{"id":162819,"date":"2023-07-17T00:01:24","date_gmt":"2023-07-17T05:01:24","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=162819"},"modified":"2024-10-17T10:59:13","modified_gmt":"2024-10-17T15:59:13","slug":"marketing-funnels","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-funnels\/","title":{"rendered":"The Marketing Funnel: What It Is, How It Works, &amp; How to Create One"},"content":{"rendered":"\n<div class=\"intro-txt\">Knowing how a marketing funnel works can help you diagnose problems and improve your marketing strategy.<\/div>\n\n\n\n<p>In this guide, I\u2019ll show you everything you need to know about marketing funnels.<\/p>\n\n\n\n<p>Let\u2019s get started.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What is a marketing funnel?\" data-section=\"what-is-a-marketing-funnel\">\n\n\n\n<h2 class=\"wp-block-heading\">What is a marketing funnel?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A marketing funnel is a multi-stage process that guides potential customers from first learning about a product to making a purchase. Marketing teams often use the AIDA model, which stands for Awareness, Interest, Desire, and Action, to create targeted strategies that move people through these stages.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1450\" class=\"wp-image-162830\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2.png\" alt=\"The marketing funnel\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2-469x425.png 469w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2-768x696.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2-1536x1392.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>People naturally drop out at each stage because not everyone who knows your brand will become a customer. This creates the funnel shape.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1706\" class=\"wp-image-162833\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-2.png\" alt=\"The marketing funnel in reality\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-2-399x425.png 399w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-2-768x819.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-2-1441x1536.png 1441w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"The stages of the marketing funnel\" data-section=\"the-stages-of-the-marketing-funnel\">\n\n\n\n<h2 class=\"wp-block-heading\">The stages of the marketing funnel<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The marketing funnel (also known as the purchase funnel or sales funnel) is based on the Awareness-Interest-Desire-Action (AIDA) model, first developed <a href=\"https:\/\/en.wikipedia.org\/wiki\/Purchase_funnel\">in 1898<\/a> by E. St. Elmo Lewis, an advertising advocate.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong> \u2013 When someone becomes aware of your brand, product, or service.<\/li>\n\n\n\n<li><strong>Interest<\/strong> \u2013 When someone expresses interest in your product or service.<\/li>\n\n\n\n<li><strong>Desire<\/strong> \u2013 When someone evaluates your product or service. This stage is also known as \u201cConsideration.\u201d<\/li>\n\n\n\n<li><strong>Action<\/strong> \u2013 When someone becomes a customer. This stage is also known as \u201cConversion.\u201d<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s take a closer look at the marketing funnel stages:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Awareness<\/h3>\n\n\n\n<p>The Awareness stage is when people first learn about your&nbsp;brand.<\/p>\n\n\n\n<p>For example, they may be searching for something on YouTube, chance upon your video, and watch&nbsp;it:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"632\" class=\"wp-image-162836\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image16-5.jpg\" alt=\"YouTube search for &quot;chatgpt for seo&quot;\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image16-5.jpg 1432w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image16-5-680x300.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image16-5-768x339.jpg 768w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n\n\n\n<p>They now know you&nbsp;exist.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Interest<\/h3>\n\n\n\n<p>The Interest stage is when people start to engage with your&nbsp;brand.<\/p>\n\n\n\n<p>For example, they may watch a few more of your videos, subscribe to your YouTube channel, check your social media posts, browse your website, and even sign up to your email&nbsp;list.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1784\" height=\"1068\" class=\"wp-image-162838\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image23-2.jpg\" alt=\"The &quot;subscribe&quot; button on Ahrefs' YouTube page\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image23-2.jpg 1784w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image23-2-680x407.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image23-2-768x460.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image23-2-1536x920.jpg 1536w\" sizes=\"auto, (max-width: 1784px) 100vw, 1784px\"><\/figure>\n\n\n\n<p>They now know what you do or sell and are interested in&nbsp;it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Desire<\/h3>\n\n\n\n<p>The Desire stage (also known as Consideration) is when people evaluate your product or service.<\/p>\n\n\n\n<p>Just because they know who you are and what you do doesn\u2019t mean you\u2019re their final choice. They\u2019ll evaluate alternatives, read reviews, look at customer testimonials, talk to friends and family, and compare.<\/p>\n\n\n\n<p>For example, Ahrefs estimates hundreds of monthly searches for Talisker whiskey reviews:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162840\" style=\"width: 518px; height: 521px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image12-8.png\" alt=\"Number of monthly searches for Talisker whiskey reviews, via Ahrefs' Keywords Explorer\" width=\"518\" height=\"521\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image12-8.png 690w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image12-8-423x425.png 423w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image12-8-120x120.png 120w\" sizes=\"auto, (max-width: 518px) 100vw, 518px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Action<\/h3>\n\n\n\n<p>The Action stage (also known as the Conversion stage) is when your prospective customers have decided they\u2019re going to buy from you. They\u2019re one step away from becoming paying customers.<\/p>\n\n\n\n<p>You\u2019re the chosen one. They\u2019ve added your product to the&nbsp;cart.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162841\" style=\"width: 553px; height: 683px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image22-1.jpg\" alt=\"Talisker whiskey added to the shopping cart\n\" width=\"553\" height=\"683\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image22-1.jpg 922w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image22-1-344x425.jpg 344w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image22-1-768x948.jpg 768w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\"><\/figure>\n\n\n\n<p>Your goal is to make it easy for them to take action and click \u201cbuy.\u201d<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why does the marketing funnel matter?\" data-section=\"why-does-the-marketing-funnel-matter\">\n\n\n\n<h2 class=\"wp-block-heading\">Why does the marketing funnel matter?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>In the real world, people don\u2019t follow the funnel linearly. They may bounce back and forth, stay in one stage without progressing, and&nbsp;more.<\/p>\n\n\n\n<p>It would be <em>impossible<\/em> for any marketing team to plan for the infinite variations that could&nbsp;occur.<\/p>\n\n\n\n<p>Therefore, the marketing funnel simplifies the <a href=\"https:\/\/ahrefs.com\/blog\/buyers-journey\/\">customer journey<\/a> and serves as a mental model for businesses to tweak their marketing strategy. You\u2019ll be able to ensure you\u2019re executing <a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">marketing tactics<\/a> at each marketing funnel stage.<\/p>\n\n\n\n<p>Without this intentional focus, some stages of your marketing funnel will get neglected and you\u2019ll end up with \u201choles\u201d that&nbsp;cause you to be losing customers (i.e., a \u201cleaky\u201d funnel).&nbsp;<\/p>\n\n\n\n<p>For example, you could be driving a lot of traffic to your website; yet none of those people are signing up for your email list. The marketing funnel can help bring awareness to this issue, allowing you to fix&nbsp;it.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to create a marketing funnel\" data-section=\"how-to-create-a-marketing-funnel\">\n\n\n\n<h2 class=\"wp-block-heading\">How to create a marketing funnel<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Every business has a customer journey and, therefore, a marketing funnel. So in theory, you can\u2019t \u201ccreate\u201d a marketing funnel\u2014you can only tweak and improve it.<\/p>\n\n\n\n<p>Practically speaking, \u201ccreating\u201d a marketing funnel means executing&nbsp;marketing strategies&nbsp;at different stages. To make implementing marketing campaigns easier, many marketers further simplify the funnel into three stages:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Top of the funnel (TOFU)<\/strong> \u2013 Awareness.<\/li>\n\n\n\n<li><strong>Middle of the funnel (MOFU)<\/strong> \u2013 Interest.<\/li>\n\n\n\n<li><strong>Bottom of the funnel (BOFU)<\/strong> \u2013 Desire and Action.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1464\" class=\"wp-image-162843\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-3.png\" alt=\"The marketing funnel (TOFU, MOFU, BOFU)\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-3.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-3-464x425.png 464w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-3-768x703.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-3-1536x1405.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Here are the tactics you can implement in each&nbsp;stage of the funnel:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Top of funnel (TOFU)<\/h3>\n\n\n\n<p>The top of the funnel is the Awareness stage. Your goal is to \u201copen up the funnel,\u201d i.e., introduce your brand to as many relevant people as possible and attract prospects..<\/p>\n\n\n\n<p>Here are some tactics to do&nbsp;that:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Target TOFU keywords<\/h4>\n\n\n\n<p>Your prospects are almost certainly searching for information related to what you sell on Google. So you\u2019ll want your website to be visible in the search results.<\/p>\n\n\n\n<p>In the Awareness stage, you\u2019ll want to create content targeting keywords that your target audience are likely to be searching for early in their journey.<\/p>\n\n\n\n<p>For example, here\u2019s how a potential customer\u2019s journey for Ahrefs\u2014an all-in-one search engine optimization (SEO) toolset\u2014may look&nbsp;like:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"3080\" class=\"wp-image-162876\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1.png\" alt=\"Potential buyer's journey of an Ahrefs customer\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1-221x425.png 221w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1-768x1478.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1-798x1536.png 798w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-4-1-1064x2048.png 1064w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>As you can see, people in the Awareness stage don\u2019t know we exist. In fact, they may not even know SEO is the solution to their problem. Instead, they may be searching for something broader, like <a href=\"https:\/\/ahrefs.com\/blog\/how-to-drive-traffic-to-your-website\/\">how to get traffic to their website<\/a>.<\/p>\n\n\n\n<p>So by targeting these keywords, we can introduce searchers to SEO and, therefore, our&nbsp;brand.&nbsp;<\/p>\n\n\n\n<p>How do you find TOFU keywords? Here\u2019s how:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter top-of-the-funnel terms (for Ahrefs, it\u2019ll be keywords like \u201cblog traffic\u201d and \u201cwebsite traffic\u201d)<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"966\" height=\"826\" class=\"wp-image-162846\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image9-9.png\" alt=\"Keywords targeting the top of the funnel, via Ahrefs' Keywords Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image9-9.png 966w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image9-9-497x425.png 497w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image9-9-768x657.png 768w\" sizes=\"auto, (max-width: 966px) 100vw, 966px\"><\/figure>\n\n\n\n<p>From here, you\u2019ll want to go through the list to find keywords that are relevant to your site. For example, we can likely target this keyword for Ahrefs:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"658\" height=\"72\" class=\"wp-image-162848\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image6-5.png\" alt=\"Metrics for &quot;increase website traffic,&quot; via Ahrefs' Keywords Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image6-5.png 658w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image6-5-650x72.png 650w\" sizes=\"auto, (max-width: 658px) 100vw, 658px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Tap into other people\u2019s audiences<\/h4>\n\n\n\n<p>Some people in your industry have built a large audience of loyal readers, listeners, and viewers. You can leverage that and expose your brand to a new group of people.<\/p>\n\n\n\n<p>For example, our chief marketing officer, <a href=\"https:\/\/twitter.com\/timsoulo\">Tim Soulo<\/a>, appears on podcasts frequently:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">https:\/\/www.youtube.com\/watch?v=7d5HVT6kgU0<\/div>\n<\/figure>\n\n\n\n<p>Here\u2019s how you can find potential podcast opportunities:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Find a prolific podcast guest in your industry<\/li>\n\n\n\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n\n\n\n<li>Enter their domain<\/li>\n\n\n\n<li>Go to the <strong>Backlinks<\/strong> report<\/li>\n\n\n\n<li>In the \u201cReferring page title\u201d filter, look for \u201cepisode\u201d<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162950\" style=\"width: 529px; height: 678px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/backlinks-report.png\" alt=\"How to find podcast opportunities, via Ahrefs' Site Explorer\n\" width=\"529\" height=\"678\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/backlinks-report.png 1058w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/backlinks-report-332x425.png 332w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/backlinks-report-768x984.png 768w\" sizes=\"auto, (max-width: 529px) 100vw, 529px\"><\/figure>\n\n\n\n<p>Podcast appearances aren\u2019t the only way. You can appear on a webinar, present at a conference, write a <a href=\"https:\/\/ahrefs.com\/blog\/guest-blogging\/\">guest post<\/a>, or co-create content.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Ads<\/h4>\n\n\n\n<p>Whether it\u2019s YouTube ads or sponsorships, thousands of brands have been built using&nbsp;ads.<\/p>\n\n\n\n<p>Paid ads are one of the most tried and tested tactics for <a href=\"https:\/\/ahrefs.com\/blog\/increase-brand-awareness\/\">building brand awareness<\/a>.&nbsp;<\/p>\n\n\n\n<p>If you have the budget, it\u2019s a great way to generate eyeballs for your&nbsp;brand.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/top-of-the-funnel\/\">Top-of-the-Funnel Marketing Explained: How to Attract Customers<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">2. Middle of funnel (MOFU)<\/h3>\n\n\n\n<p>The middle of the funnel is the Interest stage. Your goal of <a href=\"https:\/\/ahrefs.com\/blog\/mid-funnel-content\/\">MOFU content<\/a> is to capture their interest, nurture it, and convince them you\u2019re the right product for the&nbsp;job.<\/p>\n\n\n\n<p>Here are some tactics to do&nbsp;that:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Target MOFU keywords<\/h4>\n\n\n\n<p>In this stage, our target customers know what SEO is. They also know they need an SEO&nbsp;tool.&nbsp;<\/p>\n\n\n\n<p>So creating content for the middle of the funnel means we\u2019re targeting topics related to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO tools.<\/li>\n\n\n\n<li>Tools for each aspect of SEO (e.g., keyword research tools, link building tools).<\/li>\n\n\n\n<li>Free versions of tools (e.g., free backlink checker).<\/li>\n<\/ul>\n\n\n\n<p>Here\u2019s how to find these topics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter MOFU terms (for example, \u201cseo,\u201d \u201cbacklink,\u201d \u201ckeyword\u201d)<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report<\/li>\n\n\n\n<li>In the \u201cInclude\u201d filter, add terms like \u201ctool,\u201d \u201ctools,\u201d \u201cchecker,\u201d \u201ccalculator\u201d<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162852\" style=\"width: 522px; height: 607px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image24-1.png\" alt=\"Finding MOFU keywords, via Ahrefs' Keywords Explorer\n\" width=\"522\" height=\"607\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image24-1.png 870w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image24-1-365x425.png 365w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image24-1-768x893.png 768w\" sizes=\"auto, (max-width: 522px) 100vw, 522px\"><\/figure>\n\n\n\n<p>Look through the list and pick out relevant keywords.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Get them to sign up for your email&nbsp;list<\/h4>\n\n\n\n<p>Someone can indicate their interest in your brand in various ways. However, they\u2019re not made equal\u2014there\u2019s a hierarchy of value for each platform:<\/p>\n\n<p><\/p><blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">What do you think the conversion rate is between followers on different platforms?<br><br>Like I think a Twitter follower is more valuable than an Instagram follower, which is more valuable than a Facebook follower\u2026 but what\u2019s the ratio? Where does TikTok rank?<\/p>\u2014 Nat Eliason (@nateliason) <a href=\"https:\/\/twitter.com\/nateliason\/status\/1335697034205147142?ref_src=twsrc%5Etfw\">December 6,&nbsp;2020<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n\n<p>Email is the highest value \u201cinterest indication.\u201d It\u2019s explicit permission from someone to enter their&nbsp;inbox.<\/p>\n\n\n\n<p>You\u2019ll want to make sure your website visitors are signing up for your email list. Use landing pages or calls to action to encourage them to subscribe. For example, we have a floating sign-up box beside every blog post for our <a href=\"https:\/\/ahrefs.com\/newsletter\">newsletter<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162854\" style=\"width: 363px; height: 279px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image2-9.png\" alt=\"Email opt-in box on Ahrefs' blog\n\" width=\"363\" height=\"279\"><\/figure>\n\n\n\n<p>You can add incentives to sweeten the deal, like what Intercom does:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1241\" class=\"wp-image-162855\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image4-3.jpg\" alt=\"Intercom's incentive to get people to sign up\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image4-3.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image4-3-680x422.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image4-3-768x477.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image4-3-1536x954.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>For many companies, signing up here turns them into \u201cmarketing-qualified leads\u201d.<\/p>\n<p>Don\u2019t forget to create a \u201cwelcome\u201d sequence to introduce your brand, product, service, or content after they sign up. For example, someone signing up for our newsletter will receive a \u201cwelcome\u201d email introducing our best blog content:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1234\" height=\"1592\" class=\"wp-image-162859\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image20-4.png\" alt=\"The &quot;welcome&quot; email for the Ahrefs Digest\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image20-4.png 1234w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image20-4-329x425.png 329w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image20-4-768x991.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image20-4-1191x1536.png 1191w\" sizes=\"auto, (max-width: 1234px) 100vw, 1234px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Get more reviews<\/h4>\n\n\n\n<p>According to <a href=\"https:\/\/www.powerreviews.com\/research\/power-of-reviews-2023\/\">PowerReviews\u2019 2023 survey<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>93% of shoppers say ratings and reviews impact whether or not they purchase a product.<\/li>\n\n\n\n<li>91% of people always read reviews.<\/li>\n\n\n\n<li>45% of consumers won\u2019t purchase a product if there are no reviews available for&nbsp;it.<\/li>\n<\/ul>\n\n\n\n<p>Make no mistake: Reviews are important. So you\u2019ll want to get more reviews on popular review platforms in your niche. That could be Google Reviews, TrustPilot or, in the software world, G2:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"734\" height=\"260\" class=\"wp-image-162860\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image8-5.png\" alt=\"Number of reviews for Ahrefs on G2\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image8-5.png 734w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image8-5-680x241.png 680w\" sizes=\"auto, (max-width: 734px) 100vw, 734px\"><\/figure>\n\n\n\n<p>The best way to get high ratings is to create a great product and deliver an amazing experience for your customers.<\/p>\n\n\n\n<p>However, even highly satisfied customers may not remember to leave reviews, so you\u2019ll want to ask for one when the opportunity arises. For example, a high customer satisfaction moment is when they\u2019ve used your product or service (e.g., Airbnb asks for reviews when you\u2019ve finished your&nbsp;stay).<\/p>\n\n\n\n<p>Finally, whether good or bad, you\u2019ll want to respond to these reviews. A <a href=\"https:\/\/hbr.org\/2018\/02\/study-replying-to-customer-reviews-results-in-better-ratings\">Harvard Business Review study<\/a> found that replying to reviews results in better overall ratings.&nbsp;<\/p>\n\n\n\n<p>My colleague, <a href=\"https:\/\/twitter.com\/AndrezMarcel\">Andrei \u021ai\u021b<\/a>, replies to all our reviews:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1348\" height=\"1376\" class=\"wp-image-162862\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image1-6.jpg\" alt=\"An Ahrefs employee's reply to a G2 review\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image1-6.jpg 1348w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image1-6-416x425.jpg 416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image1-6-768x784.jpg 768w\" sizes=\"auto, (max-width: 1348px) 100vw, 1348px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Teach them how to use your product<\/h4>\n\n\n\n<p>Tim once&nbsp;said:<\/p>\n\n\n\n<blockquote class=\"small\"><div class=\"quote-content\">\n\n\n\n<p>My theory is that people don\u2019t sign up for your product and then learn how to use it. It\u2019s the opposite, in fact. They first learn how to use your product, and they sign up because they already know how to use&nbsp;it.<\/p>\n\n\n\n<p>Use content marketing to guide people into visualizing how to use your product in their daily and work lives. If they see your product in action, they can imagine themselves using&nbsp;it.<\/p>\n\n\n\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Tim Soulo\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/01\/tim-soulo-ahrefs.jpeg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Tim Soulo,<\/span> <span class=\"quote-author-job\">CMO <a href=\"https:\/\/ahrefs.com\" target=\"_blank\">Ahrefs<\/a><\/span><\/div><\/div><\/blockquote>\n\n\n\n<p>For example, our <a href=\"https:\/\/youtube.com\/@AhrefsCom\">YouTube videos<\/a> and articles feature our toolset prominently. We even have <a href=\"https:\/\/ahrefs.com\/academy\">multiple free, full-length courses<\/a> that show you how to solve SEO problems with our toolset:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1684\" height=\"1848\" class=\"wp-image-162865\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image13-6-1.jpg\" alt=\"The Ahrefs Academy\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image13-6-1.jpg 1684w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image13-6-1-387x425.jpg 387w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image13-6-1-768x843.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image13-6-1-1400x1536.jpg 1400w\" sizes=\"auto, (max-width: 1684px) 100vw, 1684px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Offer free trials<\/h4>\n\n\n\n<p>Seeing is believing. But using the product will imprint it on your customers\u2019 minds. That\u2019s why food companies offer free samples\u2014one taste, and you\u2019ll know if you\u2019ll buy&nbsp;it.&nbsp;<\/p>\n\n\n\n<p>At Ahrefs, we offer free versions of our toolset:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/webmaster-tools\"><strong>Ahrefs Webmaster Tools<\/strong><\/a> \u2013 Free access to <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> and <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>.<\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/free-seo-tools\"><strong>Free SEO tools<\/strong><\/a> \u2013 Various free tools that\u2019ll help you with keyword research, link building, and&nbsp;more.<\/li>\n<\/ul>\n\n\n\n<p>When potential customers consume our content and are able to follow along with our free tools, we\u2019ll be top of their minds when they decide to purchase in the future.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Bottom of funnel (BOFU)<\/h3>\n\n\n\n<p>The bottom of the funnel consists of both the Desire and Action stages. Your goal is&nbsp;to:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Convince potential customers to choose you.<\/li>\n\n\n\n<li>Get them to buy&nbsp;now.<\/li>\n<\/ol>\n\n\n\n<p>Here are some tactics to do&nbsp;that:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Target BOFU keywords<\/h4>\n\n\n\n<p>In this stage, people are evaluating. They\u2019re comparing, asking friends and family, and reading reviews.&nbsp;<\/p>\n\n\n\n<p>So creating content for this stage means targeting comparison-type keywords. Here\u2019s how to find&nbsp;them:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a><\/li>\n\n\n\n<li>Enter your brand and\/or your competitors\u2019 brands<\/li>\n\n\n\n<li>Go to the <strong>Matching terms<\/strong> report<\/li>\n\n\n\n<li>In the \u201cInclude\u201d filter, add words like \u201cvs, versus, review, reviews\u201d<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162867\" style=\"width: 520px; height: 544px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image7-9.png\" alt=\"Finding BOFU keywords, via Ahrefs' Keywords Explorer\n\" width=\"520\" height=\"544\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image7-9.png 866w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image7-9-406x425.png 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image7-9-768x803.png 768w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Create a comparison page<\/h4>\n\n\n\n<p>Your potential customers will compare all possible solutions. You can take control of the narrative by creating a comparison page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1204\" height=\"670\" class=\"wp-image-162868\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image11-4.png\" alt=\"Ahrefs' &quot;versus&quot; page\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image11-4.png 1204w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image11-4-680x378.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image11-4-768x427.png 768w\" sizes=\"auto, (max-width: 1204px) 100vw, 1204px\"><\/figure>\n\n\n\n<p>Typically, most companies will create a side-by-side comparison where they \u201cconveniently\u201d win. We disliked that standard practice, so we decided to do something new: feature third-party reviews and polls and discuss the features only our toolset has.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1404\" height=\"1226\" class=\"wp-image-162869\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image19-6.png\" alt=\"Major SEO industry polls\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image19-6.png 1404w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image19-6-487x425.png 487w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image19-6-768x671.png 768w\" sizes=\"auto, (max-width: 1404px) 100vw, 1404px\"><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-162871\" style=\"width: 544px; height: 843px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image5-6.jpg\" alt=\"Section on &quot;unique things you can do with Ahrefs&quot; on Ahrefs' &quot;versus&quot; page\n\" width=\"544\" height=\"843\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image5-6.jpg 1088w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image5-6-274x425.jpg 274w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image5-6-768x1190.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image5-6-991x1536.jpg 991w\" sizes=\"auto, (max-width: 544px) 100vw, 544px\"><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\">Address their final objections<\/h4>\n\n\n\n<p>Talk to your customer support, sales team, and account managers. Figure out what\u2019s stopping people from buying. You\u2019ll want to create content that addresses each and every one of their objections.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Give people a final \u201cnudge\u201d<\/h4>\n\n\n\n<p>Provide them with a compelling reason to buy right&nbsp;now.&nbsp;<\/p>\n\n\n\n<p>A common tactic is to utilize urgency. For example, Booking.com tells you if there is only one room&nbsp;left:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1552\" height=\"442\" class=\"wp-image-162873\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image21-2.jpg\" alt=\"How Booking.com utilizes urgency on its website\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image21-2.jpg 1552w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image21-2-680x194.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image21-2-768x219.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/image21-2-1536x437.jpg 1536w\" sizes=\"auto, (max-width: 1552px) 100vw, 1552px\"><\/figure>\n\n\n\n<p>So if your cohort-based course is closing or a product is going <a href=\"https:\/\/ahrefs.com\/blog\/ecommerce-out-of-stock-products\/\">out of stock<\/a> soon, give potential customers a heads-up.&nbsp;<\/p>\n\n\n\n<p>A word of caution: Don\u2019t <strong>fake <\/strong>this. You will lose your customers\u2019 trust.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Marketing funnel metrics\" data-section=\"marketing-funnel-metrics\">\n\n\n\n<h2 class=\"wp-block-heading\">Marketing funnel metrics<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>As you build your funnel, you should assign metrics to each stage. This can help you improve the funnel and fix \u201cleaky\u201d funnel issues. The exact metric to measure will depend on your strategy, but here are some&nbsp;ideas:<\/p>\n\n\n\n\n<table id=\"tablepress-244\" class=\"tablepress tablepress-id-244 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\"><\/th><th class=\"column-2\">Metric<\/th><th class=\"column-3\">Description<\/th>\n<\/tr>\n<\/thead>\n<tbody class=\"row-hover\">\n<tr class=\"row-2 even\">\n\t<td rowspan=\"3\" class=\"column-1\">Top of funnel (TOFU)<\/td><td class=\"column-2\">Users<\/td><td class=\"column-3\">The number of unique visitors your website receives.<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-2\">Organic traffic<\/td><td class=\"column-3\">The number of clicks coming from search engines to your website (e.g., Google).<\/td>\n<\/tr>\n<tr class=\"row-4 even\">\n\t<td class=\"column-2\">Keyword rankings (TOFU)<\/td><td class=\"column-3\">Your website\u2019s organic ranking positions in the search results for TOFU keywords.<\/td>\n<\/tr>\n<tr class=\"row-5 odd\">\n\t<td rowspan=\"3\" class=\"column-1\">Middle of funnel (MOFU)<\/td><td class=\"column-2\">Star ratings<\/td><td class=\"column-3\">The quantity and quality of reviews on different platforms like Google Reviews.<\/td>\n<\/tr>\n<tr class=\"row-6 even\">\n\t<td class=\"column-2\">Monthly subscriber growth rate<\/td><td class=\"column-3\">The percentage difference between the number of email subscribers from the start of one month to the&nbsp;next.<\/td>\n<\/tr>\n<tr class=\"row-7 odd\">\n\t<td class=\"column-2\">Keyword rankings (MOFU)<\/td><td class=\"column-3\">Your website\u2019s organic ranking positions in the search results for MOFU keywords.<\/td>\n<\/tr>\n<tr class=\"row-8 even\">\n\t<td rowspan=\"3\" class=\"column-1\">Bottom of funnel (BOFU)<\/td><td class=\"column-2\">Conversions<\/td><td class=\"column-3\">A conversion happens when a visitor to your website completes an action that you are tracking (e.g., buy your product).<\/td>\n<\/tr>\n<tr class=\"row-9 odd\">\n\t<td class=\"column-2\">Return on investment (ROI)<\/td><td class=\"column-3\">The measure of the impact a campaign or channel had on the revenue of the business (e.g., Facebook ads).<\/td>\n<\/tr>\n<tr class=\"row-10 even\">\n\t<td class=\"column-2\">Keyword rankings (BOFU)<\/td><td class=\"column-3\">Your website\u2019s organic ranking positions in the search results for BOFU keywords.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-244 from cache -->\n\n\n\n<p>You can track most of these metrics via tools like <a href=\"https:\/\/ahrefs.com\/seo\/glossary\/google-analytics\">Google Analytics<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/google-search-console\/\">Google Search Console<\/a>, and <a href=\"https:\/\/ahrefs.com\/\">Ahrefs<\/a>.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/marketing-metrics\/\">25 Marketing Metrics You Should Consider Tracking<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/google-analytics-metrics\/\">The Only 3 Google Analytics Metrics You Need to&nbsp;Track<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-performance-results\/\">How to Measure SEO Performance &amp; Results (The Right&nbsp;Way)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/ahrefs.com\/blog\/seo-metrics-to-track\/\">10 SEO Metrics That Actually Matter (And 4 That&nbsp;Don\u2019t)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQ\" data-section=\"faq\">\n\n\n\n<h2 class=\"wp-block-heading\">FAQ<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Some frequently asked questions about marketing funnels.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What is the difference between a B2B and B2C marketing funnel?<\/h3>\n\n\n\n<p>The difference is that, in B2C, customers usually navigate the funnel alone. In B2B, more decision-makers are involved, so more people navigate the funnel.<\/p>\n\n\n\n<p>As a result, the marketing tactics used in each stage will be different. For example, in B2B, the Desire or Action stage may heavily involve salespeople, but this will be unlikely in&nbsp;B2C.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is there a difference between a marketing and sales funnel?<\/h3>\n\n\n\n<p>They\u2019re the same, just terms used interchangeably.<\/p>\n\n\n\n<p>However, there may be differences in how responsibilities are split between marketing and sales teams. For example, traditionally, marketing teams were in charge of the top of the funnel, whereas sales teams were in charge of the bottom of the funnel (with MOFU split between both).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What about loyalty and advocacy?<\/h3>\n\n\n\n<p>Some marketers have found the existing model to be incomplete because it focuses solely on converting a prospect into a customer. After all, conventional marketing wisdom states that it\u2019s cheaper to retain existing customers than to acquire new&nbsp;ones.&nbsp;<\/p>\n\n\n\n<p>So two more stages are added to the funnel:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Loyalty<\/strong> \u2013 The customer repeatedly buys from&nbsp;you.<\/li>\n\n\n\n<li><strong>Advocacy<\/strong> \u2013 The customer recommends your brand to other people.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1846\" class=\"wp-image-162874\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-5.png\" alt=\"The marketing funnel with Loyalty and Advocacy stages added\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-5.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-5-368x425.png 368w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-5-768x886.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-5-1331x1536.png 1331w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Examples of tactics for these two stages are:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Loyalty&nbsp;stage<\/strong> \u2013 At Ahrefs, we have a <a href=\"https:\/\/community.ahrefs.com\/\">customers-only community<\/a> where our loyal customers can hang out, ask questions, and provide feedback on our toolset.<\/li>\n\n\n\n<li><strong>Advocacy<\/strong> <strong>stage<\/strong> \u2013 Consider setting up referral or loyalty programs so it\u2019s easier for your customers to refer your product to their friends. You could also consider inviting some of them to be brand advocates.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>The funnel provides a model for you to analyze and improve your marketing.&nbsp;<\/p>\n\n\n\n<p>Tweaking it is a never-ending process. But that\u2019s the fun part of funnel marketing. Keep on experimenting, and you\u2019ll find ways to improve your results.<\/p>\n\n\n\n<p>Any questions or comments? Let me know <a href=\"https:\/\/twitter.com\/siquanong\">on Twitter<\/a> or <a href=\"https:\/\/www.threads.net\/@siquanong\">Threads<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this guide, I\u2019ll show you everything you need to know about marketing funnels. Let\u2019s get started. A marketing funnel is a multi-stage process that guides potential customers from first learning about a product to making a purchase. Marketing teams<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-162819","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Marketing Funnel: What It Is, How It Works, &amp; How to Create One<\/title>\n<meta name=\"description\" content=\"The marketing funnel is essential for illustrating the buyer&#039;s journey, helping you improve your marketing at every stage.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Marketing Funnel: What It Is, How It Works, &amp; How to Create One\" \/>\n<meta property=\"og:description\" content=\"Everything you need to know.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-07-17T05:01:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-17T15:59:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/07\/marketing-funnels-1-2.png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Everything you need to know.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-funnels\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-funnels\\\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"The Marketing Funnel: What It Is, How It Works, &amp; 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