{"id":14662,"date":"2018-12-30T12:45:53","date_gmt":"2018-12-30T11:45:53","guid":{"rendered":"https:\/\/marabelia.com\/?p=14662"},"modified":"2025-06-19T13:02:31","modified_gmt":"2025-06-19T11:02:31","slug":"14662","status":"publish","type":"post","link":"https:\/\/marabelia.com\/en\/14662\/","title":{"rendered":"What is a funnel?"},"content":{"rendered":"
[vc_row][vc_column][vc_column_text]\n

What is the funnel<\/em> in marketing?<\/h2>\n

The funnel (or “fannel” for musicians), also known as the conversion funnel, is an Inbound Marketing strategy that consists of tracking and guiding a web user (commercial target<\/em>) through our website, social networks, and email campaigns, so they ultimately fulfill a specific goal\u2014whether it be a subscription, a registration, or a direct purchase.<\/p>\n

The conversion funnel allows us to observe the steps users take through our links until they fulfill our final goal<\/strong> (product purchase), helping us improve our processes and increase the conversion rate that transforms a genuinely interested visitor<\/em> into a paying customer.<\/strong><\/p>\n

With the funnel method, we move from having a showcase website to turning it (and its related social networks) into a conversion machine for lead generation and direct sales. We can also filter and communicate only with interested (qualified) users, leaving mass marketing behind.<\/strong> A funnel also helps us understand our clients\u2019 needs and interact with them in a more personalized way.<\/p>\n

How does the funnel work?<\/h2>\n

Basically, creating a funnel means shifting from direct selling of our products or services to indirect, highly targeted selling aimed at our ideal audience. This type of funnel sale<\/em> is more aggressive and direct in marketing terms but feels more natural and logical to the user (potential client).<\/strong> The idea is to offer our client exactly what they need\u2014but to do that, we first need to segment our audience and guide each target group along their specific path of interest.<\/p>\n

The easiest and most effective method for generating these paths is through the collection of differentiated leads or registrations<\/em><\/strong> in various databases. Segment.<\/strong><\/p>\n

Getting a user to provide personal data (name, email, phone, age…) and agree\u2014under GDPR\u2014to receive commercial information is not easy. We’ll need to create something of value<\/strong> to offer in exchange for their data.<\/strong> This valuable item<\/em> might be a big discount<\/em> or a free service<\/em>, but most marketing leads are obtained by offering downloadable content such as guides, ebooks, tutorials, etc.<\/p>\n

How do I start creating my funnel?<\/h2>\n

There are many tools for email marketing automation, and some are funnel-specific like ClickFunnels<\/a>, Benchmark Email<\/a>, GetResponse<\/a>, InfusionSoft<\/a><\/em>, but we\u2019ll focus on the most popular one: Mailchimp<\/strong><\/a>.<\/em><\/p>\n

Mailchimp<\/em> allows us to segment, automate, and personalize\u2014three essential functions for the funnel<\/strong><\/h4>\n

With Mailchimp<\/em>, we can create Evergreen<\/em> funnels<\/strong>\u2014those without an expiration date, which once implemented run on autopilot<\/strong>. This is one of the most attractive applications of funnel marketing.<\/p>\n

Define your campaign goals<\/h3>\n

Before starting, we must be very clear about what our campaign goal is<\/strong> and what we want to sell. Ideally, the final sale should be something that brings in significant income\u2014for example, an online digital marketing course worth \u20ac500<\/em> or a full slimming treatment valued at \u20ac600<\/em>. We should set large-scale goals that justify the time and effort investment required for implementing the funnel. If we sell low-cost<\/em> products, we\u2019ll need massive engagement from the target, and the implementation and result evaluation will be more complex.<\/p>\n

To go a step further, we can establish multiple goals<\/strong>. For example, we could offer the public an online marketing course<\/em> and a full-service marketing package for their business<\/em>. This way, we can generate two distinct paths<\/strong>: one for the target audience wanting to learn marketing<\/em> and another for the target wanting to outsource marketing to an agency<\/em>.<\/p>\n

Generate the lead and valuable hook product<\/h3>\n

To implement the funnel, we begin by offering a valuable product to users in exchange for their data.<\/strong> Let\u2019s create two irresistible ebooks: “20 Tricks to Multiply Your Sales in Just 10 Days<\/em>” and “Sales Are Down!: What Your Marketing Agency Is Really Doing Wrong<\/em>“<\/p>\n

This step already requires significant time and effort.<\/strong> The final ebook\u2014perhaps a simple PDF\u2014should be well-designed and offer truly valuable, high-quality content. Ideally, it should include calls to action within the content encouraging readers to hire our services. That alone gets half the job done.<\/p>\n

Once the valuable item is ready, we\u2019ll offer it in exchange for personal data, which will automatically register the user in our Mailchimp<\/em> database.<\/p>\n

To offer this free product, we can create a lead capture landing page or make some changes to our website to convert it into a funnel homepage. The idea is that when users leave their data, they\u2019re redirected to a page where they can download the content or receive a thank-you email with the promised download.<\/p>\n

Having created all this, it may go without saying\u2014but we must share it relentlessly across all our networks<\/strong>. And if we\u2019ve ever considered investing in Facebook or Instagram Ads,<\/strong> now is the perfect time. Our free ebooks must reach the right target by land, sea, and air!<\/p>\n

Automate the process<\/h3>\n

At this point, we should have a sequence of automated emails (autopilot mode) being sent periodically to our users<\/strong>.<\/p>\n

The first email might be sent a week after the user\u2019s download and could be titled: Have you read our ebook? What did you think?<\/em> Direct engagement and making users feel part of the experience works very well.<\/strong><\/p>\n

In that email, we can include a short survey (linked to another landing page), the results of which help us segment our audience more precisely and offer the most suitable product\u2014or we can give them a big discount on our flagship product, or redirect them to a landing page for direct purchase. The possibilities are endless.<\/p>\n

Guide the target and convert to sale<\/h3>\n

This is where automation becomes more complex. We\u2019ll track how many people opened the email and how many clicked the link. This data gives us an idea of how well we\u2019re doing. Click-throughs can be measured as conversion rate and actual interest. If successful, we use this insight to push for a more aggressive, targeted sale.<\/p>\n

From Mailchimp, we can identify emails that clicked the link and, if they didn\u2019t complete the conversion (purchase, new lead, or hook product acquisition), we can follow up with another email a few days later, subtly asking why not<\/em> and reminding them of our benefits<\/strong>. We might offer a similar product or invite them to generate a new lead\u2014and so on.<\/p>\n

What to do, say,<\/em> and offer<\/em> is not an exact formula. Each company, service, audience, and commercial target has its own character\u2014and often, intuition and psychology play just as big a role as generalized inbound marketing strategies.<\/p>\n

\n

We hope you found this article helpful. If you have any questions, feel free to write to us<\/a> or leave a comment.<\/p>\n

Thanks for reading!<\/p>\n

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