What Is A Marketing Funnel

HeyStack Mavericks October 5, 2019

If you’re new to marketing or business you might be asking yourself, What Is A Marketing Funnel? a marketing funnel is a simple concept that is the foundation to most complex digital marketing plans. The Marketing Funnel is used in both the traditional and digital marketing channels. All potential customers can be moved through this funnel from users who have never heard of your brand and aren’t in-market for your product/services to users who have an intent to purchase and are at the end of their journey, ready to buy. The funnel is divided into the following three parts:

Top of the Funnel (ToFu) – The top of the Funnel is where potential customers who might not be in the market for your products or services, and may or may not have an interest in them, reside. These potential customers are less expensive to target than potential customers who reside further down the funnel. Engagement campaigns are a great way to target these users and initiate their journey through your funnel.

Middle of the Funnel (MoFu) – Users who reside in the middle of the marketing funnel have seen your brand and are in-market for your product or services. These users are slightly more expensive to target, but because they are more educated and ready to purchase vs. ToFu users, you should see a higher conversion rate which justifies the increase in spend. Retargeting campaigns, display, or search campaigns can be used to serve ads to these users and work them further down the funnel.

Bottom of the Funnel (BoFu) – Bottom of the Funnel users are ready to purchase your products or services. These users are either on your website or have interacted with your brand’s products/service multiple times to date. These users are the most expensive to target so it is important to have an effective campaign with a high conversion rate to close the deal. These users have worked their way down the funnel, making your BoFu campaigns a critical component to your marketing plan, and targeted/relevant ad copy & creative more important than ever.

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