ACTION TO ADVOCACY FUNNEL

diagram of the action to advocacy funnel.

ACTION TO ADVOCACY FUNNEL

In marketing, our primary focus is often conversion - and it’s easy to understand why. Conversion means that our tactics worked, and that the actions we wanted our customers to take were taken. The problem with focusing too much on conversion, however, is that it pulls from our ability to give attention to making advocates of our existing customers. After the conversion point, we should be working to deepen connection with our people, inviting them into deeper relationship with us and a more intimate understanding of our brand's purposes. When we invite them into this narrative, something incredible happens. What if our customers became such passionate advocates of us that we didn't need to market to fill the top of the funnel? What if our customers' advocacy for us did that on its own?

action to advocacy funnel.png