Introduction

Everyone wants more customers.
But here’s the thing: most people skip straight to “posting on social media” or “running ads” without understanding the foundation that makes all those tactics work.

That foundation is the marketing funnel.
It’s like a roadmap that guides potential customers from “I’ve never heard of you” to, hopefully, “I’ll never buy from anyone else.”

What is the Marketing Funnel?

The marketing funnel is a model that maps out the journey a customer takes with your brand, from the very first time they see your name to becoming a repeat, loyal buyer.

It’s shaped like a funnel because, at the top, you start with a lot of people (awareness) and as they move through each stage, fewer remain, but those that do are more and more likely to buy.

There are four stages:

1. Awareness

This is where people first discover you.
Think:

• A reel on Instagram that makes them stop scrolling

• A blog post they find on Google

• An ad they see while watching YouTube

Goal: Get their attention. Don’t sell, just be seen.

2. Consideration

Now they know you exist, but they’re deciding if you’re worth their time or money.
This is where trust comes in:

• Valuable tips in your newsletter

• Social proof, reviews, testimonials

• Free resources or guides

Goal: Educate and nurture. Show them why you’re a good fit.

3. Conversion

This is where they take action.

• Booking a discovery call

• Signing up for a paid service

• Buying your product

Goal: Make it easy for them to say YES.
Great offers, smooth websites, simple next steps.

4. Loyalty

This is the stage most businesses forget about.
After the sale, your work isn’t done.

• Follow-up emails

• Exclusive offers for existing customers

• A great customer experience so they come back again (and refer you!)

Goal: Turn buyers into repeat customers and fans.

Why You Need a Funnel (Not Just Followers)

When you understand these stages, you stop throwing spaghetti at the wall with random marketing tactics.
Instead, you create a system that moves people smoothly from one stage to the next.

No more:

• Shouting into the void on Instagram

• Spending money on ads with nothing to show for it

• Wondering why people “like” your content but don’t buy

With a funnel, everything has a purpose.

Takeaways

• Top of the funnel: Create awareness.

• Middle of the funnel: Build trust during consideration.

• Bottom of the funnel: Make it easy to convert.

• After the funnel: Focus on loyalty.

Your funnel is the backbone of a consistent marketing strategy.

References

Google. (2025). Google Digital Marketing and E-commerce Course. Coursera.