The Hourglass Funnel: A Comprehensive Guide

The traditional sales funnel is a familiar concept in the world of marketing. 

It provides a visual representation of the customer journey, from the initial stages of awareness to the ultimate goal of conversion. 

But what if we told you that there’s a more comprehensive model that goes beyond the point of purchase, an hourglass funnel?

The Limitations of the Traditional Sales Funnel

A typical sales funnel has three core stages:

• Awareness

This is the stage where potential customers first learn about your brand. Your goal here is to make your brand visible and create that all-important first impression.

• Consideration: 

Here, your customer begins to evaluate their options, comparing your products and services with those of your competitors. 

It’s your job to convince them that your offer is superior.

• Conversion: 

This is the final stage, where the goal is to secure a sale. 

It’s about promoting confidence in your brand and overcoming any last-minute objections.

However, this model is somewhat flawed. 

It fails to consider what happens after the purchase. 

It doesn’t account for the potential for repeat business, customer loyalty, and word-of-mouth recommendations.

Introducing the Hourglass Funnel

The hourglass funnel is a more holistic, customer-centric model. 

It doesn’t view the customer journey as complete once a purchase has been made. 

Instead, it recognizes the importance of the post-purchase phase, focusing on customer retention and turning customers into brand advocates.

The Stages of the Hourglass Funnel

The hourglass funnel takes the traditional model a step further. 

Instead of ending at the purchase point, it continues to engage with the customer, nurturing the relationship and encouraging further interaction with the brand.

In the hourglass model, the funnel widens again after the point of conversion. 

This represents the potential for growth in the customer’s relationship with the brand, as satisfied customers can become repeat buyers and advocates for the brand.

The hourglass funnel comprises multiple stages, including:

• Awareness: This is where the customer first learns about the brand.
• Interest: The customer begins to take an interest in the brand’s offerings.
• Consideration: The customer is actively considering making a purchase.
• Purchase: The customer goes ahead and buys the product or service.
• Retention: The brand works to retain the customer, encouraging repeat purchases.
• Advocacy: The customer becomes a brand advocate, promoting the brand to others.

The Benefits of the Hourglass Funnel

By focusing on every stage of the customer journey, the hourglass funnel offers several key benefits:

• Increased Customer Retention: 

The hourglass model’s emphasis on post-purchase engagement helps to foster customer loyalty, reducing churn, and increasing the likelihood of repeat business.

• Higher Customer Lifetime Value (CLV): 

By maximizing the retention stage, you can improve your customers’ CLV, leading to more sustainable, long-term revenue.

• Expanded Customer Base: 

Satisfied customers can become powerful advocates for your brand, attracting new customers through word-of-mouth recommendations.

Implementing the Hourglass Funnel in Your Marketing Strategy

Ready to replace your old sales funnel with the hourglass model? Here’s how to implement it:

• Attract Prospects: 

Use various channels such as social media, content marketing, and advertising to make potential customers aware of your brand.

• Engage Your Audience: 

Provide valuable, relevant content to keep potential customers interested and guide them through the consideration stage.

• Convert Leads: 

Make the purchasing process as smooth and straightforward as possible to encourage conversions.

• Retain Customers: 

After the initial purchase, provide ongoing support and engagement to keep customers satisfied.

• Encourage Advocacy: 

Use loyalty programs, exclusive offers, and other incentives to turn happy customers into brand advocates.

Conclusion

The hourglass funnel offers a more comprehensive approach to customer retention and advocacy than the traditional sales funnel. 

By focusing on every stage of the customer journey, it can help businesses increase customer loyalty, improve their CLV, and expand their customer base.