What is a marketing funnel?

A marketing funnel is a step-by-step marketing process that guides potential customers from first hearing about your brand to becoming paying customers. It visualizes the customer journey from awareness to action, with key stages like awareness, interest, desire, and action (AIDA).

Whether through social media, blog content, or targeted ads, a well-built funnel connects with people at each stage of their decision-making process, helping guide them toward a purchase.

The funnel shape reflects how the number of potential customers narrows as they move through the stages—from many at the top (awareness) to fewer at the bottom (conversion).

Here's a visual example of a marketing funnel from ahrefs:

How does a marketing funnel work?

At the top of the funnel, your goal is to capture attention. You’re spreading awareness, getting your name out there, and introducing your product or service to people who might not have heard of you before. 

As potential customers move down the funnel, your aim is to keep them engaged, build trust, and guide them toward taking action — like signing up for a newsletter, making a purchase, or booking a demo.

What is top-of-funnel (ToFU) marketing?

Top-of-funnel marketing refers to the strategies and efforts aimed at capturing the attention of potential customers in the awareness stage of the funnel. The goal is to cast a wide net and attract a broad audience, even if they’re not ready to buy yet. 

Common tactics include content marketing, social media outreach, and paid ads, all designed to create awareness and introduce people to your brand.

What are the stages of a marketing funnel?

Here’s a breakdown of the key stages in a typical marketing funnel:

• Awareness: The top of the funnel. This is where you cast a wide net to attract as many people as possible, typically through ads, social media, or organic search.
• Engagement: At this stage, you’re building interest through content, emails, or interactions that showcase value and build trust.
• Acquisition: This is where the relationship starts, whether it’s through signing up for a newsletter or downloading a lead magnet. You’re capturing leads and nurturing them.
• Conversion: The bottom of the funnel. This is when potential customers make a purchase or take the desired action you’ve been guiding them toward.
• Retention and Advocacy: A successful funnel doesn't stop at the sale. Retention focuses on keeping customers satisfied, while advocacy turns them into loyal fans who recommend your brand.