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The Marketing Funnel​ Concept: A Strategic Approach To Marketing

marketing funnel (unlike a digital sales funnel) is not a tool or thing used to generate sales; it’s a marketing concept that explains the customer journey from point A to Z. For example, it explains how someone goes from being introduced to your brand to becoming a lead and then a customer.

The illustrated Vavoza Marketing Funnel visualizes our marketing process at the Vavoza agency, which allows us to strategically, deliberately, and consistently deliver exceptional results to our clients.

When exploring the 5 stages of the Vavoza Marketing Funnel below, it’s essential to understand that this concept is not quite as simple as the five stages illustrate and, therefore, not entirely accurate. The customer journey is not nearly as linear as expressed in this concept. In fact, the customer journey from point A to Z is quite complex and even chaotic.

That being said, even though not wholly accurate, the marketing funnel concept is still compelling and essential to understand because it allows you to visualize the marketing process and comprehend the importance of a strategic and deliberate approach to marketing.

Vavoza Marketing Funnel

1) Awareness​

The first stage of the marketing funnel, the “top of the funnel,” is Awareness. At this campaign stage, the focus is on getting ad impressions, website visitors, and leads. The objective is to introduce your brand to a cold (new to your brand) target audience, create as much brand awareness and ad recall as possible, and generate targeted leads to push through your marketing funnel.

2) Consideration​

The second stage of the marketing funnel, the “middle of the funnel,” is Consideration. At this point, your target audience is aware of your brand and you captured them as leads. Here, you launch strategic follow-up sequences and value-focused retargeting campaigns. The focus is on building rapport and trust with your leads, nurturing them, and influencing their consideration, and the objective is to frame or “warm up” your leads before the next funnel stage.

3) Conversion​

The third stage of the marketing funnel, the “bottom of the funnel,” is Conversion. This is the point-of-sale in the funnel. At this stage, your leads are HOT – they know all about your brand, product, and offer and are ready to make a purchase decision. The objective is to evaluate your offer, pique their desire for a specific outcome that your product promises to deliver, and call to action to convert your leads into customers.

4) Loyalty​

The fourth stage of the marketing funnel is Loyalty. This stage aims to retain your customers, get them to fall in love with your brand, and become a part of your brand tribe. This is where strategic community-based marketing turns your customers into raving fans loyal to your brand for many years.

5) Advocacy​

The fifth and final stage of the marketing funnel is Advocacy. The objective here is to inspire your customers to organically promote your brand to others. Your brand tribe will naturally and passionately recommend your brand to other people, and your customers will multiply. You can also incentivize your tribe to promote your brand by offering a compelling affiliate marketing opportunity.

That’s the gist of the marketing funnel concept. We hope you enjoyed this quick breakdown, but if you really want to stay on the cutting edge of digital marketing and master your craft, subscribe to Vavoza Insider now (it’s free).

Want a more detailed and updated explanation of the marketing funnel? Read our article about the full-funnel marketing strategy.

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Discover how to get more leads and customers on demand!