What Is a Marketing Funnel: How to Attract, Nurture, and Convert Leads

Key takeaways:

• A marketing funnel helps businesses lead customers through the stages of the buying process.
• Tailor your content to where someone is in the funnel. Educate at the top, prove value in the middle, and encourage prompt action at the bottom.
• Nurturing leads in each phase is important to increasing conversions.

Every business owner needs a powerful marketing strategy that can turn someone who has never heard of your brand into a loyal customer. But how can you take a stranger and turn them into a committed buyer?

The answer lies in adopting a marketing funnel strategy. A marketing funnel creates a clear roadmap that guides potential customers through every stage of their journey—from discovering your brand to purchasing and beyond.

In this article, we’ll walk you through what a marketing funnel is, explore the different stages, and show you how to create your own funnel to drive growth and conversions for your business.

What is a marketing funnel?

A marketing funnel is a framework that outlines a customer’s purchasing journey, from brand awareness and interest to consideration and taking action.

This framework helps businesses develop and implement strategies that move customers from one stage of the journey to the next, ultimately leading them toward conversion.

It’s shaped like a funnel because it represents how the number of potential customers narrows at each stage.

At the top, the first stage captures the largest audience. But, as the funnel progresses, fewer people continue to the next stage since not everyone who discovers your brand will want to learn more, and some who are interested will not take the next step.

Benefits of a marketing funnel

A marketing funnel allows you to guide customers through the buying process. At each stage, it helps you target the right prospects with the right message, influencing their decision-making process and moving them closer to purchasing.

Here are some of its benefits:

• Clarifies the customer’s journey. A marketing funnel helps you map out and understand the various stages your prospects go through before making a purchase decision. Through it, you can tailor your messaging and strategies to meet their specific needs at each stage.
• Improves lead nurturing. A marketing funnel allows you to nurture leads by delivering targeted content tailored to their stage in the buying process. You can provide them with incentives such as helpful guides, exclusive discounts, or personalized recommendations that move them closer to conversion wherever they are on their journey.
• Optimizes marketing efforts. A clear funnel allows you to allocate your marketing resources more effectively. You can see which stages of the funnel need more attention or where prospects tend to drop off.
• Enhances customer experience. Understanding the funnel gives you a clear view of creating a more personalized customer experience. Giving them tailored engagement shows that you understand their needs, making them more likely to trust your brand.
• Helps measure success. Marketing funnels give you a clear way to measure the effectiveness of your campaigns. You can track conversion rates at each stage and determine what’s working and needs improvement.

Marketing funnel vs. sales funnel vs. conversion funnel

It’s easy to mix up marketing, sales, and conversion funnels since they all describe parts of the customer journey. But each one plays a slightly different role in how you attract, nurture, and convert leads.

Funnel type	Main focus	Goal	Typical tactics
Marketing funnel	Generating leads and gaining customer trust	Grow brand awareness and attract prospects	SEO, ads, email campaigns, social media, content marketing
Conversion funnel	Improving how users take specific actions	Increase conversion efficiency	A/B testing, checkout optimization
Sales funnel	Turning qualified leads into paying customers	Close deals and increase revenue	Email follow-ups, direct conversations, offers, demos

The marketing funnel focuses on attracting prospects at the early stages. Its main goal is to spread awareness, build interest, and gradually move people closer to becoming buyers.

The conversion funnel is where prospects take action. It represents the journey from awareness to conversion, whether that’s making a purchase, signing up for a newsletter, or filling out a form.

The sales funnel is narrower and more targeted. It happens at the later stage of the journey that focuses on turning marketing-qualified leads into paying customers. Once someone has shown strong buying intent, like signing up for a free trial, the sales funnel takes over.

The marketing funnel stages

Many marketers use the AIDA model to plan their marketing strategies, which stands for Attention, Interest, Desire, and Action. The model identifies the psychological stages that an individual goes through during the buying process.

But as marketing evolved into the digital space, a new model emerged—the TOFU, MOFU, and BOFU model, which stands for top-of-funnel, middle-of-funnel, and bottom-of-funnel. This model simplified the funnel into three stages instead.

Let’s examine these models in detail and then understand how they connect within the same customer journey:

TOFU, MOFU, and BOFU

• TOFU (Top of Funnel). This is where awareness begins. People discover your brand for the first time, often through blog posts, social media content, or online ads. They’re not ready to buy yet; they’re simply trying to understand their problem or learn more about a topic.
• MOFU (Middle of Funnel). At this stage, prospects are evaluating options. They already know their problem and are considering different ways to solve it.
• BOFU (Bottom of Funnel). Now the buyer is ready to act. They’ve researched enough to feel confident about making a choice. All they need is a final push.

AIDA

• Attention. Your brand or product captures the customer’s attention for the first time, perhaps through an ad, social media post, or word of mouth.
• Interest. The customer starts exploring your product or service, wanting to know more about it. They’re curious and begin to understand how it might fit their needs or solve their problems.
• Desire. The customer begins to feel that they truly want or need your product. They’re drawn to its benefits and value, imagining how it can fulfill their desires.
• Action. Finally, the customer acts on their desire, whether making a purchase, signing up, or taking another step toward engaging with your brand.

As you can see, both frameworks describe the same journey; they just use different languages to map out customers’ actions. Putting them together, the model looks this way:

TOFU (Top of Funnel) – Attention and Interest

This is the stage for gaining customers’ attention and sparking their interest in your brand or products.

Say you’re a small business owner trying to manage client interactions more efficiently. You search online and find a blog post about Customer Relationship Management (CRM) tools. You’re just learning what they are, not choosing one yet. This is TOFU in action.

Your goal here is to attract and educate rather than sell. Use search engine optimized blog posts, YouTube videos, short reels, or ads to reach a wide audience. Offer value first and make your brand as a trusted source of information.

MOFU (Middle of Funnel) – Desire

Once people know who you are and have developed an interest in your brand, they then move into the consideration phase. They start comparing solutions, exploring options, and evaluating how your product fits their needs.

Continuing the example, after reading about CRM tools, you might sign up for a free guide, watch tutorial videos, or read case studies. You’re now genuinely interested in finding the right provider.

At this stage, focus on building trust and showing why your solution stands out. Share testimonials, host webinars, or offer lead magnets that demonstrate value. Clearly communicate your unique selling point (USP) and make it easy for prospects to see why your business is the better choice.

BOFU (Bottom of Funnel) – Action

This is the conversion point. It’s where you convert desire into commitment. Prospects have done their research, weighed their options, and are ready to decide.

From our CRM example, this is when you finally choose a provider after reading reviews, checking features, and watching product demos. You click “Sign Up” and enter your payment details.

Your job at this stage is to make that final step as smooth as possible. Simplify your checkout or signup process, offer flexible payment methods, and remove friction that might cause hesitation. You can also use limited-time deals, free trials, or personalized follow-ups to encourage quick action.

Beyond BOFU – Loyalty and advocacy

While many funnels end at the purchase, your relationship with the customer should extend beyond that. The true measure of growth lies in keeping customers happy and turning them into loyal supporters of your brand.

In the loyalty stage, your focus shifts from making sales to maintaining relationships, while the advocacy stage takes this a step further. Satisfied customers can become your most powerful marketers by sharing positive reviews, recommending your brand to others, or showcasing their experiences online.

Encourage loyalty and advocacy through loyalty rewards, referral programs, community engagement, or by spotlighting positive customer stories they share on social media.

AIDA + TOFU–MOFU–BOFU in action

Stage	Customer thinking (AIDA)	Brand action (TOFU–MOFU–BOFU)	Example
Attention / TOFU	“I’m looking for ways to manage my clients more efficiently.”	Attract and educate.	Create a blog post titled “What Is a CRM and How It Helps Small Businesses”
Interest / TOFU	“This tool seems interesting. How exactly does it work?”	Nurture interest.	Offer a downloadable “Beginner’s guide to CRM setup” or host a short live demo.
Desire / MOFU	“I think this solution fits my needs.”	Build trust and stand out.	Publish a customer success story with authentic quotes and measurable results.
Action / BOFU	“I’m ready to give this a try.”	Convert interest into commitment.	Use clear CTA like “Start your 14-day free trial” at the end of every demo video and ensure checkout pages load quickly on all devices.
Loyalty / Advocacy	“This tool really works. I’ll keep using it and recommend it.”	Delight and strengthen relationships.	Send personalized thank-you emails with renewal discounts or create a referral program.

B2B vs. B2C marketing funnels

While every marketing funnel follows the same stages, customers move through them differently between business-to-business (B2B) and business-to-consumer (B2C) markets.

B2B marketing funnels typically involve longer sales cycles and multiple decision-makers. Businesses evaluate ROI, compatibility, and long-term value instead of deciding based on impulse, like many individual customers do. Your funnel should focus on building trust and relationships and providing education.

In contrast, B2C marketing funnels move faster and are often driven by emotion or convenience. A consumer might see an ad, feel a need, and make a purchase within minutes. Social media strategies, influencer collaborations, and limited-time offers can help move customers through the funnel quickly.

How to create a marketing funnel

Creating a marketing funnel means devising and implementing strategies to engage customers at each stage. Since their level of interest varies from stage to stage, each requires a different approach and set of tactics.

Top of funnel – Awareness

The awareness stage is about introducing your brand to people who don’t know you yet. At this point, focus on getting noticed rather than making a sale.

• Content marketing
• Search engine optimization
• Social media marketing

Content marketing

Take Warby Parker as an example. Warby Parker produces blog posts that answer basic questions and offer solutions related to eye health and eyewear. This type of content makes it visible on Google searches and brings in new prospects.

Search engine optimization (SEO)

Optimize your content for search engines so they are easy to find in search engine results pages (SERPs). Target keywords that align with your target audience’s pain points. You can find strong keywords using Ahrefs’ Keyword Explorer or Semrush’s Keyword Magic Tool.

Beyond keyword research, you can also use Network Solutions’ professional SEO services to help your business reach more customers and grow online.

Social media marketing

Use social media to create buzz and educate your audience about your products or services. Share posts highlighting your brand story, mission, or the problem your product solves. Mix in short, value-driven videos, infographics, or quick tips that speak to your audience’s pain points.

How to know if it’s working

Focus on metrics that indicate reach, visibility, and early engagement to measure the success of your awareness efforts. At this stage, you’re trying to gauge brand awareness, so keep track of the following:

• Website traffic. A rise in new visitors shows that more people are landing on your site through search, social, or content.
• Impressions. To see how many people have seen your posts, you can check site impressions on Google Search Console or the number of views on your social media posts.
• Branded search volume. Using SEO tools like Google Search Console or Semrush, you can track the number of people searching for your brand name on Google. This metric signals whether or not your awareness campaigns are working.
• Social mentions and shares. Organic sharing and tagging indicate your content is catching attention.

These signals don’t guarantee conversions, but they tell you that people are entering the top of your funnel, which is the goal at this stage.

Top of funnel – Interest

Once people know your brand exists, capturing and holding their attention is next. At this stage, the goal is to build curiosity and give your audience a reason to learn more. This is where you start nurturing your relationship with potential customers by offering value and building their trust.

• Lead magnets
• Email marketing

Lead magnets

Lead magnets are free resources or incentives offered in exchange for contact information. They work well at this stage because they provide immediate value. Effective lead magnets include eBooks, educational newsletters, or webinars—anything your audience finds valuable enough to exchange details for.

Email marketing

Once you’ve built your list, create a campaign that delivers practical tips, product insights, and educational content, gradually building your audience’s trust.

Partner with Network Solutions to get a professional email service that strengthens your brand’s credibility and helps you communicate with customers more effectively.

How to know if it’s working

To track your progress at this stage, look at metrics that show user engagement and early signs of consideration.

• Email list growth. Consistent sign-ups indicate your lead magnets and opt-ins are working.
• Open and click-through rates. High engagement with your emails shows that subscribers are interested in what you’re sending.

These indicators show that people are aware of your brand, actively exploring it, and moving deeper into your funnel.

Middle of funnel – Desire

At this stage, potential customers are evaluating their options. They know who you are and are interested in what you offer, but they’re still weighing whether you’re the right fit. The goal here is to reinforce trust and show proof of value.

• Comparison posts
• Case studies
• Customer testimonials

Comparison posts

Comparison content helps prospects understand how your product compares to competitors. These posts work best when honest, objective, and transparent, focusing on what your product does best without making other brands look bad. This type of content gives your audience the clarity they need to make informed decisions.

Case studies

Case studies provide concrete proof of how your product or service delivers results. They tell the story of a real customer, the challenge they faced, how your solution helped, and the measurable outcome.

Combining data with a compelling narrative makes your case study more persuasive and relatable. Case studies are powerful for business-to-business (B2B) or higher-ticket business-to-consumer (B2C) products where the decision process involves more scrutiny.

Customer testimonials

Testimonials build social proof. When people see others like them speaking positively about your brand, it reduces perceived risk and strengthens its credibility. Testimonials can be written quotes, star ratings, or video reviews. Highlight them on landing pages, product pages, and emails to reassure customers in their decision.

How to know if it’s working

To gauge whether you’re effectively generating desire, focus on engagement and decision-related behaviors:

• Return visits. People coming back to your site usually consider your offerings.
• Traffic to comparison and product pages. Increased traffic to these pages is also a sign that people are evaluating your offerings more seriously.
• Engagement with testimonials or reviews. Clicking or spending time on social proof usually signals purchase intent.
• Demo requests or product inquiries. These activities are also indicators of strong purchase intent.

These metrics show that your audience moves from passive interest to active consideration, an important step before conversion.

Bottom of funnel – Action

Prospects are ready to decide the action stage. Your goal is to guide them toward that final step by making the process simple and intuitive. Remove any friction points, provide clear calls to action (CTAs), and ensure the path to conversion feels effortless. The following strategies will encourage them to take the next steps.

• Targeted emails
• Limited-time deals
• Free trial

Targeted emails

Send personalized emails that reflect a lead’s previous engagement. For example, if a prospect is subscribed to a free service, you can send them an email that promotes the benefits of a paid plan.

Limited-time deals

Create urgency with a time-sensitive offer to encourage prompt action. Just be sure the deadline is real, and that your offer clearly has value. Urgency works best when paired with a simplified process.

Free trial

If your product or service allows for it, offering a free trial or sample is one of the most effective ways to lower the barrier to entry. It gives the customer a taste of the value they can expect without requiring an upfront commitment. Also, make the sign-up or activation process as frictionless as possible.

How to know if it’s working

Measure performance at this stage using conversion-focused KPIs:

• Conversion rate. The percentage of users who complete a desired action, such as making a purchase or signing up for a subscription. Track the conversion rates for your strategies or marketing campaigns to see what works best.
• Click-through rate (CTR) on CTA buttons. Measures how often users click your calls to action. A strong CTR means your copy motivates users to take the next step.
• Free trial sign-ups. For service-based businesses, these actions signal strong buying intent and indicate how persuasive your final-stage messaging is.
• Revenue per visitor (RPV). Tracks how much revenue you earn for each site visit. It helps assess how efficiently your funnel turns traffic into paying customers.

These metrics directly show how well you close and help identify which part of your campaign can do better.

Beyond the funnel – Loyalty and advocacy

The loyalty and advocacy stage focuses on maintaining relationships. At this point, your goal is to delight customers, strengthen trust, and create a reason for them to stay connected with your brand.

• Post-purchase engagement
• Loyalty programs
• Advocacy campaigns
• Community

Post-purchase engagement

Stay in touch after the purchase. Send follow-up emails to thank customers, offer helpful tips, or check on their experience so far.

Loyalty programs

Reward returning customers for their continued trust. Points-based rewards, exclusive discounts, or early access to new products make customers feel valued and appreciated. Even small incentives can encourage repeat business and long-term loyalty.

Advocacy campaigns

Happy customers are your best marketers. Encourage them to share their experiences by offering referral bonuses, highlighting customer stories on social media, or featuring testimonials on your website.

Community

Create a space where customers can engage with your brand and each other. Whether it’s a private Facebook group, an online forum, or a regular webinar series. This fosters a sense of belonging that builds stronger connections.

How to know if it’s working

Measure the effectiveness of your loyalty and advocacy efforts through long-term engagement and satisfaction metrics:

• Customer retention rate. A higher rate means more customers are returning.
• Repeat purchase rate. Indicates how many customers buy again after their first purchase.
• Referral traffic. Track how many new customers come from existing ones through referral programs.
• Customer satisfaction (CSAT) or Net Promoter Score (NPS). These scores show how likely customers are to recommend your brand to others.
• Social mentions and user-generated content. Increased organic mentions or customer stories suggest strong advocacy.

By nurturing loyalty and encouraging advocacy, you extend your funnel beyond a single purchase. Customers become champions of your brand, helping you attract new audiences through authentic, lasting relationships.

Common marketing funnel mistakes to avoid

There’s no one right way to build a marketing funnel. The structure and tactics can vary based on your business and audience. But there are a few things you definitely shouldn’t do. Look out for these common mistakes that can limit your funnel’s effectiveness.

• Not taking the time to understand your audience
• Disregarding the early stages
• Using the same message for every stage
• Ignoring mobile experience
• Forgetting about post-purchase

Not taking the time to understand your audience

It’s hard to craft effective content or promotion if you don’t know who you’re addressing it to. The message becomes vague or too broad, failing to resonate with your ideal audience. Research your audience’s pain points, preferences, and behaviors. Relevant, targeted content increases the chance of channeling prospects to the next stage.

Disregarding the early stages

Too often, marketers focus only on conversion. Without a steady flow of new prospects entering your funnel, your conversions will eventually dry up. Building awareness, expanding reach, and nurturing curiosity are just as important as closing the sale.

Using the same message for every stage

Different stages require different approaches. A new visitor needs education, while someone closer to buying needs reassurance and incentives. Using one-size-fits-all content decreases your campaign’s effectiveness across the stages.

Ignoring mobile experience

Most users will encounter your funnel on their phones. If your emails, web pages, and blog posts aren’t mobile-optimized, you’ll quickly lose the interest of your audience. Make sure every touchpoint works seamlessly on mobile devices.

Forgetting about post-purchase

The funnel doesn’t end at the sale. Satisfied customers can become repeat buyers and brand advocates only if you keep engaging them. Keep the relationship going using post-purchase emails, loyalty rewards, and referral programs.

Frequently asked questions

Supercharge your marketing funnel with a standout website

Building a successful marketing funnel is about guiding your customers through a journey where they get to know, trust, and ultimately love your brand. Every step of the funnel is a chance to connect with your audience and make an impact.

If you’re ready to put these strategies into action and build a strong online presence, Network Solutions has the tools to get you started. With our DIY Website Builder, you can create a professional website that supports your funnel, while our SEO and Pay-Per-Click Advertising services will help you reach the right audience.