What is Marketing Funnel?
A marketing funnel visualizes the customer journey from first contact with a brand to purchase and beyond. The name "funnel" comes from the fact that fewer potential customers remain in each phase. The classic AIDA model describes the phases: Attention, Interest, Desire, Action. Modern funnel marketing often distinguishes between Top of Funnel (ToFu) for awareness, Middle of Funnel (MoFu) for consideration, and Bottom of Funnel (BoFu) for decision. Appropriate content and channels are used for each phase. An optimized funnel maximizes the conversion rate at each phase.
Key Points
- Top of Funnel: Awareness through content, SEO, social media
- Middle of Funnel: Consideration through e-books, webinars, case studies
- Bottom of Funnel: Decision through demos, offers, testimonials
- Each phase needs appropriate content and CTAs
- Funnel metrics: Conversion rates between phases
- Marketing automation for scalable funnel management
Practical Example
“By optimizing our marketing funnel, we increased the lead-to-customer rate from 2% to 8%.”