The Elements of a Sales Funnel and How You Should Use It

Is it just us, or has the focus on developing your sales funnel turned into a battle of marketing jargon? The battle to create the most complicated, multi-layered sales funnel looms across websites in nearly every niche. If you’ve read numerous blogs and how-to articles that only left you more confused, we’re here to break down the lingo and explain how you can better understand your customers, your business, and the buying process.

What Is A Sales Funnel?

A sales funnel is the symbolic tool that helps business owners and marketers better understand their customers. It shows where each customer lies within the brand awareness and purchasing process. The sales funnel has three main sections:


The top of the sales funnel (TOFU) revolves around a marketing message that is light and easy for customers to make a connection. The TOFU is about establishing brand awareness, letting your audience know you exist. There’s no selling in this portion of the sales funnel. It’s as if you’re waving to a potential customer from across the room.


The middle of the sales funnel, or MOFU, is the largest portion of the purchasing process. It’s where you make your brand known to potential customers. You’ll use verbiage, imagery, and your brand voice for the audience to identify who you are. Most customers need to hear your message three to five times to remember your brand. While you’ll explain your brand and what you offer, you will not make a hard sales pitch. You’ve now waved from across the room to gain the prospect’s attention, introduced yourself, and offered up a chair to learn more about them.


You’re now in the bottom of the sales funnel (BOFU) and it’s time to ask for the sale. In this marketing message, you offer a discount code and immediacy, and make the call to action the primary focus. By this time you’ve waved your customer over, they’re familiar with your brand, you’re sharing nachos, and it’s time to make the conversion.

Now that you understand the different portions and goal of the sales funnel, let’s clearly define the customer’s purchasing process.

Components of a Sales Funnel

The components of a sales funnel will help you understand the mental state of your customer as they enter each section. When you better understand your audience and create marketing content that meets them where they are mentally, you increase your likelihood of a sale.

Awareness: At the very top of the sales funnel (TOFU), you are simply making your brand known. The consumer is becoming aware of your existence and familiarizing themselves with what you do.
Interest: As you enter the MOFU, the consumer’s mind shifts to an interest in your brand. They recognize your existence and have been pulled in to learn more about what you do. (This is you offering up the nachos).
Decision: The base of the MOFU comes with a choice. This is where you entice your customer with an offer. The customer’s decision may be for a whitepaper, a downloadable how-to guide, or a discount code. Whatever it is, they will offer a piece of information, like an email address, in exchange for the benefit.
Action: Finally, at the BOFU, the customer takes action. They submit their email address and download your lead magnet or use the code to make a discounted purchase.

Once you’ve made the conversion with your customer, you must nurture the relationship to keep them coming back for more content. Create a thank you page that appears once the conversion is made. Use the customer’s email address to offer exclusive info, video, or discounts. The sales funnel is a strong marketing tool that allows you to know where your customers fall in the buying timeline.

JoAnna B

Storyteller. Beer lover. Toddler interpreter. Not necessarily in that order, depending on the day. JoAnna B. has written for real estate firms in six states, can make reading about digital marketing enjoyable, and, above all, wants to tell a good story with quality content. Her style is filled with dry humor, real-life examples and a little bit of everything in between.

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