Marketing Funnel

What is a Marketing Funnel?

A marketing funnel represents the customer journey from awareness to purchase. Think of it as a path that leads customers from discovering your product to buying it.

By the way, E. St. Elmo Lewis developed the first marketing funnel concept in 1898, creating the AIDA model: Attention, Interest, Desire, Action.

Marketing Funnel Stages

1. Awareness (TOFU – Top of Funnel) 👀

• Customer discovers your brand
• Tools: Social media, blogs, ads
• Metrics: Views, reach, impressions
• Goal: Brand recognition

2. Interest (MOFU – Middle of Funnel) 🤔

• Customer researches solutions
• Tools: Email marketing, whitepapers
• Metrics: Email signups, content downloads
• Goal: Education and engagement

3. Consideration 💭

• Customer evaluates options
• Tools: Case studies, demos
• Metrics: Demo requests, pricing page visits
• Goal: Product differentiation

4. Action (BOFU – Bottom of Funnel) 🎯

• Customer makes purchase decision
• Tools: Trials, consultations
• Metrics: Conversion rate, sales
• Goal: Purchase completion

5. Loyalty 💝

• Customer becomes repeat buyer
• Tools: Customer support, loyalty programs
• Metrics: Retention rate, repeat purchases
• Goal: Customer retention

Key Metrics for Stages

Awareness Metrics 📊

• Website traffic
• Social media reach
• Ad impressions
• Brand mentions

Interest Metrics 📈

• Time on site
• Page views
• Newsletter signups
• Content engagement

Conversion Metrics 💰

• Conversion rate
• Cost per acquisition
• Sales qualified leads
• Revenue generated