Marketing Funnels Explained
A marketing
funnel is a strategic framework used to visualize the path a potential
customer takes from their first interaction with a brand to making a purchase.
It is shaped like an inverted triangle because while many people enter at the
top (Awareness), a smaller number typically progress to the narrow bottom
(Purchase).
Core
Stages of the Funnel
Most modern
models use three primary levels to categorize lead intent:
- TOFU (Top of Funnel): Awareness
- Goal: Attract a broad audience
and build brand visibility.
- Tactics: Blog posts, social media
content, SEO, podcasts, and digital ads.
- MOFU (Middle of Funnel):
Consideration
- Goal: Nurture leads by
providing value and differentiating your brand from competitors.
- Tactics: Webinars, case studies,
whitepapers, email newsletters, and product comparisons.
- BOFU (Bottom of Funnel):
Conversion
- Goal: Motivate the final
decision and finalize the sale.
- Tactics: Free trials, live demos,
personalized discounts, and retargeting ads.
Extended
Stages: Loyalty & Advocacy
Modern
funnels often extend beyond the initial sale to include:
- Retention/Loyalty: Keeping existing customers
engaged through support, exclusive offers, and loyalty programs.
- Advocacy: Turning happy customers
into brand promoters who refer others, effectively "flipping the
funnel" to drive new leads.