What Is a Marketing Funnel?
A marketing funnel is a multi-stage process that guides potential customers from initial awareness to making a purchase. It helps marketers tailor strategies based on the customer journey.
The classic model is the AIDA framework:
- Awareness: Introduce your brand to potential customers.
- Interest: Engage their curiosity and interest.
- Desire: Create desire for your product or service.
- Action: Convert them into paying customers.
D2C E-Commerce Funnels
Top of the Funnel (TOFU)
- Awareness Stage: Customers become aware of a problem they want to solve.
Middle of the Funnel (MOFU)
- Interest Stage: Buyers show interest in solving the problem and explore potential solutions.
Bottom of the Funnel (BOFU)
- Consideration Stage: Actively searching for a supplier to address their needs.
- Evaluation Stage: Shortlist potential suppliers.
B2B E-Commerce Funnels
Top of the Funnel (TOFU)
- Awareness Stage: Business buyers recognize a pain point.
Middle of the Funnel (MOFU)
- Interest Stage: Buyers explore products or features.
Bottom of the Funnel (BOFU)
- Consideration Stage: Actively seek suppliers.
- Evaluation Stage: Shortlist potential suppliers.
Impact on ROI
- Full-Funnel Approach: Combining brand building and performance marketing yields better results.
- Brand Building: Emotional connections lead to loyal, valuable customers over time.
- Performance Marketing: Focus on short-term conversions.
- Full-Funnel Strategy: Achieve a 15-20% lift in marketing ROI by optimizing across stages.
Remember, understanding how each stage impacts the others creates a complete customer experience. 🌟
