{"id":13519,"date":"2022-02-15T15:43:06","date_gmt":"2022-02-15T15:43:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/top-misconceptions-about-the-marketing-funnel\/"},"modified":"2022-02-15T15:43:06","modified_gmt":"2022-02-15T15:43:06","slug":"top-misconceptions-about-the-marketing-funnel","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/top-misconceptions-about-the-marketing-funnel\/","title":{"rendered":"Top Misconceptions About the Marketing Funnel"},"content":{"rendered":"

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At its simplest, a marketing funnel describes your customer\u2019s journey with you. That experience includes everything from the initial stages of researching and discovering your brand to learning more about your products and services to, finally, making a purchase.<\/p>\n

The biggest advantage of framing a customer journey as a marketing funnel is your ability to map a potential customer\u2019s disposition and inclination at a point in time and then respond accordingly. For buyers that are just beginning to research options, you send out more information. For those who are ready to buy, you start sending out offers and even upsell opportunities. It sounds simple enough, yet studies have found that 80% of marketing leads<\/a> never end up purchasing anything at all.<\/p>\n

Before addressing that huge conversion gap, let\u2019s take a step back and look at several misconceptions about the marketing funnel that cause it to fail.<\/p>\n

Misconception: Customer journeys are linear<\/strong><\/h2>\n

It certainly doesn\u2019t help that marketing funnels\u2014by their very nature\u2014look linear, from top to bottom. The truth is that customer journeys are what they<\/em> want it to be\u2014which are often as far from linear as possible. For one, some enter at different stages\u2014they might have already done their research, know everything about your product, and are ready to buy. Others might pivot on which of your products they want, and go back to the top of the funnel.<\/p>\n

If you assume all your leads follow the same path one step at a time from beginning to end, you\u2019re missing out on key opportunities to provide them what they need. And if you provide them with something they never asked for or don\u2019t need, you risk driving them away. It doesn\u2019t help that we\u2019re programmed to think in a linear fashion<\/a>. It\u2019s our way of making sense of the world, and it\u2019s a hard habit to break.<\/p>\n

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