Put random folks in at the top and loyal customers come out at the bottom…
That’s the obvious path of outbound marketing. Most people you pour into the funnel hop out long before they become loyal customers.
The thing is, some funnels are more efficient than others. Expose your idea to ten of the right people and it catches on with three of them. Other ideas or offers need to be exposed to far more people (and go through more steps) before they’re likely to convert someone.
Google advertising puts the funnel shape under stress. If you can make your funnel more efficient, then you can afford to spend more money on each person you put into the top of the funnel via a paid ad. If your competitor can convert twice as many people as you can, she can spend twice as much per person, no? And thus the smart competitor will buy up as much of the market as possible. The only response: shape a more efficient funnel.
Reprinted from Seth’s Blog
Seth Godin has written twelve books that have been translated into more than thirty languages. Every one has been a bestseller. His latest book, LINCHPIN, hit the Amazon top 10 on the first day it was published and became a New York Times bestseller. His company, Squidoo.com, is ranked among the top 125 sites in the U.S. (by traffic) by Quantcast. Follow him at SethGodin.com or on Twitter @ThisIsSethsBlog.