with Generation Z are those that move and inspire.
In the past, the brand was the center of attention, today the person should be there. The path to purchase no longer has a clear beginning and end – it is a dynamic process in which inspiration, authenticity, community and entertainment are key.
Brands that want to effectively reach Generation Z need to rethink their approach and adapt to the new reality – in which what matters most is not only what they sell, but also how they can inspire and engage their audience.
How to change the approach from the traditional funnel to the flywheel?
It is important to consistently communicate brand values and act in accordance with them at every stage. Customers value accessibility above all else – responding quickly to comments, messages or providing advice strengthens relationships with both current and potential customers. Simplifying processes, especially the purchase path, is equally important, so that when the customer makes a decision to buy, they know exactly what steps to take.
How to live with marketing funnels?
A binary approach rarely works in marketing – the key is to find the golden mean. Maybe in your case, just like in the flywheel model, the customer should be its center?
If a traditional funnel works for your business, there is no need to change it. However, if you see room for a different approach, it is worth starting with inspiration and adapting your strategy to modern customer expectations.