What is a marketing funnel?

We break down the three stages

You've probably heard the term "marketing funnel" thrown around a bit if you have ever dealt with an agency, or have an internal marketing team. But what does it all mean?

Essentially, a marketing funnel describes the journey a customer takes from the moment they first learn about your business (aka your brand) to the point of making a financial transaction. This could be a simple product purchase, to a subscription or paying for a professional service.

Top Of Funnel

This is the awareness stage. People here are just becoming aware of your brand or product. In terms of digital ads, think of broad audience campaigns on platforms like Facebook or Instagram that raise brand awareness. For small businesses, ToFu content could be educational blog posts, videos, or social media posts that provide value and attract potential customers without necessarily selling anything directly. You've seen this content without even realising it ... particularly from brands that make interesting or funny content without 'selling'.

Middle Of Funnel

At this point, the potential customer is considering their options about your product or service within the marketplace. Here, any paid digital ads might be more targeted, like retargeting ads that show products someone looked at but didn't purchase. Content at this stage might be reviews, testimonials, or comparison charts. User generated content is also a great option here.

Bottom Of Funnel

This is the decision-making stage. Again, paid digital ads here could be discounts, promotions, or final push messages to get the customer to make a purchase. For small businesses, this might be a special offer for first-time customers or a limited-time discount.

Overall, paid digital ads play a crucial role in this funnel, especially in driving traffic from the top to the bottom. Platforms like Facebook and Instagram allow businesses to target specific audience segments, ensuring that the right people see the right content at the right time in their buyer's journey ... which at the end of the day will lead to more sales for your Ipswich business.