There is and will always be a mix up with marketing terms – funnels, customer journey, strategy, tactics… and so on.
Especially around, what they meant when they came out vs what they mean now.
Marketing changes all the time, as you know. What I mean by this is the activities, techniques and strategies. However, the essence of marketing is the same as before and is needed now more than ever.
The essence being Communication at its purest form.
A question I’m asked regularly is around systems that work!
Having the right funnel, system or process to convert clients is essential, however there are so many to choose from. All are needed, however, at different times, for different reasons.
The devil is in the detail…
FUNNEL VS CUSTOMER JOURNEY… What’s the difference?
Are they the same?
No.
Which do you need?
Both.
Why?
Let me tell you…
Marketing terms are banded around all the time, without explanation, which is why marketing can become confusing.
Let me change your perspective and look at this from a different point of view.
With regards to a funnel and a journey, the process is the same, in terms of you are leading people in a direction you want to take them, but the context is different.
A funnel (sales or marketing) focuses on getting new leads to the purchase point and then starts again.
It is very focused on the lead, acquisition and automation elements, not the human.
A customer journey starts before the human/avatar/target audience turns into a lead and stays with them all the way through.
Even after the person has experienced you, your product, or service until they leave, are retained or reconnected with.
The customer journey doesn’t end.
A Customer Journey is a Cycle ∞
I called it an Eco-System.
It lasts the life cycle of your client (including before they know you exist) and is customer-centric, ensuring the person you are about to onboard has an exceptional experience with you.
Of course, you need a funnel inside your journey because the sale is what helps your business grow and allows you to make more impact.
The journey is the detailed path your customer will take based on their needs. Allowing them to choose, which leads to a better quality client who will stay for longer and will refer or recommend you on.
I liken to them to the breadcrumbs Hansel and Gretel leave… leading the right people to you so they turn into raving fans!
The journey breadcrumbs allow your audience to follow you in a certain way that allows them to make their own decision about you.
The funnel is based on your needs and what you want the customer to do, which is to buy from you AND is a very small part of getting and keeping your clients.
If you are looking for quality over quantity, a steady stream of interested people and to get MORE awareness than before, the customer journey will give you exactly that and will help you build a 5 Star Business at the same time.
When you allow your people to make their own decision instead of you “trying to convince or persuade them”, they will be a better client.
Don’t take your peoples power (or decision journey) away…
Convincing and persuading will take their power away.
To make an impact, we need to empower, inspire and motivate our people.
If you’d like to be seen as the expert or deliver the best service to your clients, this is the way forward for you!
Have questions?
Amazing… Leave a comment with your questions below, as I am more than happy to answer them for you.
No question is a silly question. Ask away!
