As a marketer, knowing how to create a digital marketing funnel that converts website visitors into paying customers is crucial.

A well-structured inbound marketing campaign can elevate your business and keep your sales team satisfied.

Ready to learn how?

In this post, we’ll guide you through building a powerful marketing funnel designed to drive brand awareness, capture leads, and boost sales.

Let’s dive in!

What is a Marketing Funnel?

Think of it as guiding a potential customer on an unforgettable journey. While that may sound a bit romanticized, the idea holds true.

The shopping experience has transformed dramatically with the rise of the internet. However, the core concept of leading prospects through a marketing funnel—originally known as a purchase funnel back in the early 1900s—remains the same.

The goal is still to convert a stranger into a loyal customer.

The difference today is that this journey happens within a digital marketing funnel.

A well-crafted customer journey funnel has three key stages: top, middle, and bottom. Each stage requires its own tailored marketing strategy.

TOP — Awareness Stage

At the top of the funnel marketing, the focus is on introducing your business, product, or service to your target audience. This is where you build brand awareness and make a great first impression—something crucial for long-term success.

MIDDLE — Consideration Stage

At this point, your audience is interested but not yet ready to buy. This stage is lead nurturing in the funnel, so here your job is to nurture them by providing value and earning their trust. Showcase why your product or service stands out. The goal here is often to capture an email address, marking the prospect as a lead.

BOTTOM — Decision Stage

In the final stage, your goal is to encourage the lead to take action and make a purchase. Your offer needs to be so compelling that it becomes hard to resist.

With attention spans shrinking and most people spending less than a minute on a webpage, it’s unrealistic to expect immediate conversions. This is where a powerful marketing funnel works its magic. While it may not convert instantly, it keeps prospects engaged within your ecosystem, moving them closer to making a purchase.

Understanding Different Types of Marketing Funnels

1. Conversion Funnel

Definition: The conversion funnel focuses on guiding potential customers through the stages of awareness, consideration, and decision, ultimately leading to a conversion or sale.

Stages

• Awareness: Attracting potential customers.
• Consideration: Engaging leads and addressing their needs.
• Decision: Converting leads into paying customers.

Key Metrics: Conversion rate, sales volume, customer acquisition cost.

2. Lead Generation Funnel

Definition: The lead generation funnel is designed specifically to attract and convert leads, gathering their contact information for future marketing efforts.

Stages

• Awareness: Utilizing content marketing, social media, and ads to attract leads.
• Interest: Engaging leads with valuable content (e.g., e-books, webinars).
• Lead Capture: Using forms or landing pages to collect contact information.

Key Metrics: Number of leads generated, lead conversion rate, cost per lead.

3. Digital Sales Funnel

Definition: The digital sales funnel encompasses the entire online process of attracting, engaging, and converting customers, leveraging digital channels and tools.

Stages

• Awareness: Utilizing digital marketing strategies to reach potential customers.
• Consideration: Nurturing leads through targeted content and engagement strategies.
• Conversion: Completing the sale via e-commerce platforms or online transactions.

Key Metrics: Online sales revenue, cart abandonment rate, return on ad spend.

Summary Table

Funnel TypeFocusKey StagesKey MetricsConversion FunnelConverting leads into customersAwareness → Consideration → DecisionConversion rate, sales volumeLead Generation FunnelAttracting and capturing leadsAwareness → Interest → Lead CaptureNumber of leads generated, cost per leadDigital Sales FunnelOnline customer journeyAwareness → Consideration → ConversionOnline sales revenue, cart abandonment rate

Tactics For Marketing Funnel Stages

1. Top of the Funnel (TOFU)

At this stage, it’s not about pushing your product or service just yet.

The goal in the awareness stage is to spark interest and address any initial questions your audience may have.

The buzz you often see around a business or product typically starts here in the TOFU.

While this isn’t the stage where sales surge, it’s where you lay the groundwork for future conversions. But here remember one thing: Avoid pressuring your audience or trying to sell too early. The TOFU is all about building awareness, not closing sales.

TOFU Content

Content at the TOFU/ top of funnel marketing stage is designed to educate and entertain your audience, generating buzz and interest.

While topics can be broad, they still need to connect to your business or product. For example, discussing the latest Formula 1 race might be entertaining, but it’s irrelevant if you’re selling dog beds.

Focus on providing free value through easily accessible formats like blog posts, videos, social media content, or podcasts.

In summary, TOFU content should be:

• Free
• Educational
• Relevant

Don’t forget to conduct a bit of competitor research—see what you can learn from their landing pages and social media content.

TOFU Marketing Tactics

The awareness stage focuses on driving more traffic to your website. Here are some effective tactics to help you attract visitors:

1. Direct Email
   Direct email marketing is targeted, cost-effective, easy to track, and has a solid success rate. That’s why it’s one of the most popular tactics.
2. Social Media
   Social media is a powerful tool for generating leads and boosting engagement.
   Take Instagram, for example. Turn your brand into an Insta-sensation and watch leads roll in!
   Tools like Sprout Social can enhance your social media marketing efforts.
3. SEO
   Develop a strong SEO strategy to optimize your content and rank higher than your competitors.
4. PR
   Build relationships with journalists, reporters, and influencers to put your brand in the spotlight. Craft a compelling pitch and get your content featured in major media outlets.
5. Paid Advertising
   If you have the budget, consider paid ads. An Adwords campaign or social media ads can be a great starting point. When done right, they can bring in a significant number of leads.
6. Influencers
   Ever see Instagram or Pinterest users promoting products? These influencers often have large followings.
   Influencer marketing can catapult your brand or product to new heights. Just be sure to choose influencers whose audience aligns with your product to avoid wasting resources.

Measuring TOFU Marketing

To track your TOFU efforts, keep an eye on these key metrics:

• Sessions (visits)
• Percentage of new sessions
• Traffic by marketing channel
• Bounce rate

2. Middle of the Funnel (MOFU)

This is the consideration stage, where your audience is familiar with your product but still undecided, waiting for more in-depth information.

The goal at this stage is to capture their contact details and grow your email list.

The more value you offer, the more likely they’ll be to opt-in.

MOFU Content

At this point, whatever you offer should be free. Your goal is to nurture the relationship you’ve started and gather their contact information.

After all, why would someone pay just to give you their email address?

Offer “premium” content that builds on your TOFU content, but only make it accessible once they provide their details.

Great options include:

• E-book
• Webinar
• Mini-course
• Case study

Fill these resources with valuable insights, tease readers with a sneak peek, and you’ll create powerful lead magnets that don’t break the bank.

Now, let’s see the middle of the funnel tactics.

MOFU Marketing Tactics

1. Popups/Forms
   Popups asking for email addresses are a common strategy. However, be mindful—throwing them in your visitor’s face immediately can backfire.
   When designed thoughtfully and placed strategically, popups or forms can be highly effective—especially when offering something in return. After all, everyone loves a freebie!
   Consider tools like Sumo (free) or Sleeknote (paid) for email capture solutions.
2. Email Marketing
   Email marketing offers global reach, easy sharing, and the ability to deliver targeted messages that drive action and revenue.
   If you already have a strategy in place, refine it for this middle stage of the funnel. If you’re just starting, begin with a few key campaigns, like a welcome email or weekly newsletter. Make sure your content is engaging to boost open and read rates.
3. Remarketing
   Ever notice that the product you viewed keeps following you online? That’s remarketing (or retargeting) at work.
   Using retargeting pixels from platforms like Google Adwords or Facebook, you can remind leads of your product and keep your brand top of mind.
4. Trials and Demos
   Offering free trials or samples can significantly boost conversions later on while helping grow your email list. Since your audience is still in the consideration phase, providing something valuable to try helps them weigh their decision.
   This tactic works especially well for digital products like online courses or memberships, as there’s no risk for the prospect, and they’ll happily exchange their email for a useful freebie.
5. Private Communities
   Keep your leads and customers engaged by building a private community where they feel valued. Offering exclusive discount codes or other perks can foster ongoing communication, increasing customer retention.
   By creating a sense of belonging, your brand could even become part of your customers’ identity.

Measuring MOFU Marketing

Key metrics to track at this stage of the funnel include:

• Email open and click-through rates
• Number of new leads generated
• Growth of your email list

3. Bottom of the Funnel (BOFU)

Your leads have now moved from the consideration stage to the decision stage.

This is the final step of their journey, where they are ready to purchase your product, sign up for your program, or exchange their credit card details for your offering.

At this stage, your goal is clear: get them to take action and complete the sale!

BOFU Content

By now, your prospects are well-informed and ready to make a decision. Your BOFU content needs to be spot-on to help them overcome any final hesitation and take the plunge.

Guide bottom-funnel leads to a polished landing page, featuring five-star testimonials and a compelling CTA that will nudge them towards making that purchase.

BOFU Marketing Tactics

1. Scarcity
   People tend to want what they can’t easily get, which makes scarcity a powerful marketing tactic. By limiting the availability of your product, you increase its perceived value.
   We’ve all bought something just because it was the “last one available,” haven’t we?
2. Upsells
   Upselling is a great way to boost revenue by encouraging customers to upgrade to a higher-end product. Typically offered during or just after checkout, an irresistible upsell offer can significantly increase your average order value (AOV).
   Add a sense of scarcity to sweeten the deal, and you can even capitalize on FOMO (fear of missing out).
3. Bundles
   Product bundling is a smart way to drive more sales by grouping items together and offering them at a discount. This works best when the products complement each other, providing greater value for the customer and boosting your revenue at the same time.
   It’s a win-win situation!

Measuring BOFU Marketing

Here are the key metrics to track at this stage of the funnel:

• Number of new customers
• Conversion rate
• Revenue per customer
• Total revenue

How to Build a Powerful Marketing Funnel

Your digital marketing funnel is the key to generating a steady flow of leads. Now that you’re familiar with TOFU, MOFU, BOFU, and their respective strategies, it’s time to dive into the creation process!

1. Know Your Target Audience at Each Stage

The foundation of your funnel begins with understanding your target audience through buyer personas.
If you don’t know who you’re targeting, how will you know who’s willing to pay for your product or service?

Use customer feedback, surveys, website interaction data, and web analytics to gain insights into your audience. You can even go further with a detailed analysis of customer behavior.
Once you have a clear picture of your target audience, you can tailor your funnel to address their specific problems and needs.

2. Set Goals for Each Funnel Stage

In addition to your overall marketing goals, it’s important to set clear objectives for each stage of the funnel.
As a reminder, the funnel consists of three stages: top, middle, and bottom. Each requires its own set of goals.

For example:

• At the top, your goal might be to increase website traffic.
• In the middle, you could aim to boost engagement with your digital content.
• At the bottom, the focus should be on driving conversions.

By establishing these goals, you can track progress more effectively and ensure each stage is contributing to your overall success.

3. Determine Which Funnel Stage to Focus On First

While it might seem logical to always start at the top, that’s not always the case.

If your business already has a loyal customer base with repeat orders, it makes sense to focus on the bottom of the funnel first and work your way up.

On the other hand, if you’re a startup or have a smaller business, your priority should be driving traffic to your website, so beginning with the top of the funnel is the best approach.

In this scenario, your focus should be on the top of the funnel.

The key is to align your efforts with the stage your business is in.

4. Select a Few Tactics for Each Funnel Stage

While there are over 10 tactics mentioned, it’s best to start small. Focus on mastering just a few strategies rather than trying to juggle them all.

If you’re new to marketing, start with simpler tactics. Here are some common strategies for each funnel stage:

Top:

• Social media posts
• Influencer marketing
• Blog posts

Middle:

• Product reviews
• Unboxing videos
• E-books

Bottom:

• Offers and discounts
• Free trials
• Create scarcity

5. Develop Content for Each Funnel Stage

Now it’s time to fill your funnel with content that resonates with your audience. Whether it’s social media posts, blog articles, videos, or podcasts, focus on what works for your business.

Don’t feel the need to create a year’s worth of content at once. Start small and build from there. Track results and make adjustments if engagement isn’t where you want it to be.

6. Set Up Your Email Sequence

An email sequence is a series of automated messages sent in a specific order using marketing automation. Each email should build on the previous one, gradually guiding the recipient down the funnel.

For example:

1. First email: A warm welcome.
2. Second email: A lead magnet such as a free sample or special offer.
3. Third email: Highlight your main offer.
4. Fourth email: A case study showcasing benefits.

HubSpot offers excellent resources on creating effective email sequences with examples.

7. Emphasize Continuity

You’ve set your goals, chosen your tactics, and created your content. Now, ensure everything is seamlessly connected!

In other words, link the different stages of your funnel together.

Focus on maintaining a continuous customer journey by bridging various tactics. This approach keeps your leads engaged and moving smoothly through the funnel.

Example: If you’re offering a free webinar to collect email addresses, connect the stages by including a call-to-action in your Instagram posts or blog articles that directs visitors to sign up for the webinar.

8. Retain Customers and Expand Your Brand

Building long-term relationships with loyal customers can propel your business to new heights.

Here are some effective customer retention strategies:

• Next-Selling: Follow up after a purchase with an exclusive offer to encourage another sale.
• Cross-Selling: Recommend related products or offer complementary items to add to their cart.
• Upselling: Encourage customers to purchase higher-priced alternatives or upgrades.
• Loyalty Programs: Implement well-designed and executed programs to reward repeat customers.
• Product Updates: Provide free software updates or enhancements to address issues or meet new needs.
• Discounts: Offer discounts to incentivize purchases, but be cautious not to undervalue your product by pricing too low.

9. Monitor the Performance of Your Marketing Funnel

Tracking the performance of your marketing funnel is essential for ongoing success. Funnel analysis monitors a lead’s journey from their initial visit to the final conversion.

Key metrics to track include:

• Number of Leads Progressing Through Each Stage: Understand how many leads move from one stage to the next.
• Conversion Rate: Measure the percentage of leads that convert into customers.
• Daily Opt-ins: Track the number of new email sign-ups or other desired actions each day.

Conducting a detailed sales funnel analysis and continuously monitoring the results is crucial. The sooner you identify underperformance, the quicker you can make adjustments to optimize the funnel.

Tools to Use:

Google Analytics is an excellent tool for tracking where and when leads either abandon their journey or complete a purchase, allowing you to make data-driven decisions to enhance your funnel’s effectiveness.

Conclusion

Building a powerful digital marketing funnel is essential for converting prospects into loyal customers.  “TOFU, MOFU, BOFU” might sound like a delicious Asian dish, doesn’t it?

We hope we’ve simplified the jargon and outlined the necessary structure for successfully creating your digital marketing funnel. By understanding the stages of the funnel, creating targeted content, leveraging multi-channel marketing, utilizing automation tools, and continuously optimizing your approach, you can create an effective funnel that drives results. Remember, the key to success lies in understanding your audience and delivering the right message at the right time. Start building your funnel today to maximize your digital marketing efforts!

FAQs on Marketing Funnels

1. How does a Lead Generation Funnel work?

A lead generation funnel focuses on attracting potential customers and collecting their contact information. It typically involves strategies that generate interest and encourage prospects to provide their details for further engagement.

2. How do I Create a Marketing Funnel?

To create a marketing funnel, identify your target audience, outline your goals, develop relevant content, select marketing tactics for each stage, and continuously measure and optimize the funnel based on performance metrics.

3. What is Digital Funnel Optimization?

Digital funnel optimization involves analyzing and refining each stage of the marketing funnel to improve user experience and increase conversion rates. This can include A/B testing, adjusting content, and utilizing analytics.

4. What is Top of Funnel Marketing?

Top of funnel marketing focuses on creating awareness and attracting potential customers through broad-reaching strategies, such as social media, content marketing, and SEO.

5. How is Lead Nurturing done in the Funnel?

Lead nurturing in the funnel involves building relationships with leads through personalized communication and valuable content, guiding them through the decision-making process until they are ready to convert.

6. What is Funnel Conversion Rate Optimization?

Funnel conversion rate optimization is the process of enhancing the effectiveness of each stage in the funnel to maximize the percentage of leads that convert into customers.

7. What is Customer Journey Mapping?

Customer journey mapping visualizes the entire experience a customer has with your brand, identifying touchpoints and interactions throughout the marketing funnel to improve overall satisfaction and conversion rates.

8. What is Sales Funnel Automation?

Sales funnel automation refers to the use of technology to automate various aspects of the sales process, such as email sequences, lead scoring, and follow-up tasks, helping streamline operations and improve efficiency.

9. What type of Content is used for Marketing Funnels?

Content for marketing funnels can vary based on the stage but typically includes blog posts, videos, social media posts, e-books, webinars, and email newsletters tailored to the audience’s needs at each point in the funnel.

10. What are Marketing Funnel Analytics?

Marketing funnel analytics involve analyzing data and metrics from each stage of the funnel to gain insights into customer behavior, campaign performance, and areas for improvement in the overall marketing strategy.