Funnel

The Funnel is a strategic marketing model that visually represents the journey (or Customer Journey) a user takes to transform from a simple, unknown visitor into a customer. The model describes the different stages of their purchasing experience, from initial awareness through to the final action (Conversion).

What it is used for / Why it is important

The funnel is used to break down and analyse the behaviour of the potential customer. It allows marketers and companies to create specific content, messages, and strategies for each phase, effectively guiding the user towards the final objective (purchase or conversion) and optimising investments.

When it is used / In what context it is useful

It is a fundamental concept in Inbound Marketing, Content Marketing, sales strategies (Sales Funnel) and advertising. The funnel is typically divided into three macro-phases:

1. TOFU (Top of the Funnel): The top and widest part of the funnel. It is the Awareness phase, where a large audience of users who have just identified a problem or a need is attracted.

2. MOFU (Middle of the Funnel): The central part. It is the Consideration or Evaluation phase, where the user compares different solutions to their problem and evaluates the brand.

3. BOFU (Bottom of the Funnel): The bottom of the funnel. It is the Decision or Purchase phase, where the qualified lead is ready to convert and become a customer.

Practical Example

A user has neck pain (TOFU) and searches for "exercises for neck pain". They find a blog article (TOFU content). They download a guide (becoming a lead) and start receiving emails with case studies and reviews of an orthopaedic pillow (MOFU). Finally, they receive an email with a limited-time discount (BOFU content) and purchase the pillow (Conversion).