Funnel (Marketing Funnel).
A Marketing Funnel visualizes the customer journey from first contact to purchase and beyond. It helps to address each phase (Awareness, Consideration, Decision) with the right measures.
Funnel (Marketing Funnel) — Explained in Detail
A Marketing Funnel (sales funnel) is a model that divides the customer journey into phases: TOFU (Top of Funnel) — Awareness: The potential customer becomes aware of your company (through Google search, social media, referrals). MOFU (Middle of Funnel) — Consideration: The prospect compares options and evaluates your offering (through blog articles, case studies, comparison pages). BOFU (Bottom of Funnel) — Decision: The prospect decides and becomes a customer (through landing pages, offers, consultation calls).
Each funnel phase requires different marketing measures and content types: TOFU: Blog articles, glossary entries, social media, SEO for informational keywords. MOFU: Whitepapers, case studies, webinars, email sequences, comparison articles. BOFU: Landing pages, offers, testimonials, demos, consultation calls. Google Ads and SEO can serve all funnel phases — informational blog articles (TOFU), comparison keywords (MOFU), transactional keywords (BOFU).
For Swiss SMEs, a deliberate funnel approach is crucial: Many companies invest only in BOFU (Google Ads on transactional keywords) and neglect TOFU/MOFU. The problem: Without awareness and trust, BOFU measures are more expensive and less effective. A blog, a glossary, and helpful content (TOFU/MOFU) build trust and reduce customer acquisition costs in the long run. DLM Digital plans content strategies along the entire funnel.
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Digital Marketing ConsultingFrequently Asked Questions About Funnel (Marketing Funnel)
Define measurable metrics for each phase: TOFU: Organic traffic, impressions, social reach. MOFU: Newsletter signups, content downloads, time on site, return visitors. BOFU: Conversion rate, cost per lead, number of inquiries. Tools: Google Analytics 4 (funnel reports), Google Ads (conversion tracking), CRM (lead tracking). Tip: Set up custom funnels in GA4 that map your customer journey.
All are important — but if you have to choose: Start with BOFU. Make sure your website converts (good landing pages, clear CTAs) before scaling traffic measures (TOFU/MOFU). Otherwise, you're 'pouring water into a leaky bucket.' Then: Build out TOFU (blog, SEO) for long-term, cost-effective traffic. MOFU is the 'bridge' — newsletters and email sequences convert visitors into leads.
Not necessarily complex, but deliberate. Even a simple funnel helps: TOFU = Blog + SEO, MOFU = Newsletter with tips, BOFU = Service page + contact form. Important: Understand where your customers come from and what touchpoints they have before making contact. Often, 3–4 well-thought-out measures along the funnel are better than 20 half-hearted activities.
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