Messy in the Middle- Episode 4: Bye Bye Funnels, Hello Marketing Roadmap
Bye bye funnels, hello marketing roadmap! Traditionally, when we talk about marketing (especially in an online business) we’re talking about funnels. But, I’ll be honest with you – I don’t really like the way that we look at our target market when we think about a traditional marketing funnel. Also, marketing funnels use techniques that I find a bit questionable. I’m not here to tell you that marketing funnels don’t work, because they definitely do. But they’re not the way that I really want to do business and they’re not the way that I think you want to do business either.
Because business is messy enough without feeling embarrassed and grossed out by your own marketing strategy. So what the heck are we supposed to do then? If funnels are out what’s in? Your marketing roadmap! Your marketing roadmap is made up of strategic touch points that help your ideal clients find their way to your offer. And the best part is – you won’t feel gross!
Let’s Dive In
When you look at a traditional marketing funnel, you have content designed to attract ideal clients, an opt-in, a low prices offer, and a pitch to take potential clients to the next step and want to work with you in a greater capacity. You lose people before you get to the 1:1 or high ticket client. The goal is to get as many people into the top of a funnel so you can still convert people at the end with a more generic strategy.
The problem with a traditional marketing funnel? They often create a false sense of urgency, make people think they need to “act now” or lose out, and manipulate prices for the customer to buy without thinking. We may not be aware that these underlying techniques are kind of icky, but they are. They make your ideal client feel pressure, scared, and just uncomfy.
A marketing roadmap, on the other hand, provides strategic touchpoints that help your ideal client find their way to your offer. It puts the client in the driver’s seat.
Let’s Think About It
Let’s whip out a good ‘ol reference: Think of your marketing roadmap like Google Maps.
You’re hungry. The problem? You have to leave to get food. So, you type ‘food’ into your map app. You’re provided with the options of the grocery store, fast food, or a local restaurant. You think through each of your options and decide on the restaurant. You pick and your map app starts guiding you, but YOU are still in charge of choosing the route you take to get to the restaurant. Maps may tell you to take the toll roads and you don’t want to, so you can go rogue but maps will still get you where you’re going!
Your marketing roadmap, like Google Maps, is not a single solution to the client’s current state. It’s like a set of instructions that will help the client get where they want to be. A traditional marketing funnel on the other hand is like a set of old printed directions you got off MapQuest. With that single set of directions, you only have one option in front of you to get you where you want to go.
With a roadmap approach, you come to understand your marketing strategy without someone else’s feedback, guidance or following another formula. It allows you to have more fun, experiment, build trust, and be honest with your audience.
So how can you create this? Look at the big picture!
One end of the spectrum is your starting point, the other end is where you’re trying to get, and the middle is YOU and what you offer to help people get from point A to point B. The difference between a funnel and a roadmap is not the number of paths but the agency and decision making power of your client along the way- the delivery is the difference.
Look towards the bright future, not what is holding your client back! With a roadmap approach, your ideal client is given all of the info to make an informed decision and step into working with you from a place of excitement and respect. All that’ll be left will be you, your client, and the open roadmap to success!
Head to the Propegy website to learn how our team can help you get started!
