If you are wondering how to create more leads or make your ads successful, you should start digging deeper into the marketing funnel. A marketing funnel describes your customer’s journey with you. Through this post, you can go step by step and learn some tactics to turn visitors (who don’t have an idea, if you will, of your store) into loyal patrons.

What’s a marketing funnel?

As mentioned in the introduction, a marketing funnel is a visualization for understanding the process of turning visitors into customers.

Here is how it works:

how a marketing funnel works

Imagine, you are the owner of an e-commerce store that sells studio headphones for home recording. The primary concern with a good pair of headphones is that they offer maximum sound isolation. So musicians turn to Google to address the issue.

Fifty of them land on your webstore where you suggest a 15% discount to incentivize shoppers to give their email address.

Thirty people accept your offer. And only ten musicians purchase from your online shop. C’est la vie.

Since there are smaller people at each stage, the uppermost part (aka Awareness) is always greater than the lower part (aka Purchase). You can watch a reduction in numbers: 100 -> 50 -> 30 -> 10.

This leads to a funnel shape.


Awareness is the uppermost of the funnel. Leads can be attracted to this stage through marketing campaigns such as ads, direct, referrals, affiliates, email lists, and more. This stage is all about making sure that the right people are getting the right message.

Your job is to educate people on how to tackle their issues. People should have a mental note that your company can solve their problems. How? Present yourself across all possible marketing channels. If not, at a minimum, your brand should have a presence in the key channels where your audience hangs out.

a) Social Media

With social media options, you can gain brand awareness and visibility, establish trust relationships, and communicate with potential customers. Furthermore:

Effective Customer Aсquisition With Increasing Revenue In Three Steps
Social media marketing EXPANDS YOUR REACH and INCREASE PEOPLE’S AWARENESS of your product. According to stats, 78% of mom-and-pop online stores have a presence on social networks to attract newbies.
Effective Customer Aсquisition With Increasing Revenue In Three Steps
Social media marketing helps to VALIDATE YOUR BRAND. When a company is presented on social media, customers understand that the company is active and focused on building love communication with customers. 63% of customers who look for businesses online are more likely to choose ones with a profile on Instagram, Facebook, or Twitter.
Effective Customer Aсquisition With Increasing Revenue In Three Steps
Social media marketing ENHANCE CUSTOMER LOYALTY. If the customer care experience on social networks is positive, 71% of your customers will tell about your company and recommend it.

b) Influencers

Creators and influencers in your niche will have already built a large audience of loyal readers, listeners, and viewers.

Why not leverage that?

People tend to trust recommendations from influencers more than traditional advertisements or celebrity endorsements.

Mini case-story: ZARA

Without using celebrities and micro-influencers, Zara was the top trending name globally just one day before the South African webstore launch. WHY? Their marketers unleash the potential of micro-influencers.

Zara rolled out its #DearSouthAfrica micro-influencer campaign to create awareness around the news. The results? Their campaign successfully generated online conversations that reached over 6 million people worldwide.

с) Advertisements

PPC (pay-per-click) ad campaigns are the most common tactics used to increase brand awareness. These ads are shown to a great number of folks concerned in your items. So, using paid ads can significantly generate leads.

Note: Don’t forget to run highly targeted ads on social media your customers prefer. Use keywords and phrases that focus on their issues or pain points, based on their purchasing history.


In the middle of the funnel, shoppers decide whether or not to purchase a company’s item. Marketing needs to nudge visitors into the next stage by showcasing how your item or service can meet their needs and wants.

Here are examples you can do this:

a) Content

Content marketing is not just about keywords. Content marketing is a strategic approach to tell your story, create a brand identity, and showcase what your brand represents. People love to engage with companies on a more personal level so, by telling your visitors the story that makes your company unique, you have increased your chances of being remembered.

b) Comment block

Imagine you’re about to buy a new laptop. You would review and check out what other people have to say.

Your visitors will do the same too.

That’s why you should add a review button so shoppers can leave their comments. This social proof will increase your conversion rate, organic traffic, buyer engagement, and of course, your credibility.


You’re here!

At this phase, visitors decide to buy your product and turn into customers.

Here are strategies that help you nudge visitors to click the button “Shop now”.

a) Mailing list

It is important to ask your visitors to subscribe to your newsletter when they’re shopping. And it is significant to incentivize them to do so. How? A gift or discount might come in handy.

a) Social Media

In the digital epoch, almost every modern person has social media accounts. That’s why it’s worth implementing follow buttons on your website, blog, emails, order confirmation page.

Tell customers what benefits they will receive – unique content or contests, exclusive to social networks.

c) Product Suggestions

The Purchase stage is also a good point to include some cross-sells. So basically, cross-selling is a marketing strategy that persuades customers to buy additional items to the origin purchase.

When you purchase a pair of jeans from H&M, and they ask you if you want a T-shirt. That’s a cross-sell. When you buy a burger at McDonald’s, and the waitress asks the question “Do you want fries with that?”, that’s a cross-sell.

If you’d like to learn more about cross-selling and how to implement it in a reliable way, here’s an article on that.

Recom.ai – Cross-sell & Upsell helps you set up related products, cross-sells, and upsells. Connect your store to Recom.ai and start delivering personalized, trending, and new products to your customers.

Here's how Recom.ai - upsell & cross-sell works

Final Thoughts

I hope this article has helped you understand what a MARKETING FUNNEL is and why you need it.

If you don’t have a marketing funnel, it’s high time to start creating one. You may go beyond a traditional funnel and add more phases such as Retention and Advocacy.

In any case, marketing funnels help to map out each phase of your customer’s decision process and plan the steps they want to take in each.

One more advantage of a marketing funnel is a valuable opportunity to assess the effectiveness of your marketing campaigns to attract new customers and retain current ones. Moreover, a marketing funnel helps to determine where you’re losing your customers. For instance, if your customer doesn’t move into the second phase, you need to change your brand awareness tactics.

And remember: a marketing funnel is not just about attracting new shoppers. Your main goal is to build credibility and encourage them to be loyal.

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Christina Davydovskaya
Christina is a content and marketing addict. She keeps up with the latest e-commerce news and always finds hacks and creative ways to produce prolific outcomes in strategizing content. When she doesn't generate content ideas, she likes reading Joseph Brodsky's poetry, doing yoga, and watching European films.