A model that organizes the stages people move through from awareness to consideration, conversion, and loyalty.
A planning framework for matching messages and tactics to different levels of customer readiness.
Short and sweet:
A model that organizes the stages people move through from awareness to consideration, conversion, and loyalty.
A planning framework for matching messages and tactics to different levels of customer readiness.
See also: Funnel, Conversion Funnel, Customer Journey
A marketing funnel maps the stages a person typically moves through on the way from first hearing about a business to becoming a paying customer, commonly simplified into awareness, consideration, and decision, even though real customer paths rarely move in as straight a line as the diagram suggests. Content and messaging are usually tailored to each stage, since a broad educational piece works at the top while a detailed comparison or case study works better once someone is closer to deciding. Tracking where prospects drop off within the funnel often reveals exactly where a marketing or sales process needs the most attention.
A software company’s marketing funnel might start with a free blog post, move a reader toward downloading a checklist, then nudge them toward a demo request and finally a paid subscription.
Sephora guides shoppers through this same kind of staged path by using social media to build awareness, email offers to encourage consideration, and loyalty points to keep customers coming back after that first purchase.
A nonprofit running an awareness campaign might design a similar path to move someone from watching a short video, to signing an online petition, and eventually to making a recurring donation.
