The marketing funnel. Where do we start? Over the years, the funnel has been reinterpreted and reimagined. Some argue it’s outdated, others see it as more of a fluid circle. Regardless of where you stand, it’s easy to get overwhelmed by the complexity of it all. That’s why I’m stripping it back to the basics and focusing on the core principles: Awareness, Consideration, Conversion, and Retention.

Picture a funnel; it starts wide at the top and narrows as you move down. Each stage plays a distinct role in guiding potential customers towards buying your product or service.

At the top, it’s like meeting someone new. As you move further down, it’s about building a connection, answering questions, and eventually offering something that solves a need or problem.

Throughout this blog post, I’ll use analogies like these to help simplify the key concepts behind the funnel. This will hopefully make these concepts more relatable and actionable, so you can confidently apply these principles to your business - whether you’re selling a product, offering a service, or building long-term relationships with your audience.

Awareness: saying hello

The top of the funnel is all about getting noticed. It’s where you introduce your brand to as many people as possible who could be interested in your product or service.

• Channels to consider: Paid ads (PPC, Meta prospecting, Google display), organic social media content, value content i.e. blog posts, SEO and PR.
• Key results to analyse: Campaign performance such as impressions, reach and clickthrough rates, website traffic, and search rankings.
• Additional insight: This stage isn’t always about making offers or hard sells. Instead, focus on presenting a relatable message that resonates with your audience. Be approachable, not pushy.

Consideration: building trust

At this stage, potential customers are weighing their options. Your goal is to convince them that you’re the best choice by addressing their needs and answering their questions.

• Channels to consider: Retargeting ads, case studies, testimonials, and social proof (think reviews or influencer endorsements).
• Key results to analyse: Campaign performance such as impressions, reach & clickthrough rates, time on website, and content engagement.
• Additional insight: Highlight why others like them love your product. Having an understanding of principles from psychology could be useful here.

Robert Caldini’s book, Influence, details how social proof and authority can help build credibility at this stage. Examples of social proof include reviews and case studies, awards, and expert endorsements.

Conversion: sealing the deal

This stage is all about turning interest into action, whether that’s making a purchase, signing up for a service, booking an appointment, or taking any other meaningful step toward becoming a customer. There is a good chance that you’ve obtained some form of contact at this stage - they may have signed up to your email database, for example.

Your focus here is to make it as easy and compelling as possible for people to take that next step.

Customers might still be sitting on the fence here, so this is a good time to potentially consider introducing offers they can’t refuse.

• Channels to consider: Email campaigns, discount codes, sales calls, SMS offers, product pages and checkout optimisations.
• Key results to analyse: Conversion rates, cart abandonment rates (ecom brands), and average order value.
• Additional insight: Use persuasive techniques like scarcity (limited-time offers) or reciprocity (free samples) to encourage customers toward taking the next step.

Retention: after the purchase

The journey doesn’t end when someone becomes a client or customer. Retention is about maintaining relationships, delivering ongoing value, and encouraging repeat business or ongoing engagement.

• Factors to consider: Email newsletters, thank you cards, exclusive discounts, excellent customer service, new product/service campaigns and follow up calls.
• Key results to analyse: Customer lifetime value (LTV), repeat purchase rates, subscription renewals, and reviews on trusted platforms like Trustpilot.
• Additional insight: Don’t forget about your customers after they’ve purchased. Whether it’s a thoughtful ‘thank you’ email or early access to new products, small gestures can make them feel important and cared about, which can reinforce trust and loyalty over time.

Optimisation: tying it all together

Not everyone will convert right away, and that’s normal. It’s important to consistently test, measure, and refine your strategy at every stage. Optimise what works and drop what doesn’t.

Before you drive traffic, ensure your website and content are ready. It can be a waste of advertising spend if you’re driving traffic to a website full of errors or irrelevant content.

It’s like hosting a party at your new house: you wouldn’t invite your friends over before tidying up and buying the right drinks or snacks. Similarly, a good website is essential for converting interest into action. It also promotes you 24/7, even when you’re asleep.

Final words of wisdom

Understanding the marketing funnel doesn’t need to be daunting. Think of it as a roadmap guiding your customers’ journey, from saying hello to building a long-term relationship.

Take the time to consider your marketing activities—identify how they target your audience and where they fit within the funnel. Are you addressing each stage effectively? Expand on your existing efforts to ensure you are guiding your audience seamlessly from awareness to decision-making.

Remember that each stage of the funnel requires tailored content. For instance, individuals in the awareness stage need educational content to understand your product and its relevance to their lives. In contrast, those in the consideration stage may need more concrete evidence, such as reviews or testimonials, to reinforce their decision.

Finally, don’t forget to test and try new ideas regularly. By continuously adapting, you’ll stay ahead in a landscape that’s always changing.