What is The Marketing Funnel? A Digital Marketing Guide

by | Sep 11, 2025 | Blog, Digital Marketing

Presentation cover for digital marketing guide explaining what is the marketing funnel

 

Imagine a potential customer discovering your brand for the first time. How do they go from being a curious visitor to a loyal buyer? That’s where the marketing funnel comes in.

In digital marketing, the funnel is more than just a linear path; it’s a dynamic model that maps the customer journey – from the first touchpoint at awareness all the way to conversion (and beyond).

While traditional funnels followed a strict step-by-step process, today’s consumers often take nonlinear paths.

Example:

A customer might first see a product on a friend’s TikTok post, then search for reviews on Google, watch an unboxing video on YouTube, ask for recommendations in a Facebook group, and finally, make a purchase in-store.

This dynamic journey, driven by mobile-first behaviours and a fragmented media landscape, highlights the need for a modern, more flexible approach to marketing.

In this guide, we’ll break down the stages of the marketing funnel, explore TOFU, MOFU, and BOFU strategies, and share actionable tactics to help you attract, nurture, and convert leads effectively.

First, let’s define the marketing funnel and how it works in today’s digital landscape.

What is the Marketing Funnel?

The digital marketing funnel is a model that illustrates the customer journey from the initial awareness stage all the way to a purchase. It’s often visualised how prospects move toward a purchase.

Inspired by the classic AIDA model (Awareness, Interest, Desire, Action), it has evolved to accommodate modern consumer behaviours – where users might skip stages, loop back, or enter at different points.

Now that we’ve defined the funnel, let’s dive into its core stages and how to engage users at each level.

The Core Stages of the Funnel

A typical marketing funnel is broken down into three main stages: TOFU, MOFU, and BOFU. Some models also include an optional post-conversion stage focused on loyalty and advocacy.

Let’s break down these marketing funnel stages.

  1. TOFU (Top of Funnel) – Awareness

Top of funnel TOFU marketing stage diagram

This is where you focus on attracting and educating a broad audience. The goal is to get new prospects to notice your brand and become aware of a problem they might have.

Funnel marketing tactics at this stage are all about building trust and visibility.

Tactics & Tools:

  • SEO-optimised blogs answering common industry questions (e.g., “What is CRM Software?”).
  • Social media content (e.g., Instagram Reels, LinkedIn posts) to spark interest.
  • Influencer collaborations to expand reach and credibility.

Example: A skincare brand publishes a “Beginner’s Guide to Acne Prevention” to capture search traffic from potential customers.

Once users are aware of your brand, the next step is nurturing their interest.

  1. MOFU (Middle Funnel) – Consideration

Middle of funnel MOFU marketing stage graphic

Once you have their attention, it’s time to nurture those leads. In the MOFU stage, people are evaluating their options and looking for solutions.

Your goal is to establish your brand as a trusted authority and demonstrate how your product or service can solve their specific problem.

Tactics & Tools:

  • Email nurture sequences with educational content (e.g., “5 Signs You Need a Productivity Tool”).
  • Webinars or case studies showcasing real-world product benefits.
  • Comparison tools (e.g., “Product A vs. Product B” guides) to help leads make informed decisions.

Example: A SaaS company offers a free webinar on “How to Automate Your Workflow” to engaged leads.

After educating leads, it’s time to push them toward a decision.

  1. BOFU (Bottom of Funnel) – Conversion

Bottom of funnel BOFU marketing stage illustration

This is the final hurdle. At this stage, your leads are ready to make a decision. Your content should be focused on driving a specific action, whether that’s a purchase, a sign-up, or a request for a demo.

Tactics & Tools:

  • Free trials or demos to reduce friction (e.g., “Try 7 days free”).
  • Customer testimonials (video or text) to build trust.
  • Retargeting ads for users who abandoned carts or browsed pricing pages.

Example: An e-commerce store adds a “Limited-Time Discount” pop-up to its pricing page to incentivise immediate purchases.

But the journey doesn’t end at conversion. Let’s discuss how to turn buyers into loyal advocates.

Bonus: Loyalty & Advocacy (Post Conversion)

The customer journey doesn’t end at the point of sale. This optional but crucial stage focuses on keeping your existing customers happy and turning them into brand advocates.

Tactics & Tools:

  • Referral programs with incentives (e.g., “Get 20% off for every friend who signs up”).
  • Exclusive offers for returning customers (e.g., early access to sales).
  • Review requests to boost social proof and credibility.

Now that we’ve covered the funnel stages, let’s explore how modern consumer behaviour is reshaping them.

How Funnel Marketing Works in the Real World

Here’s a real-life example of how a user might move through the marketing funnel, from initial exposure to becoming a loyal customer.

This journey highlights the core stages of Awareness, Consideration, and Conversion:

Awareness (TOFU):

A person sees a sponsored post on Instagram for an online course on digital marketing. This introduces them to the course provider and sparks their initial interest.

Consideration (MOFU):

Intrigued, the person clicks on the link in the Instagram ad. They are taken to a blog post from the course provider titled “Which Digital Marketing Job Suits You?”

They read the article and, at the end, download a free e-book guide on “How to Choose the Right Digital Marketing Course” in exchange for their email address.

Conversion (BOFU):

Over the next few days, the person receives a series of emails. One email includes a testimonial from a recent graduate who landed a great job, while another offers a limited-time 20% discount on the course.

Feeling confident in their decision, the person clicks the link in the email and signs up for the course.

Loyalty/Advocacy (Post-Conversion):

After completing the course, the person receives an email offering a referral bonus for every friend who signs up.

They also receive an exclusive offer for a more advanced course, encouraging them to continue their learning journey with the same provider.

This process shows how funnel marketing helps brands match the right content to the right stage, making the customer journey smoother and more effective.

However, it’s also essential to be aware of its complexities.

Real-World Complexities

The customer journey is rarely a straight line. Here are some factors that can complicate the funnel:

Non-linear paths:

A customer might skip stages, jump back and forth, or even enter the funnel at the bottom with a referral.

Multiple touchpoints:

A single customer can interact with your brand across dozens of different channels—from a social media ad to a blog post, an email, and a review site.

The “Messy Middle”:

Google’s concept of the “messy middle” describes the chaotic research and evaluation phase between the awareness and purchase stages, where customers are exposed to a vast amount of information.

Post-purchase engagement:

The funnel doesn’t end at conversion. Retaining customers and turning them into brand advocates requires ongoing marketing efforts.

By understanding these complexities, you can adapt your marketing strategy to be more flexible, ensuring you’re meeting customers wherever they are in their unique journey.

Now, let’s look at how modern consumers are changing the marketing funnel.

How Modern Consumers Are Changing the Funnel

Today’s digital landscape, especially with the rise of Gen Z and mobile-first behaviour, is changing the traditional funnel model.

Younger users often don’t follow the funnel step-by-step. Thanks to social media and instant gratification, they might:

  • Discover a product via TikTok and buy instantly (skipping TOFU and MOFU).
  • Jump from TOFU to BOFU after reading a single review.
  • Research on mobile, then switch to desktop to complete the purchase.

Adapting Your Strategy:

  • Prioritise short-form video (Reels, TikTok) for quick, engaging TOFU content.
  • Ensure mobile-friendly UX (fast load times, easy checkout) to reduce drop-offs.
  • Leverage social commerce (e.g., Instagram Shopping) to shorten the path to purchase.

With these shifts in mind, let’s break down actionable tactics for each funnel stage.

Stage-Specific Funnel Marketing Tactics

To effectively guide your audience through the funnel, you need to use the right funnel marketing tactics and content formats for each stage.

Here is a clear list of go-to tactics for your digital marketing campaigns:

  1. TOFU

Goal: Attract and educate cold audiences

Tactic Real-World Example
SEO Blog Posts A fitness brand writes “10 Best At-Home Workouts for Beginners” targeting high-volume search queries
Social Media Content A SaaS company creates TikTok videos explaining “What is CRM Software?” in 15 seconds
Influencer Collaborations A skincare brand partners with micro-influencers to demo their new cleanser
PR & Media Coverage A fintech startup gets featured in a “Top 50 Innovators” list by a business magazine
Educational Videos A marketing agency posts YouTube tutorials on “Google Ads Basics”

Tools:

  1. MOFU

Goal: Engage and educate warm leads

Tactic Real-World Example
Email Nurture Sequences An e-commerce brand sends a 5-day email course on “How to Choose the Perfect Running Shoes”
Webinars A B2B software company hosts “How to Automate Your Accounting” with live Q&A
Case Studies A digital agency showcases “How We Increased Client X’s Revenue by 300%”
Comparison Guides A mattress company creates “Memory Foam vs. Hybrid: Which is Right for You?”
Free Tools/Quizzes A nutrition brand offers a “Personalized Vitamin Quiz” with recommendations

Tools:

  1. BOFU

Goal: Drive purchasing decisions

Tactic Real-World Example
Free Trials/Demos A project management tool offers 14-day free trial with onboarding checklist
Customer Testimonials An e-commerce site displays video reviews with before/after results
Scarcity Tactics “Only 3 left at this price!” countdown timer on product page
Retargeting Ads Dynamic ads showing abandoned cart items with 10% discount code
Live Chat Support “Need help deciding? Chat with our experts now” prompt

Tools:

Loyalty & Advocacy (Post Purchase)

Goal: Increase retention and referrals

Tactic Real-World Example
Referral Programs “Get $25 for every friend who signs up” with shareable links
VIP/Loyalty Clubs Exclusive early access to sales for repeat customers
User-Generated Content “Share your #OOTD with our product” contest with prizes
Post-Purchase Surveys “How did we do?” email with discount for next purchase
Exclusive Content Members-only webinar on advanced product uses

Each example shows how to implement these strategies across industries practically. The key is matching the tactic to both your audience’s needs and their current stage in the journey.

Now, how do you put this into practice? Let’s walk through building your first funnel.

How to Build Your First Funnel

Ready to build your first funnel? The best way to start is to define your target audience and then map out the customer journey.

Follow these steps to get started:

Step 1: Define Your Target Audience

  • Identify clearly who your ideal customers are.
  • Understand their pain points, what they need, and where they spend their time online.
  • This will help you choose the right platforms and tactics for each stage.

Step 2: Map the Journey

  • Based on your audience, outline the steps you want them to take.
  • For example, a user might see an ad, read a blog post, download a guide, and then sign up for a trial.

Step 3: Build Your Content

  • Create the content you need for each stage of the funnel.
  • Start small with one or two key pieces of content for TOFU, MOFU, and BOFU.

Step 4: Choose Your Tools

  • Select the platforms and tools you’ll use to build and manage your funnel.
  • This could include a content management system for your blog, an email marketing platform, and a landing page builder.

You can start with free tools like HubSpot or Google Analytics.

Step 5: Track and Optimise

  • Once your funnel is live, use analytics to track its performance.
  • Pay attention to key funnel metrics at each stage to see where users are dropping off.
  • Use this data to adapt and improve your funnel over time.

Remember, the funnel is a flexible guide, not a strict formula. You can always adapt and improve it over time.

Guide on how to build your marketing funnel

By creating stage-specific content that supports your audience at every step, you’ll build a more effective and profitable digital marketing strategy.

By now, you’re equipped with the fundamentals—let’s wrap up with key takeaways.

Wrapping Up

Think of the marketing funnel as your blueprint for growth. It’s a powerful tool that transforms the chaotic process of customer acquisition into a clear, strategic journey.

By understanding where your audience is at each stage—from initial awareness to final conversion funnel—you can deliver the right message at the perfect moment, building trust and driving results.

Key Takeaways:

  • It’s a Map, not a Rulebook: The funnel is a flexible guide to help you understand your customer’s journey, not a rigid process they must follow.
  • Tactics Matter: Using the right content and tactics—from SEO articles at the top of the funnel to testimonials at the bottom—is crucial for moving prospects forward.
  • Start Simple: Don’t overcomplicate it. Begin by defining your audience and building a basic funnel for one product.
  • Always Be Learning: The digital landscape is constantly changing. Use analytics to track your funnel’s performance and continuously adapt your full funnel strategy for better results.

Start implementing these takeaways today, and you’ll be on your way to a more strategic and successful digital marketing campaign.

Ready to Level Up Your Marketing Strategy?

Our article gave you a great start on understanding the marketing funnel, but there’s so much more to learn.

Explore @ASK Training’s Digital Marketing Foundations courses to dive deeper into creating customer personas, mapping the customer journey, and mastering the foundational skills you need to build a truly effective strategy.

This includes:

  1. WSQ Digital Marketing Essentials
  2. WSQ Email Marketing
  3. WSQ Advanced Digital Marketing Strategy

Enrol today and start building your own truly effective marketing funnel!