Your customers discover your business in a variety of ways—through word of mouth, advertisements, and, increasingly, digital marketing efforts.
Creating effective strategies to turn these initial interactions into customers is complicated. How can you nurture and guide a prospect from initial awareness of your brand through to purchasing your product and becoming a loyal customer? You can start by mapping out the interactions a customer has with your business to create an effective marketing funnel strategy.
In this article, we’ll explain the different stages of the marketing funnel, how to create one, and dive into the tactics you can use at each stage.
What is a marketing funnel?
A marketing funnel is a model representing the customer journey from a prospect discovering your business, brand, product, or service to the moment they take a specific action or purchase from you.
You can divide a marketing funnel into as many stages as you’d like, but most marketers follow three distinct stages:
Top of the funnel (TOFU): Awareness
In this stage of the funnel, you market to a wide audience to capture as many leads as possible. Typical TOFU activities include publishing blogs and how-to articles and posting on social media platforms.
Middle of the funnel (MOFU): Consideration
You market to an engaged audience who knows your brand. Typical MOFU activities include promoting and encouraging prospects to attend a webinar and to download case studies, ebooks, whitepapers, and research reports.
Bottom of the funnel (BOFU): Conversion
At the bottom of the marketing funnel, your leads become fewer but more likely to convert. Treat these leads as though they are about to make a purchase decision. Typical BOFU activities include live demos, product trials, vendor comparison charts, and customer references.
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