Back to Basics: Understanding the Sales Funnel

What Is A Sales Funnel?

The sales funnel, often referred to as the marketing or sales funnel, is a model that outlines the journey a potential customer takes from the moment they become aware of your brand to the point of purchase. It is divided into three primary stages: the top of the funnel (TOFU), the middle of the funnel (MOFU), and the bottom of the funnel (BOFU). 

Breakdown Of The Sales Funnel

Top of the Funnel (TOFU)

The top of the funnel is the widest part, representing the stage where potential customers first become aware of your brand or product. At this point, they may have a problem or need, and they are seeking information and solutions. TOFU activities are designed to attract a broad audience and establish brand awareness. Key strategies at this stage include:

  • Content Marketing: Creating valuable and informative content such as blog posts, articles, and social media updates to educate, inform, and engage your target audience.
  • Search Engine Optimization (SEO): Optimizing your content for search engines to ensure that your brand is discoverable when potential customers are searching for information that is relevant to your business.
  • Social Media Marketing: Utilizing popular social platforms to promote content and engage with your audience. Incorporate different mediums for content delivery such as posts, photo carousels, and videos based on which method best displays what your business offers.
  • Paid Advertising: Running online ads to reach a larger audience and drive traffic to your website. You can target certain demographics or geographic areas to focus in one your ideal customers.


Middle of the Funnel (MOFU)

In the middle of the funnel, potential customers have moved beyond initial awareness and are now considering their options. They are looking for more detailed information about their problem/needs and beginning to evaluate your brand and product. MOFU activities focus on nurturing leads and building trust. Key strategies include:

  • Email Marketing: Sending targeted emails with valuable content, offers, and information to maintain contact and build relationships with potential customers.
  • Lead Magnets: Offering valuable resources like ebooks, webinars, or templates in exchange for contact information, allowing you to capture contact information and nurture leads.
  • Drip Campaigns: Sending a series of automated, personalized emails to provide information and guide leads through the decision-making process.
  • Webinars and Workshops: Hosting educational events to showcase your expertise and address specific pain points of potential customers, if applicable to your business.


Bottom of the Funnel (BOFU)

The bottom of the funnel is where potential customers are ready to make a purchase decision. They have gathered information, considered their options, and are looking for that final push. BOFU activities aim to convert leads into customers. Key strategies include:

  • Exclusive Offers and Discounts: Incentivizing the purchase with exclusive deals or limited-time promotions.
  • Product Demonstrations: Offering live or recorded product demonstrations to show how your solution addresses their specific needs.
  • Case Studies and Testimonials: Providing evidence of how your product or service has solved similar problems for others.
  • Personalized Sales Outreach: Engaging with potential customers one-on-one to address any remaining concerns and guide them through the purchase process. This is a beneficial approach for high-end products and services that are luxury purchases. 

The Role of Marketing in Guiding Customers Through the Funnel

Marketing plays a crucial role in guiding customers through the sales funnel at each stage. It involves creating, delivering, and optimizing content and strategies that resonate with potential customers. Here’s how marketing contributes to each stage:

TOFU: Marketing’s primary role is to attract and engage a broad audience, creating brand awareness through content, social media, and advertising.

MOFU: Marketing nurtures leads with targeted content and email campaigns, building trust and maintaining a connection with potential customers.

BOFU: At the bottom of the funnel, marketing provides the materials and support needed to close the deal, such as product demonstrations and persuasive content.

Who Can Help Me With Lead Generation?

If you’re ready to start getting more leads and work on pushing those leads through the sales funnel into customers, Blackbear Marketing is here to help! Get in contact with us so we can discuss what your business needs are and how we can help get you there!