The Small Business Guide to Creating Customer Funnels

"Sales Funnel" is such a buzzy corporate word, but unfortunately, I can’t think of a different one.

Funnels are important to help you and your marketing team determine what kinds of content and marketing methods to use to grow your business. So let’s talk about them.

So What Is A Funnel?

In short, customer sales funnels are a series of steps that turn your audience into customers.

Think about an actual funnel: it starts very wide at the top and then slowly narrows to guide liquid where it should go.

Customer funnels are exactly the same thing. You start with a wider audience at the top and slowly guide them to becoming a customer sale.

The three main types of customer funnels we are going to talk about are:

• Top of Funnel (ToFu)

• Middle of Funnel (MiFu)

• Bottom of Funnel (BoFu)

Top of Funnel (ToFu)

Top of Funnel is your audience that is least familiar with your business.

They are the random person on the street who has never heard of you. Some of them may potentially be good customers, while others may not need what you’re selling.

Middle of Funnel (MiFu)

Middle of Funnel are the people who are familiar with you, but have not been turned into a sale yet.

They may have started to fill out a contact form on your website but never finished, or maybe they follow you on social media. They’ve shown a little more interest, but they are not quite ready to buy.

Bottom of Funnel (BoFu)

Bottom of Funnel are your past customers.

These are the people who have worked with you in the past and have had a good experience. They are the most valuable audience to have, as they often lead to repeat sales and help sustain your business.

Matching Content to Your Audience

Each of these funnel stages has different interests and needs.

It’s important to determine what stage a particular person is in before you try to sell them on your business.