A digital marketing funnel describes the steps that users take to move from being a prospect to a customer. It is a process in which the audiences are narrowed down to potential customers who eventually buy a product.
There are three types of funnels in Digital Marketing considering different stages. These are –
- Top of the Funnel (TOFU)
- Middle of the Funnel (MOFU)
- Bottom of the Funnel (BOFU)
Top of the Funnel (TOFU) – It is the first step of the funnel where a company tries to gather as much as audience it can to increase awareness and promote the company as well as product. The audience of this stage is known as the Cold Audience/Sleeping Audience as they naturally do not take any actions immediately. This is also known as the awareness stage where awareness campaigns are run. Between these ads who show interest in the product or company generally, are targeted later on the MOFU.
Middle of the Funnel (MOFU) – This is the second stage of the marketing funnel where the interested audiences are targeted. Here the number of audiences is decreased because many people do not show interest in the product or service. So, the interested audiences are targeted only, and the later ads are shown to them. This stage is also known as the warm audience for this reason. It is a stage of consideration where the audience generally signs or messages.
Bottom of the Funnel (BOFU) – This is the last stage of the marketing funnel, and it is also known as the conversion stage. Here, the number of audiences also decreased and only the valid customers are converted. This is the main goal of a marketing funnel but to get conversions other two stages are a must.
To get profitable and better results from the funnel the company should run all the campaigns simultaneously. But if the company is new then they should follow the funnel process one by one.
