Marketing funnel

If you’ve spent any time figuring out how to connect with your audience online or increase your business’s revenue, you’ve probably heard the term “marketing funnel” thrown around. It’s a super common concept in marketing, used to visualize the journey people take from learning about your brand to becoming your customer. 

But what exactly is a marketing funnel, and why does it matter?

Let’s break it down step-by-step so you can see how it works, why it’s important, and how it could apply to your business.

A marketing funnel is a tool used to describe the steps someone goes through when interacting with your business, starting from the moment they learn about you until they make a purchase—or even beyond that. Just like a physical funnel narrows at the bottom, the marketing funnel sees a lot of people pass through at the top but fewer come out at the bottom as paying customers.

The funnel is generally broken into three main stages:

At this stage, potential customers are just learning about your brand. They’re likely encountering content like blog posts, social media ads, or videos. They may not know they even need your product or service yet; their focus is on identifying a problem or curiosity.

This is the research phase where users compare different options or learn more about solutions to their problems. At this point, they’re evaluating whether your company is a good fit for their needs. Case studies, whitepapers, and comparisons work well here.

Now it’s crunch time. Prospects are ready to decide, and you need to convince them your product or service is the best choice. You might offer them testimonials, free trials, demos, or guides—essentially, whatever helps them take that final leap.

The marketing funnel is basically your plan to guide potential customers toward a sale. Without it, you’re essentially hoping for the best instead of working with intention. Here’s why it’s key:

• It helps focus your efforts: Instead of targeting everyone with the same message, the funnel lets you meet customers where they are. Someone who doesn’t even know your brand exists probably doesn’t need a detailed pitch just yet!
• It makes ROI measurable: A well-optimized funnel lets you see what’s working and what’s not. For example, if people are dropping off at the consideration phase, it tells you to enhance your middle funnel content.
• It builds long-term relationships: Funnels don’t end when someone makes a purchase. Post-conversion, people often expect follow-up support and ongoing engagement, which is where strategies like post-engagement maintenance come in.

If your funnel isn’t delivering results, tweaking it can make a big difference. Here's how companies like Tenet can guide businesses toward higher conversion rates across their marketing funnels:

A CRO audit examines each stage of the funnel to pinpoint what’s working and what needs improvement. For instance:

• Are your landing pages optimized for clarity and easy navigation?
• Is there a drop-off at a specific funnel stage?

Many businesses discover they’re losing customers because of unclear messaging or clunky website designs. If you’re curious about how a CRO audit helps refine the funnel, learn more about services on our site.

Tracking the numbers is key! By analyzing which pieces of content attract the most leads or which emails result in signups, businesses can focus on what their audiences actually respond to. Tools that integrate with UI/UX strategies can also help reveal where users lose interest.

Here’s the thing: just getting people into the funnel (e.g., attracting traffic to your site) isn’t enough. For the funnel to convert effectively:

• Awareness campaigns (TOFU) need to grab attention through SEO-friendly blog posts, videos, or social media ads.
• Consideration strategies (MOFU) should include product comparisons, guides, or in-depth resources.
• Decision-stage tactics (BOFU) might involve showcasing reviews or offering attractive sales terms.

Not sure what tactics work for businesses in your industry? Tenet has insights into tailored solutions across multiple industries.

Remember, loyal customers are gold for your business. Use strategies like email campaigns, customer testimonials, and strong after-sale support to keep people engaged. Tenet’s experience with post-engagement support helps companies maintain customer relationships for the long haul.

Since Tenet focuses on UI/UX design and conversion rate optimization, they’re all about improving the user experience at every stage of the journey. The better the experience, the more likely users will move down the funnel. Whether it’s optimizing webpages, refining content for clarity, or ensuring smooth tech performance, Tenet’s work is directly tied to boosting conversion rates.

For example, their track record of driving $1.54 billion in client revenue across companies worldwide showcases their unique expertise in supporting businesses of all kinds.

Even with a roadmap like the funnel, businesses often hit roadblocks, such as:

• Low-quality leads entering the funnel
• Poor website design that frustrates users
• Lack of alignment between marketing and sales teams
• Inadequate follow-up during the decision phase

That’s where expert services become valuable. Tools like Tenet’s CRO services don’t just identify weak spots—they offer solutions tailored to what businesses need most.

A marketing funnel is essential for every business looking to turn interest into sales. Understanding your funnel stages—and optimizing them—can help improve your strategy. And working with experts like Tenet is one way to ensure your funnel is built to succeed.

If your business is serious about building a better experience for users and driving up conversion rates, start exploring how funnels connect to broader tactics like CRO audits and custom UI/UX designs! 

Reach out to learn more about Tenet’s solutions.