Funnel Marketing Made Simple
People Don’t Just Wake Up and Buy Things (Here’s Why Your Marketing Isn’t Working)
Yayyy! We’re 700+ Strong!
Hey fam,
We just crossed 700 subscribers on the Dear Digital Marketing Newbie newsletter, and I’m feeling all the feels! 🥹
Thank you for reading, sharing, liking, commenting, and just showing up every week. Truly, there’s no DDMB without you.
Now, let’s dive into today’s issue!
Most people don’t just see your Instagram post, click a link, and buy.
They don’t download your freebie because it’s cute.
They don’t book a call just because your bio says, “DM to work with me.”
It’s not you.
It’s human nature.
People don’t buy immediately, they go on a journey.
And if your marketing isn’t guiding them through that journey, you’re likely losing them before they even get close to clicking "Buy." How you push them through this journey is what funnel marketing is all about!
What is Funnel Marketing?
Funnel marketing is simply understanding the journey your potential customers take from the moment they first become aware of your brand until they finally become loyal advocates. Think of it like a physical funnel: wide at the top to capture as many people as possible, and gradually narrowing down as you nurture those individuals towards a purchase and beyond.
At its core, funnel marketing acknowledges that people don't just wake up and decide to buy something. There's a psychological process, a series of touchpoints, and a gradual build-up of trust and understanding.
Instead of just blindly marketing to everyone, funnel marketing allows you to strategically target the right message to the right people at the right stage of their journey. This makes your marketing efforts more efficient, cost-effective, and ultimately, more successful.
Let's break down the typical stages of a marketing funnel and the types of content that work best at each level:
1. Awareness (Top of the Funnel - TOFU): Casting a Wide Net
This is the very first interaction a potential customer has with your brand. They might not even know they have a problem your product or service can solve yet. The goal here is to make them aware that you exist and offer something relevant to their needs or interests.
Goal: Reach a broad audience and generate initial interest.
Mindset of the Audience: "What is this?" "This looks interesting." "I might have a problem related to this."
Key Actions You Want Them to Take: Discover your brand, visit your website, follow you on social media.
Content Types for the Awareness Stage:
Blog Posts & Articles: Informative and engaging content that addresses general topics related to your industry or the problems your product solves. Think "How to Choose the Right (Your Product Category)" or "5 Common Mistakes in (Your Industry)."
Social Media Posts (Organic): Engaging and shareable content that introduces your brand and its values. Think visually appealing posts, short videos, and thought-provoking questions. This where you can plan your engineered viral content as mentioned in the previous episode of DDMB with Jess Cook.
Infographics: Visually appealing and easily digestible information that can educate a broad audience on a specific topic.
Search Engine Optimization (SEO): Optimizing your website and content to rank higher in search engine results for relevant keywords, making it easier for people searching for solutions to find you.
Paid Advertising (Broad Targeting): Running ads on platforms like Google, social media, or relevant websites to reach a wider audience based on demographics and broad interests.
Public Relations (PR): Getting your brand mentioned in relevant publications or media outlets to increase visibility and build credibility.
Free Tools & Resources (Ungated): Offering valuable, no-strings-attached resources like calculators, templates, or short guides to attract initial interest.
Top-of-Funnel Webinars & Events: Light, accessible virtual sessions that introduce your expertise or walk people through common industry challenges. Examples: “Beginner’s Guide to Marketing Funnels” or “3 Social Media Mistakes to Avoid in 2025.” Keep it friendly and helpful, not salesy.
2. Interest (Middle of the Funnel - MOFU): Building Engagement
At this stage, potential customers are aware of your brand and are starting to show some interest. They are actively researching solutions to their problems and are considering different options. Your goal is to provide them with valuable information that positions you as a knowledgeable and trustworthy resource.
Goal: Generate leads and build relationships by providing valuable information and demonstrating expertise.
Mindset of the Audience: "Tell me more." "How can this help me?" "Is this a good option for me?"
Key Actions You Want Them to Take: Download a lead magnet, sign up for your email list, watch a demo video, attend another webinar.
Content Types for the Interest Stage:
Ebooks & Guides: In-depth resources that provide detailed information on a specific topic related to your product or service. Often offered as lead magnets in exchange for contact information.
Middle-of-funnel Webinars & Online Workshops: Interactive sessions that allow you to educate your audience, answer their questions, and showcase your expertise.
Case Studies: Real-world examples of how your product or service has helped other customers solve their problems and achieve their goals.
White Papers: Authoritative reports that delve into complex industry topics and position your company as a thought leader.
Email Marketing (Nurturing): Sending targeted emails to subscribers that provide valuable content, share insights, and build trust over time.
Blog Posts (Deeper Dive): More specific articles that address particular pain points or offer solutions related to your offerings.
Podcasts & Videos (Educational): Engaging audio or visual content that explores relevant topics in more detail.
Free Tools & Resources (Gated): More comprehensive tools or resources offered in exchange for contact information.
3. Decision (Bottom of the Funnel - BOFU): Driving Conversion
Now, your potential customers are seriously considering making a purchase. They are comparing different options and looking for reasons to choose you over your competitors. Your goal is to provide them with the information they need to make a confident decision.
Goal: Convert leads into paying customers.
Mindset of the Audience: "Is this the right solution for me?" "Why should I choose this over others?" "What are the next steps?"
Key Actions You Want Them to Take: Request a quote, schedule a demo, start a free trial, make a purchase.
Content Types for the Decision Stage:
Product Demos & Videos: Showcasing your product or service in action and highlighting its key features and benefits.
Free Trials & Samples: Allowing potential customers to experience the value of your offering firsthand.
Testimonials & Reviews: Social proof from satisfied customers that builds trust and credibility.
Pricing Pages & Comparisons: Clear and transparent information about your pricing and how it compares to competitors.
Sales Pages & Landing Pages: Dedicated pages designed to persuade visitors to take a specific action, such as making a purchase or requesting a consultation.
Special Offers & Discounts: Incentives to encourage immediate purchase.
Personalized Consultations: One-on-one conversations with sales representatives to address specific questions and concerns.
Detailed Product Documentation & FAQs: Comprehensive information about your product or service and answers to common questions.
Beyond the Purchase: Loyalty & Advocacy
The funnel doesn't end with a purchase. Smart marketers understand the importance of nurturing existing customers to foster loyalty and turn them into brand advocates.
Goal: Retain customers, encourage repeat purchases, and inspire them to recommend your brand to others.
Mindset of the Audience: "I'm happy with my purchase." "How can I get the most out of this?" "I want to share this with others."
Content Types for Loyalty & Advocacy:
Customer Onboarding Materials: Resources to help new customers get started and maximize the value of their purchase.
Loyalty Programs & Exclusive Offers: Rewarding repeat customers and making them feel valued.
Customer Support & Resources: Providing excellent service and helpful resources to ensure customer satisfaction.
Community Forums & Groups: Creating spaces for customers to connect with each other and your brand.
Surveys & Feedback Requests: Showing customers that you value their opinions and are committed to improvement.
User-Generated Content (UGC): Encouraging customers to share their experiences and showcasing their content.
Referral Programs: Incentivizing satisfied customers to refer new business.
Why is Funnel Marketing Important for Marketers?
Improved Targeting: Allows you to focus your marketing efforts on the right people at the right time.
Increased Efficiency: Reduces wasted ad spend and marketing resources by nurturing leads through a targeted process.
Higher Conversion Rates: By providing relevant content at each stage, you increase the likelihood of turning prospects into customers.
Stronger Customer Relationships: Nurturing leads builds trust and rapport, leading to more loyal customers.
Better Measurement & Analysis: Tracking progress through each stage of the funnel provides valuable insights into what's working and what needs improvement.
Predictable Growth: A well-defined funnel can help you forecast sales and plan for future growth.
In essence, funnel marketing provides a roadmap for your marketing efforts.
Meme Of The Week
Google Launched a New Logo
What are your thoughts? For me, I think their designer just blended the harshness of the lines.
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