A sales funnel (also known as a purchase funnel) illustrates the path your customers take. It's typically divided into several stages.
1. Awareness (Top of the Funnel - TOFU)
This is where a potential customer first becomes aware of your brand. They might find you through a Google search, a social media post, or a blog article. At this stage, your goal is to attract a wide audience with valuable, educational content.
2. Interest & Consideration (Middle of the Funnel - MOFU)
The prospect is now aware of you and is actively considering their options. They might be comparing your product to competitors, reading your reviews, or signing up for your webinar. Your goal here is to build trust and position yourself as the best solution.
3. Decision & Conversion (Bottom of the Funnel - BOFU)
The prospect is ready to buy. They are looking for a final nudge. This is where things like a free trial, a demo, or a limited-time discount can be very effective in converting them into a paying customer.
4. Loyalty & Advocacy (Post-Funnel)
The journey doesn't end at the purchase. The post-purchase experience is crucial. By providing excellent customer service and a great product, you can turn a one-time customer into a loyal fan who recommends your business to others.
By understanding this journey, you can create targeted content and marketing strategies for each stage of the funnel, guiding your prospects smoothly towards a purchase and beyond.
