Marketing Funnel
Table of Contents
What is a Marketing Funnel?
A marketing funnel is a strategic model that maps the step-by-step journey a prospect takes—from first learning about a brand to becoming a paying (and ideally loyal) customer—so marketers can assign tactics, content, and metrics to each stage.
Key points
- Classic stages: Awareness → Interest → Consideration → Conversion → Loyalty/Advocacy.
- Top-, Middle-, Bottom-of-Funnel (TOFU/MOFU/BOFU): Groups stages for easier campaign planning and reporting.
- Channel alignment: TOFU often leverages social and SEO; MOFU relies on email, retargeting, reviews; BOFU focuses on demos, offers, and trust signals.
- KPI match: Impressions and clicks (TOFU), engagement & lead captures (MOFU), sales & lifetime value (BOFU).
- Optimization goal: Identify stage-specific drop-offs and reallocate budget or content to improve overall ROI.
Pro tips
- Map every campaign asset to a funnel stage before launch; avoid “random-act-of-marketing” syndrome.
- Track stage KPIs weekly; small MOFU tweaks (e.g., add FAQs, testimonials) often unlock the biggest gains.
- Feed funnel insights back into paid-media bidding and email automation to close the loop.
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