What is a marketing funnel and how to use one!
Marketing can feel like throwing flyers into the wind and hoping one lands in the right hands. You post, promote and put yourself out there but people bounce, scroll past or just don’t bite. That’s where the marketing funnel comes in.
It’s not some overcomplicated system. It’s just a simple way to understand how someone goes from not knowing you exist to becoming a loyal customer. Done right, it stops you wasting time and helps you actually move people towards your desired action or response.
Let’s break it down in plain and simple English.
Understanding what a marketing funnel is:
It’s a way to describe the steps someone takes before buying from you. Think of it like a customer journey or an adventure into the unknown. First, they might notice you. Next, they get curious. Finally, they weigh things up for that final decision, will they buy or walk away.
Imagine that new café you keep walking past on your way to work. The first few times, you barely look. Then one morning the chalkboard catches your eye. Another time you spot the crowd out front. You finally check out the menu. A week later you step inside for your first coffee and your life has changed (it may only be caffeine, but coffee is life). That’s the funnel in action.
What are the key stages of a marketing funnel:
- Top of Funnel (TOF): Awareness
- Middle of Funnel (MOF): Consideration
- Bottom of Funnel (BOF): Decision or action
Some go a little further and include Loyalty and Advocacy. That’s when customers come back again or start telling others how great you are. Gold. Going back to that café example. You’re greeted with a smile and a ‘how are you?’. Tick. They remember your classic cappuccino with extra chocolate. Tick. Then there’s that little ‘have a great day’ note and a smiley face drawn on your coffee lid. Tick, tick, tick. Suddenly, you’re not just a customer. You’re a regular. That feeling of appreciation and being acknowledged sticks. Everyone wants to feel seen and valued and that’s what brings them back.
Why marketing funnels work:
Because most people don’t buy the first time they see you. They’re not ready. They want to feel something first. They want to be wooed a bit.
The best brands get this. Red Bull never says “buy our energy drink”. They show you skydivers, extreme sports and wild stunts. Nike taps into your inner ambition and makes you believe you can do anything. You barely hear what they sell. You feel what they stand for. Coca-Cola sells family moments and holiday nostalgia. Think back to Christmas and that Coca-Cola train tv commercial that is doing the rounds. You betcha your fridge is stocked and ready for the silly season for this very reason.
That’s what a funnel helps you do. Create the kind of brand journey people actually want to go on. One that speaks to their values. One that lets them see themselves in your story.
How to use a marketing funnel in 2025:
(1) Top of Funnel – Awareness
Goal: Be seen
People at this stage don’t know you yet. They’re not shopping. They’re just living their lives. Your job is to catch their attention without being annoying.
What works:
- Entertaining or helpful videos
- Relatable posts on social
- Blogs that answer common questions
- Ads that make them pause instead of scroll
This is not the time to pitch. It’s the moment to say “hey, we’re here” and leave a good first impression. Like a nod across the room. You want to be memorable without trying too hard. You want to earn that second glance.
(2) Middle of Funnel – Consideration
Goal: Build trust
They’ve seen you once or twice. They’ve clicked or followed. Now they’re asking themselves “Is this for me?” This is where your content needs to do some heavy lifting.
What works:
- Testimonials and social proof
- Lead magnets like guides or checklists
- Simple, helpful emails
- A peek behind the scenes or into your process
They’re comparing options. They want to feel seen. They want to know you get them. That you understand what they’re trying to do and can genuinely help. This is your moment to show value without being pushy.
(3) Bottom of Funnel – Decision
Goal: Help them say yes
They’re warmed up and ready to act. But even here people wobble. They’ll compare, delay or second-guess. Make it easy for them to take that next step.
What works:
- A solid, no-fuss offer
- A short, clear CTA
- A smooth checkout or booking process
- Reassurance through guarantees or reviews
No long sales letters. No tricks. Just confidence in what you’re offering and a little nudge to say, “This is for you.” Make it feel simple. Make it feel like the obvious next step.
Utilising Meta (Facebook and Instagram) in your marketing funnel:
Here’s where a lot of businesses get it wrong. They go straight in with a “Buy now” ad to people who’ve never heard of them. That’s like asking someone to move in together before you’ve even been on a date.
Don’t be that brand at the bottom of the funnel yelling at people at the top. Be the one who goes on the journey with them. Move alongside your customer down the funnel. Let them notice you, be curious, feel understood. Let them be whooshed a little at every step. Then when the timing is right lay out the red carpet and make the next step effortless.
Meta makes it easy to do this well. You can:
- Start with awareness imagery, carousels, videos or reels
- Retarget people who watched, clicked or engaged
- Offer something stronger when they’re ready
- Follow up with post-purchase content or loyalty offers
It’s all about showing up in the right way at the right time and letting the funnel do what it’s meant to do.
After the sale: Don’t disappear
The funnel doesn’t stop once someone buys. In fact, that’s where your best growth comes from. Repeat customers, referrals and reviews are worth their weight in gold.
What works:
- Follow-up emails
- Restock reminders or rebook prompts
- Loyalty perks or referral rewards
- UGC invites and “share your story” moments
If someone had a great experience, they’ll tell others. And those stories are more powerful than any ad you’ll run. Your best marketing isn’t what you say. It’s what others say about you.
Building a marketing funnel with Poppy Seed Media just makes sense!
You don’t need a fancy marketing degree to build a funnel. You just need to understand how people think. They want to feel something. They want a story. They want to believe your brand means something not just sells something.
That’s what the funnel helps you do.
Map it out, walk alongside your customer, and when the moment’s right, be the brand that makes it easy to say yes! Need help building yours? We’re one strategy call away.
📩 info@poppyseedmedia.com.au 🌐 www.poppyseedmedia.com.au
