On Trust Funnels

Kasey Jones alerted me to the phrase “trust funnel,” and I’ve been thinking about it and its relationship to content marketing. Here are my thoughts.

The sales funnel

Many of us are familiar with the concept of sales funnels. The idea is that there are a bunch of people at the top of the funnel, and people move through the sales process.

Like sausage making.

As people move down, the funnel gets narrower and narrower as some people exit the funnel. At the bottom of the funnel, there is a very small hole that represents the customers who have converted, or who have actually purchased something.

In a rare instance of my championing simplicity, I like to use an easy three-step sales funnel model with awareness, consideration, and conversion.

You may use a more complex sales funnel, but the exact number of steps in the funnel really doesn’t matter. What does matter is that your content marketers create content that addresses each step in your funnel.

• In early steps of the funnel, the content goal is to ensure that prospects know that you’re out there and you have a solution that benefits the prospects.
• In later steps of the funnel, the content goal is to move prospects to the point where they will purchase something from you, rather than purchasing it from one of your competitors or not purchasing anything at all.

Some of the approaches to sales funnel-based content marketing are based upon the faulty assumption that people progress through the funnel in a logical and predictable manner. In the logical model, you present an awareness piece of content, then follow that with a consideration piece of content, then finally present content to convert the prospect into a customer.

It’s all very orderly.

Like sausage making.

But people are not sausages

This model of the rational buyer is not always reflected in reality because people are not pieces of meat (except for the guy above). Here’s what Magdalena Andreeva says about “the messy middle”:

It’s about time we redefine the classic marketing funnel. It describes the user journey as a rather linear path, while the reality is a lot more messy, complex, and unpredictable.

Let’s scrap the dated marketing funnel and try to map out the real user journey.

It starts with a trigger, and then it goes into an almost infinite loop between exploration and evaluation – over and over again. And finally, the user exits the loop by making a decision or a purchase.

From https://hop.online/digital-strategy/how-to-influence-the-messy-middle-of-the-buyer-journey/

No, it’s not logical, but people are not logical.

Oh, and in addition to assuming logic, standard content creation methods assume that your firm knows where every buyer is on their journey. This assumption is essential so that your firm can detect a prospect in the awareness phase and take the necessary steps to move them downward into the funnel (or toward the endless loop pictured above).

Kasey Jones and the trust funnel

I mentioned Kasey Jones at the beginning of this blog post, based upon something she shared on LinkedIn. She started with an inconvenient truth that blew the second assumption out of the water.

Your buyers will probably never like or comment on your posts.

Kasey Jones LinkedIn post, 8/25/2023. (Link)

So much for all of those fancy tools that identify the sources of interaction with your content. They don’t work if people don’t interact with your content.

Yet Jones notes that these people are still buying. Three of them reached out to her in the last two weeks.

Each mentioned my content as why they wanted to work with me.

But they have never, not once, engaged with anything I’ve done on here.

Still, they were in my trust funnel, just the same.

Kasey Jones LinkedIn post, 8/25/2023. (Link)

This is where I noticed that word “trust funnel.”

It’s different from the sales funnel that we are laboriously tracking in our customer relationship management (CRM) tool. For content marketers, these things literally pop up out of the blue from a “trust funnel” that we know nothing about, even though we’re building it with our content.

If I wished, I could name multiple examples of people reaching out to me because of my content or Bredemarket’s content.

Jones’ point in all this was to emphasize that you need to keep on creating “scroll-stopping content” to attract DREAM (her capitalization) clients.

Even though you don’t know who you are attracting.

You’re not a sausage grinder making sausages. You’re a flower attracting bees.

Now I could end this discussion right here with Kasey Jones’ comments, but I thought I’d perform a LinkedIn search to see who else was talking about the trust funnel.

And I found Kevin Schmitz.

Kevin Schmitz and the trust funnel

Schmitz approached the topic from a different perspective in his post from earlier this week. He focused on a particular piece of content: a person’s LinkedIn profile and activity.

Schmitz asserted that if someone approaches you with a meeting request, and the person’s LinkedIn presence is (his words) “bare bones,” you’re less likely to take the meeting. But if a meeting requester posts engaging, relevant content, perhaps you’ll take that call.

Schmitz went on to say:

Your presence on LinkedIn is not a “lead funnel”.

It’s a “trust funnel”.

We work so damn hard to establish trust in the meeting.

Yet, most of us are person 1 (the “bare bones” person) with an uphill battle each and every meeting.

Kevin Schmitz LinkedIn post, 8/22/2023 ot 8/23/2023. (Link)

If you’re interested, Schmitz’s post goes on to suggest ways to make your LinkedIn presence more engaging.

The meaning for content marketing

So what does the idea of “creating content that resonates with your invisible trust funnel” mean for content marketing?

Most people realize (or I hope they realize) that organic content often does not have an immediate payoff, especially for complex B2B sales. Even if I write the most amazing automated biometric identification system (ABIS) content for a Bredemarket client, the client won’t get orders within the first three days of posting the content. (I’ll have more to say about “three days” in a future post discussing go-to-market efforts.) Even if I am the biometric content marketing expert. (I’ve been working on promoting THAT piece of content for a while now.)

It takes longer than three days for content marketing to yield results. One source estimates four to five months. Another source says six to twelve months. Joe Pulizzi (quoted by Neil Patel) estimates 15 to 17 months. And all the sources say that their estimates may not apply to your particular case.

But Bredemarket (and I in my personal communications) will continue to cater to that invisible trust funnel and see what happen.

And if you’re reading this post in Janury 2025, thank you. If you want to talk to me about content creation, some of these links may still work!

• Email me at john.bredehoft@bredemarket.com.
• Book a meeting with me at calendly.com/bredemarket.
• Contact me at bredemarket.com/contact/.
• Subscribe to my mailing list at http://eepurl.com/hdHIaT.