Melanie GormanFounder, Crownsville Media · SEO and website expert for mental health businesses

Navigating the marketing funnel effectively? 📐

3 May 2024 · 1 min

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In this brief segment, Melanie Gorman explains the classic marketing funnel as an upside‑down triangle, emphasizing that the top of the funnel consists of people seeking information rather than ready buyers. She argues that a content strategy focused solely on providing pure information can attract knowledgeable prospects, but without demonstrating depth and problem‑solving capability, those prospects may never move toward a purchase decision. The key takeaway is that informational content must also convey expertise and the ability to solve the audience’s problem to advance them down the funnel.

Chapters

We all operate by the same funnel, you know, the upside-down triangle. So at the top of the triangle is people looking for information. That is not somebody that's buying anything. So when your strategy for content, video or articles or podcasts or whatever, when that strategy is done in a way that's just purely informational, part of what happens is you may give people really great information, but they're gathering lots of information before they make a decision. That said, if you don't have some information, then people don't understand that you have the depth to be able to solve their problem.