An online marketing funnel is a marketing strategy whereby you are constantly funneling new leads into your business, in the hopes of developing a sale and relationship with the user. A marketing funnel is often seen as an upside down pyramid.
The top of the funnel (or the upside down pyramid) is the widest net of your market and should focus on traffic driving activities, engaging with new customers and leading them to your website's strategic landing pages.
At the middle of the funnel, the marketing objective at hand is to provide value and build credibility, pushing your potential customer further down the funnel.
At the bottom of the funnel a smaller number of users will convert to a sale with your business as they are now 'hot' potential customers.
The skill of the marketer shines through with strategic activity personalised to the user through each stage of the funnel to ultimately acheive a sale.
Another way to look at it is the 'larger market formula'.
Starting with… TOF. Top of the funnel (not problem/brand aware)
Moving to… MOF. The middle of the funnel (problem/brand aware, now information gathering mode)
to end up at… BOF. The bottom of the funnel (most aware, buying now from the brand I like)
Each part of the journey has different strategies and language depending on which stage of the funnel / larger market formula you are speaking to in social media advertising.
For you to make a sale firstly the market needs to know you, like you, then trust you.
Several touchpoints are needed before someone buys from you in the larger market game.
Nail the know – like - trust factor and watch the magic happen!