The Marketing Funnel from A to Z

The marketing funnel is one of those concepts that gets referenced constantly but isn’t always well understood. In this video, Fran walks through what the funnel actually is and why it matters for how you think about your marketing.

What is the Marketing Funnel?

The marketing funnel maps the journey a potential customer takes from first hearing about your business through to becoming a paying, and ideally repeat, customer. It’s called a funnel because you start with a wide pool of people who are aware of you, and that pool naturally narrows at each stage as people either convert or drop off.

Awareness: The Top of the Funnel

This is where someone first encounters your brand, through a social post, an ad, a search result, or word of mouth. Your goal here isn’t to sell, it’s to get noticed and make a good first impression.

Consideration: The Middle of the Funnel

Once someone’s aware of you, they start comparing options. This is where content like case studies, comparison guides, and testimonials do the heavy lifting, helping them understand why you’re the right choice.

Decision: The Bottom of the Funnel

This is the point where someone’s ready to buy. Clear pricing, strong calls to action, and removing friction from the buying process all matter enormously here.

Retention: Beyond the Funnel

The funnel doesn’t end at the sale. Keeping customers happy and coming back, whether through great service, loyalty programmes, or ongoing communication, is often more cost-effective than acquiring new ones.

If you’d like help mapping out your own funnel and where to focus your marketing effort, book a call with us.