Marketing Funnel Stages and Strategies

The majority of leads that don't convert have no idea what their next move should be. That’s the truth. Approximately 79% of marketing leads never become sales due to a lack of a strong strategy in guiding them through the funnel (HubSpot).

It’s a frustrating problem. You write great content, run ads, maybe even get emails, but nothing sticks. People drop off. Sales stall. You’re left to wonder what went wrong.

What’s missing? Step-by-step process of a clear marketing funnel.

An example is a marketing funnel, which describes how individuals pass from just hearing about you to becoming loyal customers. With a good plan, you can lead them through each stage — awareness, interest, desire, action — without losing them on the way.

This guide takes you through the entire process of building a funnel that works. This breakdown will give you simple, effective strategies that make sense and get real results. If you are just starting out with funnels or want to make the most of one you already have, continue reading. You will get a handful of useful information. 

Let's get started!

What Is a Marketing Funnel?

A marketing funnel is a simple way to understand how people become your customers. It shows the steps someone takes from first hearing about your business to finally buying from you.

Think of it like a real funnel. At the top, it’s wide—this is where lots of people enter. They might see an ad, read a blog post, or hear about your brand. This is called the awareness stage. As they move down the funnel, fewer people stay. Some get curious and want to learn more—this is the interest or consideration stage. At the bottom, only a few are ready to buy. That’s the decision or action stage.

The funnel helps you plan what kind of content or message to show at each point. Instead of treating all leads the same, you guide them based on where they are in their buyer’s journey.

By using a marketing funnel strategy, you can focus on giving the right value at the right time. This not only builds trust but also increases your chances of making a sale.

In short, the funnel turns random visitors into happy, loyal customers—one step at a time.

Why Does the Marketing Funnel Matter?

The marketing funnel is more than just a concept. It's a powerful tool that can transform how you approach targeting and messaging. By understanding where your leads are in the funnel, you can create content and messages that speak directly to their needs. 

For example, TOFU content is great for spreading awareness. While BOFU content pushes them toward making a purchase. Tailoring your message helps you avoid wasting effort on people who aren’t ready to buy yet.

The funnel also enhances lead nurturing. As leads move through the funnel, you can provide them with valuable content at the right time. By offering helpful resources at each stage, you build trust and increase the chances of them converting to customers. Case studies, webinars, and eBooks are perfect for keeping them engaged as they progress through the funnel.

A well-structured funnel lets you track and optimize marketing ROI. By analyzing how leads move through the stages, you can identify areas where you lose prospects and adjust your strategy. This helps you make better decisions, ensuring you’re getting the most value from your marketing efforts and improving conversion rates.

2 Types of Marketing Funnels & Their Stages

Marketing funnels are not a one-size-fits-all kind of thing. There are different approaches, and each one helps marketers achieve different goals. Let’s break down two of the most common types: the Basic Marketing Funnel and the AIDA Marketing Funnel.

Basic Marketing Funnel

The Basic Marketing Funnel is made up of three main stages: TOFU, MOFU, and BOFU. These stand for Top of Funnel, Middle of Funnel, and Bottom of Funnel. Simple, right?

• TOFU (Top of Funnel): This is where you attract a broad audience. Think of this stage as casting a big net. You want to introduce your brand and make people aware of what you offer. Content like blog posts, social media ads, and videos works great here.
• MOFU (Middle of Funnel): Now that people know about you, it's time to warm them up. In this stage, the goal is to nurture relationships. You provide more in-depth content, like case studies, eBooks, or webinars, to educate and build trust.
• BOFU (Bottom of Funnel): This is the "ready to buy" stage. People here are already familiar with your brand and what you offer. Now, it’s all about pushing them toward a purchase with targeted offers, free trials, or demos.

Imagine you run an online course platform.

• For TOFU, you might post blog articles on learning new skills.
• In MOFU, you could offer a free eBook on "5 Secrets to Learning Faster." 
• Finally, in BOFU, you’d present a special discount for a subscription.

The Basic Funnel is perfect for beginners because it’s easy to understand and follow. You start by casting a wide net and then refining your approach as people move through the stages. It's a simple way to engage with leads at different points of their journey.

AIDA Marketing Funnel

The AIDA Funnel is another popular model. It focuses on four stages: Awareness, Interest, Desire, and Action. This funnel is all about shaping your messaging to guide people through these stages.

• Awareness: This is where you catch their attention. They might come across your brand through a blog post, social media ad, or influencer mention.
   
• Interest: Now, you need to keep their attention. They’re interested, but they need more details to stay engaged. This is where you share content that deepens their curiosity—like a detailed guide or demo video.
   
• Desire: At this stage, they like what you’re offering. It’s time to make them want it. This is where you show how your product can solve their problem, with compelling messaging and examples.
   
• Action: Here’s the moment of truth! You ask them to take action—whether it’s making a purchase, signing up for a trial, or downloading a resource.

AIDA assists marketers in crafting their messaging at every step of the journey. Like in Awareness, you create attention-grabbing content, but in Desire, you emphasize benefits and urgency.

AIDA is perfect for any scenario where you want to guide a potential customer through a clear, step-by-step decision-making process. This is especially useful in product launches or other time-sensitive promotions, where creating anticipation is an important element in turning leads into customers as fast as possible.

Marketing Funnel Strategies for Each Stage

Now that you know the basics of the marketing funnel, let’s break down some strategies for each stage. By the time you’re done, you’ll be ready to take your funnel and turn it into a sales machine!

TOFU Strategies—Driving Awareness

At the top of the funnel, your goal is to drive awareness. This is where you cast a wide net and attract as many potential leads as possible. So, how do you do that?

• Content Marketing: One of the best ways to drive awareness is by offering valuable content. This can include blog posts, infographics, videos, or podcasts. By creating content that speaks to your target audience’s needs and interests, you help them discover your brand and start building a relationship.
• SEO: Search engine optimization (SEO) is crucial for getting your content seen. By optimizing your blog posts or web pages, you can show up in search results when people look for solutions related to your product or service. It's like making sure your content gets found in a sea of information.
• Social Ads: Social media ads are a quick way to get in front of a large audience. Platforms like Facebook, Instagram, or LinkedIn allow you to target specific demographics, ensuring that your ads are shown to the people who are most likely to be interested in your brand.

Let’s say you run a company that helps people with time management. A blog post about "5 Time Management Hacks" would fit perfectly into the TOFU stage. Pair that with a LinkedIn ad promoting the blog, and you’ll be reaching professionals who are looking for tips to manage their time better. This combo of organic content and paid ads can drive tons of awareness.

MOFU Strategies—Building Engagement

Now that you’ve attracted some attention, it’s time to move to the middle of the funnel. The MOFU stage is all about building engagement and nurturing leads who are already interested in what you offer.

• Lead Magnets: Offering something for free, like an eBook, checklist, or guide, is a great way to engage people. In exchange for their contact information, you provide them with valuable resources that build trust and show you’re an expert in your field.
   
• Webinars: Webinars are a great way to engage with your audience in real-time. You can give them more in-depth information on topics they’re interested in and answer any questions they might have. Webinars are perfect for building a personal connection and showcasing your expertise.
   
• Email Nurturing: Once someone has shown interest, it’s time to keep them engaged. By setting up an email drip sequence, you can send them helpful content, reminders, or special offers over time. This helps build a relationship and keeps your brand top of mind.
   

Imagine you’re offering a free trial of your product. When someone signs up, you can set up a series of emails that guide them through the features and benefits of your product. This nurturing process builds engagement and keeps them interested, helping them move closer to the decision-making stage.

BOFU Strategies—Closing the Deal

At the bottom of the funnel, it’s crunch time. The goal here is to close the deal and convert leads into customers. These strategies are all about convincing them that now is the right time to take action.

• Demos: Product demos are a great way to showcase the value of your offering. If your product has specific features or benefits that might require explanation, a demo can help prospective customers see how it works and how it can solve their problems.
   
• Case Studies: Case studies build credibility. When you show real-life examples of how your product or service has helped others, you build trust. People are more likely to buy when they see tangible results from people they can relate to.
   
• Retargeting: Not everyone will convert the first time they visit your site. With retargeting ads, you can show ads to people who’ve already interacted with your brand. This keeps your product or service top of mind, encouraging them to come back and complete their purchase.

One of the most effective BOFU strategies is abandoned cart emails. If someone adds a product to their cart but doesn’t complete the purchase, you can send them a friendly reminder. Offering a small discount or bonus can help encourage them to take the final step and hit “checkout.”

Final Thoughts

The key to success is making your marketing funnel strategies specific to your situation. All businesses are different, and your funnel should be tailored to your specific goals and target audience. What works for one brand may not for another. That means it’s crucial to tailor your strategies based on where your leads sit in the buyer’s journey. It’s about delivering the right message at the right time.

Now, it’s time to take a step. 

How effective is your current sales funnel?

Are you dropping leads off at some stage? 

Perhaps it is time for a self-audit. Review each of TOFU, MOFU, BOFU and assess if your content and strategies are aligned with your goals. You can make some small adjustments and see vast improvements to your conversion and your ROI.

Keep in mind, one-size-cannot-fit-all. Keep iterating, and let your funnel do the heavy lifting!